What's in a word?

The English language is a source of constant fascination for me. Particularly, when a younger generation changes the meaning of words; leaving their elders in a temporary state of befuddlement. Examples abound. Do you remember when “bad” became “good?” As in he or she is baaad! Most recently, my 12-year old son has taken to calling things that are good to the extreme, “sick.”

Words need not spring from the street to change, or at least evolve.

 
From the Deloitte US 2009 Corporate Responsibility Report:
“It’s possible that the most intriguing word of the still young 21st century is sustainability. Early on, a business that was considered sustainable was one that could be expected to endure and sustain itself because it had a viable business proposition that represented more than fleeting value in the marketplace. During the post Sarbanes-Oxley era, sustainability became popular in reference to internal controls that were necessary to stay in business. Then, over the last five years, the growing wave of emphasis on the environment has made sustainability synonymous with greening and consideration of the consequences or impact that our actions have for our communities and the planet now and for generations to come.”

Somewhat vexing is the continued ebb and flow between corporate responsibility (CR) and corporate social responsibility (CSR). They often describe what appears to be the same thing. Do they mean the same thing? We don’t think so.

Is it an accident that Deloitte has a CR Policy? Not a CSR Policy? Ever wonder why?

I think it’s because at Deloitte, CR is a business imperative with bottom-line impact.  Eliminating the social allows focus on CR as a strategic business direction that’s consistent with our values and culture, but ultimately as smart as it is good. 

However, many admired organizations still use CSR, even some folks within Deloitte. Don’t they get it or are we missing something?  What do you think?

Jack McFadden, Corporate Responsibility Communications Director, Deloitte Services LP

As used in this document, “Deloitte” means Deloitte Financial Advisory Services LLP and Deloitte & Touche LLP, which are separate subsidiaries of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries.  Certain services may not be available to attest clients under the rules and regulations of public accounting.