Green is no longer for the environmental mavericks or the placard wielding barrackers. The cause of the green has been taken over by many big shots whose favorite retreat oft has been the bourses rather than the nature reserves. The era of corporate social responsibility dawns. Now, the acronym is out too - CSR.

Today, going green is not only an answer of the conscience but a smart business strategy as well. Thankfully, to a large extent the economic conscience is giving a bit of room to the green one. Now, it's not only about a recycling program or promoting the use electronic documents to save trees, but also an acceptance of broader community based issues. Green buildings for one are rapidly becoming the rule rather than the exception.

The New Economy has spawned a different vision in terms of corporate governance. Now, it's no longer about mere statutory obligations but a more forthright approach towards what a company can do for its employees and the society. The need for ecological sustainability is giving rise to a new generation of thinkers and leaders. This is a welcome change because these very people will be the vanguard as the world gets ready to face the bigger environmental challenges.

Corporate social responsibility is also a smart modus operandi to reduce investment risks and maximize profits. Something which pleases all stakeholders.CSR also recognizes the obligation that the company owes to the community within which it operates, as a 'social' stakeholder.

 It also determines a business firm's relationship with social action groups in promoting development and financial plans, especially among disadvantaged communities. CSR forms a very integral part of what is being increasingly called as image merchandizing.
 
We call it by many names but the essential truth remains that business entities can no longer have a blinkered approach towards Earth's tomorrow. CSR is now very much a two-way street.

Corporate Social Responsibility - An ace up the business sleeve.

Today, the consumer is a citizen consumer. Fully aware and demanding responsibility from the companies they endorse.

Teens are becoming the largest purchasing groups in most economies. They are more conscious and more 'in' with the green concerns.

Technology and the electronic media are strong votaries of the environmental movement, at least in terms of advertizing and promotion. No company can be careless about that. The term 'Green Washing' has entered the lexicon in an unsavory way companies manipulate the media. But against that we have many companies using the internet and the media to build up their brand equity through positive green PR.

Being a target of an environmental action group is definitely bad PR. Companies seek to avoid that by staying ahead of the loop. Many have embraced green labeling to highlight their environmental trustworthiness.

Health and safety issues are increasingly becoming targets of lawsuits and policy frameworks. A disregard could have grave financial repercussions for the entity concerned.

But most importantly, CSR prepares the company and its employees towards a societal transition that is now more and more evident as the Earth struggles to face its tomorrow.

Going green is no longer an option but an imperative.

Image: Guzer.com