Transcript Om CSR og ISO 26000

The New Guidelines on
Social Responsibility
Standard ISO 26000
as per October 2007
Einar Flydal
senior adviser, Telenor R&I,
chair of Norwegian committee on ISO26000
A standard on responsibility?
• Standards - Why?
• What is ”social responsibility”?
• Why such a crazy and ambitious task as a ”responsibility
standard”?
• Why ISO, and what kind of standard?
• For whom?
• The process of work, and where we are, and who
• Main topics in ISO 26000
• Probable outcomes related to Green Branding
• Essential green matters that will not be treated, but need
attention
Standards – why?
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Traditionally: technical details
and interfaces
Since the steam engine and
electricity: Axellerated growth with
regard to technological,
organisational and market
complexity
The development of laws and
regulations often lag behind
In practice, the responsibility for
safety, relevance to purpose, and
consequences for social, political,
economical, environmental
sustainability has been left to the
agents themselves
Standards are tools to adress
this problem
Standards may be more or less
mandatory – advice <> law
Standards are tools to make
larger markets and more
complex products possible
An example:
Telenor’s mobile communications –
unthinkable without standardization
13 countries
123 million customers
100.000 new customers/day
500.000 Points of sale
64.000 base stations
300 mill conversations / day
Why such a crazy and ambitious task
as a ”responsibility standard”?
• Standardization is a tool for making things happen
• Standards create compatibility
• ”If you don’t have common concepts, you can’t co-operate!”
• i.e. design tools in an ever more complex world
• Standards are guides and tools to achieve practical goals
• ”If you can’t measure, you can’t manage!”
• Standards create level playing fields, enlarge markets, and
extend influence, i.e. tools in wellfare, modernization and
globalization
By the way, what is
Social Responsibility?
Working definition p.t. in ISO26000:
”Social responsibility concerns the
behaviour of an organisation with
respect to its impact on others and on
the natural environment. As with the
broader concept of responsibility, the
social responsibility of organizations
involves being held accountable for
actions and decisions. Because it
involves willingness by an organisation
to be held accountable for actions over
which it has control, it is an
intrinsically moral or ethical concept
requiring an acceptance that there is
right and wrong. The actions that
constitute social responsibility include
the decision to refrain from a specific
activity where that is considered the
right thing to do.”
A hierarchy of SR
charity
business adressing basic needs
expectations according to
”good morality and ethics”
duties according to local laws
international conventions
demands for environmental, social,
political sustainability
Where
does
SR
start
or
end?
Globalization has created the need
- and needs standardization
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Globalization, de-regulation, neo-liberalism, increased FDI, and the global
ICT and financial grids have created a turbulent and confusing
development that set (Corporate) Social Responsibility on the political
agenda:
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increased wellfare for many,
unequal exchange and exploitation,
extreme wealth creation in the hands of few,
environmental problems / climate change,
corruption and nepotism colliding with level playing field and public service man ethics,
the cultural collisions inherent in modernization and increased communication.
The antagonism / division of work between neo-liberlist thinking and social
responsibility in this framework creates an arena for continous political strife
(Seattle, Genéve, Göteborg, 9/11, etc...)
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States have lost power. The UN appeals to private enterprise for help.
A standard is a way of establishing new norms – acceptable to private
enterprise.
”The business of business
Free-market
is business and nothing
competition is the
but business...”
optimal method for
maximizing wellfare!
Adam Smith (1723-1790)
Milton Friedman (1912-2006)
Why ISO?
What kind of standard?
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Many (C)SR norms, indices, declarations, etc around
ISO’s international position is unique as a UN body of reach.
ISO is in position to establish a universally accepted system
standard
System standards describe how to build the organisation’s
management and operational systems:
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ISO 9000-series - standards for quality management systems:
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ISO 14000-series - how to organize to reduce negative impact on
environment
• procedures that cover all key processes in the business:
• monitoring processes;
• keeping adequate records;
• checking output, with appropriate corrective action;
• regularly reviewing processes and the quality system itself for effectiveness;
• facilitating continual improvement
• Certification that consistent business processes have been built into the manament
and operations system.
• ISO’s contribution to 1992 Earth Summit in Rio de Janeiro (United Nations Conference
on Environment and Development (UNCED))
A system standard,
but advisory only
• ISO 26000 will be a system standard, but will not be a
management system standard
• ISO 26000 will provide background, definitions,
recommendations / advice as to how to behave, what
measures to take, what to take into consideration, what to
conform to, i.a. advice as to what to implement in the
management system to be socially responsible
• ISO 26000 will not be a certification standard:
• There will be no such thing as an ”ISO 26000 certification”
For whom?
Universally applicable
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Business organisations
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Governmental organisations
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Non-governmental
organisations (NGOs)
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from SMEs to large corporations
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e.g. public administration
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e.g. relief organisations
i.e. all kinds of (modern and
formal) organisations
Globally applicable, i.e. all
countries, but not part of law
In practice (my guess):
• A practical tool for SMEs
• A branding / marketing tool for
commercial enterprises
• A political lever for stakeholder
groups (consumerists and other
activists)
• A cost to be internalized in the
daily operations
• A framework for consultants
to build indicators / indexes and
benchmarking tools
The process and where we are
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Tedious work, thousands involved
Lots of large meetings and
committees
Slowly convergence of views,
concepts and wordings
When the expert Task
Groups agree
ISO 26000
Publication
FDIS
International
Standard SR
process
We are here,
working on
Working Draft
version 3
DIS
(Enquiry)
CD
(Committee)
WD
(Preparatory)
NWIP
(Proposal)
Oct 2004
Jan 2005
Mar 2005
(2. Meeting),
Nov 2007
(5th meeting)
Nov 2007
Jan 2008
Dec 2008
Apr 2008
Sept 2009
Oct. 2009
Approaval
NP
WD
CD
DIS
FDIS
ISO
Nov. 2009
New Work Item Proposal
Working Draft
Committee Draft
Draft International Standard
Final DIS
ISO Standard
Delay 6-12 months?
Norwegian ISO 26000 Mirror
Committee Members
(abridged list)
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Arbeidstilsynet
Barne- og likestillingsdepartementet, BLD
Bedriftsøkonomisk institutt, BI
Finansnæringens hovedorganisasjon, FNH
Forbrukerombudet
Forbrukerrådet
Fringilla AS
Handels- og serviceorganisasjonenes hovedorganisasjon, HSH
Hydro
Høgskolen i Hedmark
Initiativ for etisk handel
Iris Research
KPMG
KS bedrift
NORAD
Næringslivets hovedorganisasjon, NHO
Peterson AS
Roll-Royce Marine
Statens Institutt for forbruksforskning, SIFO
StatoilHydro
Storebrand
Utenriksdepartementet, UD
UNIL
Veritas
Experts and delegates:
• Government
• NGOs
• Business
• Consultants,
research, standards
institutes
Main topics in ISO 26000
(Working Draft 3)
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Chapter
Chapter
Chapter
Chapter
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Chapter 5: Principles of social responsibility
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Chapter 6: Guidance on core topics / principles
Chapter 7: Guidance for an organization on implementing social
responsibility
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4:
Scope (area of relevance / reach)
Normative references
Terms and definitions
Social responsibility in context
history, trends, concept, practice, the importance of stakeholders involvement
legal compliance, respect for internationally recognized instruments,
stakeholders and their concerns (incl. consumers, employees, local interest
groups), accountability, transparency, sustainable development, ethical
conduct, precautionary approach, fundamental human rights, diversity
No prescriptions or demands, but advice
Flexible approach: more or less may be adopted; SR-implementation may be
more or less detailed in the management system, ...
Key words: sustainability, transparency, stakeholders, ethics, responsibility
up/down value chains, management systems and processes, relations
to/communications with stakeholders
Main topics related to Green
Branding
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Chapter
Chapter
Chapter
Chapter
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Chapter 5: Principles of social responsibility
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Chapter 6: Guidance on core topics / principles
Chapter 7: Guidance for an organization on implementing social
responsibility
•
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•
•
1:
2:
3:
4:
Scope (area of relevance / reach)
Normative references
Terms and definitions
Social responsibility in context
history, trends, concept, practice, the importance of stakeholders involvement
legal compliance, respect for internationally recognized instruments,
stakeholders and their concerns (incl. consumers, employees, local interest
groups), accountability, transparency, sustainable development, ethical
conduct, precautionary approach, fundamental human rights, diversity
No prescriptions or demands, but advice
Flexible approach: more or less may be adopted; SR-implementation may be
more or less detailed in the management system, ...
Key words: sustainability, transparency, stakeholders, ethics, responsibility
up/down value chains, management systems and processes, relations
to/communications with stakeholders
Challenges to organisations, and
to Green Branding in particular
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All kinds of organisations may be confronted with the ISO26000 advices
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Increased awareness / importance attached to
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Private enterprise might have to revise its perceptions as to relevant
stakeholders:
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in media, it is hard to argue that ISO 26000 is not mandatory
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reputation management
ethics
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owners and customers
partners
society at local and higher levels
everybody concerned
even impersonal stakeholders: animals, nature, technologies, business models?
Stakeholders’ rights to be heard and get response will be strengthened
Organisations will be held more responsible as to both direct and indirect
effects of their activities, to the extent they are in control, evt could abstain
Moral demands and international conventions will be underpinned by an
ISO standard, even if not part of local law
Principle of precautionary approach (Føre-var-prinsippet) will be strengthened
”Polluter-pays”-principle will be strengthened
Demand for LCA (Life cycle assessments) as a basis for products will be
strengthened
Responsibility along production chain (value chain) will be strengthened
Essential green matters that
will not be treated
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Largely speaking, green measures are about efficiency gains (”Factor 4”
or ”Factor 10”), i.e. producing using less energy, resources, etc.
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The potential for such increased energy and resource efficiency is high
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Hence, higher efficiency is fine, is important, and much can be achieved
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Increased responsibility along the value chain is a adequate tool for this
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However, 2. and 3. order effects of products may lead to increased
production
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Sometimes: Indirect resource use > direct resource use
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Such effects will be outside the scope of ISO 26000. It will need some kind of
strategy, which is more far reaching and complicated, but urgent.
Example from ICT sector follows
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The life of a mobile phone: CO2-eqv. (grams) (1995)
16000
The upside:
14000
12000
ICT solutions with factor
1000+
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”Virtualization”, ”decoupling”,
”de-materialization” are the hype
words since the 1990-ies
ICT has been expected to be the tool
for this
Lockheed Martin Pole Cat
Sneak photo 19.07.06 of prototype
8000
= 9 km by car, or
production of
1,5 kg newspaper
6000
Factor 1000+?
10000
4000
2000
0
Production
Operations EOL handling
Transport
-2000
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To be used by US Air Force
for long distance operations
wing span: 28 m
weight: 4,5 tonnes
90% printed on a composit
printer!
Next-to-Beaming:
• remote copying
• remote productionon-demand
Factor = high
The downside:
It does not seem to help!
Global ICT Spending 1999-2009 ($US Trillions)
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
Global paper
production
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Hardware
Software
Services
Communications
Total ICT
Digital Planet 2006
EU Whitebook 2001
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ICT does not replace: Efficiency gains are harvested in
relative, not absolute terms!
Basic knowledge: Efficiency gains are quickly absorbed
by increased activity if not quickly harvested
ICT and traditional activities re-inforce each other
• mail > email
• paper advertising
> advertising on the
net
• newspapers
> news sites
• music discs > CDs (10
Giga/year) > MP3
downloading
• books > ebooks
• archives > databases
• libraries
> net resources
(55 Giga docs,
up 7,3 mill
web pages/day!)
• atlases
> GoogleEarth
• film rolls
> streaming
Telcos are no exception:
higher energy efficiency, more people served,
but also increased total consumption
Relative decrease, absolute increase
2500
GWh per 100 mill
subscriptions
2000
1500
1000
GWh total
500
0
2003
2004
2005
This is the next
challenge!
We fax
pizzas, limited
offer!
[email protected]
Topics for discussion
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In your view, what is the “greenest” policy:
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How might it be possible for a brand to profitably benefit from
associating itself with lower consumption themes such as:
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1) selling a higher proportion of environmentally friendly products,
OR
2) selling less consumption of the product (i.e. encourage
consumers to buy only what they can efficiently use)?
Why do you believe this?
Is this purchase really necessary?
Have you (the consumer) done everything reasonable to extend the
product’s life?
In your industry,
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What percentage of consumers are willing to make substantial
sacrifices in their lifestyles in order to be “green” (i.e. willing to pay
higher prices, willing to have less convenience, willing to have
lower quality, etc.)?
Assuming that these “green” disadvantages cannot be eliminated in
the short-term, what factors might make this portion higher?