The Triple Bottom Line (TBL) is a well recognised approach
to incorporating social and environmental aspects within the formal decisions making routines of companies. It gives social, environmental and
economic aspects of performance an equal status on the bottom line of a company
in recognition of the fact that if society and the natural environment suffer
adversely, then so do companies.
The problem with TBL is that economics still sits
imperiously alone on the top line. Core business and economic values are not challenged
with a TBL which means that only economic goals are pursued with vigour whilst
the social and environmental impacts are cast as either obstacles and additional
costs to be overcome, or ideals to be pursued only if the real business of economics can find the time and resources.
Whilst a TBL is better for the world than purely economic forms of
accounting and goal setting, it is an unsatisfactory compromise. For PR, the TBL is
a hybrid of two epistemes, the Modern and the Primal (Birkin & Polesie 2011).
Since the Modern possibility of knowledge is now being replaced by the Primal,
should this not enable a deep rethinking of the fundamentals of corporate performance
appraisal and goal setting?
Indeed it should, and it does. As the self-referencing abstractions
of Modernity in the human sciences are replaced by knowledge derived from
empirically-grounded science of the Primal age, we are can envision
corporations in simple, new and totally changed ways. The Modern corporation
is a discrete entity seeking power and growth according to its own definitions
of its economic self: the Primal organisation on the other hand is a part of a
network of relations many of which need to be acknowledge and acted upon for all
practical business purpose. The Primal organisation is not an economic entity trying to tread lightly
on social and environmental concerns (as in the TBL) but is reconstituted as an
economic/social/environmental entity seeking
a harmonious balance between a range of equally valid alternatives.
In this way a Primal corporation refines success. A Primal
corporation strives to be not the best in
the world but the best for the world…..
which is precisely the goal of a Benefit Corporation.
In the USA, Benefit Corporations are emerging to change the
business world. They are a new class of corporation that:
1) creates a material positive
impact on society and the environment;
2) expands fiduciary duty to
require consideration of non-financial interests when making decisions; and
3) reports on its overall social
and environmental performance using recognized third party standards.
But most significantly, Benefit Corp. status relieves a
corporation of its obligation to maximise shareholder profit – this is why PR
argues that they are becoming true Triple Top Liners (TTL). (Under current US law,
shareholders can sue corporate boards for not maximizing profits.)
Since 2010, Benefit Corporation legislation has been enacted
in 12 states, and is under consideration in twenty more. Make no mistake
about it, B-Corps are revolutionary and they have their own Declaration of Independence.
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| B Corps Declaration of Independence |
