Voici un article publié dans la section Innovations du Washington Post qui montre l’influence grandissante des médias sociaux sur la gouvernance des entreprises. L’auteur met en évidence la relation entre une plus grande utilisation des médias sociaux et la tendance des entreprises à accoder plus d’importance aux questions de développement durable et de responsabilités sociales.
While many of the world’s largest businesses are genuinely making their operations more socially responsible, and a growing number of political leaders are also getting on board, the banking and finance sector lags behind. The biggest risk posed to economic recovery is if that sector remains trapped in the old model that prioritizes irresponsible risk-taking to drive annual bonuses over genuine, long-term, sustainable profit and value-creation.
Wall Street should get on board because appealing to young people’s sense of social responsibility is also where competitive advantage lies. A 2010 report from Accenture found that the top 50 most sustainable companies (taken from a cross industry group of 275 companies from the Fortune Global 1,000) outperformed shareholder return of the bottom fifty by 16 percentage points over three years and by 38 percentage points over five years.
I believe the banking and finance sector will catch up. CSR has been taken out of the silo and put in the P&L statement thanks to the revolution in communications that has empowered ordinary people to sanction those who don’t behave the way they want them to. The most successful businesses of the next decade will be the most socially responsible. They will reap huge benefits from the power of social media, as employees, shareholders and consumers become passionate advocates for their brands and businesses. And the most talented young people will want to work for them.