Too important to greenwash. | Karen Maas | TEDxOpenUniversiteitHeerlen

Karen Maas is fed up with companies making up excuses for not delivering real impact on their organisation purpose statements regarding sustainability. She pleads organisations now need to make the change from a single dimension focus on profits towards multiple value creation. They should actually take responsibility for the positive effects as well as the negative effects of their products and processes on the environment, on people and on society at large. But how, you ask? She offers a practical guide consisting of five strategic steps. Karen Maas is professor of Accounting & Sustainability at Open Universiteit in the Netherlands. Furthermore, she is academic director of Impact Centre Erasmus (ICE) and conducts research in the field of impact measurement, impact investing and corporate social responsibility. Karen is also academic director of the executive CSR courses at the Erasmus School for Accounting & Assurance in The Netherlands. She serves on several boards in academia and practice. Her work has been published in academic journals, books, newspapers and other media. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx