Transcript Slide 1

a preliminary presentation
What is CSR?
“CSR is the concept that an enterprise is accountable for its
impact on all relevant stakeholders. It is the continuing
commitment by business to behave fairly and responsibly and
contribute to economic development while improving the quality
of life of the work force and their families as well as of the local
community and society at large.” Source: European Union
"CSR is defined as operating a business in a manner that
meets or exceeds the ethical, legal, commercial and public
expectations that society has of business. CSR is seen by
leadership companies as more than a collection of discrete
practices or occasional gestures, or initiatives motivated
by marketing, public relations or other business benefits.
Rather, it is viewed as a comprehensive set of policies,
practices and programs that are integrated throughout
business operations, and decision-making processes that
are supported and rewarded by top management."
Source: Business for Social Responsibility
Why CSR?
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Rise of consumer awareness and activism
Social pressure to protect environment.
Growing Regulatory framework
Emphasis on good employee relations and human rights.
Critical role of supply chain & supply chain relations.
Recognition of stakeholder participation.
Public endorsement becoming more vital to operate business.
Business interest in assuming leadership role.
Strategic capacity for building, managing & maintaining
image/reputation.
Understanding of sustainability for secure business future.
“Development aid for a food & drinks company like Nestle means improving standards
of living, and therefore the emergence of new consumers. The two are connected” –
Erick-Marie Boulez, Director de relations exteriors, nestle, France
“For a company such as ours which is continuously looking at new ventures in new
areas, being able to enter the areas and gain the local license to operate from the
people as well as national and international stakeholders is key” – Murray Jones,
manager Social Performance, Shell International, UK
Features of CSR
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(Source: World Business Council for Sustainable Development)
Integrating values & principles
Transparency and accountability
Respect for people, communities and the
environment
4. Compliance with legal requirements
5. Going beyond compliance in standards
and systems
6. Relationships with key stakeholders
7. Caring and sharing beyond corporate
philanthropy
8. Leadership role in social and national
development
9. Commitment to sustainable development
10. Disclosure and reporting
Benefits of CSR
Sustainable Development
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Sustained reputational gain
Ability to understand and manage social
risk, with considerable associated cost
savings
Increased operational effectiveness
through proactive stance on business
related social or community issues
Enhanced ability to obtain a formal or
informal license to operate
Increased ability to recruit, motivate and
retain talented employees
Improved shareholder relations and
access to capital
Improved competitiveness and market
positioning
Opportunities for win-win / improved
CSR is Growing
CSR is growing in Sri
Lanka as a key strategy
for sustained business
growth
Assuring the consumer of
business commitment to
CSR as a public license to
operate.
News Flash
“JKH tops LMD
list of ‘Most
respected’ firms”
06/09/2005
JKOA shipped a
container load of
cartridges to
Toshiba
Singapore, where
it was successfully
disposed in an
environmentally
friendly manner
on behalf of
JKOA.
ROAD TO SUCCESSFUL CSR!
• Championship from senior management
• Company-wide ownership & understanding
• Business synergy
The CSR Agency Services
CSR Research
CSR Projects Identification,
implementation
& Management
D&D
Strategic Solutions
CSR Reporting &
Communications
Maintaining Positive
Perceptions &
two-way
Communications
Proposed CSR Action Plan
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Context - Needs Assessment
Direction - Developing CSR strategies
Action - CSR Projects Design, Facilitation & Management
Organizational Alignment – Stakeholder Engagement
Continuous Learning- Training & Orientation of Management & Staff
Results: CSR Communications & Sustainability Reporting
1. Context: Needs Assessment
1. Design customized employee and stakeholder
surveys, organise focus groups and facilitated
sessions in order for you to find out what CSR
priorities exist among staff and your stakeholders.
2. This can help the process of community
engagement, employee participation, employee
volunteering and staff training.
2. Direction: Developing CSR Strategies
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Engaging with senior management: Design customized surveys,
focus groups and facilitated sessions for senior executives in order to
help develop a CSR strategy for the organization.
Strategic Planning: Study corporate strategies and plans as well as
annual progress reports and help formulate a strategic direction
Sustainable Development goals of the company.
SRI Mapping: Identify SRI (Socially Responsible Investment)
avenues for action programmes. This will include corporate
sustainability mapping, population segmentation and targeting,
opportunity capturing, etc.
Sustainability Planning: establish baseline performance, assess
opportunities, set goals, develop action plans and evaluate progress
towards sustainable development objectives of the company.
3. Action: CSR Projects Design, Facilitation & Transfer
1. Strategic Identification of objectives, goals,
issues, locations, stakeholders, SWOT
analysis, etc.
2. Stakeholder engagement and role
identification.
3. Ice breaking & ground setting for action
4. Project Facilitation & Management
5. Strategic transfer of project to stakeholders.
4. Organizational Alignment: Stakeholder Engagement
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Supply Chain Engagement: Review and assess CSR in your
supply chain as well as facilitate engagement.
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Stakeholder dialogues: We can work with companies as a
facilitator of stakeholder dialogues. This includes comprehensive
support in the preparation, invitation, co-ordination, design,
facilitation and reporting stakeholder dialogues. These can range
from company-specific to broad industry-wide dialogues.
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Stakeholder mapping and relationship development: We can
help companies identify, map and engage with key stakeholders
through a process of briefings and specialized reports. This includes
providing advice on how best to approach specific stakeholders,
acting as an impartial mediator and facilitating meetings.
5. Continuous Learning: Training & Orientation of Management & Staff
1. CSR: From ideas to action“: This is an introduction to CSR and is aimed at new
CSR managers, auditing staff, researchers, postgraduate students and others seeking
an understanding of CSR in Asia . The focus is on the Asia Pacific region.
Workshops are practical and interactive and limited to 20 participants.
2. Embedding CSR in the organization and the supply chain: This is a more
advanced course aimed at people who have some experience in CSR but would like
to deepen their understanding and practical skills. The focus is on the Asia Pacific
region. Workshops are practical and interactive and limited to 20 participants.
3. Customized training to meet the needs of your organization: We provide
customized training programmes for CSR managers, PR and communications
departments and senior management. These can be tailor made to fit your specific
needs and important issues within your industry.
4. Issues awareness & sensitizing – Key consumer & social issues such as;
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Consumer Protection: Understanding The Legal Framework for better
Compliance
Stakeholder Engagement: A Strategy for Sustainable & Peaceful Growth
Greening the Supply Chain: A path towards green procurement and sustainable
business futures
Poverty: An obstacle to consumption of adequate milk food for nutrition
Happy Worker Families: An inspirational sources of productivity
Good Governance: Beyond Compliance & towards Greatness
Understanding the Millennium Development Goals & The Global Compact:
Universal compliance with CSR and growing globally
6. Results: SR Communications & Sustainability Reporting
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Main role of the CSR Communications will be;
– Strategy: Determining the frequency, scope and verification of their CSR reporting and
can link this to standards and external reporting guidelines. This can include training a
company’s internal CSR or PR reporting team.
– Development: Develop reporting systems. This includes drafting effective guidelines
and providing advice on credibility, content, structure, format, language and design.
– Review: Review draft and completed CSR reports and offer comprehensive guidance,
feedback and recommendations.
– Feedback: Generate feedback from stakeholders and target groups.
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CSR Communications will;
– ensure that your Communications, Marketing and CSR departments all tell the same
story.
– ensure your brand communicates your corporate values and ethics
– Help you understand what conscious consumers want today? Find out how the consumer
landscape is changing
– communicate in times of crisis - Manage reputational risk
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Triple Bottom Line or Sustainability or CSR Reporting will
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Graduate you from annual reporting
Show evidence your sustainability as an industry/business
Showcase your social and environmental commitment
Generate enhanced corporate image and stakeholder recognition & acceptance.
Our experience in social responsibility programmes extends from the days of the Earth Summit
(UNCED 1992). The team is lead by Uchita de Zoysa, an internationally known environmentalist,
sustainable development expert and social mobilizer. The different activities brings together a network
of expertise in organizations and individuals that excel in PR, communications, marketing, engineering,
law, education, health, policy, governance, politics, etc. Our partners in delivering environmental &
social responsibility projects range from United Nations Agencies, International & Bilateral
Organizations, Multinational – National & Local Business, Industries, Civil Society Groups, and also
Governments. Our aim is creating a better world and our strategies are based on creating sustainable
futures for all. Our strength lies in our expertise, experience, networking, contacts, innovation,
creativity and commitment. Most importantly our compassion for society, passion for social
responsibility, and commitment to environmental, economic & social - sustainable development – is
our primary motivator. Our way of achieving CSR is through building strategic alliances for better and
sustainable futures.
Contact Mr. Uchita de Zoysa for a proposal
Making CSR Work