Business leaders and politicians vowed to put more emphasis on
corporate social responsibility yesterday at the two-day 11th
Business Week CEO Forum.
As the global economy steadies, environmental and social issues
have been increasingly incorporated into business policymaking, as
companies look beyond profit-taking.
"Five years ago, the idea and concept of corporate social
responsibility was just germinating," said John Defterios, group
president of FactBased Communications, a European media and
entertainment group, at the forum.
But, "today, it's a done deal", said Jenny Shipley, former prime
minister of New Zealand.
Shipley said companies will find it hard not to develop
consciousness of social responsibility if they want to sustain
their success.
"In order for corporations to continue to be reputable, either
in their home economies or globally, they've got to be seen - in
addition to meeting their shareholders' expectations - to be
delivering something in what I would call eco-influence or
socio-influence areas that are meaningful."
There are two parts to corporate social responsibility - the
social aspect and sustainability, said Edgar Hotard, chairman of
Monitor Group (China), a US management consultancy.
"The social aspect is about giving back to society and helping
society," he said, citing China National Offshore Oil Corp's
programs to help underdeveloped areas through funding and its
staff.
Awareness of social responsibility will ultimately benefit the
company, he said.
"It's not like you want to do it in order to get something back;
but in doing this, it is going to help my business," he told
China Daily.
He suggested Chinese companies join forces with the government
to make the air and land cleaner as the country's development path
puts pressure on the environment.
"More and more Chinese have been involved in this," he said.
Niu Gensheng, chairman of Mengniu Dairy Group, said that while
many Chinese firms have yet to reach a stage where they can
shoulder the cost of corporate social responsibility, it gave
priority to the environment from the start.
The dairy producer began a project in 2004 using cow manure to
produce a biogas that generates electricity for civil use. The
company produces 800 tons of cow manure every day.
"By doing this, farmers are happy, society is happy, those
drinking milk are happy and those realizing that we are not
damaging the environment are happy," he said.
Daniel McHugh, CEO of DHL Express Asia-Pacific, said the firm
has also prioritized social responsibility.
"We realize what we do, we do for our customers. And moving
around the world has a carbon impact."
Shipley said companies will face more pressure on social and
environmental issues in the future.
"I want to tell you that the game has changed.
"In the next decade ... corporations would not be shielded, as
they historically were, from what citizens and consumers now see as
corporate social responsibility."
She said social responsibility will become central to
corporations' business strategies over the next decade.
(China Daily November 8, 2007)
