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GOOD BUSINESS - CSRPLUS
 

GOOD BUSINESS - CSRPLUS

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This presentation formed part of the Business and Brands module for students at Guildford Academy of Music. Their half term essay assignment is on Consumer empowerment. The aim was to teach students ...

This presentation formed part of the Business and Brands module for students at Guildford Academy of Music. Their half term essay assignment is on Consumer empowerment. The aim was to teach students that CSR is an effective way to empower the consumer and encourage ways they can incorporate CSR strategies into their own future business ideas. It was presented on 5th January 2010

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    GOOD BUSINESS - CSRPLUS GOOD BUSINESS - CSRPLUS Presentation Transcript

    • “IF YOU THINK YOU ARE TOO SMALL TO MAKE AN IMPACT TRY GOING TO BED WITH A MOSQUITO”
    • TODAY’S MENU
      WHO AM I?
      WHAT IS CSR?
      WHAT IS THE RELEVANCE OF CSR IN TODAY’S MARKET PLACE?
      WHAT IMPACT HAS CSR HAD ON BUSINESS?
      WHY IS IT IMPORTANT FOR CONSUMERS?
      SO HOW DOES HAVING A CSR STRATEGY EMPOWER CONSUMERS?
      HOW PR COMPANIES ARE USING CSR AS PART OF THEIR PITCHING STRATEGY?
      HOW WE CAN HELP?
      CLOSE
    • 1. WHO AM I?
    • A SCOUSER WITH A PASSION
      ENVIRONMENT | ENTERTAINMENT | EDUCATION | ENTREPRENEUR
      david@csrplus.co.uk
    • MISSION
      TO PLAY A LEADING ROLE IN THE NEW ECO REVOLUTION.
    • BIOGRAPHY.
      Arrived 1967
      Bankfield Comprehensive School 1979 - 1984
      H.M. Royal Marines Commando 1985 - 1992
      Halton College 1993 - 1994
      Liverpool John Moore's University 1994 - 1997 BSc hons
      University of Southampton 1997 - 1998 MSc
      University of Leeds 1999 - 2000 PhD
      Consultant Transport for London 2001 - 2003
      Campaign Director Mayor of London 2003 - 2005
      Created CSRPLUS 2005
    • CORPORATE SOCIAL RESPONSIBILITY PLUS
    • If the world decided to spend say $50 billion extra over the next 4 years to do good...where would you start?
      http://polls.linkedin.com/poll-results/71414/fatbx
    • CHILDREN STARTING SCHOOL NOW WILL BE RETIRING IN 2065.
    • 2. WHAT IS CSR?
    • CORPORATE SOCIAL RESPONSIBILITY is about maximising your social and environmental potential whilst maintaining a profit making focus.
    • Definitions are multiplying as we speak.
    • GOOD BUSINESS
      SOCIAL INNOVATION
      RESPONSIBLE BUSINESS
      SOCIAL ENTREPRENEURSHIP
      CORPORATE SOCIAL RESPONSIBILITY
    • But they all add up to one thing.
    • PEOPLE PLANET
      PROFIT.
    • 3. WHAT IS THE RELEVANCE OF CSR IN TODAY’S MARKET PLACE?
    • World events have meant consumers are now demanding changes in business practice.
    • Global challenges require unforeseen global collaborations.
    • “70% of European consumers say that a company's commitment to social responsibility is important when buying a product or service”
      (Source: CSR Europe/MORI, 2000)
    • “A legitimate and well executed CSR strategy represents a significant opportunity for brands”
      (Source: Havas Media, 2009)
    • 4. WHAT IMPACT HAS CSR HAD ON BUSINESS?
    • TUNING IN AND WAKING UP
      1. avoid green wash 2. understanding 3600 green 3. tuning into green transmitters 4. not wearing green from head to toe 5. finding solutions together with customers 6. company vision aligned with green positioning
    • “94% of company executives believe the development of a CSR strategy can deliver real business benefits”
      (Source: Ernst & Young survey, 2002)
    • If you don’t measure it you can’t manage it.
    • For any business it’s all about the bottom line.
    • Looking at what YOU are currently doing?
    • But this time doing it better.
    • Which is a challenging journey for some.
    • A bit like learning to swim again.
    • Competitive advantage and greater brand
      eco-lasticity brings...
    • Eco-clout
      1) Raise shareholder value 2) Improve profitability building on existing strengths3) Equip and provide fresh capabilities and eco-processes4) Create a detailed action plan, set targets and measurable goals5) Reduce danger, identify and seize quick win CSR opportunities 6) Innovate to develop low-carbon services, products and strategies 7) Safeguard brand reputation and improve long term competitiveness
    • 5. WHY IS IT IMPORTANT
      FOR CONSUMERS?
    • 80% of consumers engaged in climate change
      3/4 recognise climate change will affect them and their families
      consumers are stopping buying environmentally damaging goods and buying more environmentally friendly goods
      incredible opportunity for brands
      passive and active self-seekers and altruists
      WWW.HAVASMEDIA.COM
    • understanding the ecolasticity of brands
      consumers would rather buy from companies doing their best to reduce impact on the environment than those not involved
      logicals, accepting and absolutes
      increasingly consumers are recognising the good and bad guys
      legitimate and well-executed green communication strategy represents a significant opportunity
      WWW.HAVASMEDIA.COM
    • Freedom of choice.
    • The value you place upon your own hierarchy of needs?
    • Enough is Enough.
    • Transparency and the full story.
    • 6. SO HOW DOES HAVING A CSR STRATEGY EMPOWER CONSUMERS?
    • PUT YOUR HANDS UP IN THE AIR.
      ORGANIC FOOD
      FAIRTRADE GOODS
      ORGANIC CLOTHING
      REDUCE, REUSE AND RECYCLE
      BUY LOCAL OR SEASONAL PRODUCE
      VOLUNTEER YOUR TIME OR CHARITY WORK
      TURN THE TAP WHEN BRUSHING YOUR TEETH
      WALK, CYCLE, USE PUBLIC TRANSPORT, CARE...
    • Most of us want to be part of a tribe.
    • People around the world are taking part.
    • You are the brand advocate and champions of the future.
    • You have a say in how business should be done.
    • You the consumer have the power to affect real change.
    • 7. HOW PR COMPANIES ARE USING CSR AS PART OF THEIR PITCHING STRATEGY?
    • PUTTING OWN HOUSE IN ORDER.
    • HOW DID THEY DO IT?
      1. carbon re-think and energy use2. reduce, reuse, recycle and repair3. low carbon transport and active travel4. sustainable procurement, fit outs and fair trade5. staff health and exercise programme6. social investment, volunteering, charity7. water use and reduction
    • IMPROVED THE BOTTOM LINE.
    • WINNING NEW BUSINESS AND RETAINING CLIENTS.
    • 8. HOW WE CAN HELP?
    • TOOLS, TALENT AND PROCESSES
    • Eco Expert Service
      CSR Critical Pathway Model
      Carbon Footprint Management Tool
      Eco Profit Maximiser Audit
      Stakeholder Communication Programme
    • ECO EXPERT SERVICE.
    • EXPERT
      SECURE NEW CLIENT CONTRACTS | IMPROVE COMPETITIVE ADVANTAGE | ADD VALUE MIGRATION
      WWW.CSRPLUS.CO.UK
    • CSR CRITICAL PATHWAY MODEL.
    • A proven leadership model that successfully identifies and maximises your CSR opportunities.
    • 11. Reporting/feedback
      1. Client enquiry
      2. Consultation/brainstorm
      10. Evaluation /review
      CSR
      CRITICAL PATHWAY
      MODEL
      3. Stakeholder Communication
      9. Monitoring
      4. Scoping/baseline
      fact finding
      8. Implementation
      5. Research/analysis
      7. Branding /communications
      6. Impact prioritisation
    • CARBON FOOTPRINT MANAGEMENT TOOL.
    • ECO PROFIT MAXIMISER AUDIT.
    • Designed for maximum return linking your economic objectives to your social and environmental goals.
    • 1. carbon re-think and energy use assessment2. reduce, reuse, recycle and repair application3. low carbon transport and active travel schemes4. sustainable procurement, fit outs and fair trade5. staff health and exercise programme6. social investment, volunteering, charity planner7. water use and reduction action plan
    • STAKEHOLDER COMMUNICATION PROGRAMME.
    • Bring your clients, customers, staff and visitors onto the same page.
    • A SUCCESSFUL EDUCATION LEADERSHIP TOOL GIVING EMPLOYEES AND VISITORS GREATER INSIGHT AND UNDERSTANDING TO THE RISKS AND OPPORTUNITIES OF CLIMATE CHANGE
    • BUSINESS HAS A KEY ROLE TO PLAY
      CSRPLUS OFFER BOLD ACTION AND CLEAR LEADERSHIP.
    • © 2010 csrplus ltd
      All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by means, electronic, mechanical, photocopying, recording or otherwise, without the written permission of csrplus ltd.