What is Corporate Social Responsibility? - InnoTrain CSR

"Millennials" is a term used by sociologists for the generation of people born after
1980. Many of them are currently in the process of launching their career. For
companies, the integration of younger, more mobile and well educated workers is
playing an increasingly important role. Because the corporate requirements are
intensifying: on the one hand, they need to work more efficiently in order to cope with
short-term challenges. On the other hand, they must not lose sight of the long-term
goals in order to sustainably secure the future.
With Corporate Social Responsibility (CSR), companies can contribute to a fair
design of globalisation. A representative survey entitled "Youth and the future of the
world" conducted by the Bertelsmann Foundation in 2009 sheds light on whether in
the point of view of young Germans the economy is making an adequate contribution
in this respect: three out of four surveyed Germans are still seeing a pronounced
need for economic action beyond all sociodemographic differences. More than half of
adolescents "fully" (55%) and "somewhat" (24%) agree with the statement that the
strong economic players should show a stronger commitment for the resolution of
global problems. More than three quarters of all surveyed young people are
concerned about the future development: Close to four out of ten are rather or very
concerned, while two out of ten are virtually unconcerned about the future. For six out
of ten adolescents, sustainability is a topic they have dealt with before.
Based on the traditional definition by the World Commission for the Environment and
Development of 1987, sustainable development is characterised by the satisfaction of
the current needs without risking that future generations are no longer able to satisfy
their own needs (innergenerational and intergenerational equity).
Additional information and resources
„Jugend und die Zukunft der Welt – Ergebnisse einer repräsentativen Umfrage in
Deutschland und Österreich“ (2009)
Bertelsmann Foundation
http://www.bertelsmann-stiftung.de
"Managing tomorrow’s people: millennials at work" (2008)
PricewaterhouseCoopers
http://www.pwc.com/managingpeople2020
The project "InnoTrain CSR" is organized by GILDE GmbH and has been funded with support from the European Commission. This publication reflects the
views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 12/2010
,
InnoTrain CSR
www.csr-training.eu