Lately I have been wondering if reputation is going the way of sustainability. Years ago, sustainability and corporate social responsibility was on everyone’s agendas in corporate American and around the world. It was hard to distinguish what was the difference between corporate social responsibility, corporate responsibility, community development, philanthropy, charitable giving, sustainability and all the other terms that were increasingly undefined, bundled together and fuzzy around the edges.
Today, nearly all companies have CSR reports and it is expected of leading companies. CEOs too agree that CSR is critical to their business. A recent Accenture/UN Global Compact study found that 93% of global CEOs believe that sustainability issues will be critical to the future success of their business and 72% cite “brand, trust and reputation” as one of the top three factors driving them to take action on sustainability issues. Revenue growth and cost reduction are second at 44%. Everywhere you turn, sustainability is on the agenda. All in all, that’s a good thing. However, I still think that the terms have been interchangeable and are used indiscriminately except by those really in the know.
In a new book The Nature Of The Future: Dispatches From The Socialstructed World by Marina Gorbis, the author argues that in the future we may start to see Reputation Statement Accounts just like we get from the bank. These monthly statements will not inform you of your monetary transactions, but will tell you “how much you’ve earned by contributing to sites such as Wikipedia or Flickr, how many points you’ve earned by providing rankings or ratings on various community sites, or how much social currency you’ve spent by asking someone for advice.” We already have these kinds of ratings through Kred and Klout although somewhat different.
Her book also refers to the Whuffie Bank, which is a nonprofit built on a new reputation currency that can be redeemed for real and virtual products and services. “The Whuffie Bank issues whuffies based on a reputation algorithm that blends information from different social networks and provides an accurate reflection of people’s web reputations. And as the internet and social networks become a large part of people’s lives, your web influence will become an increasingly accurate reflection of you.”
That sure is the truth looking us in the eye.
I am afraid to say that everyone is a reputation expert today. Reputation means so many things that it is getting harder and harder to pin down. And I hope it does not become the new sustainability, which has meaning depending on who you are talking to.
On to the future.
Dr. Leslie Gaines-Ross is chief reputation strategist at Weber Shandwick. This article first appeared on her blog ReputationXchange