Taking a look at corporate responsibility  
"What does the world need most that we are uniquely able to provide?" That’s the question Jeffrey Hollender, Seventh Generation co-founder and chief inspired protagonist, poses on the company Web page heralding the release of its 2008 Corporate Conscious Report.

Seventh Generation, which makes environmentally friendly and natural household and personal care products, is a progressive and growing company. For a company that has long been looking ahead and measuring its success against the greater good, Hollender wonders about the future corporate social responsibility and its far-reaching impact on businesses.

…a growing breed of good companies has heard President Obama's call to a “new era of responsibility." Fueled by an emerging generation of business leaders, these companies are committed to merging economic growth with social justice. They view the financial crisis and the climate crisis as once-in-a-lifetime opportunities to unleash principled behavior for the greater good. For them, values and principles are sources of innovation—opportunities to create products and services that deliver a Return on Purpose as well as a Return on Investment.

And, so, we return to Hollender’s initial question about what the world needs that our business can uniquely provide. Thought-provoking discussion topics, no doubt.

This is a great time to step back and take a look at your own business and its impact on your local community, your state, your region and ultimately the world. For many companies, it means taking an initial step toward more recycling or reducing energy consumption in the office. For others, it could mean going further in its effort by selecting like-minded suppliers and vendors.

In this “new era responsibility,” more individuals are taking a stand for the environment and that means businesses have to get on board. It explains why a company like Seventh Generation is growing – its products and its corporate mission strike a cord with many consumers. Can the same be said for your business?

If your company had to put together a corporate responsibility report, what would it say? Post a comment and let us know how your office is making a difference.

For inspiration, check out the online book Seventh Generation is working on that highlights best practices in corporate social responsibility. The company has partnered up with Justmeans, an online network for responsible business, to explore how the growing breed of socially responsible companies can become a voice in shifting business as we know it. Stop by the Web site to submit your ideas to the book or to simply be inspired.

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