On October 31st, 2011, students of the Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), class BBA V B, did their part to give back to society, and practically demonstrate the ramifications of corporate social responsibility. To be successful and remain relevant an organization has to be capable of reinventing itself to match its environment. That’s exactly what SZABIST is doing, by teaching its students how to practically apply the concepts taught in the classroom to daily life.

One such foray into the “next step” of education, (real world application), was headed by Business Ethics course instructor Hina Shamsi Nauman. With the objective of making profits- not as an end in itself – but as a means to the more fulfilling ends of philanthropy and environmental protection – acting as a guiding light, the business administration students of fifth semester, section five, set out to save the world.

True socially responsible actions stem from adopting a coherent, unified, approach – one which translates into all levels of an organization, and permeates and has bearing on all its actions. In keeping with the subject matter, a beach oriented fundraiser was held on the 23rd of October, where over 300 SZABIST students gathered together to execute Phase 1 of this socially responsible mission. Unlike many corporate strategies, where the means to making profits are completely detached from the end to which the profits are to be allocated, BBA V B followed an integrated approach, and organised the event around the slogan, “Movin’ Groovin’ and Mangroving ”. The whole project was lead by a very brilliant guy enduring all leadership qualities, Ali Sangi.

The proceeds from this event were distributed amongst two noble causes, firstly to undertake a mangrove plantation with the co-operation of World Wildlife Fund at Sandspit, and secondly to allay the hardships faced by the flood victims in interior Sindh. Kofi Annan, Ex-United Nations General Secretary, when speaking of Corporate Social Responsibility, urged humanity to work together to reap the fruits of combined effort, “Together, we can and must move from value to values, from shareholder to stakeholders, and from balance sheets to balanced development.” That is essentially the core underlying concept to Corporate Social Responsibility – Unity. What seems like a distant, unattainable figment of the imagination at an individual level becomes a concrete reality when pursued collectively.

The approach followed by BBA V B was one which exemplified the key components of corporate social responsibility at its best. Rather than being solely reactive to prevalent adverse economic or environmental conditions, it was PROACTIVE in that the methodology focused on addressing a need as yet not concentrated upon by others – a preventative measure to aid society and protect the environment in the long run.

Mangrove forests play an imperative role in protecting coastal cities such as ours. Their habilitating role extends beyond humans to provide a safe refuge for a myriad of species as well. An abundant source of wood and herbs, they are Nature’s very own “general store” and the most resounding reality is the fact that by drawing debris and soil to cling to the trees’ roots, they act as a  buffer to alleviate the havoc wrought by natural calamities. Furthermore, these fast diminishing forests have been subject to the over exploitations inevitable with an exponentially increasing human population, thus increasing the need to protect them from nearing endangerment- or worse yet, extinction.

To make a difference in real terms, any socially responsible effort must go beyond one off charitable donations and take on the elevated status of an entire strategy. Sustainability is key. The longevity of the effort captured the true ethos of corporate social responsibility. It would not be at all an overstatement to say that, in undertaking the plantation of mangrove forests, these students were simultaneously undertaking the plantation of a new “species” of society with increased collective conscience and concern for true societal welfare.

In today’s world, Corporate Social Responsibility has become a mainstream business management issue.  In the past three decades, its definition has evolved, and so has the concept itself. No longer is CSR convoluted money making gimmick. It is a way of legitimizing business, achieving commercial success whilst honoring ethical values and the natural environment, it connotes operating a business in a manner that not only meets but exceeds the legal and public expectations that society has of a business. Or at least, that is what it should be. Although it is a sad and bitter reality that most corporations have not yet embraced the true meaning of corporate social responsibility, the future seems bright if the business leaders of tomorrow continue to epitomize the true meaning of this business concept.