Nordic Pioneers in the field of CSR by Marie Gjølberg
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Nordic Pioneers in CSR
Maria Gjølberg (Ph.D), Senior Consultant, Det Norske Veritas
© Det Norske Veritas AS. All rights reserved.
Nordic CSR in a global economy
Few can contest Scandinavia’s place at the forefront of the CSR movement. The evidence is indisputable: [Nordic] companies … consistently top CR league tables and win sustainability awards, and their governments are often the first to pass progressive legislation (Ethical Corporation, 2004)
Agenda:
1. Are Nordic companies and governments global pioneers in CSR?
2. What characterises Nordic companies at the forefront of CSR?
3. Key factors for success in CSR
© Det Norske Veritas AS. All rights reserved.
Nordic companies: Over-represented in international CSR rankings
Finlan
d
Denm
ark
Sweden
Switzer
land
Norway UK
Nethe
rland
sSpa
in
Austra
lia
Japa
n
Franc
e
Greec
eIta
ly
Germ
any
Canad
a
Belgium
Irelan
d
Austri
aUSA
Portu
gal
-15
-10
-5
0
5
10
15
Index of CSR performance 2012
© Det Norske Veritas AS. All rights reserved.
The Nordic Model – and a Nordic Model for CSR?
Shared cultural ideal of equality, consensus and dialogue Stong corporatist traditions Strong social-democratic welfare state; strict regulations Small, open economies, highly dependent on export to the world
market Strong commitment to international institutions and processes like
the UN, the OECD, the World Bank, peace negotiations etc.
>> Is this Nordic Model paralelled in the CSR work of Nordic governments and companies?
© Det Norske Veritas AS. All rights reserved. 5
Four types of government approaches to CSR
NorwaySweden
DenmarkFinland
UK
US
© Det Norske Veritas AS. All rights reserved.
Major study: Nordic Pioneers in CSR
80 companies (response rate, 77%)
7 international/Nordic third party rankings of CSR performance
© Det Norske Veritas AS. All rights reserved.
Respondents
© Det Norske Veritas AS. All rights reserved.
Motivation for CSR engagement:
Learning and innovation
Operational efficiency
Licence to operate
Investor relations
Employees
Risk management
Competitiveness
Reputation and brand
7.4 %
16.7 %
18.5 %
20.4 %
50.0 %
57.4 %
61.1 %
66.7 %
The business case for CSR
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Top 3 key facts among the Nordic CSR pioneers
Top 3 triggers for CSR:1. Long tradition
2. Good business opportunity
3. Stakeholder pressure
Top 3 location of CSR:1. Communication/PR
2. Environment/HSE
3. Separate CSR dept.
Top 3 stakeholders of CSR:1. Investors/owners
2. Employees
3. Customers
© Det Norske Veritas AS. All rights reserved.
The Nordic heritage
‘
Causes of Nordic excellence:
Strict regulations
Strong labour unions
Strong expectations in the home market
Values
© Det Norske Veritas AS. All rights reserved.
The role of governments
Over 80% of the companies claim that stricter, international regulation of CSR issues would strengthen their competitiveness…
© Det Norske Veritas AS. All rights reserved.
How to excel in CSR?
Sponsoring is a central part of our CSR strategy
We apply ethical criteria to financial investments
CSR is part of KPI
CSR influences choice of suppliers and partners
CSR is integrated into core business strategy
CSR influences development of new products and services
59.0
11.5
21.3
8.2
6.6
4.9
24.6
52.5
55.7
70.5
72.1
75.4
Management and implementation of CSR
Agree Disagree
© Det Norske Veritas AS. All rights reserved. 13
3 key factors for international CSR success
1. Ensure top-level commitment & engagement
2. Integrate CSR in your core business strategy and core management systems – approach CSR professionally as any other business risk or opportunity
3. Make the most of your Nordic heritage internationally – “a head start by default”:- strict standards in HSE- strong skills in dialogue with employees and other stakeholders- already adapted to high expectations in home markets
© Det Norske Veritas AS. All rights reserved. 14
Safeguarding life, property and the environment
www.dnv.com
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