Magnus
Em
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Corp
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CSR
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Corporate Social ResponsibilityCorporate Social Responsibility- yesterday, today, tomorrow- yesterday, today, tomorrow
Magnus Emfel
The Academy for Worklife Ethics
www.etikakademin.se
ESCOBALT December 13, 2006
Magnus
Em
fel
Corp
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ty (
CSR
) –
yest
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The Academy’s mission
Contribute to competence development in the area of worklife ethics– Academic research and related activities.– Awareness raising, participate in the public debate – Meeting place (e.g. Dialogue forums, courses, seminars,
conferences) for professionals and other stakeholders.
Values base– Humanistic perspective.– Ethics as an individual responsibility for the common good. – Insight and progress through dialogue.
Trustees
Magnus
Em
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Corp
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1. CSR yesterday1. CSR yesterday2. CSR today2. CSR today3. CSR tomorrow3. CSR tomorrow
Magnus
Em
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Corp
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esp
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ty (
CSR
) –
yest
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The emergence of CSR
CSRCSR
Magnus
Em
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Corp
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CSR
) –
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today,
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CSR Pioneer’s
Magnus
Em
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Corp
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esp
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CSR
) –
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today,
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1. CSR yesterday1. CSR yesterday2. CSR today2. CSR today3. CSR tomorrow3. CSR tomorrow
Magnus
Em
fel
Corp
ora
te S
oci
al R
esp
onsi
bili
ty (
CSR
) –
yest
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ay,
today,
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CSR definitions and concepts
Corporate Social Responsibility (CSR)
Corporate Responsibility (CR)
Social Responsibility (SR)
Corporate Citizenship
Sustainable Development
Code of Conduct
Triple Bottom Line
People Planet Profit (PPP)
Socially Responsible Investing (SRI)
Corporate Governance (CG)
Fair Trade
Social Accounting
Balanced Need Scorecard
Fullständig redovisning
etc…
”… the continuing commitment by business to behave
ethically and contribute to economic development
while improving the quality of life of the workforce
and their families as well as of the local community
and society at large."
World Business Council for Sustainable Development
CSR: Meeting Changing Expectations, 1999
Magnus
Em
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Corp
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CSR
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Perspectives on CSR
Businessdevelopment
Globalization
Innovation
Philantrophy
Competencedevelopment
Recruiting
Internalculture
Increase revenues
New markets
Branding
Logistics
Public demand
Charity
EfficiencyProduction
Magnus
Em
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Corp
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CSR in the business community
Adidas about social and environmental affairs:– ”Leadership, in social and environment terms, means that:
'We are dedicated to socially responsible, safe and environmentally sustainable practices in the company and its supply chain, and to enhancing the value of our brands…”
BP about climate change:– ”Our goal is no damage to the environment; our
challenge is to achieve this while continuing to deliver energy products that support growth and social development around the world.”
Unilever about sustainability– ”We are committed to contribute to sustainable
development. We see this as a hard-edged commercial imperative because we will only be able to maximise shareholder value and prosper in the long-term if we operate in a much more sustainable way.”
Magnus
Em
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Corp
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CSR
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CSR strategy and positioning
Public/legalrequirements
1Meet minimumpublic/legal and
marketrequirements.
2Exceed and drive
public/legalrequirements.
4Exceed and drivepublic/legal and
marketrequirements.
3Exceed and drive
marketrequirements.
Marketrequirements
Magnus
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CSR support vs. criticism
Pro CSR:
Saves money
Increases producitivity
Increases revenue
Not just a slogan but a way of doing business
Basis for stock valuation
Indicator for well-managed company
New business opportunities
Strategic issue for the Board of Directors
Anti CSR
Limits the market economy’s ability to deliver higher standards of living
Deterioration of the economy
Stems from business critical NGOs
Ignores profitability
Guilt attributing
”threatens prosperity in poor countries as well as rich. It is likely to reduce competition and economic freedom and to undermine the market economy.”
Magnus
Em
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Corp
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CSR
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New CSR standard: ISO 26000
Environment
Human rights
Labour practices
Organisational governance
Fair business practices
Community involvement and social development
Consumer issues
Magnus
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ISO 26 000, core issues and subjects
Environment – Pollution prevention– Prevention of global warming– Sustainable consumption and land use– Preservation and restoration of
ecosystems and the natural environment
– Respect for future generations
Human rights– Civil and political rights– Economics, cultural and social rights– Fundamental labour rights – Community rights– Labour practices
Labour practices– Occupational health and safety– Dignified working conditions– Human resources development– Worker as a human being
Organisational governance– Inclusiveness– Ethical conduct– Disclosure of information– Respect for rule of law– Accountability
Fair business practices– Promotion of ethical and transparent
activities – Promotion of free competition– Application of fair and ethical supply
and after-supply practices– Respect for intellectual and other
property rights, and respect for users’ interests
– Fight against corruption
Community involvement and social development
– Development impacts – Community involvement– Society development– Philanthropy
Consumer issues– Providing consumers with accurate
and adequate information – Provision and development of socially-
beneficial services and products– Provision and development of safe and
reliable products and services – Protection of consumers’ privacy
www.iso.org
www.sis.se
Magnus
Em
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Corp
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CSR resources and support
Amnesty Business Group www.amnestybusinessgroup.se
Business for Social Responsibility www.bsr.org
Business in the Community www.bitc.org.uk
CSR Europe www.csreurope.org
CSRwire www.csrwire.com
Earth Charter Initiative www.earthcharter.org
European Social Investment Forum www.eurosif.org
Global Compact www.globalcompact.org
Global Reporting Initiative www.globalreporting.org
1% for the planet www.onepercentfortheplanet.org
Social Venture Network www.svneurope.com
World Business Council for Sustainable Development www.wbcsd.org
Magnus
Em
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Corp
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esp
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bili
ty (
CSR
) –
yest
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today,
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1. CSR yesterday1. CSR yesterday2. CSR today2. CSR today3. CSR tomorrow3. CSR tomorrow
Magnus
Em
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Corp
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esp
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bili
ty (
CSR
) –
yest
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Agriculture
Health
Consumption
Energy
Mobility
Markets of the Future
World Resources Institute, United Nations Environment Program and World Business Council for Sustainable Development:
”Tomorrow’s Markets. Global Trends and Their Implication for Business” (2002)
Magnus
Em
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Corp
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CSR
) –
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External driving forces
Socially Responsible Investing, SRI
… is investing that is mindful of the impact those investments have on society. SRI traditionally combines investors' financial objectives with their concerns about social, environmental, ethical (SEE) and governance (G) issues.
European Social Investment Forum(www.eurosif.org)
€ 1 trillion
European SRI market (2006)
www.eurosif.org
$ 31 trillion
Carbon Disclosure Project (2006)
www.cdproject.net
Magnus
Em
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Corp
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CSR
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Sustainable business strategies
Seeking opportunities and managing risk.
Forum for the Future (U.K.), Centre for Sustainable Investment and Henderson Global Investors
“Assessing business sustainability” (2002)
Industries of the future
Gatekeepers Sensitive Controversial Extreme
Renewable energy
Finance Pharmaceuti-cals
Automobiles Alcohol
Education Retail Construction Chemicals Tobacco
Mass transport Leisure Engineering Mining Gambling
Health care Telecomms Forestry Fossil fuels Nuclear
Waste management
Media Food and beverage
Air travel Military
Water
Opportunity Risk
Magnus
Em
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Corp
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CSR
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Pioneers for the Future
Interface Carpets (1973): – World leader in floor tiling.– 40% market share.– Imitates the closed loop of nature’s
eco-system.– Market cap 2006, Nasdaq: $ 823 million.
Evergreen Solar (1994): – Worlds largest manufacturer of modules
for photovoltaic energy production. – $ 3 million invested 1996 – Market cap 2006, Nasdaq: $ 585 million.
Toyota Motor Co. (1937)– Hybrid vechicle market leader since 1997 – >20 000 hybrid cars/year in Europe.
… or maybe the Hypercar?– Hydrogen fuel cells, ultralight construction.– 3-5 times better fuel economy
Magnus
Em
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Corp
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esp
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bili
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CSR
) –
yest
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Triple Logic Business: Switchpower
www.switchpower.se
A clean alternative for everyone.
www.triplelogic.se
Magnus
Em
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Corp
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esp
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bili
ty (
CSR
) –
yest
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a constraint, or a charitable deed - it can be a potent source of innovation and
competitive advantage."
Michael E. Porter & Mark R. Kramer, Harvard Business Review, December 2006
Magnus
Em
fel
Corp
ora
te S
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esp
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bili
ty (
CSR
) –
yest
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today,
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Magnus [email protected], +46 708 585 505
The Academy for Worklife Ethics
www.etikakademin.se