CSR’10 – Pulling in the Right Direction

Astazi imi petrec ziua la etajul 21 al hotelului Intercontinental, unde viata pare mai frumoasa, datorita privelistii minunate si datorita actiunilor de CSR despre care am auzit pana acum in cadrul conferintei internationale  CSR’10 – Pulling in the Right Direction.

10.00  -  Catalina Pislaru, CSR Officer, Orange Romania  (Slogan:  Together we can do more) a vorbit despre Orange ca brand si “TBL approach” (aka “people, planet, profit” )

Dintre cele 4 directii de CSR prezentate, am retinut cateva actiuni care mi-au placut si despre care stiam prea putine:

• cronos vocal (verificarea audio a costului pentru oamenii cu deficiente de vedere)
• sistem de reciclare al telefoanelor in sistem buy–back;
• Biciclete cu cravate
• sistem de facturare electronica e-invoice,
• pachetul PrePay e facut din hartie reciclabila
• oferta “Senior”
• program de dezvoltare personalizata a angajatilor ( pentru 10% Top Talents )
• reciclare de hartie, baterii, echipament retelistica, cartuse ;
• inchidere automata a calculatoarelor, achizitionare de masini noi, mai “verzi”
• parteneriat cu ADEPT Transilvania – protejarea biodiversitatii din satele transilvanene, dezvoltare  rurala

10.30 – Paolo Chighine, Head of External Relations, Enel Romania (People safety is a core value  - “Zero accidents” ) - primul investitor strain in sectorul  energetic din Romania ( prezent, de altfel, pe 4 continente, 22 tari)

Si-au propus sa fie printre cele mai active companii din domeniul CSR, sa investeasca peste 700 milioane de euro intr-un program de 5 ani de modernizare a retelei, sa ofere suport comunitatii romanesti (educatie – Competition Play Energy, societate – Enel Cuore, iluminarea cladirilor importante si a monumentelor) si au o zi interna in care promoveaza sustenabilitatea.

(Imi cer scuze pentru rom-gleza, dar prezentarile sunt in engleza si imi vine destul de greu sa scriu in romana)

A doua parte a conferintei : “Make your business sustainable through green labeling”

11.45 – Emmanuel Perakis, Managing Partner, STREAM Management Consulting ( un speaker foarte bun, in opinia mea)

• Responsibility = Ability to Respond
• Nu-i place termenul de CSR. Pentru el, CR spune totul ( Doing everything in a responibile way.)
• There are NO green products. There are more green products than others.
• Ceea ce comunici trebuie sa fie pe aceeasi linie cu ce faci tu, companie, astfel totul reprezinta doar “greenwashing”.
• A exterminat in fata noastra termenul “eco-friendly”, considerandu-l “fluffy language”

Two logics of action (after James March)

• The consecquential logic  (” I do things because certain good results will follow”)
• The logic of appropriateness

Sfatul lui pentru companii este sa integreze mesajul lor despre responsabilitate in alte mesaje. Cam ca aici:

Sau asa:

13.00 - Ioana Paun a inceput prezentarea companiei Mio Bio (pentru care lucreaza) cu istoricul “miscarii bio”, care incepe undeva in anii ‘20, odata cu era industrializarii.

Produsele bio se cumpara pentru ca nu au ingrediente sintetice/reamintesc de gusturile din copilarie – peste 50% ( via Titus )

Dupa pauza de pranz: “Busting the myth: CSR is not a PR Exercise”

14.10 -> Rob Challis, CEO Tangent Synergy – “Busting the Myth: CSR is not a PR exercise” ( personal, mi-am pus multe sperante in aceasta prezentare )

Am incercat sa definim conceptul de CSR si acela de sustenabilitate cu ajutorul oamenilor din sala ( in mare parte oameni cu functii referitoare la CSR in corporatii)

CSR-ul:

• In Europa de Est e perceput ca PR
• In Asia implica complezanta
• In UK se muta catre zona de risc

Non-financial risk and sustainability should be the outcome of effective CSR  (people, market place, community, environment, stakeholders – > constituents of reputation )

Banii pentru CSR se obtin cu analize risc – beneficiu, cu cat ai mai multi oameni de partea ta, cu atat ai sanse mai mari sa iei bani.

Concluzia? CSR is not PR. Let’s keep this in mind.

15.15 - Pierluigi Orati, Freelance CSR Consultant – Sustainability: making communication sustainable

Cause-related marketing and CSR – the challenge between sales and responsibility

16.00 – Günther Jünger -  Director Corporate Affairs Group Intel EMEA

• Cause Related Marketing (CRM) concepts – connections between company sales and support of a local or global cause
• For Intel CRM is not part of CSR.
• Spoke about the Intel Education initiative (Intel Teach Program,Intel  Learn Program, Intel Computer Clubhouse Network, Intel Science Competitions, skoool, Intel Higher Education Program )
• CRM is a sales tool and should be positioned that way.
• Intel believes that the responsibility of a company should not be mixed with sales.
• Behaving as a responsible citizen is independent of financial success

16.50 Jan Kopper – Coordinator Membership Services (NPO Relations), CSR Europe

• CSR Europe’s Sustainable Marketing Guide –  based on” 4Ps (Product Price Place Promotion) for 3Ps (People Planet Profit )” . (download)
• 66%: the number of US consumers that have considered swithcing brand due to issues of CSR
• Green washing, Over-packaging: Reputation killers
• CRM – effective tool for the creation of brand recognition, brand affinity and brand equity

“It is not the strongest of the species that survives, or the most intelligent, but the ones most responsive to change” (Charles Darwin)

Ne apropiem de sfarsitul primei zile. Sesiune de intrebari si raspunsuri.