final slide csr

8/3/2019 Final Slide CSR

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Ultimate Foundation of CSR: Where DoWe Base Our Ethico-Logical

Arguments?


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Ethics

=A specialized study of what is rightor wrong

=It concerns itself with the correctapplication of some fundamental moral

principles, such as business decisionsand policies.Therefore, to be ethical is to determinewhether a particular behavior, decision,or action of an individual is morally right

or wrong. Then act accordingly.


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Business Ethics and CSR

Business ethics first, then CSR.A Philosophy of management that can

be both personal and corporate

Goes beyond public relations andprofitability

The big challenge is to actuallyimplement and sustain it.

Requires the involvement of everyone

Aspiration for excellence


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Business ethics first, then CSR.

Individualconscience before

one makes decision

Moralaccountability of

a group ofindividuals


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A Philosophy of management that can beboth personal and corporate

The Ethical behavior of a corporationdepends to a large extent on themoral conviction of its CEO andmanagers


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Goes beyond public relations andprofitability

Sales go up

Goodimage

Do not practice business ethics&

Corporations do not benchmarkCSR to do public relations andincrease sales

CSR

You practice ethics because its

your philosophy of management;You benchmark CSR because it

is the right thing to do.

CSR


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The big challenge is to actuallyimplement and sustain it.

Profit

HostcommunityCustomers

EmployeesCompetitorsGovernment

Environment

Profit motive andcorporate gain servetheInterests of the

variousstakeholders:

The big challenge is to actually share

resources with all,


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everyone

CSR includes:

Code of conduct

Corporate citizenshipEmployeevolunteerismResource sharing and

managementSocial investment andsocial development

It believes that the morepeople are engaged thebetter


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Aspiration for excellence

Excellence is an open-ended goal,which means a personal andcorporate decision to enter theroom for improvement andbecome better.


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When business does not attempt to see a

rigorous respect for the moral, cultural andspiritual requirements, based on the dignity ofthe person and on the proper identity of each

community... Then all the rest (availability ofgoods, abundance of technical resourcesapplied to daily life, a certain level of material

well-being) will prove unsatisfactory and inthe end contemptible

-Pope John Paul II, 1987a al


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Both business ethics and CSR areborn with universal values.

SWI

SS

Indonesian

Italian

Italian

Filipino

Saudian

HonestyTelling the truthProviding assistance

to a needy personPatienceProtecting theenvironmentBusiness integrity, etc.

False advertisingBribery & extortionTechnology piracyMisrepresentationCollusion or cartelTax evasion

Unfair competitionRights & dutiestruthfulness

There is only one universal language for all business

practitioners and professionals everywhere- TRUTH,


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Both business ethics and CSR are practical

We dont simply plan our corporate involvementWe apply it to day-to-day operations as part of ourcore business

It is not enough to recall principles, stateintentions, point to crying injustice and utter

prophetic denunciations

declare Pope Paul VI

Words will lack real weight unless they are accompaniedfor each individual by a livelier awareness of personal

responsibility and by effective action

- Octogesima adveniens, 48


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CSRBusine

ssEthics

Both are not concerned only with orthodoxy(correct policy) but also with orthopraxis

(best practice)


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Business ethics and CSR are all about firmconviction

Ethics is a fixed standard,objective, permanent, and

grounded on the strongestconvictions about what is rightand wrong.

It necessarily refers to the myriadextraordinary and ordinary decisions andpractices, which men and women of

goodwill make, and the lasting values for


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Union Carbide pesticide plant in India

On the night of December 2, 1984, the deadlymethyliscynate gas, a highly toxic chemical(500 times more poisonous than cyanide)exploded

Towns of Jaipraksh and Cola, where hundredswere killed instantly in their bed, chokinghelplessly in violent spasms.

The eyes of thousands were burned andblinded, and still many thousands moresuffered lesions in their throats, nasal andbronchial passages.

Atleast 2,000 people lay dead and 200,000

F th P ti f b th thi d


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From the Perspective of both ethics andlaw

EthicsIt is ethical because someone or some groupof leaders were socially responsible for whatoccurred.

LegalIt is Legal because it has something to dowith the observance of the law.


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CEO of Wall Street says:

Money never sleeps, and he tells a

competitor to his face: Your interest is like

mine... Its making a lot of money. The top

executives down the rank-and-file employeesare paid precisely because of that: To helpthe company make a lot of money for the

shareholders. It will be a big contradiction to


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Marlboro and Philip Morris in thePhil.

Smoking Factories and Silent-killing machin

Smoking is dangerous, dodgy, and

addictive (even more compulsive ineffect than cocaine)

Philip Morris cited an overwhelming medical

andscientific consensus that cigarette smokingcauses lung cancer, heart disease,

emphysema and other serious diseases in


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Among the actions and attitudes

opposed to the will of God, the good of

neighbor and the Structure created bythem, two are very typical: on the onehand, the all-consuming desire for profitand, on the other , the thirst for power,with the intention of imposing ones will

upon others. In order to characterizebetter each of these attitudes, one canadd the expression: at any price

Pope John Paul II, Sollicitudo reisocialis, n. 37


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CSR and the LawWhatever is legal is not necessarily

socially responsible and whatever isillegal is not necessarily unethical.

CSR is more than obeying the LawThe 2003 Asian Forum on CSR ensures thatpro-profit organizations go:Beyond profit-that business learns to genuinelyaddress the common public good beyond that of

corporate interest;Beyond compliance-that business responds tohigher standards and principles beyond mereobedience to the law;

Beyond formthat the company goes beyond


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Point of Arguments

If the emphasis in CSR is the correctmanagement of all corporate resources,goods, and services, it is because business

is for the betterment of everyones well-being. But everyones well-being cannot bereduced to his/her physical or material

welfareLest it be forgotten, business is for people, andall business activities (including CSR) are only ameans for the total and wholesome development

of the human person.

Th l d l f H


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The total development of Human

person embraces the:Physical and the

spiritual

The

materiala

nd

imm

aterial

Financial andMoral


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The Human Person as the Central Issue

Business Total Human Advancem

Corporate Interest Personal growth

Links1. Anthropological order

Man by his very nature stands completely in need

interpersonal cooperations, synergy and participation2. Theologico-philosophical order

The human person is a micro-cosmic species, a bOr a consumer, but also a social being that has bee

the supernatural order, pronounced Pope John XXIII


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Corporate citizenship advances itsconviction that business should be

at the service of the human

person, and not human person atthe service of business, that ethics

is above technology, and spirit

above matter


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CSR

CSR is a collective human experience ofreading the signs of the times. Wise men andwomen from all great spiritual traditions,such as Islam, Buddhism, and Christianity,

have collectively proposed the basicunderpinning of CSR

Pope John Paul II has stated in his encyclicalCentesimus Annus, the conviction of theintellect must also be the conviction of theFaith

The reason why business should develop practice and


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The reason why business should develop, practice, andinstitutionalize CSR is theological and philosophical,both of which do attempt to satisfy our human need ,

understand (intellectual) and our need to believe(matters of faith).Why theology andphilosophy?

Because theology will help facilitate the deductionfrom Faith of what is good for business, and

philosophy the deduction from the norms of the

natural law and historyDeduction from Faith Labor and ca


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Ultimate sources of business ethicsand CSR

Sacred Scriptures Which is matter of faith, beyond reason but notunreasonable

Social Doctrine of the Church

Human Labor is dignified because the Gospel says so. That iswhat we mean by saying the Bible and social doctrine of theChurch are the ultimate sources of CSR

Natural Law It is the moral norm knowable to human reason without

the aid of supernatural revelation. It is the only law that is immutable and universal

History Scrutinize the signs of the times

S ti i th i f th ti


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Scrutinize the signs of the times

The Philippine Business for Social Progress(PBSP)

80 projects concentrated in the conflict-ridden South of Mindanao (ARMM, SZOPAD,and Caraga Areas

Catchup plan for uplifting human condition

EDSA TRES occurred in 2001

War in

Mindanao

The Philippine Business for Social Progress

(PBSP)Came up with a strategic partnership with the AsianDevelopment Council (HUDCC) for urban povertyreduction known as STEP-UP, aimed at alleviating

destitution among 25 communities in Metro Manila


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Business Leaders, through the CSR agenda,have learned to read the events and to hear thecries of the timeIn fact, in Vatican Council II the Church has

considered her duty to Scrutinize the

signs of the times and to interpret

them in the light of the Gospel(Pastoral Constitution Gaudium et spes, 4)Armed with Faith and reason, with theologyand philosophy, Pope John XXIII urged the

contemporary manager toResolve the social questions in

ways more in accord with the

needs of the present time(Mater et


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Quintessence of CSR: How Do WeKnow Were Doing It Right?

The desire of power in excess caused

angels to fall; the desire of knowledge inexcess caused men to fall. But in charity

there is no excess neither can man nor

angels come into danger by it


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Drivers pushing business towardsCSR

1. The shrinking role of government2. Demands for greater disclosure

3. Increased customer interest4. Growing investor pressure

5. Competitive labor markets

6. Supplier relations7. Ecological concerns.


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1. The shrinking role of government

PastGovernment

Legislation and regulation

Social and environmental objectives

Business Sectors

Government

Social

development

Reasons:Shrinking GovtresourcesMuddle bureaucracy

&Red TapeDistrust of regulationsGovernment can

only accomplishthe mission

impossible of

serving all citizensin partnership with

the business


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2. Demands for greater disclosure

Growing demand for corporate disclosure from

stakeholders, including customers, suppliers,employees, communities, investors, and activistorganization.

Example:

Petroleum Company,Shell is creating ananti-corruption

culture, for instance,with its joint venturespartners, contractors,

and suppliers. The Principle of Transparency


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3. Increased customer interest

Consumer rewarded or punished companies

based on their perceived Social Performance

REASONS:-Insist on reputable products and

services.-Consumer Movement gives everyindication of becoming a permanentinfluence on business


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4. Growing investor pressureInvestors are changing the way they assesscompanies performance and are making decisions

based on criteria that include ethical concerns andsocial involvement of business.

In US in 2000 more than $2 trillion worth of assetsinvested in portfolios that used screens linked tothe environment, sustainable development andsocial responsibility.AMERICAN took into account ethicalconsideration when buying and selling stocks.


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5. Competitive labor marketsEmployees considered the following:

1. Seeking out employers whose philosophies andoperating practices match their own socialprinciples.

2. Workers are looking for jobs that can provide

bread and butter, plus Chicken Soup for the Souland formation for ones values.

3. In order to hire and retain skilled employees,companies are put to task to improve working

conditions, eliminate the climate of sexualharassment and provide equal employmentopportunities, in addition to benefits package.


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6. Supplier relations

Companies are taking steps to ensure that theirpartners conduct themselves in a sociallyresponsible manner.

Companies

Code

ofConduct

Supplier

to ensure that policies or practices of

other companies do not tarnish theirreputation

Clothing Company C&A has developed a suppliercode of conduct, which expressly states that

exploitation of child labor is AbsolutelyUnacce table


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7. Ecological concerns.Include the use of recyclable materialsfor packaging and conservationprograms by businesses like ILOG

PASIG PROJECTIt also affected product design,production, and marketing,

especially as the expense ofproduct modification hasincreased the retail cost.


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CSR isbeyond

profit,

beyond


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It is CorporateIt is

composedof humanindividuals

who act asoneCooperating together, synergizing,brainstorming and reflecting

Collective Effort

Corporate Act

It is Social


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It is Social

Because the corporate action is gearedtowards the society in general, a smallcommunity-at-risk, the internal customers or apart of the environment in particular.

It is a


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It is aResponsibilityA corporation (a legal entity, a group ofpersons) can act as individual

Corporation is morally responsible for

its actions

develop its own strategy, performance indicators andobjectives.

The antonym of active responsibility is passive

non-involvement:Active responsibilityrefers to doing something positiveand being accountable for it.Passive non-involvementrefers to plain observingfrom the bench

Wh t CSR i


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What CSR isnot?

1.CSR is neither sharingcompany donations nor

a pure act ofphilanthropy

2.CSR is not a doleout

3 CSR is not just public 1 CSR is neither sharing company donations


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1. CSR is neither sharing company donationsnor a pure act of philanthropy

Corporate giving is a social investment indevelopmental activities and not a kind of welfareprogram (www.asianforumcsr.com)

Donations and philanthropy connotewelfare activities, not developmentalactivities.

Companies can say they are sociallyresponsible and has opted for the poor is throughcorporate giving (the transfer of resources,usually financial) in the form of tax deductibledonations for a wide ran e of ro ects and

2 CSR is not a doleout


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2. CSR is not a doleout

Its not a matter of giving fish but a matter of

patiently teaching them how to fish.3. CSR is not just a PublicRelationExample: The Calvert Group, a mutual fund Americancompany based in Maryland, Baltimore, demonstratedsocial zeal in prohibiting investments in companies thatproduce guns, cigarettes, and vodka.

Wh t CSR


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What CSRactually is1. CSR is a socialinvestmentIn CSR, resources are invested responsibly inprojects, which allow the company to discharge itsobligations to the various publics it is related with, whileat the same time gaining higher returns from resourceinvestments.Financial contributions are used not only to remedy aparticular deficiency or situation but can also become aSocial investment funds in the form ofrevolving

capital.CSR can indeed become a wise investmentbecause it opt for the poor and the less privilegeda preferential option that pays in the long run.

E l


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ExampleIN_HAND Phils. (an organization that opted for

the poor)Produced thousands of Christmas lanterns andother

occasional products. It expanded into makingstuffed toys and other sewing products.


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2. CSR is resource sharing

A company might have relatively easy access toresources and may even be a better utilizer ofcertain resources than other organizations.

However, a company may allow others fair accessto the same resources and, at the same time,criticize unfair allocation of resources including

credit, land and technology.

A monopoly of access is a form of inequity,corporate social responsibility is sharing

resources with the less endowed.


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An Important dimension of CSR

Resource sharing is a give-and-take procedureBusinessmans give-with-one hand-and-take-with-two policy

The concept of business partnership is extended tothose who have nothing but little brain and brawn.

In this sense, the less privileged canbecome partners of business, particularly of

the manufacturing sector.There are other companies, opting to enter into suchpartnership, that have eventually allowedcommunities to take over specific limited functions or

enter into subcontracting arrangements.


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WhatFilipinoCEOs aresaying


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According to Andres Soriano III

Public welfare,unemployment, education,and economic opportunities

should also be deep, concreteconcerns of private business.Pooling together the

resources of the businesssector to meet thesechallenges...is a landmark

strategy in corporate business

I h b l d h h Phili i


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It has been long accepted that the Philippinegovernment alone can neither solve the problem ofpoverty nor provide the necessary basic services toall, for the demand for benefits is just beyond whatthe government can supply.

What is urgent is to bring together differentgroups under one umbrella organization sothat fund and resources management can

have a deeper impact on the most needyin our society.

C th i W i Citib k


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Catherine Weir, Citibankcountry chair, says:

This is the beauty of

collective response.With resources put

together, more can beaccomplished and theimpact becomes


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Cesar A.Buenaventura

Overall, we feel that all the developmentwork we are doing is still small comparedto the needs of the country. But if other

companies with resources would do thesame, the multiplier effect in terms ofassistance extended to families and

communities nationwide would have a


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3. CSR is part of the work ethic of acorporation

CSR is business ethics

concretized andreflected in corporate

values.

Ricardo S. Pascua, former


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,President and CEO, Fort BonifacioDevelopment Corp. Explained CSR

as part of work ethic in theconcrete: You very seldom do something with a single

motivation; things that you do very often have

multiple objectives that may be synergisticallysupportive of each other. When I do good as acorporation, it assuages my Christianconscience; it is also good business. If Icontribute to the development of myimmediate nieghborhood , criminality goesdown. My employees can come to work with

peace of mind and I have access to a better


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4. CSR is partnership

Private enterprise is beginning toreach out to other constituents of

civil society such as non-governmental organizations,

academe, women, employer andlabor sectors, the United Nations,and national and local government


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League of Corporate Foundations-a working partnership of different

companies across different industries in anumbrella organization .

ExamplesRival companies like Shell and Petron of the oilindustryPfizer and Zuellig of the drug industryBPI and Metrobank of the banking industry

They forget their differences towork with the government andNGOs for the betterment of the

Fili in l .


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Stakeholders of CSR

THE SOCIETY AT LARGETHE EMPLOYEESTHE CONSUMERS

THE COMPETITORSTHE GOVERNMENT, SUPPLIERS, ANDCORTRACTORS

THE ENVIRONMENT

Its also advantageous for


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It s also advantageous for

business(businesses adopt a policy of

social responsibility such as:1. Company benefits improved financial performance Lower operating costs Enhanced brand image and reputation

Increased sales and customer loyalty Greater productivity and quality More ability to attract and retain good employees Reduced regulatory oversight

Access to capital Workforce diversity Product safety and decreased liability.

2. Benefits to the community and the general


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2. Benefits to the community and the generalpublic:

Charitable contributions and social development

Employee volunteer programs Corporate involvement in community education,

employment and housing programs Consumer protection

Product safety and quality3. Environmental benefits: Greater material recyclability Better product durability and functionality

Greater use of renewable resources Conservation and protection of species Integration of environmental management tools into

business plans, including life-cycle assessment and

costing, environmental management standards, and


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Link between CSR and marketperformanceThe Price Waterhouse Coopers CEO Surveylaunched at the 2002s World Economic Forum

annual meeting found 70% of CEOs consideredCSR vital to profitability. The top business

practitioners have spoken: Its good businesswhen business is socially responsible.


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Framework of strategic CSR: a

proposalStrong LeadershipPolicy setting

Program DevelopmentSystems and resourcesMeasurement and standard

indexReporting and feedbackmechanism


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1. StrongLeadership

Leadership can be a potent force insetting a CSR agenda and in activelypromoting CSR practice in the company

The company needs a leadership thatwould lead in defining CSR performance

indicators and assume full accountability ofthe CSRs impact on the companys

economic, social, and environmental

bottomlines


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2. Policysetting- Is to provide the mandate and define thedirection of the companys CSR agenda.

An Excellent CSR policy must have the following

features:1.Written, clear and crisp, easily understandable a

2. Communicated to and shared with allinternal and external publics

3. Perfectly aligned with companys business

goals4. To promotes the welfare of all

stakeholders.

Mc Donalds CSR Policy


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Mc Donald s CSR Policy

3 Program


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3. ProgramDevelopment

PraiseworthyCommitment1. An excellent CSR program must be in linewith the CSR mandate and related to the

main line of business.2. CSR programs should be identifiedthrough consultation with intendedbeneficiaries, hence they are market-driven

or need-based in order to address thespecific needs of the company andcommunity.3. CSR programs are designed to haveclear and workable target objectives,

implementation strategies and evaluation


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4. Systemsmanagement-A CSR program cannot be effective withoutwell-defined organizational, functional,financial, monitoring, and evaluation systems

management.-The tools, systems, and frameworks aredeveloped by taking into consideration the localcontext and corporate culture.System management leads to the continuingdevelopment and installation of sustainabilitystrategies such as partnership building,

corporate volunteerism, and phase-out

A t t di CSR ld b


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An outstanding CSR program would bebased on the following:

1. ORGANIZATIONAL SYSTEM2. MANAGEMENT SYSTEM3. KNOWLEDGE MANAGEMENT AND

COMMUNICATION SYSTEM4. FINANCIAL SYSTEM

1 ORGANIZATIONAL SYSTEM


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1. ORGANIZATIONAL SYSTEM

Which may be created througha manual, guide, or roadmap,

tools, and technologydevelopment and information

baselines; supervised by a unitof highly competent staff andsupport system;

MANAGEMENT SYSTEM


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2. MANAGEMENT SYSTEM

Which means a top-to-bottominvolvement in program planning,controlling and decision makingprocesses; and provides for a specificaudit of operations

3 KNOWLEDGE MANAGEMENT AND


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3. KNOWLEDGE MANAGEMENT ANDCOMMUNICATION SYSTEM

Which is none other than a fast and

efficient flow of communication toand from stakeholders and createdvenues for information exchange.

4 FINANCIAL SYSTEM


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4. FINANCIAL SYSTEM

Which is a provision for bookkeepingof finance records, maintenance ofaudit and internal control.

5 Measurement and standard


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5. Measurement and standardindex

In 1999- DOW JONES SUSTAINABILITY GROUPINDEX-It is the first global index to track the

performance of companies which are leaders in

sustainable development issues.In 2003- BUSINESS IN THE COMMUNITY inEngland published the CORPORATERESPONSIBILITY INDEX- which is the first

business-led, voluntary, standard index, publiclybenchmarking the CSR agenda and practice amongcompanies.

What did it accomplish


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What did it accomplish

The new index is a business tool for

companies to evaluate their own performanceand to compare it with their peers.

It enables them to assess the extent to whichstrategy and values are translated intoresponsible practice throughout their

organization, in four key areas (community,environment, marketplace, and workplace.

To identify gaps in performance and make

David Varney Chairman of


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David Varney, Chairman ofBusiness in the Community

conclues:

This is not a just a tick-box exercise... The

first Corporate Responsibility Indexdemonstrates to stakeholders thatcompanies are taking the lead in promoting

awareness and public reporting. It will helpincrease trust in business and transparencyin business performance.

Benchmarking


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Benchmarking

CSRFordFoundation

PBSP in partnership with LCF-League ofcorporate foundation

Came up with a measurement mechanism or tool calledTHE CORPORATE CITIZENSHIP BENCHMARK RATING CHART--to compare how a companys internal systems and processesfared with its primary competitor

Another tool INDIVIDUAL COMPANYBENCHMARK REPORTwhich you or anyCEO may freely use to see how your company

manage in relation to the overall benchmark

Individual Company Benchmark


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IndividualCompany BenchmarkReport

This tool, a technology created byPBSP-Center for CorporateCitizenship, assesses the company

based on the five key elements(measurement and reporting togetherconstituting the fifth element).

Standard Index


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Standard Index

-to measure CSR impact vis-avis companystriple bottomlines (Financial, Social,Environmental) and identify possible areasfor improvements

In other words, the indexcan determine whether or

not a CSR program is cost-efficient and effective.

Example

It h d t l f h t t k


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Its handy tool for managers who want to know

the actual returns of their CSR investments.

Not only that. A standard index is also anexcellent yard which can ensure that the CSRinitiatives are adequate and sustained,

comprising good business sense.It is a kind of set of guide questions, roadmaps-transparent, systematic and well-defined-that helpsidentify key results areas by doing a cost andbenefit analysis of the CSR impact on business.

It also includes a monitoring evaluation systemthat helps in establishing baseline informationthrough surveys, reviews, and consultation.

6. Reporting and Feedback


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p gMechanismGlobal Corporations is usually communicated through

compliance with standards such as the

Global Reporting (GRI) and ISO1400Is an international, multi-stakeholder effort to create

a common framework for voluntary reporting of the

economic environmental, and social impact oforganization level activity.Mission: To Improve the comparability and

credibility of sustainability reportingworldwide: Let the best practices in CSRbe revealed; let the good news be

announced

Reporting and the feedback mechanism


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Reporting and the feedback mechanismresults would give credibility to the CSR

program and build peoples trust andconfidence in the company.Compan

y

Improves itsreputation with

the generalpublic

by generatingvaluable feedback

from variousstakeholders

An excellent reporting helps to review

on a regular basis based on feedbackwhether your CSR programs isperfectly aligned with your financial

Interactivity among the 6 key


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Interactivity among the 6 keyelements:(Impressive) Corporate

CitizenshipStrong business leadership

-that practically influences the other

elements, can effect the creation of a clearand definite

CSR policy

Implement doableprogramInstall inter-

functional workin

Measurementand reporting

mechanism

San Miguel Corporation: Profit with


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San Miguel Corporation: Profit with

HonorPolicy:To maintain its image as a premier company thatproduces high quality products. Profit with

HonorStrong Leadership and pro-environment

programTop Management made it a point that the policyof profit with honor and a social work ethicshould pervade the entire corporation

Systems inplaceManagement sees to it that the green office conceptis replicated in the companys production facilities

throughout the country. Each plant has an

environmental management officer who takes charge

(SMC)Standard Index and


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(SMC)Standard Index andTQM

Most of the companys facilities already haveISO 9000 certification, which facilitates certificationto ISO 14000.

SMC has adopted the internationally

recognized Malcolm Baldridge quality management.Burt Hammer, an environmental consultant

based at the Asian Institute of Management. Nowworks with SMC to develop another management

framework that integrates the Baldridge criteria, ISO14000 Environmental Management System standardelements, and principles of Total QualityEnvironmental Management (TQEM)

SMC Reporting Mechanism


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SMC Reporting Mechanism

Highlighted activities include a clean air program

that prohibits smoke-belching vehicles fromentering SMC compounds, reforesting watershedsthat supply water to SMC facilities, and livelihood

SMC publishes information booklets on social

development, best practices in sustainabledevelopment and environment protection every2 years to inform its stockholders and otherinterested stakeholders of the companys work

in these area.

Activities

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