As I saw how the old CSR perspective from the west undermined interesting work in China I spent some time trying to explain that the reactive/ 0-approach tended to take the company into a dead-end where they did not focus on what society needed, but how they could communicate a zero-impact (often though offsetting). if they wanted to use sustinability as a driver for innovation they needed to take another path.
The last years leading companies around the world have begun to shift focus. From only working on their internal environmental problems, they now focus on how they can help provide the solutions the world needs and how their business models can change from a focus on products to the services needed in society.
The reason behind this change is that incremental improvements are not enough, new markets are growing, smart solutions are ready at the same time as we understand the need for transformative solutions. The 21st century company must focus on new green business models that deliver sustainable services and have CEO’s that take the lead.