Of CEOs and CSRs – Response to Ethical Corp article
In Ethical Corporation’s “Sustainability professionals – Prove your worth: How to go from sustainability director to chief executive,” the editor makes an interesting case regarding CSR leaders and their career aspirations. The main thrust being that they need to be “more commercially minded . . . Corporate responsibility teams could do more to articulate a clear business strategy for their company that will grow sales.”
On the whole, I agree with the editors comments and the above premise that the leaders in CSR and sustainability must understand and communicate the economic (commercial) value of their work to the senior management. That is also true for any business unit leader in the organization.
The bigger challenge is the corporate leadership’s (board, CEO) understanding that CSR and sustainability are not fads, a PR game, or simply about philanthropy. True CSR and sustainability are fundamental strategies to the long-term success, management and leadership of organizations. True CSR/ Sustainability activities are about efficiency and effectiveness (read commercially viable). The concepts must be embedded from top to bottom and fully integrated into the corporate culture. This takes leadership, courage, strategy, skill, and full board buy-in and support.
I would argue that the inverse of the question of “Can a CSR Director become CEO?” is more prudent -> Can a CEO become a CSR Director.
This critical role in corporate strategy needs the leadership qualities that we want in an outstanding CEO/President.
- They need business savvy;
- they need to be strategic;
- they need high IQ and EQ;
- they need true leadership ability;
- they need to be both entrepreneurs and intrapreneurs (being entrepreneurial from within the system);
- and they need to get the integrative nature of CSR & Sustainability.
Perhaps the question companies and HR departments should be asking is:
If a company is committed to CSR/Sustainability, are they hiring the best, brightest, and greenest (CSR/ Sustainability savvy) professional with the qualities of a CEO and an entrepreneur?
- Or – Are they making due with a marketing/ communications/ or philanthropy manager to do spin for the company (aka elaborate greenwashing)?
My guess and experience says this candidate is not likely to come from the same MBA / corporate gene pool they’ve been pulling from for years. This candidate will see the world differently. They see possibility and strategy. Perhaps the survival & innovation instincts of SME leaders (maximizing resources, opportunities, and costs) better fit the bill.
Matthew Rochte, LEED AP
Sustainability / CSR Consultant
http://www.OpportunitySustainability.com
http://www.matthewrochte.com/resume
http://twitter.com/mrochte
Copyright ©2009 Matthew Rochte, Opportunity Sustainability℠- Share with attribution
Opportunity Sustainability℠ is a Midwest-based sustainability and corporate responsibility (CSR) consulting firm specializing in green innovation and seeing opportunities where others see burdens. Matthew Rochte, an experienced, operations-based sustainability / CSR consultant, works with company management to navigate and realize the opportunities in taking their company green and growing sustainably.










