The document discusses the evolution of corporate social responsibility (CSR) from CSR 1.0 to CSR 2.0. CSR 1.0 focused on defensive, charitable, and promotional approaches while CSR 2.0 emphasizes strategic and transformative approaches in line with an "Age of Responsibility". CSR 2.0 is presented as an integrated, systemic approach guided by principles of creativity, scalability, responsiveness, glocality, and circularity. Implementation of CSR 2.0 involves restructuring business models through leadership, partnership, innovation, impact, and transformation.

1. CSR 2.0:
Towards Transformative Business
Dr Wayne Visser
Director, Kaleidoscope Futures
Senior Associate, Cambridge Programme for
Sustainability Leadership
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
@WayneVisser
@CSRint

2. CSR – 10 related concepts
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Corporate social responsibility
Business ethics
Business & human rights
Corporate accountability
Corporate citizenship
Corporate governance
Corporate sustainability
Environmental management
Occupational health & safety
Stakeholder engagement
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd

3. Definition of CSR
• Responsibility is the choice we make to respond with
care
• CSR is the way in which business consistently creates
shared value in society through:
– economic development
– good governance
– stakeholder responsiveness and
– environmental improvement.
• CSR is an integrated, systemic approach by business
that builds, rather than erodes or destroys,
economic, social, human and natural capital
- Wayne Visser, in The Age of Responsibility (2011)
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd

4. DNA Model of CSR
The CSR 2.0 DNA Model
DNA Code
Goal
Key Indicators
Value
Creation
Economic
development
Capital investment
Beneficial products
Inclusive business
Good
Governance
Institutional
effectiveness
Leadership
Transparency
Ethical conduct
Societal
Contribution
Stakeholder
orientation
Philanthropy
Fair labour practices
Supply chain integrity
Ecosystem protection
Environmental
Sustainable
Copyright CSR International / Wayne Visser 2010Renewable resources
Integrity
ecosystems
Zero-waste production
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd

5. The evolution of responsibility
Late 2000s
Responsible
Competitiveness
1980s
Philanthropy
1970s
Shareholders
Early 1990s
Corporate
Governance
Early 2000s
Corporate
Accountability
Late 1990s
Stakeholders
Engagement
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd

6. The evolution of sustainability
Late 2000s
Sustainable markets
1980s
Health & safety
1970s
Quality
management
Early 1990s
Environmental
management
Early 2000s
Triple bottom line
Late 1990s
Health, safety
& environment
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd

7. Stages of CSR
CSR 1.0
Transformative
Strategic
Defensive
The Age of
Philanthropy
The Age of
Greed
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011
CSR 2.0
Charitable
Promotional The Age of
Management
The Age of
Marketing
The Age of
Responsibility

8. Stage 1 - Defensive
• In the Age of Greed
ENRON
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

9. Stage 2 - Charitable
• In the Age of Philanthropy
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

10. Stage 3 – Promotional
• In the Age of Marketing
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

11. Stage 4 - Strategic
• In the Age of Management
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

12. Stage 5 - Transformative
 In the Age of Responsibility
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

13. Failures of CSR 1.0: Incremental
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source: ISO, 2004,
W. Visser, The Age of Responsibility, 2011

14. Failures of CSR 1.0: Peripheral
Blow in her face and she’ll
follow you anywhere
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
More doctors smoke Camel
Source:
W. Visser, The Age of Responsibility, 2011

15. Failures of CSR 1.0: Uneconomic
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

16. Web 1.0 and CSR 1.0
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

17. Web 2.0 and CSR 2.0
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

18. Web 2.0 and CSR 2.0
Web 2.0
• Collective
intelligence
• Collaborative
networks
• User participation
• Social media
• Knowledge
syndication
• Beta testing
• New philosophy
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
CSR 2.0
• Global commons
• Innovative
partnerships
• Stakeholder
involvement
• Stakeholder panels
• Real-time reporting
• Social enterprise
• New business model

19. Principles of CSR 2.0
RESPONSIVENESS
SCALABILITY
GLOCALITY
CREATIVITY
CIRCULARITY
CSR 2.0
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

20. Principle 1 - Creativity
A LITTLE
WORLD
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

21. Principle 2 - Scalability
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

22. Principle 3 - Responsiveness
WTO
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

23. Principle 4 - Glocality
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
Source:
W. Visser, The Age of Responsibility, 2011

24. Principle 5 - Circularity
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd

25. Steps to CSR 2.0 Implementation
Re-structure
PARTNERSHIP
IMPACT
Re-assess
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd
LEADERSHIP
Re-align
INNOVATION
Re-define
Source: W. Visser,
The Quest for Sustainable Business, 2012
TRANSFORMATION
Re-design

26. Thank You!
Good luck!
wayne@kaleidoscopefutures.com
www.kaleidoscopefutures.com
www.waynevisser.com
CSR International &
Wayne Visser
CSRint & KaleidoFutures
& WayneVisser
CSR International &
Wayne Visser
csrinternational &
WayneVisser
Copyright © 2014 Wayne Visser
& Kaleidoscope Futures Lab. Ltd