Les stratégies de RSE

UVED

15 Jan 201608:11

Summary

TLDRThe presentation discusses how corporate social responsibility (CSR) is integrated into business strategies. It contrasts 'off-business' philanthropic strategies with integrated approaches that align CSR with profitability. Businesses often resist environmental and social responsibilities, focusing on profit maximization, but pressure from regulations and civil society pushes for sustainable practices. The 'business case' for CSR is key, emphasizing how companies can enhance profitability by reducing costs, improving their image, and mitigating risks. However, greenwashing and symbolic actions are criticized, and true CSR requires deep, systemic changes across governance, environment, and ethics, as highlighted by the ISO 26000 standard.

Takeaways

🌱 Corporate social responsibility (CSR) can be deployed through different organizational strategies.
💼 There are two main types of CSR strategies: off-business strategies (philanthropic) and business-integrated strategies.
🎯 Off-business strategies focus on philanthropy, such as education, health, and environmental protection, but do not alter core business practices.
⚠️ Some off-business strategies can contradict the company's overall practices, highlighting inconsistency.
🤔 Many business leaders argue that sustainability is not their responsibility but should be handled by public regulations.
🏃‍♂️ Some companies engage in avoidance or manipulation, such as operating in countries with less strict regulations or lobbying to reduce constraints.
📊 The 'business case' approach links CSR to profitability, showing that sustainable practices can reduce costs and enhance competitiveness.
🟢 Greenwashing refers to companies promoting themselves as eco-friendly through marketing without making significant operational changes.
♻️ Many companies are introducing eco-innovations and products to meet consumer demand, but CSR should encompass all areas of a business's operations.
🔍 The ISO 26000 standard outlines key areas of CSR, including governance, human rights, labor conditions, and environmental impact.

Q & A

What is the primary focus of the presentation?
-The presentation focuses on how corporate social responsibility (CSR) is integrated into organizational strategies, particularly through two main types of strategies: those outside the business (philanthropic) and those integrated within the core business.
What are 'off-business' strategies in the context of CSR?
-'Off-business' strategies refer to philanthropic activities that are separate from the company's core business operations, such as education, healthcare, or environmental protection initiatives, often implemented through foundations.
What criticism is raised against CSR by some business leaders?
-Some business leaders argue that CSR, particularly sustainable development and environmental goals, is not their responsibility and should instead be handled by public authorities through regulations. They believe their role is to comply with the law, not to drive social or environmental change.
What are examples of avoidance or manipulation strategies used by companies?
-Avoidance strategies include relocating to countries with weaker environmental or social regulations, or lobbying to reduce the regulatory burden, such as in the case of the tobacco industry opposing anti-tobacco directives in the European Parliament.
What is the 'business case' for CSR?
-The 'business case' for CSR argues that there is a convergence between social responsibility and profitability, where companies can improve their competitiveness and reduce risks by adopting sustainable practices like reducing energy consumption or innovating products.
How do CSR strategies vary within companies?
-CSR strategies exist on a continuum, ranging from symbolic and minor actions (often labeled as greenwashing) to more comprehensive and genuine initiatives that integrate sustainability into all aspects of business operations.
What is greenwashing, and why is it criticized?
-Greenwashing refers to superficial or deceptive CSR actions, where companies advertise their environmental efforts without making meaningful changes to their operations. NGOs like Friends of the Earth criticize these practices for being hypocritical.
Can you provide an example of greenwashing from the presentation?
-The presentation cites Total, which announced a commitment to renewable energy with an investment of 500 million euros, while at the same time committing 26.5 billion euros to oil production, with renewables representing only 1.9% of their overall energy strategy.
What areas does the ISO 26000 standard cover in terms of CSR?
-ISO 26000 defines seven key areas for CSR: governance, human rights, labor conditions, environmental impact, product responsibility, consumer issues, business ethics, and local development.
What factors are crucial for the successful development of CSR within companies?
-The successful development of CSR requires strong conviction from leadership, the business case for profitability, and external pressures from civil society and regulatory bodies, as CSR is seen as a continuous and evolving process.

Outlines

00:00

🌱 Business Strategies and Social Responsibility

This paragraph explores the concept of corporate social responsibility (CSR) and how businesses integrate or separate it from their core operations. It identifies two main types of strategies: 'off-business' strategies, which are philanthropic efforts unrelated to a company's core activities, and integrated strategies that align with the company's business model. The paragraph highlights how some companies treat CSR as an external responsibility, leaving it to public regulations rather than integrating sustainable practices into their business models. Additionally, it discusses how companies may avoid social responsibility by exploiting weak regulations in different countries or engaging in lobbying efforts, exemplified by tobacco companies during anti-tobacco legislation. The concept of the 'business case' is introduced, where companies find alignment between profitability and sustainability by reducing costs, innovating products, and improving their public image. However, there is recognition that many companies still struggle with fully integrating these practices into their operations.

05:01

🔍 Greenwashing and Symbolic Actions

This paragraph focuses on the distinction between genuine CSR efforts and symbolic actions often referred to as 'greenwashing.' It introduces the concept of the Pinocchio Prize, awarded to companies that promote misleading environmental efforts. The case of Total is cited, showing the contrast between their public promotion of renewable energy investment and their significantly larger focus on fossil fuel exploration. Furthermore, the paragraph discusses the role of eco-labels and innovations such as eco-designed and recyclable products, which meet consumer demand for sustainability. However, true CSR should extend beyond products to all aspects of the company's operations. The ISO 26000 standard is mentioned, which defines key areas for CSR, including governance, human rights, labor conditions, environment, consumer relations, and local development. The conclusion underscores that achieving comprehensive CSR requires continuous effort and external pressure from civil society and regulation.

Mindmap

Keywords

💡Corporate Social Responsibility (CSR)

Corporate Social Responsibility (CSR) refers to the concept where companies integrate social and environmental concerns into their business operations. In the video, CSR is highlighted as a strategy that companies may adopt to align their practices with societal expectations. The video contrasts different approaches to CSR, including philanthropic efforts and more integrated business strategies.

💡Philanthropic Strategies

Philanthropic strategies refer to CSR efforts that are separate from a company's core business activities. These often include initiatives in areas like education, healthcare, and environmental protection, usually managed through foundations. The video uses this term to describe early CSR efforts, particularly in the U.S., which are largely disconnected from the company's primary profit-driven operations.

💡Integrated Business Strategies

Integrated business strategies involve incorporating CSR into the core activities of a company. Unlike philanthropic strategies, these strategies influence the company’s operational and managerial processes, ensuring that social responsibility is part of its daily business model. The video emphasizes this approach as a more sustainable and effective form of CSR.

💡Business Case for CSR

The business case for CSR is the argument that there is a convergence between a company’s profitability and its social responsibility. The video explains how businesses can reduce costs, improve their image, and mitigate risks through CSR initiatives, making it a win-win scenario for both the company and society. Examples include energy reduction and product innovation that benefit both the environment and the company’s bottom line.

💡Greenwashing

Greenwashing refers to the practice of promoting environmental or socially responsible actions through marketing, without making significant changes to actual business practices. The video provides examples of companies engaging in greenwashing by making superficial claims of environmental responsibility, such as Total's limited investment in renewable energy compared to its large investments in fossil fuel exploration.

💡Regulation and Civil Society Pressure

Regulation and civil society pressure are external forces that push companies to adopt more socially responsible practices. In the video, these are presented as key drivers for CSR, particularly when companies are reluctant to change. The example of tobacco industry lobbying against strict anti-smoking regulations illustrates how companies may resist or manipulate regulatory efforts.

💡ISO 26000

ISO 26000 is an international standard that provides guidance on how businesses can operate in a socially responsible way. The video mentions ISO 26000 as a framework for understanding CSR across various domains, including human rights, labor practices, environmental impact, and ethical business conduct. It emphasizes the broad scope of responsibility businesses are expected to cover under this standard.

💡Sustainability

Sustainability refers to the ability to maintain business practices that do not deplete natural resources or harm social structures in the long term. In the video, sustainability is tied to both environmental conservation and long-term profitability. The discussion of the 'business case' shows how companies can integrate sustainability into their operations, benefiting both society and their financial performance.

💡Corporate Governance

Corporate governance involves the systems and processes that direct and control companies, ensuring that they act responsibly towards shareholders, employees, customers, and the wider community. In the video, corporate governance is seen as one of the key domains where CSR should be applied, particularly in alignment with the ISO 26000 standards.

💡Consumer Demand for Ethical Products

Consumer demand for ethical products refers to the growing market interest in products that are environmentally friendly, socially responsible, or ethically produced. The video discusses how businesses respond to this demand by developing eco-friendly or recyclable products, often supported by certification labels. This trend is a key motivator for companies to adopt CSR in their product development strategies.

Highlights

Introduction of corporate social responsibility (CSR) strategies and how they deploy across organizations.

Differentiation between two types of CSR strategies: 'outside business' strategies and those integrated into the company's core operations.

'Outside business' strategies focus on philanthropic initiatives like education, health, and environmental protection, but do not alter the company's global practices.

Contradiction often exists between a company's CSR initiatives and its overall business practices.

Some business leaders argue that sustainability and social objectives are the responsibility of public authorities, not corporations.

Companies sometimes use avoidance or manipulation strategies, such as setting up operations in countries with weaker social or environmental regulations or lobbying for less stringent regulations.

Tobacco industry example of lobbying to weaken the European Parliament's anti-tobacco directive.

The capitalist profit-driven nature of businesses often conflicts with the objectives of CSR.

Introduction of the 'business case' approach, where CSR is justified by its potential to improve profitability through reduced costs, enhanced image, or reduced risks.

The 'business case' emphasizes that what benefits the planet can also benefit the company’s competitiveness and profitability.

CSR strategies range from symbolic or 'greenwashing' actions to more comprehensive, integrated efforts.

The 'Pinocchio Award' by Friends of the Earth highlights greenwashing practices by companies, such as Total investing minimally in renewable energy while heavily investing in fossil fuels.

Green products and eco-innovations are driven by consumer demand, requiring certification labels, which have proliferated.

The ISO 26000 standard defines seven key areas of CSR: governance, human rights, labor practices, the environment, fair operating practices, consumer issues, and community involvement.

CSR is not a 'smooth river' but rather a continuous process of improvement that requires strong conviction and is heavily influenced by civil society and regulation.