Corporate Responsibility vision

Gubra’s Corporate Responsibility Vision



For years, politicians and businessmen have been lured by the win-win narrative, downplaying that sustainability comes with a price tag. It is time to recognize that doing good and doing well, without any tradeoffs, is a fairy tale. According to a large study on the impacts of CSR, the “current CSR activities mostly only lead to small changes of corporate performance and impacts. Such are not enough to reach policy goals and create change” (European Commission, 2013, p. 9).

In the 15th anniversary report Impact – transforming business, changing the world, the UN Global Compact, which is the world’s largest corporate sustainability initiative, concluded: Let’s face the facts. There is a vast gap between where the economic system is today and where it needs to be. The incremental progress we are making is not sufficient to stay within the boundaries of a planet with finite resources. We are not doing enough to secure a safe and prosperous future for humankind. Change takes time, but science tells us time is not on our side. We need radical transformative change (UN Global Compact, 2015, p. 174).

In the report Better business better world, the Business & Sustainable Development Commission likewise stated: The environmental and climate science is clear: so are the growing costs of inaction. People and most governments want faster progress. Delaying a better world is wrong, and decent board members, employees, consumers and investors want to do the right thing. And if progress is too slow, there may be no viable world to do business in (The Business & Sustainable Development Commission, 2017, p. 17).

Gubra agrees. Therefore, we have formulated a vigorous and bold vision for corporate responsibility, emphasizing the need for radical change. We hope our approach will inspire others not to settle for the low hanging fruits of win-win but to raise the bar further and recognize that sacrifices have to be made. For more on environmental summits and the history of CSR, click here


Business Sustainable Development Commission (2017). Better Business, Better World. Business Sustainable Development Commission.European Commission: Verified September 3. 2019.
United Nations Global Compact (2015). Impact – Transforming Business, Changing the World. United Nations Global Compact.


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