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Corporate Social Responsability

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Arturo Bueno

on 30 January 2017

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Transcript of Corporate Social Responsability

What is Corporate Social Responsibility?
“A
commitment
to
improve community
well-being through discretionary business practices and
contributions
of corporate resources”.
M·A·C celebrates diversity and INDIVIDUALITY – their motto is:
All Ages, All Races, All Sexes.
Evaluation
Corporate Social Responsibility
as a focal point of Brand Communication


Philip Kotler & Nancy Lee (2005)
“The continuing
commitment
by business to
behave ethically
and contribute to sustainable
economic development
while
improving the quality
of life of the workforce and their families as well as of the local
community and society
”.
Why to adopt CRM as a part of my brand management?
Market Trends
Customer
Centric Approach
Humanistic
Approach
Company point of view
“It’s no longer a question if consumers care about social impact. Consumers do care and show they do through their actions.
Now the focus is on determining how your brand can effectively create shared value by marrying the
appropriate social cause and consumer segments
".
Consumer point of view
Amy Fenton, Nielsen’s global leader of public development and sustainability
A 2014 study titled 
The Nielsen Global Survey of Corporate Social Responsibility
 examined more than
30,000 consumers in 60 countries
worldwide to better understand the impact of CSR on behavior

67%
prefer to work for socially responsible companies.

55%
will pay extra for products and services from companies committed to positive social and environmental impact.

52%
made at least one purchase in the past six months from one or more socially responsible companies.

52%
check product packaging to ensure sustainable impact.

49%
volunteer and/or donate to organizations engaged in social and environmental programs.
Reputation Institute is the world's leading research and advisory firm for reputation.

They serve clients in more than 400 of the top Global 1,000 companies.

Three approaches to integrating CSR with marketing
Outdoor sports and everyday gear retailer
Founded in 1973
Privately held
Mission of the Company
Build the best product,
cause no unnecessary harm,
use business
to inspire and implement solutions to the environmental crisis.
How they do it?
Consistency between core beliefs and company products, actions and activities
Organizational Culture
Employees are #1 company mission advocates.
No set schedules.
Staff can take office time to pursue sports, spend time with families and work on environmental projects.
Surrounded by green areas.
Bicycles and surfing boards lined up outside the building (ocean is one block away).
Solar panels to provide electricity.
Inside yoga / aerobics areas.
In-house child care centre.

Full-page ad on The New York Times during Black Friday 2011
Patagonia invests next to nothing in traditional advertising.
Major use of buzz marketing.
Taking word of mouth to another level thanks to a wise approach towards social media.
UNCONVENTIONAL & DIGITAL
Mixing content strategy
and activism
Engaging customers
Activist brand ambassadors

Patagonia collects insights from athletes also willing to get connected to the company mission and to spread out its socially responsible messages
M·A·C believes in
SOCIAL RESPONSIBILITY,
with initiatives such as
VIVA GLAM
and the
M·A·C AIDS Fund
at the heart and soul of our unique culture
Created in 1994, the passionate red VIVA GLAM Lipstick raised
money and awareness
for HIV/AIDS at a time when the pandemic was dramatically affecting fashion communities and was stigmatized as a gay disease.
100% of the purchase price of any VIVA GLAM product goes toward the M·A·C AIDS Fund
M·A·C AIDS Fund has raised over
$400 million

exclusively through
the sale of M·A·C VIVA GLAM
Lipstick and Lipglass
M
·
A
·
F funds innovative programs that deal directly with the most marginalized, stigmatized and under-heard victims.

M
·
A
·
F
celebrates humanity, life, creativity and individuality
.

Making a difference, one VIVA GLAM lipstick at a time.
Brand communication does not focus on the campaign – online, on social media or in store. Information is always readily available to be found but
MAC does not lead their communication with their responsibility efforts.
Communication on “Why work for MAC” includes the MAF and employee volunteer programme as a motivator, and is a key element of their high staff retention rate.
The first spokesperson for the VIVA GLAM campaign was drag icon Ru Paul.

The celebrities that front the campaign express a personal connection to the cause and are provocative, alternative and influential.
Caitlyn Jenner (formerly Bruce Jenner) is a retired Olympic gold decathlete and perhaps most famous for appearing on “Keeping Up With The Kardashians.”
She revealed her identity as a trans woman in 2015.
All proceeds from the sale of the
VIVA GLAM lipstick “Finally Free” will go to Transgender initiatives with the MAF.
PRODUCTS AND SERVICES

CO2 EMISSIONS
ELECTROMOBILITY
MOBILITY PATTERN

PRODUCTION AND VALUE CREATION
CONSUMPTION OF RESOURCES
RENEWABLE ENERGY
SUSTAINABLE, RESOURCE-EFFICIENT SUPPLY CHAIN

EMPLOYEES AND SOCIETY
INTERCULTURAL UNDERSTANDING
DIVERSITY
LONG-TERM EMPLOYEE DEVELOPMENT
HEALTH AND PERFORMANCE

The coverage and the tone of communication for a specific area of CSR
is proportional to the relevance that the area has for the BMW Group and for the stakeholders

Great focus is put on CO² emissions’ reduction and “highly material” issues:
“By 2020 the BMW Group will have reduced CO² emissions in the European new vehicle (EU-28) by at least 50% compared to the base year 1995”

WHILE

The CSR area related to the workplace conditions and to the employees is not as broadly communicated as the environmental involvement but it rather performs an internal communication task.
TWO DIFFERENT VISIBILITIES -----> TWO DIFFERENT AUDIENCES
BMW.COM

(POTENTIAL) CUSTOMERS
VALUES -> DRIVING/RIDING PLEASURE, TECHNOLOGICAL INNOVATION

CSR NOT DIRECTLY COMMUNICATED
TANGIBLE ASPECTS (EFFICIENT DYNAMICS + ELECTRIC VEHICLES) TO MEDIATE CSR - ASPECTS THAT CAN BE TRACED TO THE PRODUCTS
IMPLICIT ENVIRONMENTAL RESPONSIBILITY AS AN ADDED VALUE
BMWGROUP.COM
STAKEHOLDERS, INVESTORS AND PROFESSIONALS
ONE-WAY COMMUNICATION, INFORMATIVE MONOLOGUE
SUSTAINABILITY IS EXPLICIT

CSR AS A MAIN CHAPTER
NO DIALOGUE - NO PARTICIPATION
DETAILED, STRUCTURED INFORMATION (i.e. ANNUAL REPORT)
CSR
Awareness
Part of the
perception
Shareholders
and
Investors
Actual and
Potential
Customers
Innovation and
efficiency
Not part of
the general
perception
Royal Dutch Shell Plc. Anglo-dutch multinational oil and gas company.

In over 90 countries
44,000 service stations worldwide.
Minor renewable energy activities: bio fuels and wind
Sustainability Report 2015
Social Corporate Responsibility Strategy
Shell Foundation, established in 2000.

Communication strategies
The Oil Spills
Conflict in the Niger Delta
Greenpeace and Lego
IS CORPORATE SOCIAL RESPONSIBILITY
FOR EVERYONE?
WHY SHOULD COMPANIES ENGAGE IN CSR?
These activities increase awareness and the involvement of citizens and all parties of the society in worldwide problems.
THANKS FOR YOUR ATTENTION

World Business Council for Sustainable Development

Initial endowment from Shell group: $ 250 million
Annual donations:$ 15 million
Voluntary social investment globally: $ 159 million
CSR programs including:
Other activities...
Traditional Media
Social Events
Service Solutions on their website
Application
Social Media
The Delta in Nigeria:
- Devastating impact on the region's evironment: deforestation, severe pollution, acid rain.
- Destroying the Ogoni's economy based on fishing and farming, raising of the cancer rates.
- Poverty has dramatically increased: 80% of the residents living on less than $1/day
MOSOP: Movement for the Survival of the Ogoni People
November '95 the leader Ken Saro-Wiwa and four more activists were executed
How was Shell involved?
CCR in US: Opened cases against Shell: crimes against the humanity, torture, inhuman treatment, execution.
Cases are still open...
Shell's statement about the oil spills:
SABOTAGE & OIL BUNKERING
Case opened in the Dutch Parliament: Shell revised its estimates from 98% to 70%
2004
2013
2014
The Dutch court ruled: Shell was liable for the pollution in the Niger Delta.
Shell agrees about a $84 million deal over the Niger Delta oil spills.
(Shell's first offer $ 6000)
"98% of the oil spills in Nigeria were due to sabotage"
-The Nigerian Court ruled in 2000
"The social media oil spill" - Greenpeace activists
How it started:
The right product for the right CSR.
Their whole communication strategy follows the company philosophy.
Engaging and emotional messages in their ads.
Consumers become part of the communication process.
Brings attention to and helps an underattended cause.
CSR attracts a different audience.
CSR does not overpower the brand positioning.
Consistency: the public knows the company is seriously committed.
CSR is part of their organizational DNA.
Leaders are actively leading by example on CSR.
Focused on true societal impact.
Employees and key stakeholders are actively engaged in CSR.
Through their abuse of the environment they lost: - Trustworthiness - Respect
Decrease in value of the company
Not reliable or transparent employer
Company with false “conscience“
There is a relevant cause for every company.

No contribution is too small.
Companies are contributing in many fields, such as:
Medicine, social systems, education, economy, worldwide communication and translation of the needs of nationalities in problematic regions.
Challenges
Benefits
Full transcript