Excellence in CR


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Toby Webb prezentációja a CSR Menedzsment 2009 konferencián

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Excellence in CR

  1. 1. Excellence in CSR Braun and Partners CSR Conference, Budapest, Nov. 24 2009 Introduction Ethical Corporation : Global business intelligence on CR, since 2001 10 issues a year in print, online archive: 8000 articles Free weekly eBrief on global CR issues World-wide network of writers and analysts Produce independent research reports and training Advise governments and companies ( sometimes ) Take a constructively-critical stance on CR Have often UK centric viewpoint! www.ethicalcorp.com
  2. 2. Excellence in CSR: Complex issues What’s the role of CSR for business in 2009? Same as in the past 15 years: Community , Marketplace , Environment and Workplace. But definition is now widening! - Bigger, wider, more complex: i.e. Amazon soy and leather - Staying up to speed with expectations: Cutting carbon emissions - Managing business risks: Anti-corruption (not illegal in past) - Spotting opportunities: Efficiency , customer trust , new products CSR is about relationships, efficiency and innovation CSR issues are now regulatory, financial and reputational Philanthropy is NOT CSR!
  3. 3. Excellence in CSR: Understanding complexity
  4. 4. Excellence in CSR: Communicating limitations…
  5. 5. Excellence in CSR: Becoming strategic
  6. 6. Excellence in CSR: What do we mean? <ul><li>Braun and Partners survey (45 voters) says: </li></ul><ul><li>Leadership and best practice: M&S, Innocent </li></ul><ul><li>CR management and innovative solutions: Unilever, SAB Miller </li></ul><ul><li>Understanding stakeholder expectations, incorporating them into business strategy: Starbucks, Intel </li></ul><ul><li>My list: </li></ul><ul><li>Understanding role of business in society has changed </li></ul><ul><li>Realising the rate of expectation change in society </li></ul><ul><li>Grasping government limitations : you are on your own on some issues! </li></ul><ul><li>Engaging with stakeholders and being humble </li></ul><ul><li>Collaborating with partners to understand and tackle issues </li></ul>
  7. 7. Excellence in CSR <ul><li>Planning strategy : creating a realistic action plan and selling across the business </li></ul><ul><li>Rolling plan out: buy-in across departments </li></ul><ul><li>Delivering innovation in products, services and comms </li></ul><ul><li>Admitting you don’t know all the answers </li></ul><ul><li>Understanding complexity when you discuss solutions </li></ul><ul><li>Being transparent about progress: Challenging your business to improve </li></ul><ul><li>Aligning with business models </li></ul><ul><li>Being bold and sticking to the course </li></ul><ul><li>Gaining competitive advantage, and building a moat around that you can defend! </li></ul>
  8. 8. Excellence in CSR: Educating consumers
  9. 10. CR: Opportunity and embedding “ How to embed corporate responsibility across different parts of your company” A report published by Ethical Corporation, September 2009. Summary available at: http://www.ethicalcorp.com/csr Contact information: www.ethicalcorp.com Toby.Webb@ethicalcorp.com +44 (0) 207 375 7561 Search for “Ethical Corporation” on Google, Facebook, Twitter to find us. Linked-in, search for: “Toby Webb” Thank you! Questions?