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HOW CSR
WORKS
lia s. Associates
Corporate Social Responsibility (CSR) refers to how a
company and their stakeholders integrate social and environmental concerns as part of
their overall business operation. Activities such as taking efforts towards protecting the
environment, adhering to community values, participating in developmental aspects of the
community and focusing towards other forms of social responsibility.
HOW CSR WORKS
What Makes A Good CSR...
INSIGHT provides an ability to grasp fundamental truths that sets
one brand apart from its competitors.
It must be simple, focused, & truthful.
An IDEA refers to innovation, the ability to maintain product
relevancy, to connect and understand their customer, and to keep
them involved with their brand.
To illustrate this insight, all participants are able to grasp the reality.
It is the visual motif that drives the campaign.
HOW CSR WORKS
HOW CSR WORKS
HOW CSR WORKS
A good brand reputation can also be generated by conducting
philanthropic activities along with producing the best high-quality
products and or services.
To succeed in achieving strong brand loyalty, firms must devote
attention to creating and sustaining customer loyalty by conducting
CSR activities.
How CSR Build A Brand
HOW CSR WORKS
Customers build the brand equity of a socially responsible company by
enhancing its future profits and goodwill. Therefore, CSR activities are modes
for companies to increase their reputation, and thus affecting brand equity as a
result.
This is because CSR activities “go beyond the legal obligation” thus show that
the company cares more about the community than just about profit.
HOW CSR WORKS
CSR Theatre
HOW CSR WORKS
HOW CSR WORKS
Theater One: Focusing on philanthropy
Programs in this theater are not designed to produce profits or
directly improve business performance.
HOW CSR WORKS
Theater Two: Improving operational effectiveness
Existing business models typically deliver social or environmental
benefits in ways that support a company’s operations across the
value chain, often improving efficiency and effectiveness.
HOW CSR WORKS
Theater Three: Transforming the business model
Create new forms of business specifically to address social or
environmental challenges
HOW CSR WORKS
Coordinating Programs Across Theaters
HOW CSR WORKS
Case Studies
Metropolis Apartment CSR Events
METROPOLIS
INSIGHT
Proving that the product was indeed designed
as a Students Apartment
GOAL
To give back to their surrounding society.
Welcoming new attendants.
Reaching interest and generating loyalty.
CSR
Celebrating Independence Day with their local
community, including children and other attendants:
Book Expo, Free Lunch, Free Internet and several
competitions with edu-gifts.
Exposed towards targeted audiences only.
Used as their 2009 ad campaign material.
METROPOLIS
METROPOLIS
METROPOLIS
Case Studies
MAERSK
MAERSK
MAERSK
MAERSK uses the reference from the 17 points of UN Sustainable
Development Goals for their CSR programme.
Theater 1
Disaster Response
MAERSK - Theater 1
In case of a complex humanitarian crises and/ or natural disaster,
The Logistics Emergency Team (LET) is activated to help provide an
emergency response.
To alleviate the effects of Hurricane Dorian in the Bahamas, LET
partners supported the humanitarian response operation. To address
the shortage of warehousing, Maersk released 40 containers as a local
pro bono donation to assist in the distribution of aid and transit storage
serving relief organisations. During a period of two months,
a Maersk 20’ container was used to distribute freshwater for local
communities.
MAERSK - Theater 1
Theater 2
Human Rights
MAERSK - Theater 2
MAERSK - Theater 2
MAERSK implemented an approach
called learning teams, where
frontline participation now facilitates
learning about critical operational
risk - to inform improvement across
all work systems. The approach was
to drive engagement, ownership and
training
Safety
Employee Relations
MAERSK - Theater 2
MAERSK introduced e-learning modules covering employee
relations, which was conducted partly online and during a number
of face to face classroom sessions. 71% of their targeted audience
completed this training.
MAERSK also launched their face-to-face training covering
employee relations and daily operations, along with topics relating
to negotiations and conflict management.
Diversity and inclusion
MAERSK - Theater 2
They launched a new e-learning topic called ‘Beating Bias’. This training
module covered subjects related to inclusion and mitigating unconscious
bias. 56% of their onshore operations completed this e-learning training -
globally.
They also conducted a global training session covering leadership -
including embedding diversity and inclusion into ‘Leading Maersk’. 1,188
first-time leaders participated.
They also continued to focus on increasing gender diversity with over
390 women participating in their flagship Strategy for Success program in
14 global workshops.
See you at IG @liasidik with weekly updates and new insights!
lia s. Associates

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HOW CSR WORKS

  • 1. HOW CSR WORKS lia s. Associates
  • 2. Corporate Social Responsibility (CSR) refers to how a company and their stakeholders integrate social and environmental concerns as part of their overall business operation. Activities such as taking efforts towards protecting the environment, adhering to community values, participating in developmental aspects of the community and focusing towards other forms of social responsibility. HOW CSR WORKS
  • 3. What Makes A Good CSR... INSIGHT provides an ability to grasp fundamental truths that sets one brand apart from its competitors. It must be simple, focused, & truthful. An IDEA refers to innovation, the ability to maintain product relevancy, to connect and understand their customer, and to keep them involved with their brand. To illustrate this insight, all participants are able to grasp the reality. It is the visual motif that drives the campaign. HOW CSR WORKS
  • 6. A good brand reputation can also be generated by conducting philanthropic activities along with producing the best high-quality products and or services. To succeed in achieving strong brand loyalty, firms must devote attention to creating and sustaining customer loyalty by conducting CSR activities. How CSR Build A Brand HOW CSR WORKS
  • 7. Customers build the brand equity of a socially responsible company by enhancing its future profits and goodwill. Therefore, CSR activities are modes for companies to increase their reputation, and thus affecting brand equity as a result. This is because CSR activities “go beyond the legal obligation” thus show that the company cares more about the community than just about profit. HOW CSR WORKS
  • 10. Theater One: Focusing on philanthropy Programs in this theater are not designed to produce profits or directly improve business performance. HOW CSR WORKS
  • 11. Theater Two: Improving operational effectiveness Existing business models typically deliver social or environmental benefits in ways that support a company’s operations across the value chain, often improving efficiency and effectiveness. HOW CSR WORKS
  • 12. Theater Three: Transforming the business model Create new forms of business specifically to address social or environmental challenges HOW CSR WORKS
  • 13. Coordinating Programs Across Theaters HOW CSR WORKS
  • 14. Case Studies Metropolis Apartment CSR Events METROPOLIS
  • 15. INSIGHT Proving that the product was indeed designed as a Students Apartment GOAL To give back to their surrounding society. Welcoming new attendants. Reaching interest and generating loyalty. CSR Celebrating Independence Day with their local community, including children and other attendants: Book Expo, Free Lunch, Free Internet and several competitions with edu-gifts. Exposed towards targeted audiences only. Used as their 2009 ad campaign material. METROPOLIS
  • 19. MAERSK MAERSK uses the reference from the 17 points of UN Sustainable Development Goals for their CSR programme.
  • 21. In case of a complex humanitarian crises and/ or natural disaster, The Logistics Emergency Team (LET) is activated to help provide an emergency response. To alleviate the effects of Hurricane Dorian in the Bahamas, LET partners supported the humanitarian response operation. To address the shortage of warehousing, Maersk released 40 containers as a local pro bono donation to assist in the distribution of aid and transit storage serving relief organisations. During a period of two months, a Maersk 20’ container was used to distribute freshwater for local communities. MAERSK - Theater 1
  • 23. MAERSK - Theater 2 MAERSK implemented an approach called learning teams, where frontline participation now facilitates learning about critical operational risk - to inform improvement across all work systems. The approach was to drive engagement, ownership and training Safety
  • 24. Employee Relations MAERSK - Theater 2 MAERSK introduced e-learning modules covering employee relations, which was conducted partly online and during a number of face to face classroom sessions. 71% of their targeted audience completed this training. MAERSK also launched their face-to-face training covering employee relations and daily operations, along with topics relating to negotiations and conflict management.
  • 25. Diversity and inclusion MAERSK - Theater 2 They launched a new e-learning topic called ‘Beating Bias’. This training module covered subjects related to inclusion and mitigating unconscious bias. 56% of their onshore operations completed this e-learning training - globally. They also conducted a global training session covering leadership - including embedding diversity and inclusion into ‘Leading Maersk’. 1,188 first-time leaders participated. They also continued to focus on increasing gender diversity with over 390 women participating in their flagship Strategy for Success program in 14 global workshops.
  • 26. See you at IG @liasidik with weekly updates and new insights! lia s. Associates