CSR Press Release

DECEMBER 31, 2008 - The post-consumer wrapping paper has been recycled, the 80’s holiday pop songs have been shelved, and a New Year dawns full of promise. As the seasonal hangover subsides, a new vision is emerging, and it’s starting to look a lot like life cycle thinking.

For years, CSR professionals have been aware of the commitment and progress companies have made in stakeholder engagement, transparency and overall social and environmental performance. Of course there is plenty more work to be done, but in many cases the strategies and resources are in place to move forward.

Meanwhile consumers have been agitating for corporate action with increasing intensity over the past year—particularly on the environment. Their focus has typically been on retail and packaged goods companies as the purveyors of bottled water, plastic bags, and myriad other eco-flashpoints.

Yet the cries of consumers for environmental friendliness have often been confused, and lacking a clear understanding of bigger life cycle issues. To the consumer desire for simple labels and options, marketers have responded enthusiastically, whether or not the efforts have been supported by scientific information.

Examples abound, such as the "bamboo bandwagon", where consumers had a vague inkling that this fast-growing raw material was more environmentally friendly. But, there was little knowledge of the chemically intensive viscose process required to produce bamboo cloth (sometimes referred to as the less eco-appealing fabric "rayon"). With minimal information about raw materials, and virtually none about the manufacturing, distribution, consumption and disposal of products, consumers are limited in their ability to make intelligent purchasing choices.

But consumers—who also happen to work for corporations—are starting to connect the dots, recognizing that many of these issues are complex and interconnected. There is growing awareness that without meaningful measurement and disclosure the risk of “greenwash” runs high, and social or environmental improvements will be limited at best.

The Canadian government is helping to ensure that marketing claims are on side with environmental efforts, through the Competition Bureau's Environmental Claims: A Guide for Industry and Advertisers. Phase Two of the United Nation's Life Cycle Initiative also promises to enhance the global dialogue regarding the application of science-based life cycle thinking to business activity. The UN's initiative is supported by a wide range of Canadian industry participants including Hydro-Québec, Rio Tinto Alcan, Desjardins, RONA, and Cascades.

The coming year surely holds many new CSR challenges, not the least of which will be navigating the economic downturn while improving social and environmental impacts. However, the financial climate may provide the very incentive we—consumers, businesses and other stakeholders—need to make cautious, thoughtful decisions based on meaningful information. Taking a life cycle approach is the only sure way to avoid unintended consequences such as negative environmental impacts or an overly cynical consumer base.

Welcome to 2009. Hello, life cycle approach.