1. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 CSR Awareness Raising in EU Member States – The survey results Dr. Reinhard Steurer Gerald Berger MA Astrid Konrad MA Dr. André Martinuzzi Research Institute for Managing Sustainability Vienna University of Economics and Business Administration www.sustainability.at

2. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Context and general remarks 1.The project: „Analysis of national policies on CSR, in support of a structured exchange of information on national CSR policies and initiatives“ is commissioned by DG Employment (Tender No VT/2005/063) 2.The subjects: of the three analyses were identified in the CSR HLG meeting on 30 May 2006

3. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006

4. Context and general remarks 1.The project: „Analysis of national policies on CSR, in support of a structured exchange of information on national CSR policies and initiatives“ is commissioned by DG Employment (Tender No VT/2005/063) 2.The subjects: of the three analyses were identified in the CSR HLG meeting on 30 May 2006 3.The results: descriptive with some general conclusions;  Amend compendium  Derive typology of policy approaches  Characterize policy instruments  Success factors and challenges  Identify good practice cases for case studies

5. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Orientation 1.What is the methodological basis of the survey? Number of interviews, countries covered etc. 2.What instruments are used in CSR policies? Typology of CSR policies in general 3.What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice 4.Were we able to draw some general conclusions? Success factors and challenges … 5.What are the next steps? Case studies; analyses on CSR in Public Procurement and SRI

6. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Orientation 1.What is the methodological basis of the survey? Number of interviews, countries covered etc. 2.What instruments are used in CSR policies? Typology of CSR policies in general 3.What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice 4.Were we able to draw some general conclusions? Success factors and challenges … 5.What are the next steps? Case studies; analyses on SRI and CSR in Public Procurement

7. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Methodological remarks 1.Literature review: Instruments of CSR Policy and typology of instruments 2.Telephone interviews:  Description of awareness raising initiatives  Success factors  Obstacles  Lessons learned  Success factors  Obstacles  Lessons learned  Comments on awareness raising  Priority target groups  Comments on awareness raising  Priority target groups

8. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Methodological remarks 1.Literature review: Instruments of CSR Policy and typology of instruments 2.Telephone interviews: 24 interviews between August and September 2006

9. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Institutional affiliation of interview partners Ministry of Labour and Social Security: 13 (54%) Ministry of Economy, Trade and Industry: 6 (25%) Mixed form of ministries: 3 (13%) Ministry of Foreign Affairs: 1 (4%) Other Stakeholders: 1 (4%)

10. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Methodological remarks 1.Literature review: Instruments of CSR Policy 2.Telephone interviews: 24 interviews between August and September 2006 3.Countries covered: 20

11. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Methodological remarks 1.Literature review: Instruments of CSR Policy and typology of instruments 2.Telephone Interviews: 24 interviews between August and September 2006 3.Countries covered: 20 4.Accuracy and completeness of the results: The results depend mainly on the answers we got in the survey; they give a comprehensive but not a complete picture

12. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Overview 1.What is the methodological basis of the survey? Number of interviews, countries covered etc. 2.What instruments are used in CSR policies? Typology of CSR policies in general 3.What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice 4.Were we able to draw some general conclusions? Success factors and challenges … 5.What are the next steps? Case studies; analyses on SRI and CSR in Public Procurement

13. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Types of (CSR) policy instruments 1.Informational or endorsing instruments: Campaigns, guidelines, trainings 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments: Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees Source: Fox T, Ward H, Howard B. 2002. Public Sector Roles in Strengthening Corporate Social Responsibility: A Baseline Study. Washington D.C.: World Bank; http://www.iied.org/pubs/pdf/full/16014IIED.pdf

14. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Policy instruments in general 1.Informational or endorsing instruments: Campaigns, guidelines, trainings 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments: Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees “soft-law approach” regulatory approach

15. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 CSR policies dominated by soft-law approach 1.Informational or endorsing instruments: Campaigns, guidelines, trainings 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments: Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees regulatory approach “soft-law approach”

16. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Orientation 1.What is the methodological basis of the survey? Number of interviews, countries covered etc. 2.What instruments are used in CSR policies? Typology of CSR policies in general 3.What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice 4.Were we able to draw some general conclusions? Success factors and challenges … 5.What are the next steps? Case studies; analyses on SRI and CSR in Public Procurement

17. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Initiatives surveyed and the „compendium“ 65 initiatives (76.5%)

18. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Initiatives surveyed and the „compendium“  85  Country average: 4.3  Range: 0-9  85  Country average: 4.3  Range: 0-9 85 initiatives in total 20 initiatives (23.5%) 65 initiatives (76.5%)

19. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 How to sort & present the „toolbox“ of 85 instruments? 1.Informational or endorsing instruments: 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees Example

20. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 CSR awareness raising instruments 1.Informational or endorsing instruments: 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees 15 or 17.7% Educational activities: conferences, seminars, trainings 15 or 17.7% Educational activities: conferences, seminars, trainings 9 or 10.6% Government- sponsored guidelines (global, sectoral, for SMEs) 9 or 10.6% Government- sponsored guidelines (global, sectoral, for SMEs)

21. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 CSR awareness raising instruments 1.Informational or endorsing instruments: 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees 15 or 17.7% Educational activities: conferences, seminars, trainings 15 or 17.7% Educational activities: conferences, seminars, trainings 9 or 10.6% Government- sponsored guidelines (global, sectoral, for SMEs) 9 or 10.6% Government- sponsored guidelines (global, sectoral, for SMEs) Example Austria: CSR Austria guidelines since Dec 2003 Additionally: 10 sector- specific CSR Guidelines for SMEs Dissemination starts in 2007 Accompanied by best- practice examples and do-it-yourself instructions Example Austria: CSR Austria guidelines since Dec 2003 Additionally: 10 sector- specific CSR Guidelines for SMEs Dissemination starts in 2007 Accompanied by best- practice examples and do-it-yourself instructions

22. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 CSR awareness raising instruments 1.Informational or endorsing instruments: 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees 15 or 17.7% Educational activities: conferences, seminars, trainings 15 or 17.7% Educational activities: conferences, seminars, trainings 9 or 10.6% Government- sponsored guidelines (global, sectoral, for SMEs) 9 or 10.6% Government- sponsored guidelines (global, sectoral, for SMEs) 9 or 10.6% Information resources: websites, studies, reports 8 or 9.4% Information/awareness raising campaigns 8 or 9.4% Information/awareness raising campaigns

23. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 CSR awareness raising instruments 1.Informational or endorsing instruments: 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees 8 or 9.4% Information/awareness raising campaigns 8 or 9.4% Information/awareness raising campaigns Example Ireland: Awareness campaign “reduce, reuse, recycle“ radio, TV, poster, website target groups: public & companies recycling rates increased Example Ireland: Awareness campaign “reduce, reuse, recycle“ radio, TV, poster, website target groups: public & companies recycling rates increased

24. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 CSR awareness raising instruments 1.Informational or endorsing instruments: Campaigns, guidelines, trainings 2.Partnering instruments: 3.Financial or economic instruments: Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees 9 or 10,6% Cooperations: Networks, partnerships, agreements 9 or 10,6% Cooperations: Networks, partnerships, agreements 4 or 4,8% Stakeholder engagement: Fora, discussion groups 4 or 4,8% Stakeholder engagement: Fora, discussion groups Example Sweden: “Globalt Ansvar” Partnership for global responsibility Government invites companies to join the partnership by adopting the OECD guidelines and the UN Global Compact Example Sweden: “Globalt Ansvar” Partnership for global responsibility Government invites companies to join the partnership by adopting the OECD guidelines and the UN Global Compact

25. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 CSR awareness raising instruments 1.Informational or endorsing instruments: Campaigns, guidelines, trainings 2.Partnering instruments: 3.Financial or economic instruments: Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees 9 or 10,6% Cooperations: Networks, partnerships, agreements: 9 or 10,6% Cooperations: Networks, partnerships, agreements: 4 or 4,8% Stakeholder engagement: Fora, discussion groups 4 or 4,8% Stakeholder engagement: Fora, discussion groups Example Hungary: “Reconciliation Council” negotiates labour rights The „Social and Economic Council“ discusses social plans Example Hungary: “Reconciliation Council” negotiates labour rights The „Social and Economic Council“ discusses social plans

26. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 CSR awareness raising instruments 1.Informational or endorsing instruments: Campaigns, guidelines, trainings 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments: 4.(Mandating instruments): Laws, regulations, decrees 7 or 8.2% Awards: Prices, awards, (audits and labels) 7 or 8.2% Awards: Prices, awards, (audits and labels) 3 or 3.5% Economic incentives: loans, grants, subsidies 3 or 3.5% Economic incentives: loans, grants, subsidies Example Sweden: Links foreign trade & investment to CSR Export credits and state guarantees only if anti-corruption agreement signed Mandatory character, but still soft-law Example Sweden: Links foreign trade & investment to CSR Export credits and state guarantees only if anti-corruption agreement signed Mandatory character, but still soft-law

27. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Hybrid instruments 1.Informational or endorsing instruments: Campaigns, guidelines, trainings 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments: Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees 8 or 9.4% Action plans/programmes/strategies for CSR Denmark: “People & Profit” Programme initiated in 2004 Activities: research, training, dissemination of information Goal: enhance competitiveness (foster CSR as a business case) Denmark: “People & Profit” Programme initiated in 2004 Activities: research, training, dissemination of information Goal: enhance competitiveness (foster CSR as a business case)

28. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Hybrid instruments 1.Informational or endorsing instruments: Campaigns, guidelines, trainings 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments: Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees 8 or 9.4% Action plans/programmes/strategies for CSR Example Netherlands: “Knowledge and Information Centre” on CSR since 2004 Disseminate knowledge and good practices Promote stakeholder dialogues Foster partnerships Example Netherlands: “Knowledge and Information Centre” on CSR since 2004 Disseminate knowledge and good practices Promote stakeholder dialogues Foster partnerships 7 or 8.2%: Platforms, centres, other institutions

29. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Other instruments 1.Informational or endorsing instruments: Campaigns, guidelines, trainings 2.Partnering instruments: Networks, partnerships, dialogues 3.Financial or economic instruments: Economic incentives, subsidies, grants 4.(Mandating instruments): Laws, regulations, decrees 7 or 8.2%: Platforms, centres, other institutions 6 or 7% Others (mentioned once or not classifiable) 8 or 9.4% Action plans/programmes/strategies for CSR

30. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Overview of CSR awareness raising instruments Education activities, e.g. conferences, seminars, trainings; 17.7% Government-sponsored guidelines; 10.6% Information resources, e.g. website, studies, reports etc.; 10.6% Information/awareness raising campaigns; 9.4% Networks/partnerships/ agreements; 10.6% Multi-stakeholder fora; 4.8% Prices and awards (CSR audits/labels); 8.2% Economic incentives (loans, grants, subsidies); 3.5% Action plans/ programmes/strategy for CSR; 9.4% Institutions: platforms/ centres; 8.2% Others; 7.0% Informational or endorsing instruments Partnering instruments Financial or economic instruments Hybrid tools and others

31. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Target groups of CSR awareness raising Companies; 40.3% Young people; 1.6% Business/industry sectors; 1.6% Universities/schools; 6.2% Consumers/consumer organizations/general public; 7% Ministries/governmental officials; 7.6% Trade unions/social partners; 8.5% NGOs; 10.1% SMEs; 12.4% Employees; 1.6% Others; 3.1%

32. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Target groups of CSR awareness raising Companies; 40.3% Consumers/consumer organizations/general public; 7% Ministries/governmental officials; 7.6% Trade unions/social partners; 8.5% NGOs; 10.1% SMEs; 12.4% Few initiatives focus exclusively on SMEs (no prices/awards) --- generally regarded as most important target group

33. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Target groups of CSR awareness raising Companies; 40.3% Trade unions/social partners; 8.5% NGOs; 10.1% SMEs; 12.4% NGOs never mentioned as target group of networks and partnerships Consumers/consumer organizations/general public; 7% Ministries/governmental officials; 7.6%

34. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Target groups of CSR awareness raising Companies; 40.3% Consumers/consumer organizations/general public; 7% Ministries/governmental officials; 7.6% Trade unions/social partners; 8.5% NGOs; 10.1% SMEs; 12.4% Social partners rarely mentioned as target group (even not in networks, multi- stakeholder fora etc.)

35. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Target groups of CSR awareness raising Companies; 40.3% Trade unions/social partners; 8.5% NGOs; 10.1% SMEs; 12.4% Consumers play minor role --- generally regarded as key target group (3rd place) Consumers/consumer organizations/general public; 7% Ministries/governmental officials; 7.6%

36. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Orientation 1.What is the methodological basis of the survey? Number of interviews, countries covered etc. 2.What instruments are used in CSR policies? The „toolbox“ of CSR policy in general 3.What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice 4.Were we able to draw some general conclusions? Success factors and challenges 5.What are the next steps? Case studies; analyses on SRI and CSR in Public Procurement Success factors Challenges & obstacles General issues

37. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Success factors 1.Active role of governments: Governments have many tools at hand for CSR awareness raising, and they should make use of them [by targeting companies and their stakeholders] 2.General versus application-oriented contents: Practical relevance for companies is key; focus on the needs of companies [but: different target groups, different content!] 3.Collaborative approach: CSR awareness raising works best when governments cooperate with companies

38. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Challenges & obstacles 1.Getting the interest and attention of companies: – in particular of SMEs – is often a difficult endeavour because of time constraints 2.Financial constraints: in public authorities and companies often hinder the implementation of CSR initiatives 3.Co-operations across ministries: are often difficult to establish (because of different understanding or political intentions regarding CSR)

39. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 General issues 1.Most initiatives target companies, but since CSR is often a function of stakeholder pressure, awareness raising should also target the media, NGOs, consumers etc.  Political choice: “softer/softest-law approache” vs. “more rigorous soft-law approach” (“naming-and-shaming”) 2.CSR in New Member States is a relatively new issue that is viewed differently than in Western Europe because of the communist past 3.The European Commission plays an important role for raising CSR awareness in MS, but the latest Communication on CSR (2006) is no help

40. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Orientation 1.What is the methodological basis of the survey? Number of interviews, countries covered etc. 2.What instruments are used in CSR policies? Typology of CSR policies in general 3.What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice 4.Were we able to draw some general conclusions? Success factors and challenges … 5.What are the next steps?

41. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Three case studies on CSR awareness raising Sweden: “Globalt Ansvar” Partnership for global responsibility Government invites companies to join the partnership by adopting the OECD guidelines and the UN Global Compact Sweden: “Globalt Ansvar” Partnership for global responsibility Government invites companies to join the partnership by adopting the OECD guidelines and the UN Global Compact Netherlands: “Knowledge and Information Centre” on CSR since 2004 Disseminate knowledge and good practices Promote stakeholder dialogues Foster partnerships Netherlands: “Knowledge and Information Centre” on CSR since 2004 Disseminate knowledge and good practices Promote stakeholder dialogues Foster partnerships Denmark: “People & Profit” Programme initiated in 2004 Activities: research, training, dissemination of information Goal: enhance competitiveness (foster CSR as a business case) Denmark: “People & Profit” Programme initiated in 2004 Activities: research, training, dissemination of information Goal: enhance competitiveness (foster CSR as a business case)

42. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 Orientation 1.What is the methodological basis of the survey? Number of interviews, countries covered etc. 2.What instruments are used in CSR policies? Typology of CSR policies in general 3.What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice 4.Were we able to draw some general conclusions? Success factors and challenges … 5.What are the next steps? Case studies; analyses on CSR in Public Procurement and SRI

43. CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006 reinhard.steurer@wu-wien.ac.at Research Institute for Managing Sustainability Vienna University of Economics and Business Administration Fax: ++43/1/31336-904698 www.sustainability.at Thanks for your support so far --- and for the work ahead