Whilst the pressure on governments to legislate for change grows, a number of more enlightened businesses are trying to set an example. They recognise a truth that was spoken by the business author and CEO Dov Seidman in an interview with Art Kleiner of strategy + business magazine back in 2012. He said: “we're in a world in which you have to live andearn your reputation; you can't just assert and manage it”.
In the same article he argues that the most sustainable businesses are also the most moral. But, and here is a really interesting point, their moral behaviour is not achieved through formal programmes like corporate social responsibility (CSR), but through what Seidman callssustainable values. They sustain human relationships and are built into the day-to-day practices and behaviours of people in the organisation.