22 twsm — GPTW Special Issue 2010 The <strong>Great</strong> <strong>Place</strong> <strong>to</strong> <strong>Work</strong> ® Model © Pride • In contributions <strong>to</strong> one’s job • In work produced by one’s team or work group • In the organization’s products and standing in the community
The potential of corporate social responsibility As employers, taxpayers and providers of goods and services, companies a key role in addressing the economic, social and environmental challenges that our societies face. The idea that companies can contribute <strong>to</strong> societal wellbeing (even beyond their legal obligations) is not new, but in recent years more and more companies have started <strong>to</strong> explore the potential of corporate social responsibility (CSR) as a driver of both business success and societal progress. Moreover, in the current economic context, rebuilding trust in business and shaping a more sustainable global economy is an urgent challenge for companies in all sec<strong>to</strong>rs. A way of doing business Over the years, the concept of CSR has come a long way: it is no longer seen as an add-on <strong>to</strong> the core business, but a way of doing business. In short, corporate responsibility is about placing social and environmental considerations at the very heart of the company’s strategy and operations. While CSR is still often seen primarily as an element of reputation and risk management, forward-looking companies are <strong>to</strong>day increasingly leveraging sustainability as a source of innovation and new business opportunities. <strong>Great</strong> <strong>Place</strong> <strong>to</strong> <strong>Work</strong> Italy Milan www.greatplace<strong>to</strong>work.it T 0039 0229060629 list of 350 candidates, we wrote <strong>to</strong> all of them for information about themselves and their employee policies. We received a wide range of responses. Sifting through this material and listening <strong>to</strong> what people <strong>to</strong>ld us, we narrowed our candidate roster <strong>to</strong> 135 companies. But we quickly realized that the material was thin and rather lifeless, and that the only way <strong>to</strong> get in-depth information and lend substance <strong>to</strong> hearsay was <strong>to</strong> look for our- A Collective Effort CSR — Corporate Social Responsibility By Laura Maanavilja* A real example What does this mean in practice? To take an example, in Europe, demographic change is a pressing issue for both the public and the private sec<strong>to</strong>r. Over the next decades, many European regions will face major challenges associated with an ageing and stagnating or in some cases declining population. Compared <strong>to</strong> other continents, Europe already has the oldest population: 19 of the world’s 20 “oldest” countries are in Europe. In terms of CSR, companies have <strong>to</strong> take in<strong>to</strong> account the characteristics of an ageing workforce, for example in areas such as enabling lifelong learning and promoting health and wellbeing in the workplace. On the other hand, demographic change can also trigger business innovation in products and services that help address changing consumer needs and expectations. Governance and CSR However, in <strong>to</strong>day’s complex world, business action on its own has only limited impact. Bringing about real societal change requires active cooperation between companies and other players. Indeed, various stakeholder groups – such as public authorities, civil society organisations or inves<strong>to</strong>r coalitions – are playing an increasingly visible role in the CSR debate. For example, European governments both at the national and the EU level are increasingly looking at CSR as an innovative ➘ Page 25 means <strong>to</strong> contribute <strong>to</strong> achieving policy goals in a broad range of areas. Recently, the European Commission stressed the importance of CSR in building smart, green and inclusive growth in Europe as part of its new EU 2020 strategy. To build inclusive workplaces and fair markets, we all have a role <strong>to</strong> play. As employees, consumers and citizens, it is our responsibility <strong>to</strong> define the values we want our society <strong>to</strong> live by and work <strong>to</strong>gether <strong>to</strong>wards a more sustainable future. • a What next? • From add-on <strong>to</strong> built-in CSR: Integrating social and environmental considerations in<strong>to</strong> strategy and operations instead of developing CSR initiatives unrelated <strong>to</strong> the core business • From reactive <strong>to</strong> proactive stakeholder engagement: Involving stakeholders throughout the process instead of reactively responding <strong>to</strong> stakeholder concerns • From value protection <strong>to</strong> value creation: Exploring CSR as a driver of innovation and competitive advantage instead of focusing only on risk and reputation management z * Laura Maanavilja, Communications Manager, CSR Europe. CSR Europe is the leading European business network for corporate social responsibility. 23 twsm — GPTW Special Issue 2010
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