Why Corporate "Goodness" Isn't Good Enough
No company is perfect. Given this truth, though, one has to wonder why in heavens name the CSR (corporate social responsibility) industry consistently awards such distinctions as “Most Responsible,” “Most Sustainable,” and “Best Citizen” year after year.
Issued by the likes of Business Ethics Magazine (now the CRO) and Innovest Strategic Value Advisors, such lists are invariably released with great fanfare. While the sponsoring media entities advertise their standards, companies that make the cut send out press releases touting their accomplishments. Such self-promotion is all well and good, but what do these distinctions really mean? Surely, they can’t be taken literally.
After all, is Green Mountain Coffee Roasters truly a better citizen than Dean’s Beans, Equal Exchange or Just Coffee? Are BP and Coca-Cola actually among the 100 most sustainable corporations in the world?
These lists annoy me. Not only because of their exaggerative tones and subjective natures, but also because they encourage companies to strive for “goodness” – or the appearance thereof.
In my manifesto, “Why Corporate “Goodness” Isn’t Good Enough,” I explain why the generic notion of “doing good” is in fact NOT good for business, and why the industry as a whole should adopt higher, more objective standards. Ideally, my manifesto will help change the way people think about, approach and measure a practice area that affects the lives of millions worldwide.
I suspect that while my central argument might offend certain parties, it might resonate with others. So by all means, no matter how you feel after reading my manifesto, think about sharing your views below. Or better yet, think about others who may agree or disagree with the viewpoints presented and pass it along. Progress is made by great ideas, so let the debate begin!