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Communicating the Global Compact
Barcelona, 25 September 2006
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What Exactly is CSR?
“Corporate Social Responsibility is not about how money is spent, it’s about how money is
made.”-- Anonymous
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What Exactly is CSR?
CSR is, first and foremost, a long-term strategy.
CSR means aligning business strategy and operations with universal values.
CSR is a fundamental transformation of operations, relationships, corporate culture and identity.
CSR is proactive strategic planning, not defensive communication.
CSR includes philanthropy – but it is much more.
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The Global Compact – Overview
Launched 26 July 2000
World’s largest voluntary CSR initiative
Multi-stakeholder platform for collaborative action
Rooted in universally accepted conventions:Universal Declaration of Human Rights ILO DeclarationRio DeclarationUN Convention Against Corruption
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The Ten Principles
Human RightsPrinciple 1: Businesses should support and respect the protection of internationally proclaimed human rights; and Principle 2: make sure that they are not complicit in human rights abuses.
Labour StandardsPrinciple 3: Businesses should uphold the freedom of association and the effective recognition of the right to collective bargaining; Principle 4: the elimination of all forms of forced and compulsory labour; Principle 5: the effective abolition of child labour; and Principle 6: the elimination of discrimination in respect of employment and occupation.
EnvironmentPrinciple 7: Businesses should support a precautionary approach to environmental challenges; Principle 8: undertake initiatives to promote greater environmental responsibility; and Principle 9: encourage the development and diffusion of environmentally friendly technologies
Anti-CorruptionPrinciple 10: Businesses should work against all forms of corruption, including extortion and bribery.
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The Global Compact – Mission
Make the 10 principles part of business strategy, operations and culture
Facilitate cooperation among global stakeholders in support of broader development goals (such as the Millennium Development Goals)
“To help create a more sustainable and inclusive global economy”
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Business Participation Today
More than 3,000 businesses on 100 countries
Global, large domestic, SMEs
All business sectors
Developed and developing world
50+ country networks
More than 500 non-business participants
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Managing Expectations
The Global Compact Is …A voluntary initiative to promote sustainable development and good corporate citizenshipA set of values based on universally accepted principlesA network of companies and other stakeholders
The Global Compact is NOT …MandatoryA method for monitoring company behaviorA standard, management system or code of conductA regulatory instrumentPR or philanthropy
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Managing ExpectationsHow Can we Join?
Letter of participation from the company’s top executive to the Secretary-General of the UNCommitment to make the 10 principles part of business strategy, operations and cultureWillingness to engage in joint action with other global stakeholders in support of broader development goals (such as the Millennium Development Goals)Become a public advocate of the Global Compact and the concept of corporate responsibility.
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Managing ExpectationsWhat else is expected?
Communication on Progress (COP): Annual public statement on the implementation of the GC principlesDemonstration of transparency and
accountabilityCommunication with stakeholdersSafeguarding the integrity of the GC
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Why Does It Matter?Benefits of Engagement
Employee morale and productivity
Reputation management
License to operate/trust-building
Good corporate governance
Improved risk profile (legal liabilities)
Improved access to capital
Multi-stakeholder dialogue and learning
Implementation tools & guidance
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Why Should We Participate?Creating Value through CSR
Human Rights
Community
Workplace
Environment
Anti-Corruption
Reputation and brands
Operationalefficiency
Innovation
Access to new/existing markets
Access to knowledgeand skills
Access tokey resources
Litigation andregulatory risk
Operational risks
Riskpremiums
Revenues
Exposure to ESG Issues
Transmission Factors
Financial Value Drivers
Costs
Source: Conference Board/GC Working Group, 2005
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Strateg
y, Po
licy, Man
agem
ent S
ystems
Why Should We Participate?Creating Value through CSR
Human Rights
Community
Workplace
Environment
Anti-Corruption
Reputation and brands
Operationalefficiency
Innovation
Access to new/existing markets
Access to knowledgeand skills
Access tokey resources
Litigation andregulatory risk
Operational risks
Riskpremiums
Revenues
Exposure to ESG Issues
Transmission Factors
Financial Value Drivers
Costs
CSR Engagement
Source: Conference Board/GC Working Group, 2005
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Managing ExpectationsDeveloping the Right Approach
The Global Compact is not about compliance, but about continuous improvement.The Global Compact is universal in principle, but flexible and open to individual adaptation in practice.Prioritizing is crucial – not everything is equally important in the beginning.Most companies already carry out Global Compact related activities of some form. Be creative and look out for win-win situations – both company and society should benefit.
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Some recent developments…
CSR in public policy (e.g. reporting requirements)Principles for Responsible Investment (PRI) – GC-based engagement initiative of institutional investors ESG – Increasing Role of Environmental, Social and Governance Criteria in capital marketsTraining tomorrow’s CSR leaders – integration of CSR in academic trainingSectoral alliances and initiatives to tackle CSR challengesLobbying reformDevelopment of an Academic NetworkGlobal Compact Cities Programme
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Communicating the GC: Some Basic Considerations
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Governments
UNDP/ GC Network
Media Civil Society
Public at Large
Business
Know Your Target Groups
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Strategize – Act – Measure
Consistent messaging across all communication channels Identify national CSR context (How can CSR play a key role in this
country?)Balance global principles with local action
Different anglesMedia: Focus on issues, not companiesPublic: Address consumer-relevant globalization concernsCompanies: Establish business case, share best practicesGovernments: National competitivenessCivil Society: Partnerships, contribution to global governance
Develop narratives, not activity reportsCommunicate challenges
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Strategize – Act – Measure
Introductory Briefings with the MediaAwareness-raising workshops with the Business
CommunityPanel discussions around CSREditorials by championsCampaignsNewslettersAward SchemesElectronic databases of best practices
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Strategize – Act – Measure
Monitoring of Media Coverage (Clipping Service)Database of Outreach Contacts & ChampionsWeb Metrics
“What gets measured gets managed”
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www.unglobalcompact.org