Replying to a question from the floor at AIB's AGM, the chairman said the bank was making plans to deal with global warming, and confirmed that earlier this year they had relocated some of their data centres that could be at risk from flooding.

And at last month's IMI Conference, Diageo's global CEO told delegates of his company's plans to fund new research from which they intend to develop 'science-based interventions' to tackle the problem of excessive alcohol consumption among our youth.

Both are classic examples of a corporate response to critical environmental and social issues that steer well clear of the problem.

Resistance, motivated by self-interest.

Wouldn't it have been fascinating to hear what the bank is doing about its contribution to the crisis?

How it is screening its loans and investments to minimise carbon emissions or avoid supporting harmful industries, for example.

And it surely would be refreshing to hear that the drinks giant has plans to investigate if the blanket advertising of their products and sponsorship of sporting and entertainment events is a factor in a culture of overconsumption.

'Corporate Social Responsibility' has a solid ring to it, but it's also an impersonal term that feeds the illusion that the corporation is a detached entity that can somehow be responsible. But an organisation can't be anything. Responsibility is a personal value, and corporate responsibility is a collective personal responsibility vested in everyone who makes decisions on behalf of the corporation.

Writing a cheque to support a local project, or compiling voluntary responsibility reports are easy ways to appear 'responsible' and insofar as these activities are its focus, CSR is doing its job.

What it doesn't do is reach into the labyrinth of day-today business decisions, where corporate impact on society really bites.

Responsible decisions come from a culture in which responsibility is understood and valued, where there is a collective understanding of the organisation's larger role in the world, and an empathy for the systemic impact of its choices and decisions.

To do this, an organisation needs to connect widely with the outside world, and dig deeply into its soul to test its purpose and values system. For if it is to mean anything, corporate responsibility should surely include a willingness to fundamentally change what the business does, if necessary, in order to meet the pressing needs of the wider system it serves and depends on.

It's not enough to commission research into why kids go on mega benders, in a culture that rewards wall-to-wall advertising for alcohol. And it's absurd to consider that moving storage facilities to higher ground is a responsible response to the threat of catastrophic climate change, while continuing to contribute to the crisis. Our grandchildren deserve more.

The dark clouds that threaten our way of life, have a silver lining. There's a remarkable opportunity for business to put its ingenuity into service to humanity, but it will take great courage, and great leadership.

The leadership role is about stewardship of the resources entrusted to us by future generations. The task is immense, but so are the rewards. Everything business needs . . .

commitment, productivity, innovation, goodwill, loyalty and reputation . . . can be energised by putting the corporate shoulder to the wheel of something that truly matters.

People know there are problems, and those who support organisations with their custom want to feel their support is making a difference.

People who support organisations with their labour, want to do meaningful work. There is a yearning for a different approach and there's a vibrant movement out there waiting for a tipping point to emerge.

CSR doesn't go far enough. Business needs an audacious, man-on-themoon vision truly worthy of the responsibility that comes with the enormous privilege it enjoys. Then everyone, including society, could be winners.

David Youell is a partner at culture change practice Downey Youell associates, creator of Q5 - A New Dialogue at Work, and a handy blues musician