CORPORATE SOCIAL RESPONSIBILITY

ABOUT PAMELA DIVINSKY, PHD

• Contact: +1 (416) 562 6414
• E-mail: pamela@divinskygroup.com
• Address: 401 Queen's Quay West, Suite 806 Toronto On. M5V 2Y2

"Everyone's Doing It But Can it be a Business Driver"

ABOUT THE DIVINSKY GROUP

• Social Action, Social Purpose, Social Involvement
• i.e. Coca-Cola - first ever tagline "Expect More Pay Less"
• i.e. Timbaland - environmental footprint on bottom of shoe (label)

"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, 1923

1) Integration of social, environmental and economic considerations
into decision making and processes within a business.

2) Manage risks and comply with laws in ways that build trust and sustainable
business.

STANDARD REASONS

• Permissions: belong allowed to operate, being given forgiveness,
  helping your reputation
  i.e. Walmart was kept out of downtown Vancouver
• Loyalty: Deepen bonds with consumers, employees, communities
  
• Pride: Elevate pride of employees. Cultivate ambassadorship.
            Improve service and performance.
• Risk Mitigation: Healthier relations with stakeholders. Anticipate and minimize risk. 
• Access & Respect: To protect yourself from becoming a commodity, is stand-out status "we love you because we know you have a social purpose"
• Kimberly Klark: one of the largest players in the clear cutting of forests in north America Green Peace came out with an outing campaign against them..

CRS COMPLETELY SILLY AND RIDICULOUS

• Business exists to make a profit - it doesn't need to nor should it pay attention to anything else but making a profit.
• How dare you spend your profit on community programs - those profits should be put back into your company
• to make business responsible can bankrupt them

 

MILTON FRIEDMAN (MONTETARIST THEORY

• The only social responsibility of business is to increase its profits.

 

EVIDENCE THAT CRS CREATES LEADING AND INNOVATIVE COMPANIES

Evidence that CSR creates leading and innovative companies:

• Johnson and Johnson
• Tim Hortons
• Stonyfield Farm Organic
• Burt's Bees
• Whole Foods

Most people are interested in social issues and actions, than not
US - 54%
CANADA - 58%

"Genuineness" earns you trust and respect
- The important elements: honesty, commitment, trustworthiness,
   and real action

Marketplace of Meaning:
- People are looking for sources of meaning, values and trustworthiness.
- Opportunity for corporations/brands to be beacons of trust
- Opportunity to shape the social landscape - not fear it

Keep in Mind:
- Business is about human relationships
- You (the company) need to pay attention to conditions of existence
- Social Issues are now business issues
- Earns you trust and respect
- Revealing your soul earns you love and loyalty
- There can be profit from virtue -
   Social purpose can be your competitive advantage

i.e. Loreal - HIV in Africa issue for them
Did a learning session for this in hair dressing salons

APPROACHES

Enticement / Participation
- You Buy, We Do Something
- Reward model
- Conservation
i.e. Apple [RED] Products

Good Behaviour Made Easy
- Make behaviour sustainability easier
- Provide easy way for consumers to feel better about consumption
i.e. Estee Lauder recycle packages

Conspicuous Caring
- Clearly stating support for issue / organization
- Noteworthy, innovative action
i.e Nike standing up for girl empowerment "Change Starts With A Girl"
"The Girl Effect"
Nike Live Strong - Lance Armstrong's foundation

Product / Service Offering
- New service or product offering that reflects commitment
- Offers "solution" to a problem
- Making it easier to know you are improving your impact
i.e. GE "healthy magination" - creating innovative healthcare product and services

Involvement
- Involving people in the activity
- Providing participation and purpose
i.e. Pepsi Refresh Project "thousands of ideas. millions of grants."

Stand for Something
- Demonstrating authentic stand and commitment
- Multi-layered commitment
- Driven by the Brand/Business
i.e. Patagonia - purchased the southern half
i.e. Tim Horton's "Making a True Difference" - also has TH Children's Foundation

 

BRAND PYRAMID

WHERE DO YOU STAND?

 

Sizzle (corporation/brand awareness and excitement)

Eye Candy (sexy without substance) | Social Mover (social star)
_____________________
Dangerously Neurtal (dazed and confused) | Invisible Integrity (great unknown)


The "Cheat Sheet"
- Define who you really are
- Authenticity 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
- S/I = A2 + C2 (**2 is squared)
  (Success/Impact = Authentic Action + Compelling Communication) 

CSR PORTFOLIO FOR AEROMILES THEN AEROPLAN - AP WAS PART OF AIR CANADA

 

ABOUT ALDEN HADWEN

• Contact: +1 (416) 352 3742
• E-mail: alden.hadwen@aeroplan.com
• Address: 50 Bay street 8th floor, Toronto ON. M5J 2X3

ABOUT AEROPLAN

• web based apps 
• one of the 5 pillars is CSR (community)
• use of social media
• interactive way to build a community of giving that builds the brand
      - transformational
      - innovative
      - "humanization" of the program

The Power of Partnership - GROUPE AEROPLAN

If we think of business as a person,
 

How we do business in the world we live in  = CSR
    Community Investment
    Environmental Stewardship

HOW THEY BEGAN

We looked at what product we had to offer, what would make the most
sense for our business, for employees and for our members and partners.
    - focus groups with members
    - survey with employees
    - cross functional committee