ABSTRACT
The business of business is business thinking considered shareholders the only truly relevant stakeholders. Obviously, the stakeholder group of shareholders includes cutthroat speculators and hard-core capitalists the stereotypical enemy of campaigners and non-governmental organizations (NGO's). The key role of shareholders is to challenge companies that communicate regarding the materiality and honesty of their communication. The core business plus philanthropy is old-school corporate social responsibility (CSR). Swiss-based Sustainable Asset Management recognizes an evolution in CSR communications. The way Neil Eccles sees it, the issues are very closely related to expectations often CSR communication, especially reporting, does not cover material issues, is not honest and transparent in terms of relaying both the good and the bad. Novo Nordisk believes that it is vital to improve the metrics used to measure non-financial performance as well as to speak the language of the CFO, to focus on growth, return on investment, risk management and the quality of company managers.
