Definition and strategic role of CSR

What is CSR?

CSR(Corporate Social Responsibility) is defined by the European Commission as the voluntary integration by companies of social and environmental concerns into their commercial activities and their relations with stakeholders. In concrete terms, it is the responsibility of companies to respect the challenges of sustainable development.

The aim is to make organizations more aware of the need to better reconcile the 3 dimensions of sustainable development (economic, environmental and social) in order to cope with a changing world:

natural resources that are running out worldwide, and ever-increasing needs to satisfy, mainly due to the emergence of a consumer society with no limits, and also to very significant demographic growth since the 50s.

Why has CSR become essential for companies?

At a time when consumers are attaching increasing importance to social and environmental issues, it's in every company's interest to adopt a socially responsible approach. What are the main advantages of developing or strengthening your CSR strategy?

Building employee loyalty

Taking well-being at work into account increases employee loyalty, boosts productivity and reduces turnover-related expenses. A strong CSR policy can also attract talent, especially from the younger generation who are more concerned with preserving the planet and treating suppliers and customers with respect.

Enhancing brand image

Investors' and consumers' perception of a brand can vary depending on its commitments. We observe, for example, that 65% of French people choose to buy (or boycott) a brand based on its stances (Edelman's Earned Brand 2018 study). We also learn that 56% think companies should communicate their commitment right up to the point of sale. A solid CSR strategy can therefore improve your brand image, but beware of greenwashing...

Fostering innovation

Developing a commitment to CSR implies a process of continuous improvement and innovation. It means trying to find tomorrow's solutions, and transforming your company's practices over the long term. So, yes, reducing the environmental impact of our products and services, while contributing to the economic development of the region, requires a substantial investment on the part of the company. But this investment will pay off in the long term!

How do you implement a CSR strategy in your company?

Would you like to develop a CSR strategy and benefit from its many advantages, but don't know where to start? Implementing a CSR approach involves drawing up an action plan to meet the challenges of sustainable development. It involves defining the levers through which the company will act in favor of the three pillars of CSR (economic, social and environmental).

The first thing to do is to establish a hierarchy, in order to identify the economic, environmental and social issues that are most likely to help them improve their performance and their business model in the long term.Here is a suggested list of steps to follow, to achieve the implementation of a CSR strategy within your company:

Identifying stakeholders and conducting a CSR audit

A company's stakeholders (employees, managers, trade unions, suppliers and customers) can participate in its economic life and influence its behavior. Identifying them is essential to defining a relevant CSR strategy. Taking their opinions into account is an important step in defining a company's CSR strategy, while the audit identifies areas for improvement and the objectives of the action plan to be implemented.

Define CSR performance indicators

To measure the effectiveness of your approach, there's nothing more effective than indicators. Reporting enables you to identify and take into account the right information. You can use HR indicators (gender parity, training, etc.), environmental indicators or societal indicators (corporate philanthropy, for example).

Implementing a CSR communications strategy

Communication takes place first internally, then externally. It is therefore advisable to :

• Communicate with internal stakeholders to present the current situation in terms of CSR, as well as the company's vision and how it wishes to positively impact society and the environment.

• Communicate with external stakeholders, using appropriate communication channels: newsletter, social networks, CSR report, etc.

Training employees in CSR issues

If you want to implement effective actions as part of your CSR strategy, it is essential to train employees. Integrating CSR issues into corporate strategy is a long-term process, and requires the active participation of employees. Here's an encouraging figure: 70% of employees are ready to invest more in their company's CSR strategy! You now have everything you need to build a solid, relevant CSR strategy.