I’ve just been editing one of our conference agendas and I realised we were making a key mistake.
The line I edited said something like: “Work out the return on investment of your CSR efforts. Find out how to quantify CSR”.
That’s the wrong way to look at it.
The approach should be: “Work out the social, economic, cultural and environmental ROI/impacts of your business efforts”.
Do you see the difference? It’s huge.
It’s why Corporate Responsibility shouldn’t exist really.
It should be Just Good Business.
This is not a new paradigm of course.
(It perhaps demonstrates that corporate responsibility has become too self-obsessed over the years)
But it has just hit home to me even further, how hugely important the right language use is in creating momentum – and sustaining it.