Making the Shift: From Corporate Social Responsibility to Corporate Sustainability

Rachel Chan
Fung Global Institute, April, 2012

For some companies, CSR is almost synonymous with philanthropy. From charity donations, planting trees to corporate volunteering, these companies pursue CSR activities as a means to build a good brand image. With rising public rampage against the evils of capitalism, the “need” to adopt CSR as a reputation (or risk) management tool has become more real than ever.  

Corporate Social Responsibility, as suggested in its name, implies a reactive approach ie,  the company is obliged to giving back to the society (to ease its conscience) for all the money it makes. 

By contrast, Corporate Sustainability is a proactive strategy to ensure an organization’s long-term growth, taking a balanced development approach to profit, people and planet. It is a business approach that creates long-term shareholder value by embracing sustainability opportunities while at the same time successfully reducing and avoiding sustainability costs and risks. Read more…