Everyone’s talking about CSR, but what’s really behind this acronym that has become a « buzzword » in the corporate world? Definition, benefits, key stages… We’ll tell you everything you need to know about this key strategic notion.
CSR : A DEFINITION
CSR stands for Corporate Social Responsibility.
This means companies taking into account sustainable development issues in social, economic, and environmental matters. In practice, it involves implementing actions and decisions that. Concrètement, c’est quand ces dernières travaillent à la mise en œuvre d’actions et de décisions qui impactent positively impact society.
❌ CSR is not limited to the ecological aspect.
OPPORTUNITY OR OBLIGATION ?
Currently, no law mandates the implementation of a CSR strategy for companies. However, facing contemporary challenges, regulations are becoming increasingly strict, and the rules of the game are evolving rapidly. In this context, CSR can be seen as a constraint, as it requires self-reflection and additional adaptability. Often, new state-imposed obligations or more demanding clients trigger this consideration.
Nonetheless, it would be a mistake to be confined to this mindset, as CSR offers significant benefits in terms of competitiveness, reputation, attractiveness, and engagement. Its positive effects outweigh short-term costs and benefit everyone involved.
As a continuous improvement process, CSR is not a smooth journey but a challenging and enriching path, as testified by various participants during our ICI* meeting.
KEY STEPS TO IMPLEMENT CSR
Here are 4 tips to frame and establish your CSR strategy ⤵️
#1 – Conduct a Diagnosis and Define a Roadmap
Establishing a sustainable CSR approach does not happen spontaneously. To facilitate this first step, rely on existing frameworks (like B Corp, ISO 26000, UN’s 17 SDGs).
In addition, self-assessment polls and scoring systems will help measure your maturity level in various areas covered by CSR
Take your time as this diagnosis is crucial : it will help you define a progress plan built on realistic objectives and initiate the movement
#2 – Structure the Approach by Defining a Governance Model
This involves appointing a person in charge of the CSR policy within the company. It could be a full-time CSR manager or an employee whose original position had nothing to do with the subject. This referent is a key element of the CSR strategy. Beyond managing the approach, they bring together stakeholders and act as the main contact person
*It is also possible to appoint multiple CSR managers. Some organisations even establish ambassador systems on a voluntary basis to promote the topics widely.
#3 – Involve Employees at Every Step of the Process
Without their buy-in, the necessary investment in the CSR project will not be achieved! First step: formalise your commitment through a charter, a note, or a manifesto. This document (distributed internally) sets the framework and gives clear direction with complete transparency.
Once informed, your teams should be able to engage with the topic. It’s up to you to create or open the appropriate channels: intranet, newsletter, forum, monthly meetings initiated by the CSR managers, training sessions, etc. These tools allow employees to ask questions and to propose concrete initiatives.
#4 – Communicate Regularly on the Company’s Progress Using Monitoring Indicators
External communication should not be neglected : given the efforts and resources invested in the approach, it’s important to highlight the successes achieved to your clients, partners, and prospects… without overlooking areas for improvement.
The CSR report or the Declaration of Extra-Financial Performance (DPEF) are two reporting tools from which you can build ‘accessible’ and public-focused communications: corporate videos, social media, blog articles… Here are some examples of successful external communication campaigns!
- To promote its employer brand, Lidl gives the floor to the families of its employees :
https://www.youtube.com/watch?v=RGrxGab7HFc&t=1s
- With an impactful press ad, Patagonia affirms its stance as an engaged brand by launching an anti-consumerist call on Black Friday:
The important thing is that your communication reflects sincere commitments and concrete initiatives.
Bye bye to the bullshit and greenwashing!
*****************
Whatever the progress of your CSR approach, you now have all the keys to take action. Good luck !
“If we did all the things we are capable of doing, we would literally astound ourselves.”
Thomas Edison
