The Responsibility Revolution

"CSR can’t be a tactic. It has to be a strategic, integrated component of your business. And it has to have a seat both at the management table and the boardroom." – Howard Schultz, CEO Starbucks

Corporate social responsibility was once derided as inconsistent with profit-making, but today firms have transformed their thinking and recognize that doing good can be good for business. What’s more, as consumers increasingly prioritise accountability and integrity from companies, it is clear that the social responsibility movement is here to stay. The problem in the past was that too many firms confused responsibility with philanthropy and failed to identify the business case for going green. Dan Esty, author of Green to Gold says , “the smart companies are finding that they can pursue the agenda in a way that solves their customer’s problems, allows them to innovate and bring new products to market”.

take a step back… and look at the business you’re in. And what is it that you want to accomplish?

- Pernille Spiers-Lopez, President, IKEA North America

So how can companies make green pay and still provide value for shareholders? Ikea’s North America president Pernille Spiers-Lopez says there is no one size fits all approach. Rather the key is to “take a step back… and look at the business you’re in. And what is it that you want to accomplish?” That means taking a long-term view, working out what makes sense for the supply chain, communities and stakeholders and not promising more than you can deliver. Episode 4 explores the emerging responsibility revolution and how companies can use green business practices as a springboard for innovation.

Featuring Guests:


Howard Schultz	CEO, Starbucks
Julius Steiner	CEO, Gamesa
Jeff Swartz	President and CEO, Timberland
Muhammad Yunus	Nobel Peace Prize Winner & Author of Banker to the Poor and Creating a World Without Poverty
Tim Sanders	Consultant, Author of The Likability Factor
Donald Knauss	Chairman & CEO Clorox
Simran Sethi	CNBC Green Reporter
Graham Hill	Founder, TreeHugger.com
Dan Esty	Yale Prof. Environmental Law, Co-Author Green to Gold
Pernille Spiers-Lopez	President, IKEA North America