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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
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

“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

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

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
“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