Why do companies fail ??

The attempts to achieve sustainability and the efforts going wrong

Misleading and Misunderstanding

Governments, activists, and the media pit business against society
when clearly the two are interdependent.
The fact is, the prevailing approaches to CSR are so fragmented and so disconnected from business
and strategy as to obscure many of the greatest opportunities for companies to benefit society

If, instead, corporations were to analyse their prospects for social responsibility using the same
frameworks that guide their core business choices, they would discover that CSR can be much more
than a cost, a constraint, or a charitable deedit can be a source of opportunity, innovation, and
competitive advantage.

Generic Approach
Governments, activists, and the media pressure companies to
think of CSR in generic ways instead of in the way most
appropriate to each firms strategy
When looked at strategically, corporate social responsibility can become a source of tremendous
social progress, as the business applies its considerable resources, expertise, and insights to
activities that benefit society.

Companies find it more difficult to segregate the activities that help them in creating a sustainable
environment and contributing to the society

Examples
Nike, for example, faced an extensive consumer boycott after theNew York Timesand other media
outlets reported abusive labour practices at some of its Indonesian suppliers in the early 1990s
although the intention was to create jobs for the people and make a sustainable approach

Walt Disney Company reached out to Rainforest Action Network for help in crafting a new
sustainable paper sourcing policy in 2012

Walmart, the worlds largest retailer has rolled out a number of sustainability initiatives designed
to lessen its environmental footprint, including scorecards evaluating suppliers in key sustainability
metrics
Global conglomerate 3M also seems stuck in the mud when it comes to some of its main
sustainability targets. While the company says reducing greenhouse gas emissions has been a longtime priority, its emissions rose from the CO2 equivalent of 6.62m metric tons in 2012 to 7.95m
metric tons in 2013, according to its latest sustainability report released in May.