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Corporate Citizenship: Doing Well by Doing Good. Dr Gill Coleman Director, New Academy of Business Bristol, England. The New Academy. Independent business school established in 1995 by Anita Roddick of The Body Shop.

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Corporate Citizenship: Doing Well by Doing Good

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Corporate citizenship doing well by doing good

Corporate Citizenship: Doing Well by Doing Good

Dr Gill Coleman

Director, New Academy of Business

Bristol, England

The new academy

The New Academy

  • Independent business school established in 1995 by Anita Roddick of The Body Shop.

  • Mission: to help build a future that is more just, enterprising and sustainable.

  • Produce educational activities and resources

  • Work with companies, entrepreneurs, educators, activists, and policy makers on social, ethical and environmental issues in business

Why am i here right now

Why am I here right now?

  • A rising agenda concerned with Corporate Citizenship

  • The move away from a being a solely European/North American debate

  • From top-down,centralised, policy-led to bottom-up,devolved, activity-based

What is corporate citizenship

What is Corporate Citizenship?

“the practice of a corporation’s direct responsibilities – to employees, shareholders, customers, suppliers, and to the communities where it conducts business and serves markets.”

Laurie Regelbrugge, CIVICUS

Corporate citizenship doing well by doing good

“Whatever else corporate social responsibility is about, it is not about charity, neither is it a public relations exercise for enterprise. It is about intelligent self-interest—which also brings benefit to society.”

Viscount Etienne Davignon

Chairman of the Societe Generale de Belgique

The un international year of the volunteer

The UN International Year of the Volunteer

  • More than 3000 volunteers in 131 countries

  • New Academy/UNV project on ‘Enhancing Business Community Relations’ in the Philippines, India, Ghana, Nigeria, South Africa and Lebanon

The un global compact

The UN Global Compact

“Let us choose to unite the power of markets with the authority of universal ideals. Let us choose to reconcile the creative forces of private entrepreneurship with the needs of the disadvantaged and the requirements of future generations”

Kofi Annan, Secretary-General of the United Nations

Corporate citizenship doing well by doing good

  • Nine Principles covering Human Rights, Labour Standards, Environment, drawing on already-established international conventions

  • Launched in July 2000

  • Now more than 500 companies committed, and regional compacts so far established in the Philippines, Brazil, Latvia and Poland

Corporate citizenship doing well by doing good

Companies engage by the CEO writing to the S-G, expressing support and committing to: - publicly express their support - inform stakeholders - incorporate commitment into Annual Report - provide annual statement of progress and lessons learned

Meanwhile new demands on business

Meanwhile, new demands on Business

  • Global marketplace means increased levels of competitiveness: the ‘race to the bottom’

  • Increased transparency and an active NGO movement

  • Interconnected economies and economic downturn

Building business advantage

Building business advantage

Minimalist: compliance with legislation

Strategic: Citizenship integrated into business


Discretionary: philanthropic approach

Benetton and the iyv

Benetton and the IYV

“Colors is a bi-monthly magazine that talks to young people all around the world…

In this campaign, Benetton deals with a subject that is typical of its communication strategy and, once again, talks about ‘real people’, touching on important issues for a civilised society.”Company press release

Unilever the marine stewardship council msc

Unilever: the Marine Stewardship Council (MSC)

  • Company identity:“Relationships are strongest when built on trust”

  • MSC established 1998 as an independent non-profit organisation

  • Unilever commitment to source all its fish from sustainable fisheries by 2005

Corporate citizenship doing well by doing good

“This safeguards the future of the resource, which makes good commercial sense – it ensures the industry’s investment in fishing and processing assets, and market development is protected”

Pasig river of life philippines

Pasig: River of Life, Philippines

Part of the company’s defined Water Sustainability Initiative

Key resource in Metro Manila

Step-by-step measures to clean the river, in conjunction with local partners

Ensuring its own operations do not pollute

Partnering with neighbours to help them not to pollute

Encouraging wider participation and support for Clean River Zone

Ubs ag


  • “At UBS, corporate social responsibility means more than just a few discrete practices or occasional gestures motivated by public relations. We believe in proactively managing social issues and in setting the standards that will shape business activity in the future”

  • Establishing specialist ‘Eco’ products, and enhanced Business Principles for own operations

World business council on sustainable development

World Business Council on Sustainable Development

  • A coalition of 150 international companies united by a shared commitment to sustainable development via the three pillars of economic growth, ecological balance and social progress.

  • “The business case is also an entrepreneurial position: it looks to the next point on the business curve – the point at which business can be more competitive”

Shifting sources of value

Shifting sources of value:

Human capital

Physical capital

Intellectual capital

Social capital

In practice at the local level

In practice at the local level:

  • Offering resources – volunteers, equipment, skills and know-how – to help fulfil social and environmental tasks

  • Starting small, and starting where you are

  • Combining with those expert in social and environmental interventions to achieve shared goals – partnerships

  • Looking for win-win opportunities

Philippines business for social progress survey best practices

Philippines Business for Social Progress Survey Best Practices:

  • Scholarship programmes for disadvantaged students

  • Practical technical or vocational training offered to school students at company facilities

  • Donation of materials for education and community groups

  • Employee involvement

Possible business benefits

Possible business benefits

  • Trust, relationships, name, brand, reputation

  • Enhancing company value-base (Collins and Porras, Built to Last)

  • Increasing employee motivation and commitment

  • Discovering more about stakeholders, especially those you don’t understand

Corporate citizenship opportunities

Corporate Citizenship opportunities

  • Ways of getting things done in a complex environment

  • Helping create a stable situation in which business can operate – shared interests

  • Opportunity for building internal capacity, learning new ways to operate

  • Creation of social capital

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