美汉施独家中文披露: 2017年CSR 4大发展趋势

3p Contributor Nita Kirby
来源:

  在全球范围内,随着越来越多的企业在关注可持续性发展和环保问题,你的企业也应当跟上这样的发展步伐。

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  在过去的几年里,企业社会责任 (CSR) 受到消费者的极大关注,事实上,已经成为消费者的一大需求。在2016年的一项调查中,64%的CEO们都表示计划增加在CSR上面的投入。在今年,我们将继续看到这一趋势,同时可以预测,现在全球范围内的政治需求也促使了CSR的发展,从而令CSR影响到我们生活的方方面面。除了持续增加的投资之外,2017还有几个方面的趋势值得我们重视。

  趋势1:企业开始与非赢利组织进行合作

  在2017年,一个最大的变化就是企业和更多的非赢利机构进行合作,共同推进CSR的发展。从商业的角度来看, 这非常符合逻辑:非赢利组织有其组织的愿景和价值观, 但是没有财政的支持,而企业有资金和人力,但是他们往往没有足够的心思和精力去做CSR工作,这将是一个双赢的局面。而且,随着商业和政治的界线变得越来越模糊,企业家们将对某些社会问题表示出极大的关注,并从企业的角度给出具体的解决方案。

  与非赢利组织合作,将会帮助企业展示企业的品牌形象特征,这也是一个最简单的方式。它会把企业的愿景,以及对社会的责任感充分展示出来,并告知社会和政府部门本企业对社会责任的投入。

  举个例子:Roadie是一个快递服务公司,他们最近和Goodwill进行了一次有效的合作,即提供免费的取件和送货服务。Goodwill机构的主要任务是通过对旧衣等生活旧物进行二次流通,为有需要的群体创造了大量就业机会,时至今日,Goodwill已经是美国五大非营利机构之一。本次合作中,Roadie公司在1到2月份,从那些愿意捐赠的家庭那里取走物品(不收取任何费用),然后统一送到Goodwill指定的地点。Goodwill从中得到的好处是,增加了自愿捐赠的家庭数量(因为不需要支付快递费用),而Roadie则得到了免费的社会关注和新闻报道(同时,还做了一件好事)。推荐阅读:美汉施联合Happiness100帮企业实施的CSR案例:上海2020计划——他们用硬币拼出的创意图案,看到第5幅我笑了

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  趋势2:通过CSR活动提升品牌形象

  不管有没有CSR活动,企业文化在现代职场中,都变得越来越重要。2017年,企业文化将受到CSR更大的影响。

  一个最新的调研发现,63%的人在考虑是否入职一家企业时候,会将该企业是否关注可持续性发展作为他们挑选企业的一个重要因素。这就意味着,雇主需要将企业社会责任融入到日常的品牌形象塑造中去,否则会影响到吸引人才和留住人才。如今,CSR不再是一个附属项目,而是企业形象塑造中的一个核心因素,也成为企业识别(Corporate Identity)的一个重要组成部分。CSR不再是企业要不要做的事情,而是作为企业的一个核心组成部分。

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  我们再举一个将CSR 作为企业核心组成部分的一个例子:TOMS Shoes公司。自创立之初,TOMS Shoes就创立了一种销售模式:每卖一双鞋子,就为有需要的贫困地区的孩子捐赠一双鞋子。这就是着名的one-for-one模式,这种模式对许多企业来说,都有参考和借鉴意义。今年,我们看到更多的企业通过CSR,提升品牌在公众心目中的美好塑造,比如Lyft, Google, Amazon和Microsoft等公司与帮助难民的非赢利组织进行合作,为他们设立相应的基金,还帮助难民提供法律咨询等的支持。

  趋势3:使用可持续性资源

  根据联合国的一个调查数据,如果在2050年全球人口达到96亿,那么我们需要三个地球的自然资源,才能满足人类的需求。

  企业和消费者的环保意识在逐步增强,他们都已经意识到全球范围内存在的能量匮乏和自然资源匮乏的问题,所以,他们越来越注重可持续性发展。在2017年甚至是将来,企业在日常经营当中,都必须制定企业本身的可持续性发展战略,因为,可再生的资源越来越少了,也就越来越珍贵。如果不是为了做好事,那么,将来企业将会迫于生计,不得不做出这样的转变。

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  例如在2015年,苹果公司首席执行官Tim Cook曾说过:“苹果公司将在生产环节减少二氧化碳的排放,我们将在这方面做出表率。” 该商业巨头已经在其所有产品包装纸中使用可循环利用的材料。今年,苹果公司在福布斯100大可持续性发展企业排名中,位列第84位。 而去年,苹果公司还榜上无名。

  趋势4:员工参与到企业社会责任中来

  2017年的另外一个变化是,千禧一代的员工在职场中扮演越来越重要的角色。根据一个调查,有62%的员工宁愿减少工资,也更愿意为具有社会责任感的企业工作。不止于此,千禧一代的员工,更想参与到企业的CSR活动中来。 因为千禧一代的员工,把他们公司的形象,作为自己个人品牌形象的一个延伸,并且更愿意参加到他们自己关注的社会问题当中去。在不久的将来,当他们在职场中成为更为资深的职场精英的时候,我们将会更加明显的看到这种自上而下的变革。

  更有甚者,一些千禧一代的员工还创立自己的公司,以便回报社会。从中,我们也看出千禧一代对社会问题不光只是关注,更是身体力行,希望解决实际的问题。比如,成立于2012年的社创公司Love Your Melon, 最开始只是一个课堂上的项目。它要做的是把利润的一半捐赠给患有癌症的儿童,后来迅速的发展成为一个长期的项目,并成立了企业。在2017年,甚至更长远的时间,我们将会看到越来越多的企业和更多的千禧一代的员工参与到CSR活动中来。

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  随着千禧一代引领这样的变革,我们会看到越来越多的企业高管离开现有的职位,从事和企业社会责任有关的工作。比如,Oracle公司的一个知名高管,就离开了现有的丰厚的薪酬职位,加入新政府的一个科技小组。

  关于CSR一个可以肯定的事实是,它将在2017年持续发酵。互联网、智能手机和社交媒体都在积极的影响我们的生活,也将积极的影响到CSR未来的发展。这就意味着,商业、政治、个人生活,以及企业社会责任越来越融为一体,我们会比以前做更多有利于社会,有利于可持续性发展的事情。

  英文原文:

  The Changing Climate of CSR in 2017

  by 3p Contributor Nita Kirby

  As the world continues to push toward sustainability and environmental protection, corporations must strive to keep up. In the last few years, corporate social responsibility (CSR) efforts have increased and mutated to cater to consumers’ increasing demands. In 2016, 64 percent of CEOs planned to increase their investments in CSR. In 2017, we can expect to see that trend continue.

  We also anticipate that due to today’s political climate, CSR is beginning to change along with it and affect all aspects of our lives. In addition to increased investments and initiatives, a few more changes are beginning to take place.

  1.Corporations teaming up with nonprofit partners

  One of the biggest changes we can expect to see in 2017 is an increase in nonprofit organizations partnering with corporations. From a business standpoint, it makes perfect sense: Nonprofits have the cause, but not the financial and resource support. Corporations have the dollars and people, but they don’t always have the bandwidth to devote to a cause. It’s win-win.

  Moreover, as the line between business and politics becomes ever more blurred, corporations are likely to take stances on certain issues.

  Teaming up with a nonprofit that works for their preferred cause is an easy way to show what they stand for and the causes to which they are committed.  In our own system, CyberGrants, a CSR  and services company which processes nearly 40 percent of all corporate giving, saw sharp increases in donations to both the ACLU and IRC in the days following the administration’s executive order on immigration.

  In a great example of playing to your strengths, delivery network company Roadie recently teamed up with Goodwill to provide free delivery and pick-up of donated items. Roadie will pick up any unwanted items from those wanting to donate — absolutely free — through the months of January and February. Goodwill benefits from extra donated items, and Roadie gets free press (along with doing good).

  2. Increased branding via CSR

  With or without CSR, company culture is becoming more important in the workplace. However, in 2017 company culture is likely to be more defined and influenced by CSR efforts.

  A recent survey revealed 63 percent of workers prioritize sustainability when considering employment. That means employers will need to incorporate CSR into their branding, or risk losing qualified talent.

  Rather than a side project, CSR efforts are becoming entwined with companies’ core identity. CSR won’t be something a company does anymore; it will be a part of who they are.

  One of the most famous companies to make CSR a party of its identity is Toms shoes. Since the beginning, Toms has donated one pair of shoes to a child in need for every pair sold. And the company’s one-for-one model gave many companies the incentive to follow in its footsteps.

  We see this happening already this year, with companies like Lyft, Google, Amazon and Microsoft stepping up donations to refugee-focused charities and building funds for legal battles over immigration edicts being distributed from the White House.

  3. Moving to sustainable resources

  According to the United Nations, if the global population reaches 9.6 billion by 2050, we would need almost three planets’ worth of resources to sustain our current lifestyle. As companies and consumers begin to realize the situation we are in, the pathway becomes clear.

  In 2017 and beyond, companies must make the move toward sustainable resources. Already, virgin resources are becoming more costly and more difficult to obtain. If not from a desire to do good, in the near future we will begin to see companies making this change out of necessity.

  In 2015 Apple CEO Tim Cook said the company was ready to “start leading the way toward reducing carbon emissions from manufacturing.” The tech giant is now working to source 100 percent of its paper packaging from renewable resources. And this year, it holds the 84th spot on Forbes’ 100 Most Sustainable Companies — after being absent from the list a year earlier.

  4. Employees are getting more involved

  The next change we see is coming from the rising percentage of millennials in the workforce. Already, 62 percent of them would take pay cuts to work for a company that’s socially responsible. But more than that, millennial employees want to be directly involved in their companies’ CSR efforts.

  Millennials see their workplace as an extension of their personal brand, and therefore want it to reflect the causes they care about. As more of them begin to take senior positions in the workforce, we will start to see businesses change from the top down.

  Indeed, some millennials are even creating their own companies that are devoted to giving back. The startup company Love Your Melon, founded in 2012, began as class project. Its mission is to give 50 percent of its profits to children with cancer, and it quickly led to long-term success. In 2017 and beyond, we can expect to see more companies and more millennials following their example.

  While millennials are leading the charge, we’re seeing top executives leaving lucrative posts due to political activity by their employers. One Oracle employee famously left his job when Oracle’s CEO decided to become part of the new administration’s transition technology team.

  One thing we know for certain is 2017 will continue to develop the CSR dialogue. The Internet, smartphones and social media are leading to an increasingly interconnected world. That means business, politics, personal lives and, yes, CSR initiatives are slowly melding into one entity.

  While it may be tricky to navigate at first, the interconnectivity of the world means we can do more good and give more back than ever before.

 

 相关阅读:

 美汉施:打造品牌美誉度,从打造“品牌美丽度”开始

美汉施:CEO和HRD的管理秘笈,是吸引和留住员工的“九阴真经”

 

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