The previous definition of Corporate Social Responsibility (CSR) given by the European Commission was : « A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis. »
The new definition published in the new strategic plan aims to provide a more modern vision of the CSR and also to focus on a more global approach : « The responsibility of enterprises for their impacts on society. »
After the first strategic plan established in 2006 with the creation of the European Alliance for CSR, the purpose of this plan is to bring new elements for building a long term strategy.
CSR has now to be considered as part of the companies’ strategy in order to improve their competitiveness : a CSR strategy can bring « benefits in terms of risk management, cost savings, access to capital, customer relationships, human resource management, and innovation capacity. »
The global objective for the company is to create trust with its employees, clients, the citizens and the other stakeholders of the company. This global aim means for the companies to put in place « a process to integrate social, environmental, ethical, human rights and consumer concerns into their business operations and core strategy in close collaboration with their stakeholders, with the aim of maximizing the creation of shared value for their owners/shareholders and for their other stakeholders and society at large and identifying, preventing and mitigating their possible adverse impacts. »
The EU has established 8 priority areas for the period 2011 – 2014 :
1. Awareness-raising and best practice exchange
Enhancing the visibility of CSR and disseminating good practices : creation of a European award, leveraging EU policies in the fields of consumption, investment and public procurement in order to promote market reward for responsible business conduct.
2. Support to multi-stakeholders initiatives
Establishment of sector-based platforms for enterprises and stakeholders to make commitments and jointly monitor progress.
3. Cooperation with Member States
Emphasising the importance of national and sub-national CSR policies : the Commission invites EU Member States to present or update their own plans for the promotion of CSR by mid-2012.
4. Consumer information and transparency
Improving and tracking levels of trust in business : the Commission will launch a public debate on the role and potential of enterprises, and organize surveys on citizen trust in business.
Improving company disclosure of social and environmental information : the new policy confirms the Commission’s intention to bring forward a new legislative proposal on this issue.
5. Research
Further integrating CSR into research and explore opportunities for funding more research.
6. Education
The Commission will provide further support for education and training in the field of CSR.
7. Small and medium-sized enterprises
The EU can help small and medium-sized enterprises to disseminate good practice, encourage peer learning, and develop their own strategic approaches to CSR.
8. The international dimension of CSR
Better aligning European and global approaches to CSR (OECD guidelines, UN principles, ISO 26000 guidance, …).
For corporate communication, this strategic plan allows to point out that the companies will have to focus more and more on three main points : awareness-raising and best practice exchange, multi-stakeholders initiatives, consumer information and transparency.
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