How can CSR become a strategic area in your company? How can it reach the strategic importance taken over by all other functions?
We know very well how a Management Committee works, where the presentation of the CSR manager takes place within a very dense agenda and maybe it is also preceded by other presentations accompanied by slides that contain numbers, charts, percentages, tables but above all highlights the generation of profits for the company.
That ‘s the point.
The activities of a sustainability leader, especially in some sectors, have a truly extraordinary importance, sometimes in Italy even determining the survival of the company itself; the representation of these activities, however, lacks that statistical and scientific connotation that could make it more comprehensible to the strategic relevance.
The collective perception is negatively influenced by the representation of the activities that make up the CSR program.
Yes, I agree with you, sustainability must have a high level of integration in the business strategy .. but this is the vision, it is attitude, this is a strategic choice that the CEO before others must be in able to accomplish.
But we can work to help him in achieving this awareness, the same that will allow the company to make the qualitative leap.
Take for example Stakeholder Engagement, in our experience the stakeholder engagement strategy is often reduced to a process of mapping, evaluating and managing projects.
In reality it is the indispensable activity to build, maintain and consolidate a constructive dialogue with our stakeholders and this is a truly challenging activity from the qualitative and quantitative point of view; stakeholders offer us valuable information, intangible resources but above all guide us in the definition of new strategies, if we have the necessary sensitivity to meet their constantly evolving expectations.
Yet in most cases, in the company, all this work is experienced as “nice to have” …
How to change the approach of our companies towards CSR?
How to move quickly, from a “NICE TO HAVE”approach to a “MUST HAVE”one?
We have to change the way we represent all our work, let’s rely on innovative solutions that allow us to create a story, to leave a trace of our work, to feed databases and to operate according to a precise approach and methodology that make our efforts easy to represent, Enabling effective processes for proactively planning and managing stakeholder engagement activities
Innovation is not just about certain business areas, innovation is also expected in CSR and thanks to some solutions on the market, the goal is achievable. #closerthanyouthink #letsparry