1. Corporate Social Responsibility
An introduction to utilising and maximising benefit of Corporate Social Responsibility
Zoe Chilton LLB, MSc WMG 02/02/12

2. Introduction MSc in Engineering Business Management at WMG (grad 2011)
Project with a leading F1 team, investigating CSR and writing their corporate policy
Currently work for the Motorsport Industry Association

3. Overview The tricky part.. Definition Different approaches to CSR
Corporate Governance
Different approaches to CSR
CSR and profitability
Relevance to industry
Employee satisfaction
The ‘bottom line’
The future of CSR

4. So.. Just what does CSR mean?

5. CSR and Corporate Governance
Corporate Social Responsibility
Impact the company has on its surroundings
Environmental, human, economic
Corporate image management
Generally has an external focus
Corporate Governance
Obeying the rules
Taking company decisions which won’t harm others
Looking after your employees
Generally has an internal focus

6. There is no correct definition…
Kotler & Lee
A commitment to improve community well-being through discretionary business practices and contributions to corporate resources
European Commission
A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis
Carroll
The general belief held by growing numbers of citizens that modern businesses have responsibilities to society that go beyond their obligations to stockholders

7. How to approach CSR Active or Reactive? What type of sustainability?
Environmental
Social
Economic
Stakeholders or shareholders?
Appropriateness to your industry and corporate identity
If existing definitions don’t fit, make your own!

8. Different approaches to CSR Examples from Motorsport…

9. Key contributors to a modern sustainable business
Business sustainability
Social sustainability
Environmental sustainability
Economic sustainability

10. How this translates to activities
Social Sustainability:
Involvement in education
Social welfare campaigns
Involvement in the local community
Global charitable causes
Environmental Sustainability:
Reducing carbon footprint
Designing for the environment
Greening manufacturing processes
Economic Sustainability:
You are not running a charity!
All activities must be economically viable

11. How CSR contributes to the Bottom Line
CSR is highly valued by shareholders and investors as it often goes hand in hand with good Corporate Governance
Customers like to see good CSR and may choose your product because of it
CSR activities can be used to develop new markets
It is easier to recruit and retain the best employees with a good CSR policy

12. Consider how CSR can be used in these industries
Now it’s your turn…
Consider how CSR can be used in these industries
Consumer electronics
Mineral Mining
Alcohol retail
Consumer goods
Petro-chemicals
Tobacco

13. Winners and losers of CSR

14. The future of CSR? 3rd Generation Responsible competitiveness
Zadek’s Generations of Corporate Responsibility –
This shows the evolution of CSR within companies and industry sectors
3rd Generation
Responsible competitiveness
2nd Generation
Strategic Planning Risk Management Learning - Innovation
1st Generation
Pain alleviation - Short-term Reputation - localised cost-benefit

15. …But you don’t have to take CSR too seriously
…But you don’t have to take CSR too seriously. Utilise your core competences and engage in an appropriate way.

16. Thank you.. Any Questions?