Course : Corporate Social Responsibility (1509CSR05)

elearning.lspr.edu

Master of Arts in Communication : Corporate Communication Studies

LSPR eLearning Program

Session Topic : Sustainable Development

Course: Corporate Social Responsibility

By Ida M. Bayuni, M.M.

Content

• Part 1

• Part 2

• Part 3

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The Origins of Sustainable Development

Sustainable Business

Traditional Business vs. Company Sustainability

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Part1: The Origins of Sustainable Development

Sustainable Development: Topics

Topics of Discussion

I.	The Origins of Sustainable Development
II.	Sustainable Development
III.	Sustainable Business
IV.	Traditional Business
V.	Disciplines, Underlying Concept, Contribution
VI.	Circle of Sustainability
VII.	Sustainable Community Development

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Sustainable Development: The Origins

I.	The Origins of Sustainable Development
a.	The theoretical framework for,
•	sustainable development evolved between 1972 &1992 through…
•	…a series of international conferences & initiatives.
b.	The UN Conference on the Human Environment,
•	held in Stockholm in 1972,
•	was the first major international gathering to discuss sustainability at the
	global scale.
c.	The conference created considerable momentum, &
•	a series of recommendations led to the establishment of the UN
	Environment Programme (UNEP)…
•	…as well as the creation of numerous national environmental protection agencies at the national level

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Sustainable Development: The Origins (Cont.)

d.	The recommendations in the 1980 World
	Conservation Strategy
•	a collaboration between the…
1.	International Union for the Conservation of Nature,
2.	World Wildlife Fund (WWF),
3.	UNEP
•	…which aimed to advance sustainable
	development by…
•	…identifying priority conservation issues & key policy options.
e.	In 1983, the UN convened the World
	Commission on Economic Development (WCED),
•	chaired by Norwegian Prime Minister Gro Harlem Brundtland.

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Gro Harlem Brundtland

Norway's Prime Minister

in:
1.	1981,
2.	1986–89, &

3. 1990–96

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Sustainable Development: The Origins (Cont.)

f.	Comprised of representatives from both developed & developing countries,
•	the Commission was created to address growing concern over…
•	…the “accelerating deterioration of the human environment & natural resources &
•	the consequences of that deterioration for economic & social development”
g.	4 years later,
•	the group produced the landmark publication Our Common Future (or the Brundtland report) that…
•	…provided a stark diagnosis of the state of the environment.
h.	The report popularized the most commonly used definition of sustainable development:
•	“Development that meets the needs of current generations without…
•	…compromising the ability of future generations to meet their own needs” (WCED, 1987, p. 45)

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Sustainable Development: About

II. More on Sustainable Development

“Development which meets the needs of the present without compromising the

ability of future generations to meet their own needs.”

-World Commission on Economic Development-

More on Sustainable Development

1. Protection sustainable development is a noble & necessary aspiration.

It…,

2.	…is a fluid concept & various definitions have emerged over the past 2 decades.
3.	…is a visionary development paradigm,
•	these past 20 years governments, businesses, & civil society have committed
	to sustainable development goals.
4.	…has often been compartmentalized as an environmental issue,
•	while it is intended to encompass 3 pillars
5.
	…calls for a convergence between the 3 pillars of economic development, social equity, & environmental.
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Sustainable Development: About (Cont.)

6.	The first is a commitment to equity & fairness,
•	in that priority should be given to the improving the conditions of the
	world’s poorest &
•	decisions should account for the rights of future generations.
7.	The second is a long-term view that emphasizes the precautionary principle,
•	i.e.,“where there are threats of serious or irreversible damage,
•	lack of full scientific certainty shall not be used as a reason for postponing cost-effective measures to prevent environmental degradation”

8. The third, sustainable development embodies,

• integration & understanding & acting on the complex interconnections that exist between the:

a. Environment,

b. Economy, &

c.	Society
9.	This is not a balancing act or a playing of one issue off against the other,
•	but recognizing the interdependent nature of these 3 pillars.

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Sustainable Development: About (Cont.)

10.	Unsustainable trends continue & sustainable development has not found the
	political entry points to make real progress
11.	As a result, climate change has become the de facto proxy for implementation of the sustainable development agenda,
•	but the framework of the climate change negotiations are not always the
	appropriate forum for…
•	…broader strategic discussions of sustainable development.
12.	The new sustainable development paradigm model could chart a
	development path that,
•	truly is concerned with equity, poverty alleviation, reducing resource use, & integrating economic, environmental, & social issues in decision making.
13.	Governments, businesses, & civil society have accepted sustainable
	development as,
•	a guiding principle, made progress on metrics, &
•	improved business & NGO participation in the sustainable development process

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Sustainable Development: Ismail Serageldin

Sustainable Development

“A process whereby future generations

receive,

• as much capital per capita, or more than,

• the current generation has a viable.”

Ismail Serageldin, World Bank

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_{Ismail Serageldin}

Director of Bibliotheca Alexandrina (2000- Present)

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Part2: Sustainable Business

Sustainable Business: Mel Wilson

III. Sustainable Business

Sustainable business or corporate sustainability (CS),

according to Mel Wilson (2003):

“…a new & evolving corporate management paradigm,

• in that corporate sustainability is an alternative…

• …to the traditional growth & profit-maximization model.

While corporate sustainability recognizes that corporate growth & profitability are important,

• it also requires the corporation to pursue societal goals,

• specifically those relating to sustainable development,

a. environmental protection,

b. social justice & equity, &

c. economic development.”

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Mel Wilson Leader of Alberta

Sustainable Business

Solutions

PwC Canada

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Sustainable Development: 3 Pillars

3 Pillars

Other ways of looking at the 3 Pillars

Economy

Society

Environment

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Sustainable Development: 3 Pillars (Cont.)

1. Economic Prosperity

a. Sustainable prosperity

b. Protection of local economies

c. Localization

d. Economic protectionism

e. Job losses

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2. Environmental Protection

a. Environmental degradation

b. Global climate change

c. Deforestation

d. Extinction of plants & animals

e. Invasive species

Resource…

f. …depletion

g. …exhaustion

h. …conservation

i. Renewable & non-renewable

resources

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Sustainable Development: 3 Pillars (Cont.)

3. Social Justice

a. Economic disparities among developed & developing nations,

• Exploitation of developing nations

Labour…

b.	…unions
c.	…rights
d.	Erosion of labor standards
e.	Economic inequality/disparity
f.	Unfair distribution of the costs,
g.	Benefits & burdens of economic
h.	Immigrant & migrant labour

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Part3: Traditional Business vs. Company Sustainability

Traditional Business: About

IV. Traditional Business vs. Company Sustainability

Core Value:

Traditional Business

Economic

Growth

Corporate

Governance

Investors’

Satisfaction

Maximize

Stock Value

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Company Sustainability: About

Core Value:

Sustainable

Development

Dynamic &

Sustainable Firm

Governance

Stakeholder’s

Satisfaction &

Engagement

Create

Sustainable Value

Company Sustainability

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Comparison: Traditional Business vs. Company Sustainability

Traditional Business

Core Value:

Economic

Growth

Corporate

Governance

Investors’

Satisfaction

Maximize

Stock Value

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Company Sustainability

Core Value:

Sustainable

Development

Dynamic &

Sustainable Firm

Governance

Stakeholder’s

Satisfaction &

Engagement

Create

Sustainable Value

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COMPANY SUSTAINABILITY

Company Sustainability: Wilson (2003)

V. Discipline, Underlying Concept, Contribution

Underlying

Contribution to Corporate

No.

Discipline

Concept

Sustainability

Boundaries of,

Economic

Sustainable

•

1

Ecologic

Social Justice

Development

the subject matter & description

of…

• …a common societal goals

Corporate

Ethical Arguments as to,

Moral

2

Social

• why corporations should work…

Philosophy

Responsibility

• …towards sustainability goals

Business Arguments as to,

Strategic

Stakeholder

3

• why corporations should work…

Management

Theory

• …towards sustainability goals

Corporate

Ethical Arguments as to,

4

Business Law

Accountability

• why companies should report…

Theory

• …on sustainability performance

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Circles of Sustainability: Economics, Ecology, Politics & Culture

VI. Circles of Sustainability

Vibrant

Good

Highly Satisfactory

Satisfactory+

Satisfactory

Satisfactory-

Highly Unsatisfactory

Bad

Critical

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ECONOMICS

• Production & Resourcing

• Exchange & Transfer

• Accounting & Regulation

• Consumption & Use

• Labour & Welfare

• Technology & Infrastructure

• Wealth & Distribution

ECOLOGY

Materials & Energy • Water & Air •

Flora & Fauna •

Habitat & Food • Place & Space • Constructions & Settlements • Emission & Waste •

• Organization & Governance

• Law & Justice

• Communication & Movement

• Representation & Negotiation

• Security & Accord

• Dialogue & Reconciliation

• Ethics & Accountability

POLITICS

Engagement & Identity • Recreation & Creativity • Memory & Projection • Belief & Meaning • Gender & Generations • Enquiry & Learning • Health & Wellbeing •

CULTURE

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Sustainable Community Development: About

VII. Sustainable Community Development

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Sustainable Development: Closing

Closing Remarks

a. The Origins of Sustainable Development

What is Sustainable…

b.	…Development
c.	…Business & its 3 Pillars
d.	How Different Company Sustainability vs. Traditional
	Business
e.	Underlying Concept of Sustainable Development
f.	Sustainable Community Development

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Course : Corporate Social Responsibility (1509CSR05)

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