MARC RUIVIEJO CIRERA
CSR IN ACTION
WHY I WORK ON CSR
First of all, because I like it
CSR continuously brings new challenges and most of them share a common thread: how can we consolidate business growth and benefits while respecting the environment and at the same time creating value to each stakeholder group?
Overcoming these challenges and working alongside a team of people to find solutions is highly motivating and satisfying for me.
I strongly believe in a world where companies operate in a more responsible and sustainable way; where those who do the right thing and behave with honesty stand out and are better off. I'm convinced there are ways of doing business in which all parties involved gain from it. What we call win-win scenarios. And I don't just believe these kind of scenarios exist, I believe they're crucial for the common good and for companies' bottom lines, and I'm determined to work towards achieving them.
Because it's necessary
In a world with fierce competition, where there's more pressure from regulators, where legislation on this matter is stricter every day, where society - especially customers and consumers - are more demanding, where we all use more natural resources than the world can produce, where information is more volatile and accessible than ever before...
Doing business in an ethical and sustainable way is not an option; it's a must.
Because I despise "greenwashing"
Over the past few years we've seen many companies making misleading and even deceitful use of CSR. Too often businesses used concepts like "green", “eco", "social" or "values" with scandalous frivolity solely to hide practices that were everything but ethical and sustainable.
Others haven't been that cynical, but sadly have approached CSR as "an obligation'. That is, they complied with the law – perhaps even publishing a short report once a year to show the world they're doing something about it.
Some brands have already realised that using CSR for marketing purposes is highly counterproductive, yet sadly many still live in the 90s.
It's time to start doing things the right way. To take advantage of the benefits that CSR and business ethics bring when designed and implemented properly and effectively. It's time to put CSR into action.
Because it makes business sense
CSR yields benefits for both the companies that put it into practice as well as all their stakeholders.
But beyond percentages, statistics and case studies, common sense is often enough to get some of these benefits.
Here some of them:
A culture of success
CSR and business ethics help create a more harmonious atmosphere at work and a stronger corporate culture.
This increases employees' wellbeing, motivation, sense of belonging and commitment. A positive workplace helps minimise risks (e.g. work conflicts, illegal practices, etc.), reduces costs (e.g. talent attraction and retention, accidents, absenteeism, etc.) and drives growth (e.g. increases quality, productivity, the will to improve and innovate, employees' commitment to achieve the company objectives, etc.).
A sustainable business
Most companies use scarce and ever more expensive resources to operate, whether as a source of energy or as raw materials. To ignore this and carry on regardless is almost like resigning ourselves to compete with a disadvantage and disappear in the mid/long run.
It's a no-brainer that a company can reduce its consumption of gas, water and electricity (and cut the cost of the bills) by improving their processes and implementing an energy-savings policy. Likewise, innovation can help a business operate in more efficiently and develop products that use fewer scarce materials.
A good CSR strategy will help you assess and improve the securityof your business in the near future by tapping on alternative ways of operating that are more sustainable.
A prestigious reputation
Putting CSR and business ethics at the heart of your business builds trust and satisfaction among your stakeholders.
When a company behaves in a socially-responsible way it creates pride amongst its people, strengthens relationships with its suppliers, attracts and generates loyalty with customers, and gains investors' trust. CSR becomes, in a nutshell, a source of differentiation and helps you stand out.
© 2015 by Marc Ruiviejo Cirera - Last update: February 2015