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How to Embed Ethics In Social Corporate
Responsibility
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WHAT IS CSR ?
Corporate social responsibility (CSR) is the process bywhich
businesses negotiate their role in society
In the business world, ethics is the study of morallyappropriate
behaviors and decisions, examining what"should be done
Although the two are linked in most firms, CSR activitiesare no
guarantee of ethical behavior
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REASONS FOR CSR ACTIVITIES
CSR activities are important to and even expected bythe
public
And they are easily monitored worldwide
CSR activities help organizations hire and retain the
people they want CSR activities contribute to business
performance
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BUSINESS CSR ACTIVITIES
Philanthropy
give money or time or in kind to charity
Integrative philanthropyselect beneficiaries alignedwith company
interests
Philanthropy will not enhance corporatereputation if a
company
fails to live up to its philanthropic image or
if consumers perceive philanthropy to be manipulative
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INTEGRATE CSR GLOBALLY
Incorporate values to make it part of an articulatedbelief
system
Act worldwide on those values Cause-related marketing
Cause-based cross sector partnerships
Engage with stakeholders Primary stakeholders
Secondary stakeholders
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Embedding activities
Ethics/CSR Goals and targets: what, when, how and why
Objectives, goals, targets, milestones:
Build your own:
The long and short-term:
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Embedding activities
Ethics/CSR Goals and targets: what, when, how and why
Benchmarking: Are you aware of what others do, and how
can you know what makes a good target in your case? What
role is there for ongoing performance comparisons?
Going off-piste: How can you prepare for when results are
not
as planned? What about when the targets (or even the
objectives) seem mistaken??
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Embedding activities
Developing a CR road map - Six-phase approach
Phase 1: INSIGHT - consisting of stakeholder views, a
science
or fact-based understanding of the issues, and a benchmark
of competitors and peers.
Phase 2: Making a public commitment in terms of the
headline goal perhaps reducing carbon by 30%, for
example but also in more qualitative terms where you need
to.
Phase 3: Now that an overall target has been
established,requires a baseline that says where you are now. Even
for
qualitative targets, you need to be able to say what the
status
is..
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Embedding activities
Developing an ethics/CSR road map - Six-phase approach
Phase 4: Allocating responsibility for action, you need to
get
the business to own the baseline, own the target and own the
achievement of the goal.
Phase 5: Public reporting of progress including annual
reports. This is where you revisit what you said youd do,
and
work to create the sense of continuity and recommitment.
Phase 6: Transparently revisit and challenge the original
goal.
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Embedding Ethics and CR in Governance
Clarify formal and explicit CR roles and responsibilities at
board
level, such as a CR champion on the board or a board-level
committee.
Articulate the companys CR strategy clearly, reflecting
board
responsibilities and accountabilities. Put it in the
mission!
Encourage frank exchange and engagement at senior levels.
Avoid delegation of critical decision-making that senior leaders
need
to make for themselves.
Join-up high-level communications, linking to the companys
CR
goals, objectives and strategy.
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Embedding Ethics and CR in the value chain
Identify value chain impacts using your materiality
process, including any significant unknowns.
Check the status ofCR expectations shared with
suppliers and customers, and work to ensure there isa shared
understanding across partners about CR
goals and responsibilities.
Seek high-level support for supply chain initiatives, to
include but also go beyond buyers.
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THANK YOU
