Learning Corporate Social Responsibility at M'E'C'

1
Learning Corporate Social Responsibility at
M.E.C.

• Robin Schlese
• November 17th, 2004

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Outline

• What is M.E.C.?
• History of M.E.C.
• Comparing CSR and SER.
• Examples of SER at M.E.C.
• SER Framework.
• SER Coordinators Role.
• Informal means of engaging staff.

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What is M.E.C.?

• Acronym for Mountain Equipment Co-operative.
• Originally sold mountain equipment - hiking, ski
  touring, and mountaineering gear.
• Evolved to include products like snorkels, DJ
  bags, and Frisbees.

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What is M.E.C.?

• C is for Co-operative.
• M.E.C. is a collectively owned and democratically
  controlled retail consumer co-operative.
• Currently over 2 million M.E.C. members.
• Largest member owned retail co-operative in
  Canada.
• Policies and programs developed and implemented
  in response to member demand.

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History of M.E.C.

• Incorporated as a co-operative on August 2, 1971
  by 3 students at U.B.C.
• Focus has been to build on a foundation of
  adventure, connection to the environment and
  co-operative principles.
• 9 stores throughout Canada, with 10th planned in
  late 2004.
• Sales of 169 million (2003).

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Defining CSR

• Corporate Social Responsibility (CSR) has been
  defined as a companys commitment to operating in
  an economically and environmentally sustainable
  manner, while recognizing the interests of its
  stakeholders, including investors, customers,
  employees, business partners, local communities,
  the environment and society at large.

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Defining SER

• Encouraging members to enjoy self-propelled
  wilderness recreation, and be stewards of the
  natural environment.
• Promoting wilderness conservation and responsible
  use of the outdoors.
• Improving the social and environmental impacts of
  our products, services and business operations.
• Providing leadership in the community.
• Empowering our members to be active participants
  in our co-op and other co-operative endeavors.

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SER Examples

• Green Building Program.
• Analyzing Waste/Garbage Audits.
• Environment Fund.
• Involvement with the Canadian Cooperative
  Association, Canadian Business for Social
  Responsibility, Outdoor Conservation Association,
  Canadian Avalanche Association.
• Supplier Team Evaluation Process.
• Vendor Code of Conduct.

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SER Framework

• Strong vision and direction.
• Accountability.
• SER Manager at Head Office.
• Part of Store Managers evaluation.
• SER Coordinator in each store.
• Part of Senior Staff Job Description.
• Communication.
• Both externally and internally.

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Engaging Staff

• Hiring process.
• Selection is based on customer service skills,
  cultural fit, past performance.
• Knowledge of and familiarity with MEC, MEC
  products, SER, and cooperatives also important.
• Fit with culture vitally important.

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Engaging Staff

• Introductory Training.
• Initial training lasts 2 days
• Involves Health and Safety, HR Policy and
  Procedures, and SER aspects.
• SER aspect looks at purpose, people, processes
  involved with SER at Head Office and Store level.
• Usually takes about 2 hours to complete.

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Engaging Staff

• Departmental Training.
• Each department provides functions that
  contributes to SER commitment.
• Examples include backstock recycling shipping
  boxes, pallets, and plastic bags.
• Floor staff trained to recommend product and
  services that fulfill customers needs - no
  upselling of unneeded product/service.

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Engaging Staff

• SER Coordinators Role.
• Communicates to staff why from a business
  perspective AND social and environmental.
• Determines what staff want to do, and uses that
  interest to engage staff - allows staff to
  determine the how,who, and what.
• Communicates with Store Manager, SER Manager to
  determine when,how, and what.

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Engaging Staff

• SER Coordinators Role.
• Sets up committee.
• 6 members plus SER Coordinator.
• Compliance with Head Office Procedures.
• Waste diversion - Garbage audit.
• Partners with Ambassadors.
• Staff volunteer to work events like Paddling
  Ambassador in exchange for product, tickets,

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Engaging Staff

• Informal Engagement.
• Field Courses
• Out trips
• Morning Meetings and All Staff Meetings.
• Head Office Initiatives.
• Staff Positions on the MEC Environment Fund Grant
  Review Committee.
• MEC Trail Employee Newsletter.

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Contacts

• Please contact me, Robin Schlese, at (780)
  488-6498 or rschlese_at_mec.ca.
• Please contact Neil Haggard, the Store Manager,
  at [phone] or nhaggard_at_mec.ca.
• Please contact Karina Low, the Social and
  Environmental Responsibility Coordinator, at
  [phone] or klow_at_mec.ca