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CSR and Corporate Philanthropy
- 1. An overview of Corporate Social Responsibility (CSR) Alexis Lindsay Director, The Centre for Corporate Public Affairs
- 2. Agenda 2 Defining CSR The development of CSR in Australia Current developments and trends The business drivers Examples Internal infrastructure References
- 3. Defining CSR 3 Many ‘labels’: corporate social responsibility, corporate community involvement, sustainability, corporate citizenship, cause related marketing, triple bottom line, socially responsible investment “Sustainable companies have three kinds of responsibility: economic, environmental and social. Corporate social responsibility is an integral part. It is about integrating the issues of the workplace, human rights, the community and the marketplace into core business strategies” - CSR Europe … the translation of social responsibilities into business practice.
- 4. Development of CSR 4 First phase: Discretionary sponsorships, cheque-book philanthropy Second phase: Strategic approach, part of the business case Third wave: Community involvement; more complex business model; competitive context
- 5. Why does business engage in CSR? 5 Enhance reputation Improved community relationships Stronger stakeholder relationships Positive impact on employee morale Important symbol of leadership, company ethos
- 6. Edelman 2003: Sector Trust Consumer durables Consumer packaged goods Technology Automotive Airlines Pharma drug Investment insurance services 6 51% 54% 48% 45% 42% 47% 38% 40% 38% 44% 36% 42% 59% 55% 36% 43% 51% 66% 66% 65% 30% 42% 54% 58% Retail financial services Healthcare Professional services Telecomm 0% 20% 40% 60% 80% 100% Energy US Europe
- 7. Edelman brand evaluator 2003: Europe Amnesty International World Wildlife Fund Greenpeace Oxfam Microsoft Bayer Ford Motor Company Coca-Cola BASF Unilever Johnson Johnson 7 16% 14% 12% 38% 4 37% 36% 34% 32% 30% 28% 25% 22% 21% 27% 34% 51% 47% 2% 49% 62% 62% 34% Nike Royal Dutch/Shell Deutsche Bank ExxonMobil Merck* HSBC* McDonalds Pfizer* Dow Chemical* Citicorp* 0% 20% 40% 60% 80% 100% Monsanto*
- 8. Edelman brand evaluator 2003: US Johnson Johnson Coca-Cola Microsoft Ford Motor McDonalds Bayer Pfizer World Wildlife Fund Merck Nike Amnesty Greenpeace Dow Chemical Citicorp BASF Monsanto ExxonMobil Deutsche Bank Royal Dutch/Shell 8 16% 13% 30% 25% 2 9% 40% 37% 36% 36% 35% 41% 4 56% 55% 54% 49% 47% 47% 5% 52% 59% 69% 66% Unilever* HSBC* 0% 20% 40% 60% 80% 100% Oxfam*
- 9. Current developments and trends Some best practice insights 9 Located in business objectives Fits corporate competencies, characteristics and infrastructure Leadership and senior management commitment Grounded in stakeholder relations Engagement of staff CSR/sustainability framework Flexibility in community involvement vehicles Continuous reporting of initiatives
- 10. Examples 10 The Rio Tinto Aboriginal Foundation The Smith Family Westpac Toyota DuPont
- 11. Internal infrastructure 11 Leadership Strategy Vision and values Governance Structure Accountability Resources Communication Internal/external stakeholders Leverage required Engagement Outcomes Evaluation Research Continuous improvement
- 12. References 12 The Centre for Corporate Public Affairs; http://www.accpa.com.au/csrnews Business in the Community; http://www.bitc.org.uk/ Business for Social Responsibility; http://www.csrwire .com/bsr/ Centre for Corporate Citizenship at Boston College; http://www.bc.edu/centers/ccc/index.html
Notes de l'éditeur
- Indigenous issues