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Corporate Citizenship: Doing Well by Doing Good. Dr Gill Coleman Director, New Academy of Business Bristol, England. The New Academy. Independent business school established in 1995 by Anita Roddick of The Body Shop. - PowerPoint PPT Presentation
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Corporate Citizenship: Doing Well by Doing Good
Dr Gill ColemanDirector, New Academy of Business
Bristol, England
The New Academy Independent business school established in 1995
by Anita Roddick of The Body Shop. Mission: to help build a future that is more just,
enterprising and sustainable. Produce educational activities and resources Work with companies, entrepreneurs, educators,
activists, and policy makers on social, ethical and environmental issues in business
Why am I here right now?
A rising agenda concerned with Corporate Citizenship
The move away from a being a solely European/North American debate
From top-down,centralised, policy-led to bottom-up,devolved, activity-based
What is Corporate Citizenship?
“the practice of a corporation’s direct responsibilities – to employees, shareholders, customers, suppliers, and to the communities where it conducts business and serves markets.”
Laurie Regelbrugge, CIVICUS
“Whatever else corporate social responsibility is about, it is not about charity, neither is it a public relations exercise for enterprise. It is about intelligent self-interest—which also brings benefit to society.”
Viscount Etienne DavignonChairman of the Societe Generale de Belgique
The UN International Year of the Volunteer
More than 3000 volunteers in 131 countries New Academy/UNV project on ‘Enhancing
Business Community Relations’ in the Philippines, India, Ghana, Nigeria, South Africa and Lebanon
The UN Global Compact
“Let us choose to unite the power of markets with the authority of universal ideals. Let us choose to reconcile the creative forces of private entrepreneurship with the needs of the disadvantaged and the requirements of future generations”
Kofi Annan, Secretary-General of the United Nations
Nine Principles covering Human Rights, Labour Standards, Environment, drawing on already-established international conventions
Launched in July 2000 Now more than 500 companies committed,
and regional compacts so far established in the Philippines, Brazil, Latvia and Poland
Companies engage by the CEO writing to the S-G, expressing support and committing to: - publicly express their support - inform stakeholders - incorporate commitment
into Annual Report - provide annual statement
of progress and lessons learned
Meanwhile, new demands on Business
Global marketplace means increased levels of competitiveness: the ‘race to the bottom’
Increased transparency and an active NGO movement
Interconnected economies and economic downturn
Building business advantage
MinimalMinimalist: compliance with legislation
Strategic: Citizenship integrated into business
Discretionary: philanthropic approach
Benetton and the IYV“Colors is a bi-monthly magazine that talks to young people all around the world…In this campaign, Benetton deals with a subject that is typical of its communication strategy and, once again, talks about ‘real people’, touching on important issues for a civilised society.”Company press release
Unilever: the Marine Stewardship Council (MSC)
Company identity:“Relationships are strongest when built on trust”
MSC established 1998 as an independent non-profit organisation
Unilever commitment to source all its fish from sustainable fisheries by 2005
“This safeguards the future of the resource, which makes good commercial sense – it ensures the industry’s investment in fishing and processing assets, and market development is protected”
Pasig: River of Life, PhilippinesPart of the company’s defined Water Sustainability Initiative
Key resource in Metro ManilaStep-by-step measures to clean the river, in conjunction with local partners
Ensuring its own operations do not pollutePartnering with neighbours to help them not to polluteEncouraging wider participation and support for Clean River Zone
UBS, AG “At UBS, corporate social responsibility
means more than just a few discrete practices or occasional gestures motivated by public relations. We believe in proactively managing social issues and in setting the standards that will shape business activity in the future”
Establishing specialist ‘Eco’ products, and enhanced Business Principles for own operations
World Business Council on Sustainable Development
A coalition of 150 international companies united by a shared commitment to sustainable development via the three pillars of economic growth, ecological balance and social progress.
“The business case is also an entrepreneurial position: it looks to the next point on the business curve – the point at which business can be more competitive”
Shifting sources of value:
Physical capital
Human capital
Social capital
Intellectual capital
In practice at the local level: Offering resources – volunteers, equipment,
skills and know-how – to help fulfil social and environmental tasks
Starting small, and starting where you are Combining with those expert in social and
environmental interventions to achieve shared goals – partnerships
Looking for win-win opportunities
Philippines Business for Social Progress Survey Best Practices:
Scholarship programmes for disadvantaged students
Practical technical or vocational training offered to school students at company facilities
Donation of materials for education and community groups
Employee involvement
Possible business benefits Trust, relationships, name, brand, reputation Enhancing company value-base (Collins
and Porras, Built to Last) Increasing employee motivation and
commitment Discovering more about stakeholders,
especially those you don’t understand
Corporate Citizenship opportunities
Ways of getting things done in a complex environment
Helping create a stable situation in which business can operate – shared interests
Opportunity for building internal capacity, learning new ways to operate
Creation of social capital
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