Green is in. Consumers are switching to greener consumption patterns, the corporate sector tries to achieve greener production, and governments are creating more environmentally responsible options in daily life and housing. This trend matches the general context of ‘taking responsibility’. This is a movement which has endured, both on a local and a global level, and this endurance is essential, if we want to continue living in our accustomed way twenty years from now.

The sense of urgency within the business community about regaining the confidence of the financial markets and the public and properly anticipating the demands of stakeholders, has increased enormously during the past few years. Business leaders are more aware of the fact that they must effectively capitalise on the new political, economic and social climate.

Credibility, integrity and transparency are the fundamental elements for a sustainable organisation. The question is whether you, the company manager, can transparently explain what you do, how you do it, and which results you are achieving. Many organisations are in the process of setting up or adapting to a coherent system of measures and structures for corporate governance. The new standards in this area underline the necessity of good company management and moral leadership. This includes providing reliable and verifiable information, an essential component of regaining and maintaining trust.

Through this process, the corporate sector becomes closely involved with the realisation of globally agreed upon goals. These include the 1997 Kyoto Protocol, but also the 2000 UN Millennium Development Goals and the goals listed in the declaration of the 2002 World Summit on Sustainable Development, which express this new role for the corporate sector. A Case in point is the global struggle against HIV/AIDS, with the logistics company DHL and the pharmaceutical company MSD cooperating to deliver HIV medication to inaccessible areas in Africa. Or closer to home, the cooperation agreement between the Dutch postal and express delivery company TNT and the UN World Food Programme (WFP), an example of the corporate sector’s active involvement in the achievement of humanitarian goals.

The new way of thinking in the and the new attitude of the corporate sector, which involves the sharing of knowledge, experiences and best practices among companies, is expressed by the establishment of various corporate networks in the area of corporate responsibility, such as the World Business Council on Sustainable Development, BSR in the United States, Instituto Ethos in Brazil, CSR Europe, and Samenleving & Bedrijf in the Netherlands.

Corporate Social Responsibility has long since passed beyond the stage of hype. It is a durable development which forms an integral component of modern entrepreneurship. CSR is currently developing from a more defensive, risk and reputation management driven approach, towards a more offensive position. This revolves around new markets, new products and services and sustainable development. Only one conclusion can be drawn in view of this context: sustainable, responsible, incorruptible and sustainable entrepreneurship, including a socially responsible role, is what major international companies revolve around these days!