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Corporate responsibility In recent years, there has been a growing awareness among companies in developed countries that profitability is not incompatible with sustainable development and social responsibility. On the contrary, companies now tend to emphasise the mutual benefits and their complementary roles. The aim here is not to focus on straightforward everyday social and environmental aspects, such as negotiations with the unions or waste processing, but to address more fundamental, long-term issues. In this new perspective, a dynamic, successful company must have, over and above profit targets, a raison d’être. Companies can no longer afford to be indifferent to environmental damage or major problems affecting society. Their customers, and increasingly their own employees, will inevitably remind them one day that sustainable commercial success cannot be achieved solely by maximising short-term profits. Companies must also integrate the principles of corporate social responsibility. This enables them to create true added value for all the stakeholders: their customers, partners, shareholders, human capital, the environment and civil society. Such 'responsible and sustainable' management is a key strategic tool for companies to satisfy the increasing expectations of their customers and employees. This requires in particular new managerial responses in order to make the transition from a role based on a position of power to one of co-ordinating individual efforts for the common good of the organisation. We help companies achieve this transition, develop a holistic vision, and put in place tools for measuring and developing communication channels. Concrete example |
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