No escape from CSR
The organiser of the contest is Greenpeace which “awards” the most irresponsible companies and by doing so draws attention to their operations. The awards have been presented since 2005 and this year 280,000 people voted for Gazprom. The number of the voters shows the scale of the enterprise, the growing consumer awareness, and the fact that there is no escape from CSR. For many years now global corporations have been publishing CSR reports presenting their impact on the widely understood environment. So far, reporting in this area was voluntary.
In April 2013 the European Commission received a motion concerning the requirement of reporting by companies with the average number of employees exceeding 500, with the balance sheet total of over 20 million euro. The list included 18,000 companies. This means that quite soon CSR and reporting will become a necessity for large companies. Also small and medium enterprises will not be able to avoid it because corporate social responsibility involves the care for the whole chain of values. Therefore corporations will require the suppliers of their services toreport on, for example, CO2 emissions or on abiding by the codes of ethics.
Dialogue is the key
CSR is becoming more and more widespread. Cities introduce codes of ethics; they implement modern technologies aimed at lowering noise levels, like porous asphalt reducing the noise by 2-5 decibels. Agglomerations appear which use ecological sources of energy like e.g. Caofeidan where 95% of the energy needs of the city will be satisfied using renewable energy sources.
Dialogue continuously plays the key role. Asking stakeholders for opinions or consulting solutions with them may be the beginning of social innovations. The dialogue should benefit the company and the largest possible number of stakeholders.
How to do it?
Raben Group regularly conducts the Customer Satisfaction Survey. This year's edition had a special character. Due to the care for the natural environment, for the first time the questionnaire was done online. For each completed questionnaire in 10 countries of the Old Continent Raben Group donated minimum 1 euro to the locally selected nongovernmental organisation. In Poland and in Hungary the amount for completing almost 800 questionnaires was donated to the Partnership for Road Safety association and also in Poland to “My first car seat campaign” which promotes safe transport of children in car seats. Three sides benefited. Raben Group received feedback on the rendered services. As a result of the survey the Customers will be able to use improved services. The youngest travellers also benefited because the whole amount from the research was allocated to increasing their safety.
Nobody asks anymore…
Today the tender documents we receive don't have questions if we have any environmental licenses. The Customers ask what certificates they are. They don't ask if we measure CO2 emissions but what we are going to do to lower them. Some elements are taken for granted.
We are shifting to a higher level of engagement and awareness.