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Context and general remarks

CSR Awareness Raising in EU Member States – The survey results Dr. Reinhard Steurer Gerald Berger MA Astrid Konrad MA Dr. André Martinuzzi Research Institute for Managing Sustainability Vienna University of Economics and Business Administration www.sustainability.at.

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Context and general remarks

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  1. CSR Awareness Raising in EU Member States – The survey resultsDr. Reinhard SteurerGerald Berger MA Astrid Konrad MADr. André MartinuzziResearch Institute for Managing SustainabilityVienna University of Economics and Business Administrationwww.sustainability.at

  2. Context and general remarks • 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) • The subjects:of the three analyses were identified in the CSR HLG meeting on 30 May 2006

  3. Context and general remarks • 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) • The subjects: of the three analyses were identified in the CSR HLG meeting on 30 May 2006 • 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

  4. Orientation • What is the methodological basis of the survey?Number of interviews, countries covered etc. • What instruments are used in CSR policies?Typology of CSR policies in general • What instruments did we find in the survey?The „toolbox“ of CSR awareness raising in practice • Were we able to draw some general conclusions?Success factors and challenges … • What are the next steps?Case studies; analyses on CSR in Public Procurement and SRI

  5. Orientation • What is the methodological basis of the survey?Number of interviews, countries covered etc. • What instruments are used in CSR policies?Typology of CSR policies in general • What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice • Were we able to draw some general conclusions?Success factors and challenges … • What are the next steps?Case studies; analyses on SRI and CSR in Public Procurement

  6. Methodological remarks • Literature review:Instruments of CSR Policy and typology of instruments • Telephone interviews: • Comments on awareness raising • Priority target groups • Description of awareness raising initiatives • Success factors • Obstacles • Lessons learned

  7. Methodological remarks • Literature review:Instruments of CSR Policy and typology of instruments • Telephone interviews:24 interviews between August and September 2006

  8. Institutional affiliation of interview partners Ministry of Foreign Affairs: 1 (4%) Other Stakeholders: 1 (4%) Mixed form of ministries: 3 (13%) Ministry of Labour and Social Security: 13 (54%) Ministry of Economy, Trade and Industry: 6 (25%)

  9. Methodological remarks • Literature review:Instruments of CSR Policy • Telephone interviews:24 interviews between August and September 2006 • Countries covered:20

  10. Methodological remarks • Literature review:Instruments of CSR Policy and typology of instruments • Telephone Interviews:24 interviews between August and September 2006 • Countries covered: 20 • 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

  11. Overview • What is the methodological basis of the survey?Number of interviews, countries covered etc. • What instruments are used in CSR policies?Typology of CSR policies in general • What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice • Were we able to draw some general conclusions?Success factors and challenges … • What are the next steps?Case studies; analyses on SRI and CSR in Public Procurement

  12. Types of (CSR) policy instruments • Informational or endorsing instruments:Campaigns, guidelines, trainings • Partnering instruments:Networks, partnerships, dialogues • Financial or economic instruments: Economic incentives, subsidies, grants • (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

  13. Policy instruments in general • Informational or endorsing instruments:Campaigns, guidelines, trainings • Partnering instruments:Networks, partnerships, dialogues • Financial or economic instruments: Economic incentives, subsidies, grants • (Mandating instruments):Laws, regulations, decrees “soft-law approach” regulatory approach

  14. CSR policies dominated by soft-law approach • Informational or endorsing instruments:Campaigns, guidelines, trainings • Partnering instruments: Networks, partnerships, dialogues • Financial or economic instruments: Economic incentives, subsidies, grants • (Mandating instruments):Laws, regulations, decrees “soft-law approach” regulatory approach

  15. Orientation • What is the methodological basis of the survey?Number of interviews, countries covered etc. • What instruments are used in CSR policies?Typology of CSR policies in general • What instruments did we find in the survey?The „toolbox“ of CSR awareness raising in practice • Were we able to draw some general conclusions?Success factors and challenges … • What are the next steps?Case studies; analyses on SRI and CSR in Public Procurement

  16. Initiatives surveyed and the „compendium“ 65 initiatives (76.5%)

  17. Initiatives surveyed and the „compendium“ listed in the compendium 20 initiatives (23.5%) "new" initiatives • 85 • Country average: 4.3 • Range: 0-9 85 initiatives in total 65 initiatives (76.5%)

  18. How to sort & present the „toolbox“ of 85 instruments? • Informational or endorsing instruments: • Partnering instruments: Networks, partnerships, dialogues • Financial or economic instruments Economic incentives, subsidies, grants • (Mandating instruments):Laws, regulations, decrees Example

  19. CSR awareness raising instruments • Informational or endorsing instruments: • Partnering instruments: Networks, partnerships, dialogues • Financial or economic instruments Economic incentives, subsidies, grants • (Mandating instruments):Laws, regulations, decrees 15 or 17.7% Educational activities: conferences, seminars, trainings 9 or 10.6% Government-sponsored guidelines (global, sectoral, for SMEs)

  20. CSR awareness raising instruments • Informational or endorsing instruments: • Partnering instruments: Networks, partnerships, dialogues • Financial or economic instruments Economic incentives, subsidies, grants • (Mandating instruments):Laws, regulations, decrees • 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 15 or 17.7% Educational activities: conferences, seminars, trainings 9 or 10.6% Government-sponsored guidelines (global, sectoral, for SMEs)

  21. CSR awareness raising instruments • Informational or endorsing instruments: • Partnering instruments: Networks, partnerships, dialogues • Financial or economic instruments Economic incentives, subsidies, grants • (Mandating instruments):Laws, regulations, decrees 15 or 17.7% Educational activities: conferences, seminars, trainings 9 or 10.6%Information resources: websites, studies, reports 9 or 10.6% Government-sponsored guidelines (global, sectoral, for SMEs) 8 or 9.4% Information/awareness raising campaigns

  22. CSR awareness raising instruments • Informational or endorsing instruments: • Partnering instruments: Networks, partnerships, dialogues • Financial or economic instruments Economic incentives, subsidies, grants • (Mandating instruments):Laws, regulations, decrees • Example Ireland: Awareness campaign “reduce, reuse, recycle“ • radio, TV, poster, website • target groups: public & companies • recycling rates increased 8 or 9.4% Information/awareness raising campaigns

  23. CSR awareness raising instruments • Informational or endorsing instruments:Campaigns, guidelines, trainings • Partnering instruments: • Financial or economic instruments: Economic incentives, subsidies, grants • (Mandating instruments): • Laws, regulations, decrees • 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 9 or 10,6% Cooperations: Networks, partnerships, agreements 4 or 4,8% Stakeholder engagement: Fora, discussion groups

  24. CSR awareness raising instruments • Informational or endorsing instruments:Campaigns, guidelines, trainings • Partnering instruments: • Financial or economic instruments: Economic incentives, subsidies, grants • (Mandating instruments): • Laws, regulations, decrees • Example Hungary: • “Reconciliation Council” negotiates labour rights • The „Social and Economic Council“ discusses social plans 9 or 10,6% Cooperations: Networks, partnerships, agreements: 4 or 4,8% Stakeholder engagement: Fora, discussion groups

  25. CSR awareness raising instruments • Informational or endorsing instruments:Campaigns, guidelines, trainings • Partnering instruments: Networks, partnerships, dialogues • Financial or economic instruments: • (Mandating instruments): • Laws, regulations, decrees 7 or 8.2% Awards: Prices, awards, (audits and labels) 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

  26. Hybrid instruments • Informational or endorsing instruments:Campaigns, guidelines, trainings • Partnering instruments: Networks, partnerships, dialogues • Financial or economic instruments: Economic incentives, subsidies, grants • (Mandating instruments):Laws, regulations, decrees • Denmark:“People & Profit” • Programme initiated in 2004 • Activities: research, training, dissemination of information • Goal: enhance competitiveness (foster CSR as a business case) 8 or 9.4% Action plans/programmes/strategies for CSR

  27. Hybrid instruments • Informational or endorsing instruments:Campaigns, guidelines, trainings • Partnering instruments: Networks, partnerships, dialogues • Financial or economic instruments: Economic incentives, subsidies, grants • (Mandating instruments):Laws, regulations, decrees • Example Netherlands:“Knowledge and Information Centre” on CSR since 2004 • Disseminate knowledge and good practices • Promote stakeholder dialogues • Foster partnerships 8 or 9.4% Action plans/programmes/strategies for CSR 7 or 8.2%: Platforms, centres, other institutions

  28. Other instruments • Informational or endorsing instruments:Campaigns, guidelines, trainings • Partnering instruments: Networks, partnerships, dialogues • Financial or economic instruments: Economic incentives, subsidies, grants • (Mandating instruments):Laws, regulations, decrees 8 or 9.4% Action plans/programmes/strategies for CSR 7 or 8.2%: Platforms, centres, other institutions 6 or 7% Others (mentioned once or not classifiable)

  29. Overview of CSR awareness raising instruments Others; 7.0% Education activities, e.g. conferences, seminars, trainings; 17.7% Institutions: platforms/ centres; 8.2% Action plans/ programmes/strategy for CSR; 9.4% Government-sponsored guidelines; 10.6% Economic incentives (loans, grants, subsidies); 3.5% Information resources, e.g. website, studies, reports etc.; 10.6% Prices and awards (CSR audits/labels); 8.2% Multi-stakeholder fora; 4.8% Information/awareness raising campaigns; 9.4% Networks/partnerships/ agreements; 10.6%

  30. Target groups of CSR awareness raising Companies; 40.3% Consumers/consumer organizations/general public; 7% SMEs; 12.4% NGOs; 10.1% Universities/schools; 6.2% Business/industry sectors; 1.6% Trade unions/social partners; 8.5% Young people; 1.6% Ministries/governmental officials; 7.6% Employees; 1.6% Others; 3.1%

  31. Target groups of CSR awareness raising Companies; 40.3% Consumers/consumer organizations/general public; 7% SMEs; 12.4% NGOs; 10.1% Few initiatives focus exclusively on SMEs(no prices/awards) ---generally regarded as most important target group Trade unions/social partners; 8.5% Ministries/governmental officials; 7.6%

  32. Target groups of CSR awareness raising Companies; 40.3% Consumers/consumer organizations/general public; 7% SMEs; 12.4% NGOs; 10.1% NGOsnever mentioned as target group of networks and partnerships Trade unions/social partners; 8.5% Ministries/governmental officials; 7.6%

  33. Target groups of CSR awareness raising Companies; 40.3% Consumers/consumer organizations/general public; 7% SMEs; 12.4% NGOs; 10.1% Social partnersrarely mentioned as target group (even not in networks, multi-stakeholder fora etc.) Trade unions/social partners; 8.5% Ministries/governmental officials; 7.6%

  34. Target groups of CSR awareness raising Companies; 40.3% Consumers/consumer organizations/general public; 7% SMEs; 12.4% NGOs; 10.1% Consumers play minor role --- generally regarded as key target group (3rd place) Trade unions/social partners; 8.5% Ministries/governmental officials; 7.6%

  35. Orientation • What is the methodological basis of the survey?Number of interviews, countries covered etc. • What instruments are used in CSR policies?The „toolbox“ of CSR policy in general • What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice • Were we able to draw some general conclusions?Success factors and challenges • What are the next steps?Case studies; analyses on SRI and CSR in Public Procurement Success factors Challenges & obstacles General issues

  36. Success factors • 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] • General versus application-oriented contents:Practical relevance for companies is key; focus on the needs of companies [but: different target groups, different content!] • Collaborative approach: CSR awareness raising works bestwhen governments cooperate with companies

  37. Challenges & obstacles • Getting the interest and attention of companies: – in particular of SMEs – is often a difficult endeavour because of time constraints • Financial constraints: in public authorities and companies often hinder the implementation of CSR initiatives • Co-operations across ministries: are often difficult to establish (because of different understanding or political intentions regarding CSR)

  38. General issues • Most initiatives target companies, butsince 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”) • CSR in New Member Statesis a relatively new issue that is viewed differently than in Western Europe because of the communist past • The European Commissionplays an important role for raising CSR awareness in MS, but the latest Communication on CSR (2006) is no help

  39. Orientation • What is the methodological basis of the survey?Number of interviews, countries covered etc. • What instruments are used in CSR policies?Typology of CSR policies in general • What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice • Were we able to draw some general conclusions?Success factors and challenges … • What are the next steps?

  40. Three case studies on CSR awareness raising • Denmark:“People & Profit” • Programme initiated in 2004 • Activities: research, training, dissemination of information • Goal: enhance competitiveness (foster CSR as a business case) • Netherlands:“Knowledge and Information Centre” on CSR since 2004 • Disseminate knowledge and good practices • Promote stakeholder dialogues • Foster partnerships • Sweden:“Globalt Ansvar” • Partnership for global responsibility • Government invites companies to join the partnership by adopting the OECD guidelines and the UN Global Compact

  41. Orientation • What is the methodological basis of the survey?Number of interviews, countries covered etc. • What instruments are used in CSR policies?Typology of CSR policies in general • What instruments did we find in the survey? The „toolbox“ of CSR awareness raising in practice • Were we able to draw some general conclusions?Success factors and challenges … • What are the next steps?Case studies; analyses on CSR in Public Procurement and SRI

  42. Thanks for your support so far ---and for the work ahead reinhard.steurer@wu-wien.ac.at Research Institute for Managing Sustainability Vienna University of Economics and Business Administration Fax: ++43/1/31336-904698 www.sustainability.at

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