Sustainable Enterprise: Redefining CSR

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Sustainable Enterprise Redefining CSR

• 13 May 2008 Finola
  McDonnell

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• What is Sustainable Enterprise?
• Redefinition of CSR that aligns business, social
  and environmental goals much more closely with
  the future in mind and with enterprise at the
  centre
• Differs from philanthropy Not how you spend the
  money you make, but how you make your money
• Should not be a drag on the bottom line business
  should only engage where there is benefit to the
  business and society.
• Its okay to make moneythats what business
  does!

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• Drivers of sustainable enterprise
• Global warming now accepted widely as a
  phenomenon that is influenced by human activity
• Urbanisation and population growth finite
  resources need to stretch and be used in more
  efficient ways
• Information society global media, access to
  information make need for transparent business
  practice critical
• Business opportunities new challenges offer
  cutting edge enterprises the chance to innovate
  and lead

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• Why should business, especially SMEs care?
• Because maintaining competitiveness is critical
• More efficient use of resources such as land,
  water, fuel, other natural resources will bring
  savings
• Investment in education, health and social
  programmes underpins a productive workforce and
  consumer base
• Quality of life is a key concern for society
  today
• Regulation will impact on business important to
  shape discussions, define indicators, be
  proactive

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• No social programme can rival business in
  creating wealth, jobs, opportunity and
  innovation.....
• ....so while business must shoulder
  reasonable responsibility, its contribution must
  be recognised
• Ultimately achieving sustainability is not a
  zero-sum game

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• Quality of life work-life balance
• Europes Social Reality Consultation support to
  the working family is the key social challenge
  facing Europe today
• State responsibilities include childcare,
  eldercare and community care, statutory leave,
  educational facilities, transport, ICT
  infrastructure, pensions, healthcare, etc.
• Workplace issues include flexible or mobile
  working, workplace innovation, the always on
  phenomenon, family-friendly practices,
  recruitment and retention policies.

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• How are employers taking up their responsibility?
• 80 offer flexibility or work-life balance
  arrangements (IBEC HRM survey 2006) while 50
  owner-managers telework (O2 survey 2008)
• SMEs realise that meeting employee wlb needs is a
  positive family friendly approach helps retain
  female staff informal flexibility beats the
  commute investment in training pays off being
  an employer of choice is important branding.
• But there are particular challenges

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• SMEs can lack the HR expertise and resources to
  consider whats right for their own firm and its
  staff
• Hence National WLB framework Committee has
  launched new consultancy scheme for SMEs
  Up to 5 days of HR expertise is available
  free to explore options, assess need, develop
  policies, training and advice
• For more information contact the Equality
  Authority or IBEC

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• Health warning !!
• Work-life balance offers a good example of how
• CSR can be approached unsustainably must
• find the fit between the business need and
  societal need
• WLB is something that can be achieved over a
  lifetime
• Business must be flexible but cant shoulder all
  responsibility
• There are big pay-offs for all involved if its
  done well employers, employees and society
  benefit

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• Can SMEs do sustainability?
• SMEs must engage with sustainability because it
  is about survival and competitiveness
• Key is to define what it means for your
  organisation and what the opportunities are for
  you.green public procurement, branding, energy
  savings, recruitment, morale
• What is then needed is leadership, innovation,
  incorporation into core business practices,
  recognition of the value brought
• Remember that its about playing the long game

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• Business is not the bad guy in this
• Dont accept all of the blame for societys
  problems
• Dont be afraid to talk about what you contribute
  already
• Dont be afraid to engage with outside actors
• Dont be afraid to say no
• Dont be afraid of change..

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• More information on IBECs Sustainable Enterprise
  Project, contact
• Finola McDonnell,
• Senior Policy Executive
• 01 605 1695
• finola.mcdonnell_at_ibec.ie