ABSTRACT
Perhaps a more direct way to unlock change on the path to more sustainable frontiers is through corporate social responsibility (CSR). This chapter outlines how CSR has changed over time, the challenges it currently faces, and what it would mean to make it a truly transformative practice. CSR entered the popular lexicon in the 1950s with R. Bowen's landmark book, Social Responsibilities of the Businessman. CSR gained momentum in the consumer arena with Ralph Nader's triumph over General Motors and its unsafe automotive manufacturing processes. Even the emphasis on "social" in corporate social responsibility implies a rather limited view of the agenda. The CSR literature is liberally sprinkled with charming case studies of truly responsible and sustainable projects and a few pioneering companies. CSR 2.0 responsiveness also means greater transparency, not only through reporting mechanisms such as the Global Reporting Initiative and Carbon Disclosure Project, but also by sharing critical intellectual resources.
