CSR Trends in Europe

19.11.2010 © CCCD – Centrum für Corporate Citizenship Deutschland

European CSR-Trends

- Dr. Susanne Lang, CCCD -

2010 Motorola Foundation European Grantee Network Conference

Krakow, November 19th, 2010


1. What are we talking about? – some definitions

2. What will I be talking about? – specifying the focus

3. Why should we – as societies – care aboutCSR?

4. Why should you – as non-profit executives -care?

5. Why should companies care?

6. Some Trends

Table of contents


The „European“ definition of CSR:

• “A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis." (European Commission)

What are we talking about?

21.07.2011 4 © CCCD – Centrum für Corporate Citizenship Deutschland

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3. Why should we – as societies and citizens –care about CSR?



6. Some Trends

Table of contents


What will I be talking about?sourc

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Focus Community Involvement: the sweet spot

source: Michael Porter/Mark Kramer: The competitive advantage of

corporate philanthropy, according to the visual adaptation by

pure

business

pure

philanthropy

Econom

ic b

enefit

societal benefit

Win-win:

combines societal

and business

benefit




3. Why should we – as societies andcitizens – care about CSR?



6. Some Trends


back in the 70ies and 80ies

Society

Social Welfare

Common Good

Why should societies care? –The changing social contract

Obey laws

pay taxes

offer fair

employment

Civil

Society/

Non-Profits

Business

Set and execute laws

provide social security

redistribute wealth

Fill in cracks of social

system

expand political agenda

Government


Business NGO’s

Civil Society

today

Why should societies care? The changing social contract

Pay taxes , obey

laws

Employ people

help solve social

challenges

act responsibly

Make and execute

laws

redistribute wealth

Deliver social services

and fill in cracks of

system

set political agenda

(watchdogs)

Government

Society

Social Welfare

Common Good





4. Why should you – as non-profitexecutives - care?


6. Some Trends


Why should you care about CSR?

Typically, civil society organisations andcorporations strongly appreciate each other:

Source:

The Partnering Initiative


Drivers towards closer and more interactiverelations between civil society and corporations:



Why Non-Profits work with companies:

1. solve community problems 40,4 %

2. Funding 26,9 %

3. Corresponding to own strategy and/or own CSR-strategy 17,3 %

4. Requiring expertise 3,9 %

5. Reputation 3,9 % Source: Not alone – A research on successful partnerships between private

companies and citizens‘ organizations in Europe. Fondaca ActiveCitizenship Foundation, 2006.



Why should you care?

• Access to funds, technical expertise and business skills

• Opportunities to influence private sector thinking/behaviour

• Increased credibility among government and business sectors

• Greater public awareness of the NGO and its cause

• Better understanding of business; how it operates and how NGOs can influence or change certain behaviours

Source: The Partnering Initiative






5. Why should companies care about CSR?

6. Some Trends


The business cases in corporatecommunity involvement

• market differentiation and reputationalgains

• Marketing

• Product innovation and marketdevelopment

• Recruiting, HR effects

• …

Why should companies care?






5. Why should companies care about CSR?

6. Some Trends


• CSR has become a political issue: European governments have developedCSR-strategies and are nowimplementing them

• Corporations turn from donations tostrategic corporate citizenship, bringingin their core strenghts and competences

• Donations and grant making tend tomigrate to corporate foundations

Some Trends


• We have entered the „era of thepartnership“ (Simon Zadek): cross-sector collaboration instead of philanthropy

• More and more companies runcorporate volunteering programs

Some more Trends


Open Employee Involvement• Random events• Often driven by community initiated requests• No deliberate strategy or focus, selected corporate support

Employee-driven Involvement• Employee initiated• Personal causes, driven by personal energy/interest • No stated strategy or focus, selected corporate support

Corporate Volunteering Programs• Company managed• Proactive, strategic, linked to business goals• Corporate resource commitment, plan, guidelines/policies

Combination of Types

Types of Corporate Volunteering

CSR Trends in Europe

Business

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