Keynote presentation to the Soul of the Next Economy Forum. The lecture discusses how businesses of different types, from major multi-nationals through to SMEs and social purpose businesses can use strategy and innovation to align business and social interests, creating value for the business and for society. Calgary, AB, Canada, Oct 2014.
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Aligning Interests: CSR, Social Enterprise and Beyond
1. Aligning InterestsCSR, Social Enterprise & Beyond
Wayne Dunn
President & Founder
CSR Training Institute
Professor of Practice in CSR @ McGill
wayne@csrtraininginstitute.com
www.csrtraininginstitute.com
Saturday, Oct 4th, 2014
Calgary, AB CANADA
2. Calgary, AB CANADA –Oct 2014
Should business
serve shareholders?
Should business
serve society? We help it to do both. Simultaneously
Consulting
Advisory services
Training
CSR events
Strategy
Project review
CSR diagnostics
Custom workshops
Partnership development
Stakeholder engagement
Executive programs
CSR communications
3. Calgary, AB CANADA – Oct 2014
CSR, Social Enterprise & Beyond
Value for shareholders AND society
4. Calgary, AB CANADA –Oct 2014
Session Objectives / Agenda
•CSR: Simple but not easy:Develop some common understanding around Corporate Social Responsibility
•Aligning Interests: Self-interest, the sustainable common denominator
•Some examples: 2 mainstream / 2 social purpose
•Guinness Ghana
•Scrimshaw Artworks
•Shea Butter Market
•Baraka Supplies
•DiscussionValue for shareholdersANDsociety
5. CSR/Community Relations
in the OLDEN DAYS
Policies &
Good Intentions
Solving Social
Problems
Suddenly
communities could
influence how, or
if, a project could
proceed.
Business had a
new challenge to
figure out
6. CSR in the OLDEN DAYS (cont)
Community Relations Management
Framework
Plan
?Results?
System
7. CSR: Compliance / Strategic
Compliance
•Internal codes
•External codes & guidelines
•Global norms
•Reporting protocols
•CSR Laws & regulations
•Often zero sum
Important, but tend to establish a ceiling. Everyone targets minimum required (who volunteers to pay more tax?)
Strategic
•Room for innovation & creativity
•More challenging, even overwhelming (blank slate fear)
•More room for value creation (make bigger pie)
•More fun and interesting (for me anyway)
Both are important. Some balance between the two is ideal
8. Calgary, AB CANADA –Oct 2014
CSR: Simple, but not easy
Sometimes even confusing
9. Calgary, AB CANADA –Oct 2014
CSR: Simple, but not easy
What’s in it
for me?
Aligned with
What’s in it
for you?
10. Calgary, AB CANADA –Oct 2014
CSR: What’s In It For Me?
Does CSR make sense without self-interest?
Key issue is value alignment:
Value propositions that align shareholder interests with those of other stakeholders
13. Calgary, AB CANADA –Oct 2014
CSR: If Value, then How?
•Shareholder Value
•Stakeholder Value
•Environmental Value
•Community Value
•Distributed Value
•Shared Value
•Retained Value
•Sustainable Value
•Social Value
•Cultural Value
•Organizational Value
•Created Value
•Lost Value
•New Value
•Reputational Value
•Value Continuum
•Value Sustainability
•Value Creation
•Value Proposition
•Value Efficiency
14. Calgary, AB CANADA –Oct 2014
Guinness Ghana
•Input cost pressure, Declining local currency made imported inputs costly and risky
•Crowded and competitive marketplace (lots of other beverage/alcohol producers)
•Reputational issues
•CSR outreach had been traditional (grants, donations, small scale, ad-hoc)
15. Calgary, AB CANADA –Oct 2014
0%
10%
20%
30%
40%
50%
60%
70%
F12
F13
F14
F15
F16
F17
PERCENTAGE INCREASE IN LOCAL CONTENT BY WEIGHT
2012 –12% local content by weight
2014 –38% local content by weight
16. Calgary, AB CANADA –Oct 2014
Guinness Ghana
Increasing local raw materials
Reduce forex exposure / managing cost
Lower input costs (theoretically)
Provide value to communities
Provide differentiation in the marketplace
Provide connection with communities and consumers
Support national and community economies
Provide framework for further community investments
Overall brand and reputational capital value
18. Calgary, AB CANADA –Oct 2014
Scrimshaw Artworks
•Hobby to a business
•Creating allies
•Creating cash-flow
•Aligning interests
•Creating & leveraging value
•$3 cost: Up to $5,000 value
21. Calgary, AB CANADA –Oct 2014
And the winner is
•Over $10,000,000 raised through donations of prints and artwork
•Over $1,000,000 cash contributed through co- published prints
•Over $300,000 for RCMP Foundation alone (19 prints)
•65% of prints are co-published with charities
•Glen built comfortable life from a passionate hobby
www.glenscrimshaw.com
22. Calgary, AB CANADA –Oct 2014
Shea Butter Market
•Passion for people and communities (espGhana)
•Passion for Shea Butter
•Passion for people and deveopment
24. Calgary, AB CANADA –Oct 2014
•Started to supply shea butter to Shea Butter Market
•Worked closely with women, families and communities to support development
•Built brand identify around development and connection to community
•People loved the story and wanted to buy the product
•Started carrying baskets at request of customers
•Over 50% of customers say community work and connection was key to their decision to purchase from Baraka
•Many use Baraka’s work to help market their own products
www.barakasupplies.com
26. Calgary, AB CANADA –Oct 2014
•260 children
•Fabric purchased from local market
•Used local tailors
•Donated school supplies to all children
•Done in partnership with San Diego client
School Uniforms
www.barakasupplies.com/ www.sheabuttermarket.com
27. Calgary, AB CANADA –Oct 2014
•Over 20 girls sponsored for high school
•2 sponsored in college
•1 (young man) doing Masters in Development
•Direct sponsorship by friends and customers
Girl Child Education
www.barakasupplies.com/ www.sheabuttermarket.com
28. Calgary, AB CANADA –Oct 2014
•Over 150 women trained and supported
•Trainer trained and supported
•Now used by other development projects and training hundreds more
Income Generation
www.barakasupplies.com/ www.sheabuttermarket.com
29. Calgary, AB CANADA –Oct 2014
•Partnered with Vancouver Island School
•Uniforms, balls, equipment FUN
Youth and Sports
30. Calgary, AB CANADA –Oct 2014
•Led by tree planers / volunteers from Canada
•Raised money from their colleagues
•Partnered with local interests
Tree Planting
www.barakasupplies.com/ www.sheabuttermarket.com
31. Calgary, AB CANADA –Oct 2014
Session Objectives / Agenda
•CSR: Simple but not easy:Develop some common understanding around Corporate Social Responsibility
•Aligning Interests: Self-interest, the sustainable common denominator
•Some examples: 2 mainstream / 2 social purpose
•Guinness Ghana
•Scrimshaw Artworks
•Shea Butter Market
•Baraka Supplies
•DiscussionValue for shareholdersANDsociety
32. Calgary, AB CANADA –Oct 2014
20% Discounts!
Shea Butter Market
www.sheabuttermarket.com
Discount Code SNEP014
Scrimshaw Artworks
www.glenscrimshaw.com
Discount Code WD66
www.BarakaSupplies.com
Shea Butter & Bolga Baskets
20% off all products
Enter code Soulat checkout
33. Calgary, AB CANADA –Oct 2014
Questions/Discussion
Follow-up questions
Wayne Dunn
wayne@csrtraininginstitute.com
www.csrtraininginstitute.com