CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 CSR Awareness Raising in EU Member States – The survey results Dr. Reinhard Steurer

CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006

CSR Awareness Raising in EU Member States – The survey results

Dr. Reinhard SteurerGerald Berger MA Astrid Konrad MA

Dr. André Martinuzzi

Research Institute for Managing SustainabilityVienna University of Economics and Business Administration

www.sustainability.at


Context and general remarks

1. The project: „Analysis of national policies on CSR, in support of a structured exchange of information on national CSR policies and initiatives“ is commissioned by DG Employment (Tender No VT/2005/063)

2. The subjects: of the three analyses were identified in the CSR HLG meeting on 30 May 2006


Thematic preferences for three CSR policy analyses

0

2

4

6

8

10

12

14

16

Awareness Codes ofConduct

Reporting SRI Procurement Labels

Scores "no"

Scores "yes"


Context and general remarks

1. The project: „Analysis of national policies on CSR, in support of a structured exchange of information on national CSR policies and initiatives“ is commissioned by DG Employment (Tender No VT/2005/063)

2. The subjects: of the three analyses were identified in the CSR HLG meeting on 30 May 2006

3. The results: descriptive with some general conclusions; Amend compendium Derive typology of policy approaches Characterize policy instruments Success factors and challenges Identify good practice cases for case studies


Orientation

1. What is the methodological basis of the survey?Number of interviews, countries covered etc.

2. What instruments are used in CSR policies?Typology of CSR policies in general

3. What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice

4. Were we able to draw some general conclusions?Success factors and challenges …

5. What are the next steps? Case studies; analyses on CSR in Public Procurement and SRI


Orientation





5. What are the next steps? Case studies; analyses on SRI and CSR in Public Procurement


Methodological remarks

1. Literature review:Instruments of CSR Policy and typology of instruments

2. Telephone interviews:

Description of awareness raising initiatives

Description of awareness raising initiatives

Success factors

Obstacles

Lessons learned

Success factors

Obstacles

Lessons learned

Comments on awareness raising

Priority target groups

Comments on awareness raising

Priority target groups




2. Telephone interviews:24 interviews between August and September 2006


Institutional affiliation of interview partnersInstitutional affiliation of interview partners

Ministry of Labour and Social Security:

13 (54%)

Ministry of Economy, Trade

and Industry:6 (25%)

Mixed form of ministries:3 (13%)

Ministry of Foreign Affairs:

1 (4%)

Other Stakeholders: 1 (4%)



1. Literature review:Instruments of CSR Policy

2. Telephone interviews:24 interviews between August and September 2006

3. Countries covered: 20




2. Telephone Interviews:24 interviews between August and September 2006

3. Countries covered: 20

4. Accuracy and completeness of the results:The results depend mainly on the answers we got in the survey; they give a comprehensive but not a complete picture


Overview







Types of (CSR) policy instruments

1. Informational or endorsing instruments:Campaigns, guidelines, trainings

2. Partnering instruments: Networks, partnerships, dialogues

3. Financial or economic instruments: Economic incentives, subsidies, grants

4. (Mandating instruments):Laws, regulations, decrees

Source: Fox T, Ward H, Howard B. 2002. Public Sector Roles in Strengthening Corporate Social Responsibility: A Baseline Study. Washington D.C.: World Bank; http://www.iied.org/pubs/pdf/full/16014IIED.pdf


Policy instruments in general





“soft-law approach”

regulatory approach


CSR policies dominated by soft-law approach





regulatory approach

“soft-law approach”


Orientation







Initiatives surveyed and the „compendium“

65 initiatives (76.5%)


Initiatives surveyed and the „compendium“

85

Country average: 4.3

Range: 0-9

85

Country average: 4.3

Range: 0-9

85 initiatives

in total

20 initiatives

(23.5%)

65 initiatives (76.5%)


How to sort & present the „toolbox“ of 85 instruments?

1. Informational or endorsing instruments:


3. Financial or economic instruments Economic incentives, subsidies, grants


ExampleExample


CSR awareness raising instruments





15 or 17.7%

Educational activities: conferences, seminars, trainings

15 or 17.7%


9 or 10.6%

Government-sponsored guidelines (global, sectoral, for SMEs)

9 or 10.6%








15 or 17.7%


15 or 17.7%


9 or 10.6%


9 or 10.6%


Example Austria:

• CSR Austria guidelines since Dec 2003

• Additionally: 10 sector-specific CSR Guidelines

for SMEs

• Dissemination starts in 2007

• Accompanied by best-practice examples and

do-it-yourself instructions

Example Austria:

• CSR Austria guidelines since Dec 2003

• Additionally: 10 sector-specific CSR Guidelines

for SMEs

• Dissemination starts in 2007

• Accompanied by best-practice examples and

do-it-yourself instructions







15 or 17.7%


15 or 17.7%


9 or 10.6%


9 or 10.6%


9 or 10.6% Information resources: websites, studies, reports

9 or 10.6% Information resources: websites, studies, reports

8 or 9.4%

Information/awareness raising campaigns

8 or 9.4%







4. (Mandating instruments):Laws, regulations, decrees 8 or 9.4%


8 or 9.4%


Example Ireland: Awareness campaign “reduce, reuse, recycle“

• radio, TV, poster, website

• target groups: public & companies

• recycling rates increased

Example Ireland: Awareness campaign “reduce, reuse, recycle“

• radio, TV, poster, website

• target groups: public & companies

• recycling rates increased




2. Partnering instruments:



9 or 10,6%

Cooperations:

Networks, partnerships, agreements

9 or 10,6%

Cooperations:

Networks, partnerships, agreements

4 or 4,8%

Stakeholder engagement:

Fora, discussion groups

4 or 4,8%



Example Sweden: “Globalt Ansvar”

• Partnership for global responsibility

• Government invites companies to join the

partnership by adopting the OECD guidelines and the UN Global Compact

Example Sweden: “Globalt Ansvar”


• Government invites companies to join the

partnership by adopting the OECD guidelines and the UN Global Compact




2. Partnering instruments:



9 or 10,6%

Cooperations:

Networks, partnerships, agreements:

9 or 10,6%

Cooperations:

Networks, partnerships, agreements:

4 or 4,8%



4 or 4,8%



Example Hungary:

• “Reconciliation Council” negotiates labour rights

• The „Social and Economic Council“

discusses social plans

Example Hungary:

• “Reconciliation Council” negotiates labour rights

• The „Social and Economic Council“

discusses social plans





3. Financial or economic instruments:


7 or 8.2%

Awards:

Prices, awards, (audits and labels)

7 or 8.2%

Awards:

Prices, awards, (audits and labels)

3 or 3.5%

Economic incentives:

loans, grants, subsidies

3 or 3.5%

Economic incentives:

loans, grants, subsidies

Example Sweden:

• Links foreign trade & investment to CSR

• Export credits and state guarantees only if anti-corruption agreement signed

• Mandatory character, but still soft-law

Example Sweden:

• Links foreign trade & investment to CSR

• Export credits and state guarantees only if anti-corruption agreement signed

• Mandatory character, but still soft-law


Hybrid instruments





8 or 9

.4% Action plans/programmes/stra

tegies for C

SR

8 or 9


tegies for C

SR

Denmark: “People & Profit”

• Programme initiated in 2004

• Activities: research, training, dissemination of

information

• Goal: enhance competitiveness (foster

CSR as a business case)



• Activities: research, training, dissemination of

information

• Goal: enhance competitiveness (foster

CSR as a business case)


Hybrid instruments





8 or 9


tegies for C

SR

8 or 9


tegies for C

SR

Example Netherlands: “Knowledge and

Information Centre” on CSR since 2004

• Disseminate knowledge and good

practices

• Promote stakeholder dialogues

• Foster partnerships

Example Netherlands: “Knowledge and



practices



7 or 8

.2%: Platfo

rms, c

entres, o

ther institu

tions

7 or 8

.2%: Platfo

rms, c

entres, o

ther institu

tions


Other instruments





7 or 8

.2%: Platfo

rms, c

entres, o

ther institu

tions

7 or 8

.2%: Platfo

rms, c

entres, o

ther institu

tions

6 or 7% O

thers (mentio

ned once or not c

lassifiable)

6 or 7% O

thers (mentio

ned once or not c

lassifiable)

8 or 9


tegies for C

SR

8 or 9


tegies for C

SR


Overview of CSR awareness raising instrumentsOverview of CSR awareness raising instruments

Education activities, e.g. conferences, seminars,

trainings; 17.7%

Government-sponsored guidelines; 10.6%

Information resources, e.g. website, studies, reports etc.; 10.6%

Information/awareness raising campaigns; 9.4%

Networks/partnerships/ agreements; 10.6%

Multi-stakeholder fora; 4.8%

Prices and awards (CSR audits/labels); 8.2%

Economic incentives (loans, grants,

subsidies); 3.5%

Action plans/ programmes/strategy for

CSR; 9.4%

Institutions: platforms/ centres; 8.2%

Others; 7.0%

Informational or endorsing instruments

Partnering instruments

Financial or economic instruments

Hybrid tools and others


Target groups of CSR awareness raisingTarget groups of CSR awareness raising

0

5

10

15

20

25

30

35

40

45

Companies; 40.3%

Young people; 1.6%

Business/industry sectors; 1.6%

Universities/schools; 6.2%

Consumers/consumer organizations/general

public; 7%

Ministries/governmental officials; 7.6%

Trade unions/social partners; 8.5%

NGOs; 10.1%

SMEs; 12.4%

Employees; 1.6%

Others; 3.1%



0

5

10

15

20

25

30

35

40

45

Companies; 40.3%Consumers/consumer organizations/general

public; 7%



NGOs; 10.1%

SMEs; 12.4%

Few initiatives focus exclusively

on SMEs (no prices/awards) ---

generally regarded as most important

target group

Few initiatives focus exclusively

on SMEs (no prices/awards) ---

generally regarded as most important

target group



0

5

10

15

20

25

30

35

40

45

Companies; 40.3%


NGOs; 10.1%

SMEs; 12.4%

NGOsnever mentioned as target group of

networks and partnerships

NGOsnever mentioned as target group of

networks and partnerships


public; 7%




0

5

10

15

20

25

30

35

40

45

Companies; 40.3%Consumers/consumer organizations/general

public; 7%



NGOs; 10.1%

SMEs; 12.4%

Social partnersrarely mentioned as target group

(even not in networks, multi-stakeholder fora

etc.)

Social partnersrarely mentioned as target group

(even not in networks, multi-stakeholder fora

etc.)



0

5

10

15

20

25

30

35

40

45

Companies; 40.3%


NGOs; 10.1%

SMEs; 12.4%

Consumers play minor role ---

generally regarded as key target group (3rd

place)

Consumers play minor role ---

generally regarded as key target group (3rd

place)


public; 7%



Orientation


2. What instruments are used in CSR policies?The „toolbox“ of CSR policy in general


4. Were we able to draw some general conclusions?Success factors and challenges


Success factorsSuccess factors Challenges & obstacles

Challenges & obstacles General issuesGeneral issues


Success factors

1. Active role of governments:Governments have many tools at hand for CSR awareness raising, and they should make use of them [by targeting companies and their stakeholders]

2. General versus application-oriented contents:Practical relevance for companies is key; focus on the needs of companies [but: different target groups, different content!]

3. Collaborative approach:

CSR awareness raising works best when governments cooperate with companies


Challenges & obstacles

1. Getting the interest and attention of companies: – in particular of SMEs – is often a difficult endeavour because of time constraints

2. Financial constraints: in public authorities and companies often hinder the implementation of CSR initiatives

3. Co-operations across ministries: are often difficult to establish (because of different understanding or political intentions regarding CSR)


General issues

1. Most initiatives target companies, but since CSR is often a function of stakeholder pressure, awareness raising should also target the media, NGOs, consumers etc.

Political choice: “softer/softest-law approache” vs. “more rigorous soft-law approach” (“naming-and-shaming”)

2. CSR in New Member Statesis a relatively new issue that is viewed differently than in Western Europe because of the communist past

3. The European Commission plays an important role for raising CSR awareness in MS, but the latest Communication on CSR (2006) is no help


Orientation





5. What are the next steps?


Three case studies on CSR awareness raising

Sweden: “Globalt Ansvar”


• Government invites companies to join the partnership

by adopting the OECD guidelines and the UN Global

Compact

Sweden: “Globalt Ansvar”


• Government invites companies to join the partnership

by adopting the OECD guidelines and the UN Global

Compact

Netherlands: “Knowledge and



practices



Netherlands: “Knowledge and



practices





• Activities: research, training,

dissemination of information

• Goal: enhance competitiveness (foster CSR as a business case)



• Activities: research, training,

dissemination of information

• Goal: enhance competitiveness (foster CSR as a business case)


Orientation





5. What are the next steps? Case studies; analyses on CSR in Public Procurement and SRI


[email protected]

Research Institute for Managing Sustainability

Vienna University of Economics and Business Administration

Fax: ++43/1/31336-904698

www.sustainability.at

Thanks for your support so far ---

and for the work ahead

Documents

CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 CSR Awareness Raising in EU Member States – The survey results Dr. Reinhard Steurer