大量失业和暴利同时存在着。经理人的高收入， Mass layoffs and record profits at the same time, manager salaries,
自然资源的有限，以及气候灾害的迫近， scarcity of natural resources and imminent climate catastrophe,
在道德上质疑行销广告、使用童工、商业欺诈、金融危机， morally questionable advertising, child labor, corporate fraud, financial crisis
以及"占领华尔街"运动。 and the "Occupy Wall Street" movement ...
有些例子你可能听说过， These are just a few examples you may have heard about under the topics of
关于可持续发展、 sustainability
商业道德、 business ethics
或者说企业社会责任， or corporate social responsibility
这些议题让我们思考公平，不仅仅关乎我们这一代， These themes raise questions about justice for current as well as for
更是未来世世代代。 future generations.
我们想要知道， We want to ask
企业社会责任， corporate social responsibility
简称为 CSR， --CSR for short--
究竟是什么？ what is this?
几年前，一起商业丑闻上了报纸头条。 This man made headlines a few years ago.
2004年，安杰洛•乌戈洛提从调查人员那里得知，他竟然是 In 2004, Angelo Ugolotti learned from investigators that he was
好几家公司的董事会主席。 chairman of the board
这几家公司 several companies
是由他的雇主，意大利奶业公司帕玛拉特建立的。 set up by his employer, the Italian milk concern Parmalat.
安杰洛甚至没有听说过这些公司， angelo however had not even heard of those companies.
在帕玛拉特，他只负责接线总机。 At Parmalat, he was responsible for the switchboard.
你可以想象他的故事怎么编造的。商业欺诈、 You can imagine how the story goes. Corporate fraud at its best:
皮包公司、做假账、 bogus companies, cooking the books,
行贿受贿、注册在开曼群岛（避税天堂）——这些统统都有。 bribery, accounts in the Cayman Islands -- the whole works.
建立企业社会责任的目的就是防止这样那样的不道德行为， The task of corporate social responsibility is to prevent these and other morally reprehensible practices
这些行为会腐化社会， which can weaken society,
毁灭企业，伤害雇员， damage companies and hurt employees.
越来越多的企业意识到，规范的行为在商业活动中关系重大。 More and more companies have realized the relevance of moral practices in their business;
虽然他们并非经常展开足够的企业社会责任活动。 even though they have not always sufficiently implemented CSR, yet.
切实有效的预防措施总是被归类为"风险管理"， Concrete preventative measures are often labeled "risk management",
——通常这被用来避免 a term more commonly used for avoiding
财务风险和企业形象受损。 financial risks and damage to a company's reputation.
毕竟没人喜欢负面消息，对吧？ And no one likes bad press, right?
因此，企业设定清晰的规章制度，所谓的"规范"或"价值管理"系统。 Thus, companies define clear rules, so-called "compliance" or "value-management" systems.
比如说，你可以和供应商一起喝一杯， For example, you can accept a bottle of wine from the supplier,
但不能接受夏威夷高尔夫之旅的邀请。 but you have to pass up a golfing trip to Hawaii.
然而，风险和制度管理，只是正确理解企业责任很小的一个方面。 However, risk and compliance management are only one aspect of corporate responsibility correctly understood.
首先，企业社会责任不仅仅是防止"负面行为"，比如腐败和诈骗等。 Firstly, CSR is not just about preventing "bad practices," like corruption and fraud and so on.
其次，这些方法并不追究企业的商业活动行为。 Secondly, this approach does not question a company's business activities, as such.
实际上，制度管理可以成为一种有效的控制机制，即便是在一个像黑手党那样的组织里。 In fact, compliance management could be an efficient control mechanism even in organizations like the mafia.
更富挑战的问题是： The more challenging question is:
企业如何通过"好的企业"为一个"好的社会"做贡献？ How can companies contribute to a "good society" through "good business" practices?
有人说那很简单， "Oh, that's easy!" they say.
只要建立一个慈善基金会，或者捐很多钱，那不就是"做好事"了！ We'll create a charity foundation or donate a lot of money and, thus, "do good".
错！虽然这无害而且可能帮得上忙，但并不是系统性的改变。 Wrong! That won't hurt and may even help, but it is not systemic change.
最重要的一点：企业社会责任关心企业如何增加盈利， The important thing is: CSR is about how companies make profits, not about how they spend them.
而非怎么开销。 not about how they spend them.
企业社会责任不能简单的和资本主义"修复中心"划等号。 Corporate social responsibility must not simply be the "repair center" of capitalism.
它要求市场经济中系统性的变革。 It has to demand systemic changes in a market economy.
其中一部分就是，需要重新界定游戏中关键成员的角色。 In part, this requires a new role for the key players in this game:
企业应该不仅仅是符合经济学的，更应该是有道德的角色。 companies must become moral, as well as economic, actors.
必须且至关重要的是，建立在一套责任价值系统之上，一个更有力和综合全面的方法， What is required and important is a stronger integrative perspective
同时与 based on a system of deontological values and which is closely related to the company's "core business".
企业的"核心业务"息息相关。 closely related to the company's "core business".
这就意味着国家必须考虑社会规范和生态准则，比如员工待遇、 This means social and ecological criteria must be taken into consideration, for example, in the treatment of employees,
生产流程组织，这些帮助企业在市场上提供服务或者生产产品， organization of the production process, offered and produced products and services and how they are marketed, and
以及与供应商交易，所谓"供应链"。 responsible business practices of suppliers, the so-called "supply chain".
顺便一提，仅仅是道德高尚的经理人或"模范企业家"是不够的。 By the way, virtuous managers or the "honorable merchant" alone will not suffice.
公司每个层级员工都需要出众的综合能力，也需要清晰的组织架构和规章制度。 We need employees of integrity at all levels of the company, but we also need organizational structures and clear rules.
但是，单单依靠行为指导还是目光短浅。 But relying on a code of conduct is also short sighted,
毕竟在一些极端情况下，这意味着照章办事循规蹈矩。 because in extreme cases it means "act according to some given rules",
这往往是与自我的道德反思是相违背的，也就是自我思考是非黑白，正误对错。 which is the opposite of ethical reflection, namely, actually thinking about good and evil, right and wrong.
换句话说，企业社会责任关注的不仅是个人，更是制度的构建。 In other words: CSR is always about both individuals and institutional structure.
在商业伦理中，分为个人伦理和制度伦理。 In business ethics, one speaks of individual ethics and institutional ethics.
但这不是很不现实吗？不应该是国家行动起来建立一个更好更公平的社会吗？ But isn't that unrealistic? Shouldn't the state do more to promote a good and fair society?
没错！确实很不现实，也正因如此企业社会责任才这般重要！ Granted. It is unrealistic and that's exactly why such questions are important!
商业伦理不仅讨论这个世界是什么样，同时也讨论应该是什么样。 Business ethicists don't just ask what the world is like, but also what it should be like
如何实现那样。 -- how it ought to be.
最最基本的，我们想要对这个社会去向何处有所指引。 At the very least, we want to suggest where the journey should lead.
与此同时，给出一些实际建议。 At the same time, we want to make practical suggestions about how to embark on that journey.
至于先有目标和后来执行，最好是按照顺序进行。 One speaks of questions of justification, on one hand, and of implementation, on the other -- preferably in that order.
在一个国家中，尤其通过政治、法律，可以大大的提高企业责任的落实。 The state, particularly through politics and law, can contribute to the implementation of corporate responsibility,
但是仅仅在有限的范围内。 but only within a limited range.
如果我们鸟瞰一个社会， If we look at society from a bird's-eye view,
我们可以发现不同的社会体系：比如经济体系、政治体系、司法体系。 we can spot different social systems: the economic system, the political system, the justice system, for example.
可以说在我们生活的社会中各司其职。 One can speak of the "functionally differentiated" society we live in.
大约六七十年以前， About sixty or seventy years ago,
有些德国经济学家想到一个方法， some German economists came up with an idea
可以推动我们现在所知的社会市场经济发展，尤其是欧洲。 that led to the development of the social market economy as we now know it, particularly in Europe.
他们认为市场经济应该嵌套在一个政治框架中，并由其决定市场经济活动规则。 They thought that a market economy should be embedded in a political framework that determines the rules of the game.
这个根本的观点至今仍然重要，但演变为很难仅仅直接依靠国家本身。 This underlying idea is still important, but it has become distinctly more difficult to rely on the state alone.
大多数体系跨越了国家的界限，导致社会分化加剧。 Societal differentiation has progressed because most systems have internationalized.
"全球化"像一种魔力，各种体系都在所难免， "Globalization" is the magic word that applies to most systems,
但是也有例外， but not all of them.
政治，特别是法律，就被紧紧限制在国界范围之内， Politics and, particularly, law tend to be bound to one country's borders,
与此同时，经济体系 while the economy, above all,
极其国际化和全球化。 is highly internationalized and globalized.
这就使得有效的规制非常困难。 This makes effective regulation difficult.
因此，企业社会责任不仅事关经济活动的传统规则，也关系着企业经济活动具体行为。 Thus, it is now not only about the classic rules of the game, but also about the moves of the players,
环境已经改变并将继续改变。 the corporations in a changed and changing world.
超越政治和法律， And beyond politics and law,
公民社会——特别是非政府组织， civil society -- in particular NGOs --
同样也对市场经济影响深刻。 has gained a strong influence on the economy, as both
有些组织为个别几个利益集团代言，有些是商业合作伙伴。 vicious watchdogs and as partners of businesses.
21世纪的社会，在不成文的规定之下，等待我们的是一个崭新的，甚至离奇混合的世界 In 21st century society, we find new, rather odd -- hybrid -- constructs
under the notion of "soft laws". 。
聚集起来的个人，顺服于明确的社会规范和生态准则。 These are collective individual commitments to comply with certain social and ecological standards,
比如工业行业协议，和联合国全球契约（联合国一项鼓励商业活动遵从可持续发展和社会责任的行动）。 such as collective industry agreements or the UN Global Compact.
企业应当负责任地进行活动。 So companies are supposed to operate responsibly.
那真的起作用了吗？ Is anything really happening???
没有确切回答。 There's no clear answer to that question.
愤世嫉俗的人说，企业社会责任就像青少年性行为， The cynics say that CSR is like teenage sex:
很多人说他们做了，但实际做的人很少。 everybody says they are doing it, but few actually are.
而那些真正做了的人，其实做的也很糟糕。 And those who really do it, do it rather badly. ;-(
现实往往千差万别： The truth is more nuanced, of course:
在企业社会责任的领域，也存在着好的、 in the area of corporate responsibility there is also "the good,
不好的、 the bad
和非常糟糕的。越来越多的企业关注起企业社会责任，并向负责任的商业行为迈进。 and the really ugly." 0:07:52.340,0:07:59.699 More and more companies deal with CSR and take the first steps towards responsible business practices.
毫无疑问我们可以看到显而易见的努力，即便那只是极其细微的播种。 We can definitely observe a distinct effort, even though it is still a delicate little plant.
当然也有一些人将企业社会责任误读为公关手段， And of course there are still those who misconstrue CSR as a PR instrument and
或者只是简单地给企业进行环保形象包装、美化形象。 simply want to "green wash" or "blue wash" their company.
与此同时，不幸的是，也有企业一丁点 And, unfortunately, there are still companies that don't give a s*** about
也不关心企业责任，甚至肆意践踏公正。 questions of corporate responsibility, and which even trample on justice.
都明白了吗？我们来总结一下： Got all that? Let's sum it up:
首先，CSR意思是企业社会责任。 First, CSR stands for Corporate Social Responsibility.
其次， Second,
企业社会责任建立在推崇"好的企业"和"好的社会"，为了今天也为了明天。 CSR is based on the question of "good business" for a "good society" -- today and tomorrow.
第三，企业社会责任不等同于慈善： Third, Corporate Social Responsibility is not charity:
是关于企业如何增加盈利，而不是如何开销。 it is about how companies earn their profits, not how they spend them.
第四，实现企业社会责任需要雇员的综合能力和组织的合理架构。 Fourth, it takes employees of integrity and appropriate organizational structures to realize CSR.
它是个人伦理和制度伦理的整体。 It is a matter of individual and institutional ethics.
第五，政治一直在其中是很重要的因素。 Fifth, politics continue to play an important role,
但随着全球化进程，规制的效应会很有限。 but in a globalized world the effects of regulation can be limited.
因此，第六点，企业扮演起越来越重要的角色。 And, thus, sixth, companies play an increasingly important role.
第七，"不成文规定"的治理机制需要 Seventh, "soft laws" are new governance mechanisms
建立在企业的自律之上。 based on companies' self-commitment.
最后，企业社会责任落实在商业行为中。 Finally, eighthly, CSR has arrived in business practice.
支持专业化发展是很有必要的，但同时也需要对企业社会责任的发展致以足够的尊重。 It is necessary to support these developments professionally, but also to provide critical perspectives with respect to them.
企业社会责任的研究刚刚起步， Research on issues of corporate responsibility is still beginning
未来的发展让我们拭目以待。是否 and future developments will be exciting to see. It is unclear whether
能够在企业的努力下，营造一个公平合理的好的社会现在还未知。 a good and fair society can be created with the help of companies.
但是缺少企业的角色，一定是不行的。 But it can't be created without them.
[wait! she is coming back.... ]
等一下，差点忘了： Oh, we almost forgot:
除了企业社会责任， besides corporate responsibility,
顾客也有责任，下次你去购物的时候可以试试。 there's also consumer responsibility. You can practice that the next time you go shopping,
未完待续，还请期待更多！ and there may be more from us on that topic.