CSR as a conscious enterprise

I've been writing about sustainable business for a while now.  And there's lots of great comment on Justmeans about social business, social enterprise, and the greening and "CSRing" of traditional business.

But more and more I'm convinced that becoming more conscious - in terms of what we are trying to achieve, as well as how we go about things - is a "critical success factor" in creating more sustainable businesses.  Here's a short summary (originally from my personal blog) about why I think becoming more conscious as we do business, whether it be social or traditional, is important.

By the way I am a fan of business, but I am not meaning to knock the contribution of government, NGOs and IGOs in any way. I think all of us need to work together on this. Business is great. It’s a very powerful force. It’s great at harnessing creativity and innovation, but mainly it’s good at getting things done. While governments and non-governmental agencies alike plan and develop policy, business has usually finished the first activity and is on to the next one.

And we are in a hurry. We have a lot of problems in the world. Poverty. Hunger. Disease. Climate change. Loss of bio-diversity. Desertification. War. Nuclear proliferation.

All of these threats are coming closer. And many are getting worse as, for example, population grows.

Business can’t solve all those problems but it can contribute to solutions for many. Especially when we need new, radical solutions that haven’t been tried before, the unique structure of business allows their creation and rapid deployment on a large scale.

Even small business can seed changes elsewhere, by setting an example or by being a catalyst.

The problem with business is that for too long the people running it have had the wrong goals. If your goal is financial, and you work at it hard enough, and diligently enough, you are likely to achieve a financial goal. While neglecting other more useful goals – such as addressing the threats listed above.

So, the question is: “How do we get at least some of the people running business to adopt other, more beneficial goals?”

Forcing them won’t work. These are very independent-minded people.

Luckily, however,  I believe people evolved with a set of values that are constructive not destructive. The natural state for people is to select goals that will put back good things into the world, for all of humanity.

All that has to happen is for us all to become more conscious.

More conscious of more than just our material drives – in fact, conscious of what drives us mind, body and soul. As we become more conscious of our deeper values, then we will start to work towards them.

More conscious of our individual contribution to the results we create.

Many of us don’t believe that we have much influence on what happens in the world. So then it’s rational to let it just go to hell. But we all do have that influence, and once we realise that then the sky’s the limit.

Many of us believe that others need to be told what to do. And we don’t understand that this approach itself creates unsustainable solutions. Nothing that is enforced will last. The only things that last are those that are created together by those who benefit.

And more conscious of what holds us back and limits our influence. Many of us are ‘hungry ghosts’ – we carry around past emotional pain that makes us greedy, envious, jealous, addicted, obsessed, and compulsive.

Becoming more conscious of this pain, while usually a painful process in itself, is a good way to reduce or even remove its power.

So, as we become more conscious, we do more of the right things, more often. And that’s what all of us need. Now in and in the future.

Simple as that really.