CSR for Asian Business by Mark Devan, Ford Malaysia
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Transcript of CSR for Asian Business by Mark Devan, Ford Malaysia
Corporate Social Responsibility for Asian Business: How relevant?
Mark DevanPublic Affairs Manager
Ford Malaysia
• "Only when the last tree is cut; only when the last river is polluted; only when the last fish is caught; only then will they realize that you cannot eat money." – American Indian Proverb
• We are stewards/custodians of the planet– “You will reap what you sow”
What does CSR mean to Asian Companies?
• Building a relationship of TRUST with stakeholders– An organization depends on the community and is symbiotically
linked with it.• Employees/Customers/Shareholders/Government
– Long term view of business as opposed to quick profits• Investing in the community• Effectively utilizing and growing human & natural resources
• How relevant is CSR to us?– A company’s success depends on its ability to maintain this
relationship of TRUST.• It will increase a company’s competitiveness and profitability • Ensuring sustainability of its business into the future
What is CSR?
• What is CSR?
– CSR is about how companies manage the business processes to produce an overall positive impact on society.
• Mallen Baker (www.mallenbaker.net)
– "Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large“
• The World Business Council for Sustainable Development in its publication "Making Good Business Sense" by Lord Holme and Richard Watts
Ford Motor CompanyEnvironmental Pledge
"We see no conflict between business goals and social and environmental needs. I believe the distinction between a good company and a great one is this: A good company delivers excellent products and services; a great one delivers excellent products and services and strives to make the world a better place."
Bill FordExecutive ChairmanFord Motor Company
Challenges & Ideas for Implementation
• Start inside out– Company must have its house in order before
reaching out to the larger community – Economic - Profitability
– Environmental – Social
– Put employees first • This will be the first step in overcoming barriers and prejudice
when engaging staff in CSR programmes– Why give?, What’s in it for me?, No time, etc.
Challenges & Ideas for Implementation
• Getting buy in: – Management
• Quick profits vs. investing in the companies sustainability for the future
• Tie back to bottom line • This is NOT a publicity stunt - that’s the by-product of a great CSR
project– Employees
• What’s in it for me? Incentive to participate in terms of recognition, time, resources, etc.
• No hidden agenda– Community/NGO’s
• Need to show that their projects are sustainable and if possible not just rely on corporate funding alone
• Demonstrate transparency and accountability in use of funding
Challenges & Ideas for Implementation
• The CSR programme itself must be sustainable– Need for us to find an optimum balance in our CSR projects so
that we can sustain projects long term• Financial allocation• People power
– Start small at where you’re at now– Ford Conservation & Environmental Grants Programme
• Seed money to kick off projects• Over the last 7 years, RM1.3 million has been awarded to 101 local
projects
• Collaboration instead of competition in the area of CSR among companies
• Shared data base of NGO’s/individuals involved in community projects and their needs
Incentives for Implementation
• More to life than just work…• CSR brings new meaning & purposes to our work• Infuses new work ethics and values
– You can make a difference…
– Global Walk to Cure Diabetes • Employee initiative that has raised over RM100,000 in the last two
years for diabetes organisations
• We need to ensure that our people experience the “joy of giving”– “Its more blessed to give than to receive”
• Giving is a two-way street because those who give will also receive• How? The cause/community that you support will now
influence/change the way you see the world
“A business that makes nothing but money
is a poor business”
Henry Ford