1. HOW CSR
WORKS
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2. Corporate Social Responsibility (CSR) refers to how a
company and their stakeholders integrate social and environmental concerns as part of
their overall business operation. Activities such as taking efforts towards protecting the
environment, adhering to community values, participating in developmental aspects of the
community and focusing towards other forms of social responsibility.
HOW CSR WORKS

3. What Makes A Good CSR...
INSIGHT provides an ability to grasp fundamental truths that sets
one brand apart from its competitors.
It must be simple, focused, & truthful.
An IDEA refers to innovation, the ability to maintain product
relevancy, to connect and understand their customer, and to keep
them involved with their brand.
To illustrate this insight, all participants are able to grasp the reality.
It is the visual motif that drives the campaign.
HOW CSR WORKS

4. HOW CSR WORKS

5. HOW CSR WORKS

6. A good brand reputation can also be generated by conducting
philanthropic activities along with producing the best high-quality
products and or services.
To succeed in achieving strong brand loyalty, firms must devote
attention to creating and sustaining customer loyalty by conducting
CSR activities.
How CSR Build A Brand
HOW CSR WORKS

7. Customers build the brand equity of a socially responsible company by
enhancing its future profits and goodwill. Therefore, CSR activities are modes
for companies to increase their reputation, and thus affecting brand equity as a
result.
This is because CSR activities “go beyond the legal obligation” thus show that
the company cares more about the community than just about profit.
HOW CSR WORKS

8. CSR Theatre
HOW CSR WORKS

9. HOW CSR WORKS

10. Theater One: Focusing on philanthropy
Programs in this theater are not designed to produce profits or
directly improve business performance.
HOW CSR WORKS

11. Theater Two: Improving operational effectiveness
Existing business models typically deliver social or environmental
benefits in ways that support a company’s operations across the
value chain, often improving efficiency and effectiveness.
HOW CSR WORKS

12. Theater Three: Transforming the business model
Create new forms of business specifically to address social or
environmental challenges
HOW CSR WORKS

13. Coordinating Programs Across Theaters
HOW CSR WORKS

14. Case Studies
Metropolis Apartment CSR Events
METROPOLIS

15. INSIGHT
Proving that the product was indeed designed
as a Students Apartment
GOAL
To give back to their surrounding society.
Welcoming new attendants.
Reaching interest and generating loyalty.
CSR
Celebrating Independence Day with their local
community, including children and other attendants:
Book Expo, Free Lunch, Free Internet and several
competitions with edu-gifts.
Exposed towards targeted audiences only.
Used as their 2009 ad campaign material.
METROPOLIS

16. METROPOLIS

17. METROPOLIS

18. Case Studies
MAERSK
MAERSK

19. MAERSK
MAERSK uses the reference from the 17 points of UN Sustainable
Development Goals for their CSR programme.

20. Theater 1
Disaster Response
MAERSK - Theater 1

21. In case of a complex humanitarian crises and/ or natural disaster,
The Logistics Emergency Team (LET) is activated to help provide an
emergency response.
To alleviate the effects of Hurricane Dorian in the Bahamas, LET
partners supported the humanitarian response operation. To address
the shortage of warehousing, Maersk released 40 containers as a local
pro bono donation to assist in the distribution of aid and transit storage
serving relief organisations. During a period of two months,
a Maersk 20’ container was used to distribute freshwater for local
communities.
MAERSK - Theater 1

22. Theater 2
Human Rights
MAERSK - Theater 2

23. MAERSK - Theater 2
MAERSK implemented an approach
called learning teams, where
frontline participation now facilitates
learning about critical operational
risk - to inform improvement across
all work systems. The approach was
to drive engagement, ownership and
training
Safety

24. Employee Relations
MAERSK - Theater 2
MAERSK introduced e-learning modules covering employee
relations, which was conducted partly online and during a number
of face to face classroom sessions. 71% of their targeted audience
completed this training.
MAERSK also launched their face-to-face training covering
employee relations and daily operations, along with topics relating
to negotiations and conflict management.

25. Diversity and inclusion
MAERSK - Theater 2
They launched a new e-learning topic called ‘Beating Bias’. This training
module covered subjects related to inclusion and mitigating unconscious
bias. 56% of their onshore operations completed this e-learning training -
globally.
They also conducted a global training session covering leadership -
including embedding diversity and inclusion into ‘Leading Maersk’. 1,188
first-time leaders participated.
They also continued to focus on increasing gender diversity with over
390 women participating in their flagship Strategy for Success program in
14 global workshops.

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