19.11.2010 © CCCD – Centrum für Corporate Citizenship Deutschland
European CSR-Trends
- Dr. Susanne Lang, CCCD -
2010 Motorola Foundation European Grantee Network Conference
Krakow, November 19th, 2010
19.11.2010 © CCCD – Centrum für Corporate Citizenship Deutschland
1. What are we talking about? – some definitions
2. What will I be talking about? – specifying the focus
3. Why should we – as societies – care aboutCSR?
4. Why should you – as non-profit executives -care?
5. Why should companies care?
6. Some Trends
Table of contents
19.11.2010 © CCCD – Centrum für Corporate Citizenship Deutschland
The „European“ definition of CSR:
• “A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis." (European Commission)
What are we talking about?
21.07.2011 4 © CCCD – Centrum für Corporate Citizenship Deutschland
What are we talking about?sourc
e:
20
08
Mo
toro
la C
orp
ora
te R
esponsib
ility
Sum
mary
Report
, ta
ble
of
conte
nt.
Supply chain mgt.
Product Safety
19.11.2010 © CCCD – Centrum für Corporate Citizenship Deutschland
1. What are we talking about? – some definitions
2. What will I be talking about? – specifying the focus
3. Why should we – as societies and citizens –care about CSR?
4. Why should you – as non-profit executives -care?
5. Why should companies care?
6. Some Trends
Table of contents
21.07.2011 6 © CCCD – Centrum für Corporate Citizenship Deutschland
What will I be talking about?sourc
e:
20
08
Mo
toro
la C
orp
ora
te R
esponsib
ility
Sum
mary
Report
, ta
ble
of
conte
nt.
Supply chain mgt.
Product Safety
21.07.2011 7 © CCCD – Centrum für Corporate Citizenship Deutschland
Focus Community Involvement: the sweet spot
source: Michael Porter/Mark Kramer: The competitive advantage of
corporate philanthropy, according to the visual adaptation by
pure
business
pure
philanthropy
Econom
ic b
enefit
societal benefit
Win-win:
combines societal
and business
benefit
19.11.2010 © CCCD – Centrum für Corporate Citizenship Deutschland
1. What are we talking about? – some definitions
2. What will I be talking about? – specifying the focus
3. Why should we – as societies andcitizens – care about CSR?
4. Why should you – as non-profit executives -care?
5. Why should companies care?
6. Some Trends
21.07.2011 9 © CCCD – Centrum für Corporate Citizenship Deutschland
back in the 70ies and 80ies
Society
Social Welfare
Common Good
Why should societies care? –The changing social contract
Obey laws
pay taxes
offer fair
employment
Civil
Society/
Non-Profits
Business
Set and execute laws
provide social security
redistribute wealth
Fill in cracks of social
system
expand political agenda
Government
21.07.2011 10 © CCCD – Centrum für Corporate Citizenship Deutschland
Business NGO’s
Civil Society
today
Why should societies care? The changing social contract
Pay taxes , obey
laws
Employ people
help solve social
challenges
act responsibly
Make and execute
laws
redistribute wealth
Deliver social services
and fill in cracks of
system
set political agenda
(watchdogs)
Government
Society
Social Welfare
Common Good
19.11.2010 © CCCD – Centrum für Corporate Citizenship Deutschland
1. What are we talking about? – some definitions
2. What will I be talking about? – specifying the focus
3. Why should we – as societies – care aboutCSR?
4. Why should you – as non-profitexecutives - care?
5. Why should companies care?
6. Some Trends
21.07.2011 12 © CCCD – Centrum für Corporate Citizenship Deutschland
Why should you care about CSR?
Typically, civil society organisations andcorporations strongly appreciate each other:
Source:
The Partnering Initiative
21.07.2011 13 © CCCD – Centrum für Corporate Citizenship Deutschland
Drivers towards closer and more interactiverelations between civil society and corporations:
Why should you care about CSR?
19.11.2010 © CCCD – Centrum für Corporate Citizenship Deutschland
Why Non-Profits work with companies:
1. solve community problems 40,4 %
2. Funding 26,9 %
3. Corresponding to own strategy and/or own CSR-strategy 17,3 %
4. Requiring expertise 3,9 %
5. Reputation 3,9 % Source: Not alone – A research on successful partnerships between private
companies and citizens‘ organizations in Europe. Fondaca ActiveCitizenship Foundation, 2006.
Why should you care about CSR?
21.07.2011 15 © CCCD – Centrum für Corporate Citizenship Deutschland
Why should you care?
• Access to funds, technical expertise and business skills
• Opportunities to influence private sector thinking/behaviour
• Increased credibility among government and business sectors
• Greater public awareness of the NGO and its cause
• Better understanding of business; how it operates and how NGOs can influence or change certain behaviours
Source: The Partnering Initiative
19.11.2010 © CCCD – Centrum für Corporate Citizenship Deutschland
1. What are we talking about? – some definitions
2. What will I be talking about? – specifying the focus
3. Why should we – as societies – care aboutCSR?
4. Why should you – as non-profit executives -care?
5. Why should companies care about CSR?
6. Some Trends
21.07.2011 17 © CCCD – Centrum für Corporate Citizenship Deutschland
The business cases in corporatecommunity involvement
• market differentiation and reputationalgains
• Marketing
• Product innovation and marketdevelopment
• Recruiting, HR effects
• …
Why should companies care?
19.11.2010 © CCCD – Centrum für Corporate Citizenship Deutschland
1. What are we talking about? – some definitions
2. What will I be talking about? – specifying the focus
3. Why should we – as societies – care aboutCSR?
4. Why should you – as non-profit executives -care?
5. Why should companies care about CSR?
6. Some Trends
21.07.2011 19 © CCCD – Centrum für Corporate Citizenship Deutschland
• CSR has become a political issue: European governments have developedCSR-strategies and are nowimplementing them
• Corporations turn from donations tostrategic corporate citizenship, bringingin their core strenghts and competences
• Donations and grant making tend tomigrate to corporate foundations
Some Trends
21.07.2011 20 © CCCD – Centrum für Corporate Citizenship Deutschland
• We have entered the „era of thepartnership“ (Simon Zadek): cross-sector collaboration instead of philanthropy
• More and more companies runcorporate volunteering programs
Some more Trends
21.07.2011 21 © CCCD – Centrum für Corporate Citizenship Deutschland
Open Employee Involvement• Random events• Often driven by community initiated requests• No deliberate strategy or focus, selected corporate support
Employee-driven Involvement• Employee initiated• Personal causes, driven by personal energy/interest • No stated strategy or focus, selected corporate support
Corporate Volunteering Programs• Company managed• Proactive, strategic, linked to business goals• Corporate resource commitment, plan, guidelines/policies
Combination of Types
Types of Corporate Volunteering