HOW TO DO IT WRONG?Straightway to CSR flops.

24.05.2007

2

TALKING ABOUT CSR …

What is CSR? Is it something new at all? Do we really need it? Who will take the benefits out of it? Who can afford it? How does it really work?

A controversial dialogue:

How it really does n o t work?

3

PURE

CSR

TAKE IT AS A FASHION

Label everything as „CSR“ and wait till everybody perceives you as responsible.

Use it as a new term for traditional approaches, like …

• Social Sponsoring

• Charity

• Donations

• Philanthropy

… or just use it as a Marketing-Tool• for promotional purposes • for Greenwashing

CSR•With CSR

1

4

TREAT IT LIKE COSTS

CSR costs money. Try to safe your money. Reduce CSR.

You have to earn money before you can spend it.

Don‘t think that CSR has something to do with earning money. It‘s only about spending money.

Never take it as an investment. Otherwise it could increase your profit.

Prevent that your shareholders see your CSR approach as strategic risk management.

Do not go to deep into this area. Stay on the surface…

2

Giving Back to the Society Social Standards Environmental Standards

5

FORGET ALL FINANCIAL VALUES

CSR is for „Do Gooders“Forget all tangibles. Intangibles are now „in“.Feel responsible for everything.Now companies have to take care on all public issues.Replace all financial values with ethical values.Always look for important needs of the society.

Develop solutions – but not necessarily based on your competences.Be careful that you don‘t earn any money in this way.If it turns into financial benefits, it‘s too late for a CSR-flop.

Social responsibility should not have anything to do with business.

3

•Be a Do Gooder!

6

FOCUS ON PROJECTS

Projects and campaigns should be important for you.

Do not implement processes. Always focus on short-term and – if possible – on single projects.

Do not do it every day.

Dedicate just specificdates for these events.

Do not try to integrateit into your dailybusiness.

It is astand-aloneissue.

Do notmix! CS

RHR

R&DSA

LES

NOW

WITH CSR!

Today is CSR-Day!

4

Start the next project only after the previous one has been successfully implemented and promoted!

7

DECIDE EVERYTHING ALONE

Be a King.

You are responsible. You have to make all decisions. Alone.

Do not include others. Exclude all stakeholders. Do not involve them in your CSR strategy. Do not even inform others.

Be always aware: It‘s up to you to be responsible and you certainly know how to do it.

You have been always responsiblealso in the past. So what at all?

Do not accept any advice. Do notbenefit from the experiences of the others.

Do not look at any of the existing standards,regulations or initiatives like GRI, Global Compact,SA8000, ISO 14000 or 26000, AA1000, EMASor any of the sustainability indexes.

Forget Corporate Governance and reporting.

To whom should you report? You are the King.

5

8

JUST GIVE IT TO SOMEBODY

If you have to do it – find a department that wants to deal with this issue.

Do not spend your own time. The CEO should not be involved at all.

Delegate it to some colleagues who have less to do or do not have such an important job.

Do not bother all your departments with this additional issue. It‘s enough if some specialists take care of it.

CSR is a discipline only for special people.

6

9

OUTSOURCE IT

You don‘t have to do everything inhouse. Give it to people who have learned it.Focus on your business. Let others take care of CSR.Do not try to find a link between CSR and your core business.CSR should not change your current work or strategy.Ask external specialists to define your values. Values and the Code of Conduct are important parts of CSR – it should be done only by top-experts.

7

10

COPY IT

Why to invent something that already exists?

Safe your resources and just do what others have already done.

CSR is complex. Thus try to reduce complexity. Make it simple.

Copy. Paste.

Strategy.docFrom „Your CSR“ to „My CSR“

8

11

TAKE IT AS A SCIENCE

See it as a wide field for academic discussions.

Use it to start a discource about ethics, philosophy, the future of the world, god and all existence theories that you have ever heard of.

Always try to enter the next level of this theoretical approach. Find new arguments, new theories, be dialectic.

Never start to do it.

9

12

And if you really want to create a great CSR flop:

Never listen.

Thank You.