Social Corporate Responsibility (SCR) - is it a vital part of business life now?

Well, first of all what is CSR itself?

(abbreviations are nice but since you know what they mean)

So CSR is "Corporate social responsibility (CSR, also called corporate conscience, corporate citizenship, social performance, or sustainable responsible business) is a form of corporate self-regulation integrated into a business model. CSR policy functions as a built-in, self-regulating mechanism whereby business monitors and ensures its active compliance with the spirit of the law, ethical standards, and international norms. The goal of CSR is to embrace responsibility for the company's actions and encourage a positive impact through its activities on the environment, consumers, employees, communities,stakeholders and all other members of the public sphere."

The rest of the article can be read on lovely Wiki page - CSR

Actually, the more successful the business is- the healthier society is, and the healthier the society is - the more successful the business is. This interconnection is simple, clear and  suitable for everyone. The slogan of the business of the second half of the 20th century is "grow or die!" and it brought the society and the companies not only benefits, but also a lot of troubles (eg environmental), for which business is to blame. In some cases the charges are true, in others - not. 

Thus, Nestlé, the world's largest supplier of bottled water is on of the main targets of the global debate on the depletion of fresh water, although the company uses only 0.0008% of world reserves. 

To find more about the ban of Nestle Water visit Stopnestlewaters.org

What is more,people are annoyed by the too high, often unrealistic promises that companies tell the consumers, sugary-sweet declaration of missions and values  backed by completely unethical behavior of these companies (for example, in respect to its own employees).

The public is trying to influence the corporations with hundreds and hundreds of different organizations, movements, initiatives, often losing, sometimes gaining. However, the irony is that, if there were huge wins over the business, eventually that would bring society's absolutely no benefit.Actually, the weaker a business, the weaker a society.  That is still the same way of relationships, but with a "minus" sign. 

The idea of ​​corporate social responsibility (CSR), in fact, allows to rethink the relationships developed between business and society, giving them a more constructive direction.

The History

First talks about CSR began in the U.S. in 1905 when there arose the "Rotary" movement, which was based on the fact that financially successful people had to contribute to the improvement of the professional sphere and society. 90 years later, in 1995, leading companies have formed a so-called EU Initiative Corporate Social Responsibility-Europe, that unites about 50 large corporations. In 1999 the UK International Standard Accountability 1000 was designed to measure the performance of companies from the ethical point of view.

In 2000 by the initiative of the UN Secretary Kofi Annan there was created the Global Compact, calling together business and civil society to support ten principles of human rights, labor relations and the environment. Hundreds of global companies have already joined this initiative.


To find out more about the Global Compact visit http://www.unglobalcompact.org/

For the first time a project of social accountability to the public was introduced in the early 90's by a number of companies such as the UK Body Shop, American Ben & Jerry's and Canada's Van City.

This approach (CSR) gives the company an opportunity to listen and respond to the expectations of its customers.


Why use CSR if it makes the companies spend amounts of money?

Maintenance of corporate social responsibility in the company at the first stage increases the business expenses, however it's promising investment that pays off not only by a good reputation, but by the real profit. And if you add other good sides, the business benefits are obvious. These are, for example, growth in consumer trust, increased demand for company’s products and services, support of company’s activities by the local public, the competitiveness of products and finally increased profits. In particular, it is important for companies whose activities give rise to public debate, for example, industrial companies that deal with gas or oil, or companies that produce products that  directly or indirectly affect the society ( tobacco, pharmaceutical companies), as well as public companies, (i.e. mobile technologies spheres and financial spheres).

So as it is possible to find out CSR is extrmely beneficial for business.And here comes the PR.

PRofs deal with the main aim here- to create the ability of the company communicate with the audience in a proper way. Create a good brand image and cover itself from the NGO attacs.

As far as the company understands the importance of CSR it will develop in a right way.

It will gain public trust, get a good image and increase sales.Showing that the money the company gets could be spent on something really usefull for public, will create an extra bonus for the company.

P.S. And PR people will not lose their jobs at that sphere =)