Cora's Blog: Corporate Social Responsibility

This week’s presentation was about “Corporate Social Responsibility” and was presented by Pamela Divinsky and Alden Hadwen, where Corporate Social Responsibility is their field of expertise. The presentation focused on the idea that: “who you work for, why you work for them and the kind of work you produce are obvious indicators of your job satisfaction. However, understanding and being aware of community support, ethics and eco-friendly practices are important too.”

Pamela Divinsky is the founder of the Divinsky Group and has over 20 years of experience in corporate strategy, social change research, management consulting and corporate responsibility strategy development. She believes that the companies that stand for something socially meaningful will gain trust and respect and will be a profitable and an enduring business. Pamela works with her clients to develop Social Missions and Social Capital Strategies in order to earn the pride of employees, the trust of consumers, respect of investors and watchers, and ensures that the result has a true impact. Pamela has developed the Return on Social Investment evaluation, which demonstrates the impact on business from developing both corporate and community capital.

Alden Hadwen is the Manager of Corporate Social Responsibility for Groupe Aeroplan/ Aeroplan Canada. Groupe Aeroplan is a global leader in loyalty management. Alden is responsible for the development and management of Aeroplan’s CSR program including Community Investment, Environmental Stewardship, Employee Engagement and Art Partnerships. Alden was a big part of writing Aeroplan’s first Code of Ethics and has led the creation of innovative CSR programs throughout the business. She helped create and manage the on-line donation programs Beyond Miles, Charitable Pooling, Community programs and employee engagement trips. Currently, Alden directs Groupe Aeroplan’s Environmental strategy and Aeroplan Canada’s Green it Up program. Since 2007, Groupe Aeroplan has participated in the Carbon Disclosure Project and has offset 100% of its corporate carbon footprint worldwide.

Here is some interesting information from Pamela's presentation:

What is everyone doing?

Social action, social purpose, and social involvement
For example: Coke is adapting good practices and contributing to the world in a positive manner

“Every thoughtful man must concede that the purpose of industry is quite as much the advancement of social well being as the production of wealth." - John D. Rockefeller

What is corporate responsibility?

Integration of social, environmental and economic considerations into decision-making and processes within a business

She showed us an interesting video:

Within Every Woman raised over 400 000 miles last year, which allowed them to film for 3 months throughout China, Korea and the Philippines.

Support 'Within Every Woman' with your Miles TODAY! from swb films on Vimeo.

Standard Reasons

1.) License to operate (allowed to open the store, errors forgiven, strengthen reputation equity)

2.) Loyalty – deepen bonds with consumers, customers, employees and communities

3.) Pride – elevate pride of employees (cultivate ambassadorship, improve service and performance)

4.) Risk mitigation – healthier relations with stakeholders

5.) Access & respect

6.) Commodification – stand out status (have a social purpose that a consumer is in love with)

Some people think it’s silly and that business is for profit.

“The only social responsibility of business is to increase its profits.” – Milton Friedman

Evidence that CSR creates leading and innovative companies:

Johnson & Johnson
Tim Hortons
Whole Foods Markets
Stonyfield Farm Organic

Why people love companies

Honesty
Commitment
Trust worthy
Real action

Marketplace of Meaning

People are looking for sources of meaning, values, and trustworthiness
Opportunity for corporations/brands to be beacons of trust
Business is about human relationships
You need to pay attention to conditions of existence
Social issues are now business issues

L’Oreal – program to help women in Africa with HIV

Authenticity and geniuses
Revealing you soul earns you love and loyalty
Social purpose can be your competitive advantage

What companies do (good behavior)

Enticement/participation
- Buy something, we do something
- Reward model
- Conversation
Ex. Starbucks and Gap

Good behaviors made easy

Make behaving sustainability easier
Provide an easy way for consumers to feel better about consumption
Ex. Estee Lauder

Conspicuous Caring

Clearly stating support for issue and organizations
Noteworthy and innovative action
Ex. Nike – "change starts with a girl"

Product/ Service Offering

New service or product offering that reflects commitment
Offers “solution” to problem
Making it easier to know you are improving your impact

Involvement

Involving people in the activity
Providing participation and purpose
Ex. Pepsi and American Express members project

Stand for Something

Demonstrating authentic stand and commitment
Multi-layered commitment
Driven by the brand/business
Most well loved company in Canada – Tim Horton’s making a true difference
Ex. Tim Hortons Children’s Foundation and Junior Hockey
Business being part of the community

The Cheat Sheet

Define who you really are
Authentically is everything
Make it personal, relevant and meaningful
Make it easy for people to understand and participate
Be consistent and true
Be interesting and compelling
Success and impact = authentic action and compelling communication

Here is some main points from Alden's Presentation:

Make Your Miles Matter

Amazing story about how with donating your miles, you can make change be helping people be able to fly to those in need, such as doctors wanting to help in Africa
As you can see, miles donated can make a difference. Below is the total amount of miles donated since the idea has started

CSR/ Community is one of the 5 pillars of our business

Web based applications
Use of social media – Facebook, Twitter, YouTube
Interactive way to build a community of giving that builds the brand (transformational, innovative, humanization of the program)

Leveraging out assets

Using our own currency as a base
Leveraging out communications and partners
Creating a circle of fulfillment (ex. win/win situation)
“Aeroplan Beyond Miles” – could use these miles for something else
(ex. Earth Day Canada, War Child, Kid’s Horizons Enfance Air Canada)
In term, these partners leverage the program
Carbon offsets (members, corporate, Beyond Miles)
Employee engagement (Green Commute, NGO partners, tangerine days (1/2 day off to volunteer, power of partnerships, interconnected programs = sustainability)