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CSR The new standard for enterprising in the 21 st century. RSM alumni Willem Lageweg 7 february 2007 CSR Netherlands. Contents. CSR is about innovation and ethics Who and what is CSR Netherlands Reasons, motives and advantages of CSR

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Csr the new standard for enterprising in the 21 st century

CSR The new standard for enterprising in the 21st century

RSM alumni Willem Lageweg

7 february 2007 CSR Netherlands


Contents
Contents

  • CSR is about innovation and ethics

  • Who and what is CSR Netherlands

  • Reasons, motives and advantages of CSR

  • Practical examples

  • New markets and products due to CSR

  • Beyond CSR


Important moments in the history of csr
Important moments in the history of CSR

  • 1973 Club of Rome

  • 1987 The Brundtland report

  • 2000 SER-report ‘Winst van waarden’


Ser advice for csr
SER-advice for CSR

  • ‘De corporation creates value in three areas (triple bottom line)’- People- Planet- Profit

  • Stakeholder dialogue

  • Transparency and responsibility


The corporation of the 21st century

Planet

CSR

People

Profit


Problem sharing business ethics
Problem sharing/business ethics

  • People, planet and profit are not always in line

  • Code of conduct

  • Make cases and dilemmas discussable

  • Ethical assessment method

  • Commission Ethics headed by a member of the board of directors

  • Importance of internal communication

  • “with great power comes great responsibility”


Some ethical issues faced by rabobank
Some ethical issues faced by Rabobank

  • The financing of soya cultivation in the tropical rainforests of Brazil

  • Real estatetransactions by customers with a questionable reputation

  • Financing coffee shops

  • Wealthy Arab customer who does not want to be helped by a woman

  • Female employees with head scarfs


Csr is innovation
CSR is innovation!

Process innovation

Product innovation

New markets

Finance innovation

Marketing and communication innovation

Governance innovation

Etc.


Csr netherlands

CSR Netherlands

National CSR network (sharing knowledge, experiences etc.)

More than 275 partners (companies, NGO’s, consultants etc.)

Focus: stimulating CSR among entrepreneurs (especially SME’s)

The national CSR portal (www.mvonederland.nl)


Our ambition
Our ambition

  • CSR from niche tomainstream


Programs at several levels
Programs at several levels

  • Sector (cooperation with trade organizations)

  • Regional (cooperation with chambers of commerce and municipalities)

  • International (country studies/toolkits)

  • Supply chain

  • Business issues (marketing, procurement, transparency, HR, communication, etc.)





Www internationaalondernemen nl mvo china india russia brazil south africa indonesia
www.internationaalondernemen.nl/MVO(China, India, Russia, Brazil, South Africa, Indonesia)


Leaflets about csr and specific business items transparency procurement marketing hrm etc
Leaflets about CSR and specific business items (transparency, procurement, marketing, HRM etc.)


Our ecological footprint
Our ecological footprint (transparency, procurement, marketing, HRM etc.)

  • In 2050 we need two planet Earths to feed and serve human kind


Ecological footprint per person
Ecological footprint per person (transparency, procurement, marketing, HRM etc.)

  • USA 9,5 ha

  • The Netherlands 4,4 ha

  • Afghanistan 0,1 ha

  • World average 2,2 ha

  • Available 1,8 ha


CO (transparency, procurement, marketing, HRM etc.)2-emission

temperature


Many reasons for the rise of csr
Many reasons for the rise of CSR (transparency, procurement, marketing, HRM etc.)

  • Recalcitrant/repositioning governments

  • Information society and global village

  • Healthy life

  • Competitive power

  • Labor participation and quality

  • Livability

  • Poverty, inequality, human rights

  • Etc.


Three motives for csr
Three motives for CSR (transparency, procurement, marketing, HRM etc.)

  • Because we have to

  • Because it pays

  • Because we should


Csr pays
CSR pays (transparency, procurement, marketing, HRM etc.)


Csr because it pays 2
CSR: because it pays (2) (transparency, procurement, marketing, HRM etc.)

  • Reduction of costs

  • Image and differentiation advantage (public; labor market; consumer market; government)

  • Company pride and – loyalty employees

  • New products and new markets

  • The new ‘level playing field’


Market for csr 1
Market for CSR (1) (transparency, procurement, marketing, HRM etc.)

  • Cultural creatives, a market segment that is growing and has purchasing power

  • Amounts up to 15-25% of the market (> 1.6 million customers)

  • Important items: authenticity, ecology, non-discrimination, non-materialistic and livability


Key elements cultural creatives
Key elements cultural creatives (transparency, procurement, marketing, HRM etc.)


Market for csr small first movers
Market for CSR: small first movers (transparency, procurement, marketing, HRM etc.)


Market for csr mainstream
Market for CSR: mainstream (transparency, procurement, marketing, HRM etc.)


Strategic value
Strategic value (transparency, procurement, marketing, HRM etc.)


Csr in the world of sme s
CSR in the world of SME’s (transparency, procurement, marketing, HRM etc.)

  • Van Dorp Installaties

  • Klostermann installatietechniek

  • Drukkerij Wedding

  • Eosta groothandel groente en fruit

  • Ecostyle meststoffen en gewasbescherming

  • Valid Express koeriersdiensten

  • Gulpener bier

  • Gubba internetshop

  • Camping Thyenkamp

  • Dagblad Trouw


Csr in sme s 2
CSR in SME’s (2) (transparency, procurement, marketing, HRM etc.)

  • Antropia congrescentrum

  • Happy shrimp farm (garnalenteelt)

  • Bouwcarrousel sloopbedrijf

  • Willems bouwbedrijf

  • Hermadix coatings

  • 2012 architecten

  • Green Wheels autoverhuur

  • Brennels kleding

  • Windunie

  • Van Udenhout autodealer


Csr media
CSR – media (transparency, procurement, marketing, HRM etc.)


An integrated approach

Investment and Fiance (transparency, procurement, marketing, HRM etc.)

Communication

‘walk your talk’

strategie

Vision & Mission

Norms & Values

Distribution

Products

strategie

walk your talk

Internal policies

HRM

An integrated approach


Csr and the rabobank
CSR and the Rabobank (transparency, procurement, marketing, HRM etc.)

fusies en allianties; landenbeleid (mensenrechten);

3 beleidskompassen (klant, medewerker, financieel); winstbestemming

verantwoording afleggen;

openheid; overleg en dialoog; sponsoring; issue-management

Investment and fiance

communication

walk your talk

strategie

gedragscode per productcategorie; criteria voor kredietverlening; starters; nieuwe Nederlanders; intensieve veehouderij; dierenwelzijn; mensenrechten; beleggen; groenfondsen; fiscaliteit

kantoorsluitingen; service in zorgcentra; kantoren in belastingparadijzen; microkredieten in

ontw.landen

visie & missie

normen & waarden

(o.a. 26 codes)

Distribution

Products and services

Internal policies

diversiteit; ARBO; employability; sabbatical leaves; beloningsregelingen; lease auto’s

HRM

energie- en afvalbeleid;

inkoopbeleid (mensenrechten; duurzame producten)


Current csr topics 1
Current CSR topics (1) (transparency, procurement, marketing, HRM etc.)

  • CSR in core business

    ( PM Philips has already 2 billion euros sales of green products)

  • Production chain agreements/sustainable purchasing

    (PM Government to 100% sustainable procurement by 2010)

  • Climate neutral

    (PM Interface climate neutral in 2020)

  • New partnerships

    (PM Super de Boer/ Stichting Natuur en Milieu and OxfamNovib: Mc Donalds and Greenpeace)


Current csr topics 2
Current CSR topics (2) (transparency, procurement, marketing, HRM etc.)

  • Consumer information (convenienceand pleasure)

    (PM I chose deliberately products form Unilever, Campina and Friesland Dairy Foods)

  • Transparency/responsibility

    (PM Banks and investors demand more and more CSR-information)

  • Leadership

    (PM Hans Weijers from Akzo)

  • CSR part of the rewarding system

    (PM Shell, Rabobank)


Future of csr
Future of CSR (transparency, procurement, marketing, HRM etc.)

From:

Reputation and risk management (control)

To:

New products and new markets (innovation)


Shareholder value model
Shareholder Value Model (transparency, procurement, marketing, HRM etc.)


Examples of new csr markets
Examples of ‘new’ CSR markets (transparency, procurement, marketing, HRM etc.)

  • Sustainable energy (wind, sun, biomass, etc)

  • Climate neutral production

  • Sustainable designing, building and installation

  • Sustainable transport (Greenwheels, hybrid cars, OV bikes, etc)

  • Consultancy services (strategy, engineers, accountants, communication, training, etc)

  • Sustainable tourism and recreation

  • Healthy and fair foods and drinks

  • Financial services (investments, savings, cards, micro credits, etc)


Call by csr pioneers in sme sector
Call by CSR pioneers in SME sector (transparency, procurement, marketing, HRM etc.)

Put sustainability and innovation at the top of our national agenda


Towards a new national delta plan
Towards a new national Delta plan (transparency, procurement, marketing, HRM etc.)

The Netherlands in 2010

Frontrunner in sustainability* and innovation

  • * people, planet en profit

  • Nederland nu nr 15 (2003: nr 6)


CSR (transparency, procurement, marketing, HRM etc.)

The new standard for enterprising

in the 21st century


Proposition 1
Proposition 1 (transparency, procurement, marketing, HRM etc.)

  • In 2010 the ecological footprint is the most important criterion to judge the CSR performance for especially the larger companies


Proposition 2
Proposition 2 (transparency, procurement, marketing, HRM etc.)

  • Product chain management and climate neutral production are for the larger business community strategically the most important CSR topics for the next few years


Proposition 3
Proposition 3 (transparency, procurement, marketing, HRM etc.)

  • In the next few years people and planet indicators will be as important for the bonuses and other forms of variable elements in the rewarding system as pure financial and commercial results


Proposition 4
Proposition 4 (transparency, procurement, marketing, HRM etc.)

  • The expression CSR will no longer be used after 2010. CSR is a regular part of mainstream business at that moment


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