The business community has a vital role in promoting sustainable development: 'development that meets the needs of the present without compromising the ability of future generations to meet their own needs' (Brundtland Report 1987).
This Case Study examines how BT has developed an approach to sustainability that goes beyond a traditional 'business case' for sustainability to one equally based on moral principles. This is illustrated by BT's approach to connectivity as a means of promoting social inclusion within the UK.
BT believes that:
- the wider community is not impressed by business's inflated claims about social responsibility and ethical practices where they lack a moral underpinning
- by undertaking business activities with integrity and behaving in a social responsible manner, an organisation's brand is enhanced - thereby increasing profitability.
In other words, activity underpinned by moral principles can also be profitable.