Presentation at the conference "CSR - a driver for innovation and competitiveness in the Nordic region" October 11 2012 in Trondheim.

1. Nordic Pioneers in CSR
Maria Gjølberg (Ph.D), Senior Consultant, Det Norske Veritas

2. Nordic CSR in a global economy
Few can contest Scandinavia’s place at the
forefront of the CSR movement. The
evidence is indisputable: [Nordic] companies
… consistently top CR league tables and win
sustainability awards, and their governments
are often the first to pass progressive
legislation (Ethical Corporation, 2004)
Agenda:
1. Are Nordic companies and governments global
pioneers in CSR?
2. What characterises Nordic companies at the
forefront of CSR?
3. Key factors for success in CSR
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3. Nordic companies: Over-represented in international CSR
rankings
Index of CSR performance 2012
15
10
5
0
-5
-10
-15
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4. The Nordic Model – and a Nordic Model for CSR?
 Shared cultural ideal of equality, consensus and dialogue
 Stong corporatist traditions
 Strong social-democratic welfare state; strict regulations
 Small, open economies, highly dependent on export to the world
market
 Strong commitment to international institutions and processes like
the UN, the OECD, the World Bank, peace negotiations etc.
 >> Is this Nordic Model paralelled in the CSR work of Nordic
governments and companies?
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5. Four types of government approaches to CSR
US Norway
Sweden
UK Denmark
Finland
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6. Major study: Nordic Pioneers in CSR
80 companies (response rate, 77%)
7 international/Nordic third party rankings of CSR performance
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7. Respondents
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8. Motivation for CSR engagement:
The business case for CSR
Reputation and brand 66.7 %
Competitiveness 61.1 %
Risk management 57.4 %
Employees 50.0 %
Investor relations 20.4 %
Licence to operate 18.5 %
Operational efficiency 16.7 %
Learning and innovation 7.4 %
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9. Top 3 key facts among the Nordic CSR pioneers
 Top 3 triggers for CSR:
1. Long tradition
2. Good business opportunity
3. Stakeholder pressure
 Top 3 location of CSR:
1. Communication/PR
2. Environment/HSE
3. Separate CSR dept.
 Top 3 stakeholders of CSR:
1. Investors/owners
2. Employees
3. Customers
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10. The Nordic heritage
„
Causes of Nordic excellence:
 Strict regulations
 Strong labour unions
 Strong expectations in the home market
 Values
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11. The role of governments
Over 80% of the companies claim that stricter, international regulation
of CSR issues would strengthen their competitiveness…
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12. How to excel in CSR?
Management and implementation of CSR
Agree Disagree
75.4
CSR influences development of new products and services
4.9
72.1
CSR is integrated into core business strategy
6.6
70.5
CSR influences choice of suppliers and partners
8.2
55.7
CSR is part of KPI
21.3
52.5
We apply ethical criteria to financial investments
11.5
24.6
Sponsoring is a central part of our CSR strategy
59.0
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13. 3 key factors for international CSR success
1. Ensure top-level commitment & engagement
2. Integrate CSR in your core business strategy and core management
systems – approach CSR professionally as any other business risk or
opportunity
3. Make the most of your Nordic heritage internationally – “a head start by
default”:
- strict standards in HSE
- strong skills in dialogue with employees and other stakeholders
- already adapted to high expectations in home markets
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14. Safeguarding life, property
and the environment
www.dnv.com
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