csr awareness raising – case studies & conclusions csr hlg meeting on 7 may 2007 raising...

CSR Awareness Raising – case studies & conclusions CSR HLG Meeting on 7 May 2007

Raising Awareness for CSR in EU Member States: Case Studies & Synthesis

Presentation given at the 15th meeting of the EU High-Level Group on CSRBrussels, 7 May 2007

Dr. Reinhard SteurerGerald Berger MA

RIMAS - Research Institute for Managing SustainabilityVienna University of Economics and Business Administration

www.sustainability.eu www.sustainability.eu/csr-policies


Orientation

1. Context and general remarks …about the project, the survey, the case studies

2. Some survey results commemoratedTypes of instruments etc.

3. The three case studies „Knowledge and information centre“ (Netherlands)„People & Profit“ (Denmark)„Globalt Ansvar“ (Sweden)

4. ConclusionsSynthesis of survey & case study results


Context

1. The project: „Analysis of national policies on CSR, in support of a structured exchange of information on national CSR policies and initiatives“ is commissioned by DG Employment (Tender No VT/2005/063)

2. The survey results (part I of the final report): Presented at CSR HLG Meeting on 23 October 2006

3. The case studies & synthesis (parts II and III): Highlight relevant success factors and

challenges/obstacles Facilitate an in-depth discussion of different approaches Facilitate the discussion on policy transfer and coherence


General remarks on the case studies

1. Cases selected based on survey, in cooperation with DG Employment

2. Cases considered … but not selected also briefly described in final report (sectoral guidelines in Austria, BITC in the UK, network in Finland)

3. Sources of information: Documents (incl. websites) on the initiatives,

2 interviews per case (management and stakeholder)


Orientation






Initiatives surveyed and the „compendium“

85

Country average: 4.3

Range: 0-9

85

Country average: 4.3

Range: 0-9

85 initiatives

in total

20 initiatives

(23.5%)

65 initiatives (76.5%)


Overview of CSR awareness raising instrumentsOverview of CSR awareness raising instruments

Education activities, e.g. conferences, seminars,

trainings; 17.7%

Government-sponsored guidelines; 10.6%

Information resources, e.g. website, studies, reports etc.; 10.6%

Information/awareness raising campaigns; 9.4%

Networks/partnerships/ agreements; 10.6%

Multi-stakeholder fora; 4.8%

Prices and awards (CSR audits/labels); 8.2%

Economic incentives (loans, grants,

subsidies); 3.5%

Action plans/ programmes/strategies

for CSR; 9.4%

Institutions: platforms/ centres; 8.2%

Others; 7.0%

Informational or endorsing instruments

Partnering instruments

Financial or economic instruments

Hybrid tools and others


Target groups of CSR awareness raisingTarget groups of CSR awareness raising

0

5

10

15

20

25

30

35

40

45

Companies; 40.3%

Young people; 1.6%

Business/industry sectors; 1.6%

Universities/schools; 6.2%

Consumers/consumer organizations/general

public; 7%

Ministries/governmental officials; 7.6%

Trade unions/social partners; 8.5%

NGOs; 10.1%

SMEs; 12.4%

Employees; 1.6%

Others; 3.1%


Orientation



3. The three case studies „Knowledge and information centre“ (Netherlands) „People & Profit“ (Denmark)„Globalt Ansvar“ (Sweden)



Types of selected casesTypes of selected cases


trainings; 17.7%








subsidies); 3.5%

Action plans/ programmes/strategy for

CSR; 9.4%


Others; 7.0%





Knowledge and Information Centre

on CSR (Netherlands)



People & Profit (Denmark)


Globalt Ansvar (Sweden)



Knowledge and Information Centre on CSR

TypeHybrid instrument: independent centre that combines informational and partnering instruments

PurposeTo disseminate knowledge and information on CSR to companies/SMEs by cooperating with trade organisations, regional chambers of commerce etc.

Running time 2004-2008

Management CSR Netherlands

Budget € 1.2 Mio annually (2005-2008) by Min of Econ Affairs

Key activities

• CSR conferences (SMEs, social partners, NGOs)

• Reports on CSR in NL

• Offering practical advice (toolkit) etc.

Website www.mvonederland.nl


K&I Centre: Success factors & recommendations

Open, inclusive and consensus-oriented political culture is a favourable condition

Establishing a CSR focal point helps to coordinate activities

Independent status helps to approach businesses

Collaboration with established organisations is important (to reach SMEs)

Provide tailor-made information, such as sector-specific tools & best practice examples

Funding should be secured for several years


K&I Centre: Challenges

Lack of resources (more work than money)

Provide sector-specific tools is challenging

Serve average companies and CSR frontrunners at the same time is difficult stretch

Budget provision ends with 2008




trainings; 17.7%








subsidies); 3.5%


CSR; 9.4%


Others; 7.0%














People & Profit

TypeHybrid instrument: programme/project that combines informational and partnering instruments

PurposeHelp Danish SMEs to integrate CSR strategically into their business activities and to enhance their competitiveness (foster CSR as business case)

Running time Jan 2005 – May 2007

Management Danish Commerce and Companies Agency (DCCA)

Budget€ 2.5 Mio in total (50% by European Social Fund, 50% by Danish National Labour Market Authority)

Key activities

• Studies on international and national CSR activities

• Train managers, employees, teachers

• Dissemination through SME networks

Website http://www.eogs.dk/sw26505.asp


P&P: Success factors & recommendations

Open, inclusive and consensus-oriented political culture

Establishing a CSR focal point helps to obtain media coverage

Involve stakeholders and anchor the initiative in existing regional and local networks

Develop practical CSR management tools

Set realistic timeframes and achievable objectives


Challenges for P&P

Companies often lack resources (time) to participate in P&P activities

Reaching the ambitious targets in the training module (12,000 trainees)




trainings; 17.7%








subsidies); 3.5%


CSR; 9.4%


Others; 7.0%














Globalt Ansvar

TypePartnering instrument: partnership that fosters CSR in a global context

Purpose

Make major Swedish companies familiar with international CSR guidelines (UN & OECD), turn them into global ambassadors of human rights and enhance their competitiveness

Running time Since 2002

Management Internat. Trade Policy Dep at the Min of Foreign Affairs

Budget € 88,000 annually, plus 5 staff members

Key activities

• Seminars and workshops (open and closed) for companies, NGOs, academics, journalists

• Train diplomatic personnel

• Website

Website http://www.regeringen.se/sb/d/2657


Success factors of Globalt Ansvar

Open, inclusive and consensus-oriented political culture

A Non-discriminatory approach opens the partnership to all stakeholders interested in CSR and turns it into a focal point for CSR in Sweden

Important topics should be approached with different formats and activities

National CSR activities should take international standards into account


Challenges for Globalt Ansvar (mentioned by a stakeholder of the partnership)

Few companies (18 so far) have signed up (but partnership is open to other companies & stakeholders)

Weaknesses in monitoring how companies implement OECD guidelines

Support from other European actors (Commission) in fostering CSR is weak


Three cases - common characteristics:

1. Hybrid character:The initiatives make use of several tools (information resources, educational activities, studies, networks)

2. Institutionalising CSR policies helps to-- better coordinate and focus activities-- obtain media attention

3. Common success factors, such as-- consensus-oriented political culture-- provide practical and tailor-made (sector-specific) information-- make use of existing organisations and structures


Orientation






Conclusions

SD and CSR policies are weakly connected

The range of CSR awareness raising instruments is broad …

SMEs are regarded as the most important target group, but only 12% of the initiatives target them specifically

Few initiatives target the media

A cross-sectoral institutionalisation of both

policies could improve CSR policies in line with other

SD policies

A cross-sectoral institutionalisation of both

policies could improve CSR policies in line with other

SD policies

…but they are on the soft side of the spectrum

(informational & partnering)

…but they are on the soft side of the spectrum

(informational & partnering)

If SMEs are regarded as important target group, more initiatives should be devoted

to this group

If SMEs are regarded as important target group, more initiatives should be devoted

to this group

Possibilities of involving the media for CSR awareness raising should be explored

more systematically

Possibilities of involving the media for CSR awareness raising should be explored

more systematically


Conclusions

Success factors for CSR initiatives are diverse…

CSR initiatives should focus on the needs of companies and provide practical and tailor-made advice

CSR is a politically contested issue, and CSR policies depend on government majorities and socio-political contexts

… but this is a challenging and costly

task

… but this is a challenging and costly

task

… cooperating closely with existing institutions helps

new centres/programmes to reach companies

… cooperating closely with existing institutions helps

new centres/programmes to reach companies

Consensus-oriented political cultures seem to offer

favourable conditions for voluntary collaboration and

partnerships

Consensus-oriented political cultures seem to offer

favourable conditions for voluntary collaboration and

partnerships


Possible points of discussion:

1. What do you think about a CSR platform/centre that coordinates CSR (awareness raising) activities?

2. What chance do you see for establishing such an institution in your country?

3. Are the success factors and challenges highlighted in the case studies relevant for you?

4. Do you agree with the conclusions?

csr awareness raising – case studies & conclusions csr hlg meeting on 7 may 2007 raising...

Documents

case studies knowledge

csr brussels

overview of csr awareness

case management

case studies synthesis

survey results

national csr policies

coherence slide