Drucker nailed CSR 38 years ago
So one of my New Year’s Resolutions this year is to read more of the late Peter Drucker as he is regarded as the management gurus’ guru and there was a Drucker-sized gap on my bookshelf. So I bought ‘The Essential Drucker’ as a jumping off point as this is a Greatest Hits selection of chapters from his other books from 1942 to 1999.
You would have thought that a 1974 chapter on Purpose and Objectives of a Business would have little relevance to a sustainability change agent in 2013, but Drucker puts social responsibility on a par with marketing, innovation and resources:
Lessons we have learned from the rise of consumerism, or from the attacks on industry for the destruction of the environment, are expensive ways for us to realize that business needs to think through its impacts and its responsibilities for both.
He goes on:
That [social responsibility] objectives need to be built into the strategy of a business, rather than merely be statements of good intentions, needs to stressed here. These are objectives that are needed not because the manager has a responsibility to society. They are needed because the manager has a responsibility to the enterprise.
This 38 year old statement, given Drucker’s influence, begs the question why on earth are mainstream companies only now starting to embed social and environmental objectives into their core business strategy? When I wrote The Green Executive, I thought this was cutting edge thinking, but it appears that it’s almost 40 years old!