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

The Origins of Sustainable Development

Part 2

Sustainable Business

Part 3

Traditional Business vs. Company Sustainability

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Part1: The Origins of Sustainable Development

Sustainable Development: Topics

Topics of Discussion

I.
II.
III.
IV.
V.
VI.
VII.

The Origins of Sustainable Development

Sustainable Development
Sustainable Business
Traditional Business
Disciplines, Underlying Concept, Contribution
Circle of Sustainability
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. 198689, &
3. 199096

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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 DevelopmentMore 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
worlds 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 (2000Present)

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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.
a.
b.
c.
d.
e.

Economic Prosperity
Sustainable prosperity
Protection of local economies
Localization
Economic protectionism
Job losses

2.
a.
b.
c.
d.
e.

Environmental Protection
Environmental degradation
Global climate change
Deforestation
Extinction of plants & animals
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.
e.
f.
g.
h.

Erosion of labor standards

Economic inequality/disparity
Unfair distribution of the costs,
Benefits & burdens of economic
Immigrant & migrant labour

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Part3: Traditional Business vs. Company Sustainability

Traditional Business: About

IV. Traditional Business vs. Company Sustainability

Core Value:
Economic
Growth

Traditional Business

Corporate
Governance
Investors
Satisfaction
Maximize
Stock Value

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Company Sustainability: About

Company Sustainability

Core Value:
Sustainable
Development
Dynamic &
Sustainable Firm
Governance
Stakeholders
Satisfaction &
Engagement
Create
Sustainable Value

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Comparison: Traditional Business vs. Company Sustainability

Traditional Business

Company Sustainability

Core Value:
Economic
Growth

Core Value:
Sustainable
Development

Corporate
Governance

Dynamic &
Sustainable Firm
Governance

Investors
Satisfaction

Stakeholders
Satisfaction &
Engagement

Maximize
Stock Value

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Create
Sustainable Value

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Company Sustainability: Wilson (2003)

V. Discipline, Underlying Concept, Contribution

Discipline

Underlying
Concept

Contribution to Corporate
Sustainability

Economic
Ecologic
Social Justice

Sustainable
Development

Boundaries of,
the subject matter & description
of
a common societal goals

Moral
Philosophy

Corporate
Social
Responsibility

Ethical Arguments as to,

why corporations should work
towards sustainability goals

Strategic
Management

Stakeholder
Theory

Business Arguments as to,

why corporations should work
towards sustainability goals

Business Law

Corporate
Accountability
Theory

Ethical Arguments as to,

why companies should report
on sustainability performance

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COMPANY SUSTAINABILITY

No.

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Circles of Sustainability: Economics, Ecology, Politics & Culture

VI. Circles of Sustainability

ECONOMICS

ECOLOGY

Production & Resourcing

Exchange & Transfer
Accounting & Regulation
Consumption & Use
Labour & Welfare
Technology & Infrastructure
Wealth & Distribution

Organization & Governance

Law & Justice
Communication & Movement
Representation & Negotiation
Security & Accord
Dialogue & Reconciliation
Ethics & Accountability

POLITICS

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Materials & Energy

Water & Air
Flora & Fauna
Habitat & Food
Place & Space
Constructions & Settlements
Emission & Waste

Vibrant
Good
Highly Satisfactory
Satisfactory+
Satisfactory
SatisfactoryHighly Unsatisfactory
Bad
Critical
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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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