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CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006
CSR Awareness Raising in EU Member States – The survey results
Dr. Reinhard SteurerGerald Berger MA Astrid Konrad MA
Dr. André Martinuzzi
Research Institute for Managing SustainabilityVienna University of Economics and Business Administration
www.sustainability.at
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
CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006
Thematic preferences for three CSR policy analyses
0
2
4
6
8
10
12
14
16
Awareness Codes ofConduct
Reporting SRI Procurement Labels
Scores "no"
Scores "yes"
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. 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
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
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
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
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
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
CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006
Institutional affiliation of interview partnersInstitutional 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%)
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
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
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
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
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
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”
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
CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006
Initiatives surveyed and the „compendium“
65 initiatives (76.5%)
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%)
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
ExampleExample
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)
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
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
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
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
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
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
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
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/stra
tegies for C
SR
8 or 9
.4% Action plans/programmes/stra
tegies for C
SR
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)
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/stra
tegies for C
SR
8 or 9
.4% Action plans/programmes/stra
tegies for C
SR
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%: Platfo
rms, c
entres, o
ther institu
tions
7 or 8
.2%: Platfo
rms, c
entres, o
ther institu
tions
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%: Platfo
rms, c
entres, o
ther institu
tions
7 or 8
.2%: Platfo
rms, c
entres, o
ther institu
tions
6 or 7% O
thers (mentio
ned once or not c
lassifiable)
6 or 7% O
thers (mentio
ned once or not c
lassifiable)
8 or 9
.4% Action plans/programmes/stra
tegies for C
SR
8 or 9
.4% Action plans/programmes/stra
tegies for C
SR
CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006
Overview of CSR awareness raising instrumentsOverview 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
CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006
Target groups of CSR awareness raisingTarget groups of CSR awareness raising
0
5
10
15
20
25
30
35
40
45
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%
CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006
Target groups of CSR awareness raisingTarget groups of CSR awareness raising
0
5
10
15
20
25
30
35
40
45
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
Few initiatives focus exclusively
on SMEs (no prices/awards) ---
generally regarded as most important
target group
CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006
Target groups of CSR awareness raisingTarget groups of CSR awareness raising
0
5
10
15
20
25
30
35
40
45
Companies; 40.3%
Trade unions/social partners; 8.5%
NGOs; 10.1%
SMEs; 12.4%
NGOsnever mentioned as target group of
networks and partnerships
NGOsnever mentioned as target group of
networks and partnerships
Consumers/consumer organizations/general
public; 7%
Ministries/governmental officials; 7.6%
CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006
Target groups of CSR awareness raisingTarget groups of CSR awareness raising
0
5
10
15
20
25
30
35
40
45
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 partnersrarely mentioned as target group
(even not in networks, multi-stakeholder fora
etc.)
Social partnersrarely mentioned as target group
(even not in networks, multi-stakeholder fora
etc.)
CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006
Target groups of CSR awareness raisingTarget groups of CSR awareness raising
0
5
10
15
20
25
30
35
40
45
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 play minor role ---
generally regarded as key target group (3rd
place)
Consumers/consumer organizations/general
public; 7%
Ministries/governmental officials; 7.6%
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?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 factorsSuccess factors Challenges & obstacles
Challenges & obstacles General issuesGeneral issues
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
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)
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 Statesis 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
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?
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)
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
CSR Awareness Raising – survey results CSR HLG Meeting on 23 October 2006
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