He makes the following argument:
Executives are so far removed from the implications of non financial impacts* (resulting from business decisions/operations) that they usually do not take them into consideration.
Therefore we shouldn’t be talking about sustainability as a management practice.
The most relevant term is responsibility.
That brings in the impact of business activities and operations much more clearly.
i.e. Minimise the negative and maximise the positive.
Considering management in this way requires a collective understanding of consequences.
Responsibility is a much more powerful paradigm than sustainability with regard to achieving this goal.
Ergo, responsibility should not be subsumed into the often woolly language of sustainable development.
Measuring the impacts of your work is clearly the key to sustainability. It’s also incredibly hard, but not impossible.
A focus on these impacts is more clearly defined using the term responsibility rather than sustainability.
This is how the European Commission sees the issues in their most recent definition.
Many companies of course, are completely unaware of this. There are also few methodologies and processes to make the above happen.
The future for research and action must be to put resources on the table, collectively, to research and test these. Tools, case studies and repositories of knowledge will of course be key here.
This is how we’ll close the gap between stated aspiration and practice.
I see his point of view. Not all that new in some ways, but a helpful reminder that missing words can matter.
*Just to underline we’re talking here about wider business impacts on society – part of the challenge is that even those able to consider concepts of impact assessment still tend to limit this to inside the firm.
Discuss this and other key topics in CSR / sustainable business with dozens of working managers on this management training course starting this coming week. More info and details are here: http://www.getting-to-grips-with-cr.com/fe/39831-introduction