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Firsov A.V. [Business social responsibility and its architects] World of Science. Series: Sociology, Philology, Cultural Studies, 2021, Vol. 12, No. 2. Available at: https://sfk-mn.ru/PDF/26SCSK221.pdf (in Russian).

Business social responsibility and its architects

Firsov Aleksey Vladimirovich
Center for Social Designing «Platform», Moscow, Russia

Abstract. The paper reveals the essence of the ESG concept, commonly used by investors to assess corporate performance related to the environment, social and governance areas. It is shown that behind the ESG policy lies not only the intensification of the policy in the field of social responsibility, but the idea of building a single social image that unites the entire range of social influences — external and internal, related to nature and society, personnel and external communities. The degree to which the selected approaches to social design are determined by the individuals who are responsible for their implementation are determined. The fundamental problem of the Russian market is raised-the shortage of managers who are able to implement the social function of business in a fundamentally new context, because the environment is developing too quickly, and the old personnel policies do not keep up with it. It is concluded that the school of social policy in Russia has not developed, and therefore, there is no personnel reservoir for this function. Therefore, it remains to study individual cases, compare approaches, and hope that the most successful teams will grow specialists who will be able to expand the market opportunities.

Keywords: ESG; social investment; social business image; reputation; personal brand; social responsibility; personalization of social communications

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