Buen Vivir: A Path to Reimagining Corporate Social Responsibility in Mexico after COVID-19

The COVID-19 pandemic has exposed the unsustainable relations between business, society, and the natural environment in Mexico and around the world. Given these unsustainable relations, this essay asks the question: How can Mexican and multinational corporations enable human flourishing both at work and in the communities where they operate? It answers the question by examining how the Indigenous concept of Buen Vivir (living well) can serve as a basis for reimagining corporate social responsibility (CSR). Methodologically, it draws on ancient and contemporary Nahua poets as sources of ancestral Indigenous knowledge. Using these poets, the paper first establishes the applicability of Buen Vivir for Mexico. Relevant concepts include the quality of life, the relationship of humans to nature, the goal of economic growth, and the value of Indigenous knowledge. Using Buen Vivir as a framework for rethinking CSR, the paper integrates business within nature and dialogues with ancestral knowledge. It also focuses on localism and particularism, on quality in addition to quantity, on alternatives to economic growth, and on community. It ends by examining the implications of Buen Vivir for CSR theory and practice by incorporating Indigenous practices of communal work and conceptualizing the firm as a member of the community.