CORPORATE SOCIAL RESPONSIBILITY

Marina SaprykinaDevelopment Centre CSR, Ukraine

National expert on the development of ISO 26000www.csr-ukraine.org

Astana

SEE MORE AND UNDERSTAND BETTER

WHAT IS CSR

SOCIAL RESPONSIBILITY

ORGANIZATIONAL MANAGEMENT

HUMAN RIGHTS

EMPLOYMENT RELATIONSHIP

ECOLOGYCREDIBLE

OPERATIONAL PRACTICES

CONSUMERS’ QUERIES

ENGAGING AND

DEVELOPING LOCAL COMMUNITY

WHAT IS CSR Corporate social responsibility (ISO26000):Responsibility that an organization carries for the influence of its

decisions and actions on the environment and society through transparent and ethical behavior which:

- Contributes to the sustainable development, health and well-being of the society;

- Considers expectations of the concerned parties;- Complies with relevant legislation and conforms with the

international standards of conduct; - Integrates into the activities of the entire organization and

practically at the level of personal relations.

CSR IS FORINVESTORS

ADMINISTRATION

SUPPLIERS AND BUSINESS PARTNERS

EMPLOYEES

LABOUR UNIONS

ORGANIZATION

LOCAL COMMUNITIES

FINANCIAL INSTITOTIONS

CONSUMERS

HISTORY and ORIGIN1970 – The terms “corporate social responsibility” and “stakeholders” (corporate

owners) emerged.

1970 – 1980 – First social reports («eco-pornography»). Rare attempts to incorporate environmental reports into annual financial reports, (1972 - Abt & Associates)

1989 – Social audit of Ben & Jerry's report (a right to interview any person at any time in the company within 2 weeks, at the main factory and small branches, as well as suppliers of dairy products and representatives of local population and local government.) «Stakeholders’ report » presented categorized opinions of local community, employees, clients, suppliers, and investors. The report was verified by the independent auditor.

1997 – establishment of Social Accountability International (SAI). Certification of AVON factory in New York.

CSR MODELS

• American – philanthropy, weak state regulations, oriented towards local communities, complex, and voluntary

• European –included into the mission of the organization and business strategy of the company, role of the state striving to CSR

• Japanese – cultural traditions, «family»

THE MAIN MOTIVES OF CSR

• Culture of consumption, ethics, ecology• Globalization and competition• Socially responsible investment, non-

governmental organizations.• Employees• Laws and decrees of the government• Crisis and the consequences

CSR Questions TODAY• ROLE OF THE GOVERNMENT• CSR FOR EVERYONE• CSR STANDARDS• WHO ARE THE STAKEHOLDERS AND THEIR INVOLVEMENT? • CSR AND PR• WORKING WITH and developing LOCAL COMMUNITIES

WHAT CSR BEGINS WITH?

INTERNAL FACTORS INTERNAL FACTORS ::• CSR champion within the organization• TEAMS• STRUCTURES• COMMUNICATIONEXTERNAL FACTORS:EXTERNAL FACTORS:• COMPETITION• NGO PRESSURE• LEGISLATION• RELATIONS with local communities, partners, and

government

SOCIALLY RESPONSIBLE COMPANY

• Structure• Strategy• Program/policies• Monitoring and assessment• Social report

EXAMPLESof socially responsible companies according to a “Fortune” magazine list (PERHAPS CITE THIS

LIST MORE ACCURATELY)

SOCIALLY RESPONSIBLE ORGANIZATION

• Behavior code• Relationship with the partners• CSR strategy• Social reports

SOCIALLY RESPONSIBLE POWER

• Business examples• Large-scale employer• Transparent purchases and tenders• CSR stimulation• Social reports• Stable cities

EXAMPLESSweden Iceland

Denmark•

• Finland UK

INTERNATIONALand

NATIONAL

STANDARDS

UN GLOBAL TREATY• UN initiative on revealing and distributing

advanced CSR practices• 10 principles: human rights, labor practices,

environment, anti-corruption. • Call-up to companies to operate based on

stated principles.• Reporting .

ISO 26000• International standard developed under the auspices of the International

Organization for Standardization (ISO)• 110 countries are members of this organization. • 2005 – 2010• 2005 – 2008: 12000000 (organization, flight and experts’ living expenses),

road length 40 000 000 км, and experts devoted 36 000 hours to work on the standards (500 000 US dollars)

• National mirror committees in 80 countries• About 400 national experts from 6 stakeholder groups: business,

government, consumer rights organizations, labor unions. research institutions, public organizations

• Testimonial character and will not be exploited by a third party at certification.

GLOBAL INITIATIVE ON GRI REPORTINGS

• Independent institution since 2002. Its mission is to develop and spread managing principles on sustainable development reports all over the world.

• Executive Board is voluntary, partnering with organizations to draw up reports on economic, ecological and social activities as well as production and services.

• Cooperates with representatives of business, auditors, investors, ecologists, researchers, labor unions, and human rights organizations.

• Actively cooperates with UNEP & Global Compact.

YOUR ROLE IN CSR REALIZATION IN KAZAKHSTAN:

Please split into the following groups:1st group – government

2nd group – local местные municipality3rd group – business

4th group – labor unions

Please answer these questions while working in groupsPlease answer these questions while working in groups::

WHAT WOULD YOU REQUEST FOR CSR DEVELOPMENT?

- FROM BUSINESS - FROM AUTHORITIES (NATIONAL AND LOCAL)- FROM LABOR UNIONS - FROM PUBLIC ORGANIZATIONS

WHERE IS

THE BALANCE OF INTERESTS?

MEDIA AND CSR

PART 2

MEDIA and CSR

“ Without media’s assistance corporations and governments will not be able to get a signal

that they have to provide us with more sustainable products, services and policies”

Jules Peck, WWF-UK

CSR in MEDIATime Warner (Turner Broadcasting (CNN), AOL, New Line Cinema, HBO and Warner

Bros Entertainment) CSR report– «Our financial success is closely related to our credibility and our

independent editorial policy». CNN’s Office of Standards and Practices has applied its independent editorial policies on controversial and sensitive stories since 1988.

TFI (French commercial channel):• Established www.jeveuxaider.com (‘I want to help’) in 2001 , the first French

charity channel. Portal is working as a means of communication with charity organizations. It displays all supported charity activities and needs of charity organizations. The Portal advertises charity events and provides business consultation.

.• Established ‘TFI Entreprise Citoyenne’ organization in 2006 (corporation with social

responsibility).

LEADING MEDIA and CSR: GUARDIAN

LEADING MEDIA and CSR : ECONOMIST

• SPECIAL ISSUE ABOUT CSR

« Even good intentions and business activities might end up with nothing and surprise everyone», Daniel Franklin, executive editor

CREDIBILITY is a basis of BBC, we are independent and honest

AUDIENCE is in the centre of everything we are doing

QUALITY we are proud to be offering quality for money

CREATIVITY is the artery of our organization.

RESPECT We respect everyone and celebrate our differences so that everyone can offer their best

COLLABORATION Great things happen when we work in cooperation

LEADING MEDIA and CSR : ВВС

MEDIA and COMPANIES

Financial times:

“…Companies, as a source of information, are trusted least…”

(www.edelman.com)

MEDIA and COMPANIESFinancial times:

“…HSBC is an exception. They take environmental issuesseriously, and they address the issues. They simply do not publicize their activities..”

(www.edelman.com)

PR and CSR

MEDIA of Kazakhstan and CSR

Group work

Develop your own CSR

You represent a popular socio-political weekly national newspaper with the circulation of

100 000. A working group is created on the basis of a media organization, whose duty is to come up with the ideas for the implementation of CSR

in the media.

? ? ANY SUGGESTIONSANY SUGGESTIONS??

IMPRESSIONS

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