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Aligning Interests: CSR, Social Enterprise and Beyond

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Keynote presentation to the Soul of the Next Economy Forum. The lecture discusses how businesses of different types, from major multi-nationals through to SMEs and social purpose businesses can use strategy and innovation to align business and social interests, creating value for the business and for society. Calgary, AB, Canada, Oct 2014.

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Aligning Interests: CSR, Social Enterprise and Beyond

  1. 1. Aligning InterestsCSR, Social Enterprise & Beyond Wayne Dunn President & Founder CSR Training Institute Professor of Practice in CSR @ McGill wayne@csrtraininginstitute.com www.csrtraininginstitute.com Saturday, Oct 4th, 2014 Calgary, AB CANADA
  2. 2. Calgary, AB CANADA –Oct 2014 Should business serve shareholders? Should business serve society? We help it to do both. Simultaneously Consulting Advisory services Training CSR events Strategy Project review CSR diagnostics Custom workshops Partnership development Stakeholder engagement Executive programs CSR communications
  3. 3. Calgary, AB CANADA – Oct 2014 CSR, Social Enterprise & Beyond Value for shareholders AND society
  4. 4. Calgary, AB CANADA –Oct 2014 Session Objectives / Agenda •CSR: Simple but not easy:Develop some common understanding around Corporate Social Responsibility •Aligning Interests: Self-interest, the sustainable common denominator •Some examples: 2 mainstream / 2 social purpose •Guinness Ghana •Scrimshaw Artworks •Shea Butter Market •Baraka Supplies •DiscussionValue for shareholdersANDsociety
  5. 5. CSR/Community Relations in the OLDEN DAYS Policies & Good Intentions Solving Social Problems Suddenly communities could influence how, or if, a project could proceed. Business had a new challenge to figure out
  6. 6. CSR in the OLDEN DAYS (cont) Community Relations Management Framework Plan ?Results? System
  7. 7. CSR: Compliance / Strategic Compliance •Internal codes •External codes & guidelines •Global norms •Reporting protocols •CSR Laws & regulations •Often zero sum Important, but tend to establish a ceiling. Everyone targets minimum required (who volunteers to pay more tax?) Strategic •Room for innovation & creativity •More challenging, even overwhelming (blank slate fear) •More room for value creation (make bigger pie) •More fun and interesting (for me anyway) Both are important. Some balance between the two is ideal
  8. 8. Calgary, AB CANADA –Oct 2014 CSR: Simple, but not easy Sometimes even confusing
  9. 9. Calgary, AB CANADA –Oct 2014 CSR: Simple, but not easy What’s in it for me? Aligned with What’s in it for you?
  10. 10. Calgary, AB CANADA –Oct 2014 CSR: What’s In It For Me? Does CSR make sense without self-interest? Key issue is value alignment: Value propositions that align shareholder interests with those of other stakeholders
  11. 11. CSR Pie, No Matter How you Slice It
  12. 12. Calgary, AB CANADA – Oct 2014 CSR: If not Value, then what?
  13. 13. Calgary, AB CANADA –Oct 2014 CSR: If Value, then How? •Shareholder Value •Stakeholder Value •Environmental Value •Community Value •Distributed Value •Shared Value •Retained Value •Sustainable Value •Social Value •Cultural Value •Organizational Value •Created Value •Lost Value •New Value •Reputational Value •Value Continuum •Value Sustainability •Value Creation •Value Proposition •Value Efficiency
  14. 14. Calgary, AB CANADA –Oct 2014 Guinness Ghana •Input cost pressure, Declining local currency made imported inputs costly and risky •Crowded and competitive marketplace (lots of other beverage/alcohol producers) •Reputational issues •CSR outreach had been traditional (grants, donations, small scale, ad-hoc)
  15. 15. Calgary, AB CANADA –Oct 2014 0% 10% 20% 30% 40% 50% 60% 70% F12 F13 F14 F15 F16 F17 PERCENTAGE INCREASE IN LOCAL CONTENT BY WEIGHT 2012 –12% local content by weight 2014 –38% local content by weight
  16. 16. Calgary, AB CANADA –Oct 2014 Guinness Ghana Increasing local raw materials Reduce forex exposure / managing cost Lower input costs (theoretically) Provide value to communities Provide differentiation in the marketplace Provide connection with communities and consumers Support national and community economies Provide framework for further community investments Overall brand and reputational capital value
  17. 17. Guinness Ghana
  18. 18. Calgary, AB CANADA –Oct 2014 Scrimshaw Artworks •Hobby to a business •Creating allies •Creating cash-flow •Aligning interests •Creating & leveraging value •$3 cost: Up to $5,000 value
  19. 19. Calgary, AB CANADA –Oct 2014
  20. 20. Calgary, AB CANADA –Oct 2014 RCMP Foundation Series
  21. 21. Calgary, AB CANADA –Oct 2014 And the winner is •Over $10,000,000 raised through donations of prints and artwork •Over $1,000,000 cash contributed through co- published prints •Over $300,000 for RCMP Foundation alone (19 prints) •65% of prints are co-published with charities •Glen built comfortable life from a passionate hobby www.glenscrimshaw.com
  22. 22. Calgary, AB CANADA –Oct 2014 Shea Butter Market •Passion for people and communities (espGhana) •Passion for Shea Butter •Passion for people and deveopment
  23. 23. Calgary, AB CANADA –Oct 2014 www.sheabuttermarket.com
  24. 24. Calgary, AB CANADA –Oct 2014 •Started to supply shea butter to Shea Butter Market •Worked closely with women, families and communities to support development •Built brand identify around development and connection to community •People loved the story and wanted to buy the product •Started carrying baskets at request of customers •Over 50% of customers say community work and connection was key to their decision to purchase from Baraka •Many use Baraka’s work to help market their own products www.barakasupplies.com
  25. 25. Calgary, AB CANADA –Oct 2014
  26. 26. Calgary, AB CANADA –Oct 2014 •260 children •Fabric purchased from local market •Used local tailors •Donated school supplies to all children •Done in partnership with San Diego client School Uniforms www.barakasupplies.com/ www.sheabuttermarket.com
  27. 27. Calgary, AB CANADA –Oct 2014 •Over 20 girls sponsored for high school •2 sponsored in college •1 (young man) doing Masters in Development •Direct sponsorship by friends and customers Girl Child Education www.barakasupplies.com/ www.sheabuttermarket.com
  28. 28. Calgary, AB CANADA –Oct 2014 •Over 150 women trained and supported •Trainer trained and supported •Now used by other development projects and training hundreds more Income Generation www.barakasupplies.com/ www.sheabuttermarket.com
  29. 29. Calgary, AB CANADA –Oct 2014 •Partnered with Vancouver Island School •Uniforms, balls, equipment FUN Youth and Sports
  30. 30. Calgary, AB CANADA –Oct 2014 •Led by tree planers / volunteers from Canada •Raised money from their colleagues •Partnered with local interests Tree Planting www.barakasupplies.com/ www.sheabuttermarket.com
  31. 31. Calgary, AB CANADA –Oct 2014 Session Objectives / Agenda •CSR: Simple but not easy:Develop some common understanding around Corporate Social Responsibility •Aligning Interests: Self-interest, the sustainable common denominator •Some examples: 2 mainstream / 2 social purpose •Guinness Ghana •Scrimshaw Artworks •Shea Butter Market •Baraka Supplies •DiscussionValue for shareholdersANDsociety
  32. 32. Calgary, AB CANADA –Oct 2014 20% Discounts! Shea Butter Market www.sheabuttermarket.com Discount Code SNEP014 Scrimshaw Artworks www.glenscrimshaw.com Discount Code WD66 www.BarakaSupplies.com Shea Butter & Bolga Baskets 20% off all products Enter code Soulat checkout
  33. 33. Calgary, AB CANADA –Oct 2014 Questions/Discussion Follow-up questions Wayne Dunn wayne@csrtraininginstitute.com www.csrtraininginstitute.com

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