Corporate Social Responsibility (CSR) The Effects of CSR Systems on the Company
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1 Corporate Social Responsibility (CSR) The Effects of CSR Systems on the Company Prof. Dr. Hansruedi Müller, Research Institute for Leisure and Tourism (FIF) University of Bern (Switzerland) Introductory presentation ITB Berlin CSR Day
2 Popularity of sustainability > No company, TO, mission statement, project or event without a commitment to sustainable development > No magazine without articles on sustainability > Sustainable tourism a success story > Clean technology / Green landing / Carbon neutrality / Get natural It s boomtime for sustainability 2
3 Wrong assumptions forproviders (based on Matthias Horx, Zukunftsinstitut 2010) 1. People don t want to be perceived as seeking importance with sustainability themes Wrong! 2. You can t earn money with sustainability Wrong! 3. Sustainability is only an argument in small-volume business Wrong! 4. Cooperation with sustainability organizations is impossible Wrong! Sustainability is being taken more and more seriously 3
4 How seriously is sustainability taken? Consumers > Hopes for LOHAS: Lifestyle of Health and Sustainability with a strong focus on health and fitness environmental responsibility and sustainable lifestyle enjoyment and luxury > Carefull: Tourists have an extremely opportunistic understanding of sustainability > Very little CO 2 offsetting Unwise to wait for sustainable tourists 4
5 How seriously is sustainability taken? Providers/TOs > Active: CSR/sustainability precursors 5-10% of TOs in Switzerland/Germany > Selective: CSR/sustainability opportunists 30-40% of TOs in Switzerland/Germany > Reactive: CSR/sustainability hardliners 30-40% of TOs in Switzerland/Germany > Passive: CSR/sustainability ignorers indifferent 20-30% of TOs in Switzerland/Germany Sustainability is long-term economy 5
6 CSR Definitions ISO 26000:2010 (3.3.1) > CSR is the willingness of an organization to incorporate social and environmental considerations in its decision-making and be accountable for the impacts of its decisions and activities on society and the environment. >... is integrated throughout the organization, is practised in its relationships and takes into account the interests of stakeholders. 6
7 CSR Definitions > EU Commission 2001: A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis. > TourCert 2008: (backed by the Deutsche Bundesstiftung Umwelt DBU) The contribution a company makes to sustainable development by going beyond legal provisions and by integrating social and environmental responsibility into its core business. Firm stance and targeted strategy instead of isolated good deeds 7
8 TourCert: CSR Guidelines 1. Travel in an environmentally friendly way 2. Carefully select accommodation 3. Compare destinations 4. Involve local communities 5. Pay appropriate prices 6. Comply with labour standards 7. Conduct business on partnership lines 8. Ensure transparency Gesellschaftliche Verantwortung Ö K O L O G I E Ö K O N O M I E Gesetzliche Bestimmungen S O Z I A L E S (Source: TourCert Infoflyer, 2010, p..2) 8
9 TourCert: CSR Certification Requirements 1. Sustainability report - in accordance with CSR reporting standards - public 2. Management components - CSR mission statement - CSR manager or CSR team - Improvement programme (updated annually) 3. Performance evaluation - 10 core indicators (Source: TourCert Infoflyer, 2010, p.2) 9
10 TourCert: Performance Evaluation of CSR Core Indicators 10
11 TourCert: Core Indicators Points System 11
12 TourCert: Evaluation 12 of CSR Aspects 12
13 Further CSR/CR/Sustainability Evaluation Systems > EMAS / ISO > Guidance on social responsibility: ISO 26000:2010 > Green Globe (seit 1993) > Travelife (with 450 TOs) > Fair Trade / Fair Travel (akte Basel and partners) 13
14 Environment and Quality Labels good intentions are often far from good 14
15 Allocation to 7 Core Subjects of ISO Org. Governance TourCert GreenGlobe Travelife GSTC GRI 41 (19%) 39 (17%) 14 (10%) 8 (9%) 12 (15%) Human Rights 22 (10%) 9 (4%) 7 (5%) 12 (14%) 6 (8%) Allocation 0-5% 5-10% Labour Practices 28 (13%) 25 (11%) 17 (12%) 10 (12%) 15 (19%) Environment 73 (33%) 120 (53%) 53 (36%) 33 (38%) 29 (36%) Fair Operating Practices 12 (5%) 17 (7%) 24 (16%) 7 (8%) 8 (10%) Consumer Issues 30 (14%) 14 (6%) 23 (16%) 8 (9%) 9 (11%) Community Involvement Total number of indicators 13 (6%) 4 (2%) 8 (5%) 9 (10%) 1 (1%) GSTC Global Sustainable Tourism Criteria; GRI Global Reporting Initiative (Source: TourCert/eed/KATE 2011) % > 20%
16 Summing up > The need of sustainable development > CSR a challenging management approach > CSR/CR systems (ISO 26000, TourCert, Green Globe, Travelife etc.) with similar structures with different focus with different deepness of effects > TourCert with high degree of ISO compatibility > Important criteria: independent, verifiable, transparent, process-oriented, sanctionable, follow-up 16
17 Summing up > CSR certification beneficiaries are: 1. Destination locals Staff of partner operations 2. Environment 3. Tour operator staff HRM 4. Enlightened tourists with higher awareness 5. Management 6. Shareholders CSR / CR as a great chance for a tourism with future 17
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