Is it betterto be responsive

than responsible?By Rusty Cawley, APR | ColdCrisis.tv

Survey: Social Responsibility

• Penn Schoen Berland– 1001 online interviews

with general U.S. public (ages 18+)

– Feb. 10-12, 2010– Margin: +/- 2.53%

More then 75 % say social responsibility

is important.

55 % say social responsibility

influences the products they buy.

38 % say they will pay more for a

socially responsible product.

But …

Only 45% say they know the meaning of ‘social responsibility’

What does‘socially responsible’ mean?

• Of the 45% who say the know the meaning …– 20% say ‘giving back to

local community.’– 19% say ‘self regulation

and accountability.’– 17% say ‘helping people.’– 12% say ‘ethics and

honesty’

The problem with saying,‘We are socially responsible.’

• No one will believe you.• It’s an impossible

standard.– U.S. corporations are by

design and by law sociopathic.

– The CEO can have only one concern: The interest of shareholders.

The Skilling Defense

• ‘I always acted in the best interests of our shareholders.’– Jeff Skilling, president of

Enron, testifying before Congress, 2002

A different approach: Responsiveness• Companies ‘undermine the

public’s understanding of capitalism by claiming to be ‘responsible’ when I’d rather they claimed to be ‘responsive.’– Dr. Peter Sandman, The

Synergist, Dec. 2005

‘Responsible’ vs. ‘Responsive’

Factory A• ‘We’ve stopping polluting

the stream because we love fish more than profits.’

Factory B• ‘Here’s why we stopped

polluting the stream …’1. Our lawyers2. Our regulators3. The activists4. Our neighbors, families and

employees

Which one do you believe?

When you lie about your motives, you imply that you lie

about your behavior.

Five ways to be responsive

1. Be empathetic2. Be accountable3. Be transparent4. Share the fact-finding5. Take meaningful action

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