A CSR Thoughtpiece from the CSR Training Institute When doing CSR and stakeholder projects, why hide self-interest? Do you really think you are fooling anyone? Be upfront about what is in it for you. To keep updated on postings and events go to www.csrtraininginstitute.com and sign up for the newsletter

1. Helping business to
serve shareholders AND society
SIMULTANEOUSLY
Don’t be an Altruistic Angel!
Be open about what is in it for you
-by Wayne Dunn
www.csrtraininginstitute.com/knowledge-centre

2. Why hide self-interest? Do you really think you are
fooling anyone?
Be upfront about what is in it for you.
Last week I was doing some work on corporate social responsibility and
stakeholder communications. As I reviewed various communications I
was amazed at how often companies either hid, disguised or ignored
their self-interest.
In case after case, stakeholder and CSR projects were presented
as solely in the interests of the stakeholders and ‘recipients’. The
company’s interest was never mentioned and often the language
suggested that the company’s sole motivation was to make the world
a better place.
Give me a break! Does anyone believe that?
Who inside these companies actually thinks that the people who
watch their videos or read their materials are going to really believe
that it is all about the ‘recipients’ and the company doesn’t have any
self-interest?
One case I looked at was a great supply chain development project. It
created a lot of value for local producers in rural Africa and supported
rural infrastructure development. A true winner of a project.
At the same time it reduced the companies need for expensive
imported raw materials, reduced their foreign exchange exposure
and created a valuable marketing opportunity for a new product. A
real win win project.
While the company didn’t overtly position itself as an altruistic angel,
not once did they acknowledge the value the company realized from
the project.
Hiding self-interest is not only futile, it often negates much of the
goodwill that can be created by the project in the first place.
Don’t be an Altruistic Angel! Be open about what is in it for you

3. Don’t be an Altruistic Angel! Be open about what is in it for you
Page 02
To begin with, not acknowledging self-interest or, worse, hiding
behind ‘do-gooderism’ isn’t credible, seems deceptive, and raises
questions about what else the company might be trying to hide. For
any company that values open, honest communications it is a huge
step backwards.
Secondly, it presents what could well be a strong, mutually
beneficial project in a donor-recipient framework. This not only
creates the perception of inequality, it effectively diminishes both
parties.
Let’s be honest. There is value in it for the company or else why
would they do it? No company that I know of, or that plans to exist
for long, is in the business of spending shareholder’s money without
an expectation of value coming back to them. Why would they?
It is far better to openly acknowledge self-interest AND the interest
of stakeholders and/or society. Be clear that the project meets needs
of the company AND of stakeholders, that by collaborating each is
getting something they want.
This puts partners on a more equal footing, is seen as infinitely more
credible by all concerned and ultimately makes the project more
sustainable and the company more believable.
And, most importantly, it helps the company to build trust and
stronger relationships.

4. Should Business Serve
Helping business to serve society and
shareholders, SIMULTANEOUSLY.
Should Business Serve
WAYNE DUNN, PRESIDENT AND FOUNDER
SHAREHOLDERS?
SOCIETY?
IT SHOULD SERVE BOTH.
Wayne Dunn is President & Founder of the CSR Training Institute and
Professor of Practice in CSR at McGill. He’s a Stanford Sloan Fellow
with a M.Sc. in Management from Stanford Business School.
He is a veteran of 20+ years of award winning global CSR and
sustainability work spanning the globe and covering many industries
and sectors including extensive work with Indigenous Peoples in
Canada and globally. His work has won major international awards
and has been used extensively as ‘best-practice’ by industry and
academia.
He’s also worked oil rigs, prospecting, diamond drilling, logging,
commercial fishing, heavy equipment operator, truck driver and
underwater logging, done a couple of start-ups and too many other
things to mention.
Wayne’s career includes big successes, and spectacular failures. He
hopes he’s learned equally from both.
www.csrtraininginstitute.com