Experts for creating more awareness about corporate social responsibility programmes

According to industry experts, the challenges include securing senior management buy-in on CSR activities and creating more awareness on how community engagement can tie into core business goals.

The comments came against the backdrop of the upcoming CSR Qatar 2014 slated on December 1 to 3 at the Marriott Marquis in Doha. The event aims to spur renewed focus on CSR among various stakeholders.

“Companies are increasingly being judged by the public on their reputation for business integrity and ethical conduct to the extent that public perception of a company today can have a direct impact on bottom lines,” said Qatari Diar corporate social investment manager Alanoud Taleb al-Henzab.

She said: “While the linkage between CSR and competitive advantage is well-documented, the right thing to do for any progressive business would be to look beyond the return on investment on CSR and instead focus on ‘return on impact.’”

“This requires measuring an organisation’s value on parameters that extend beyond financial performance, taking into account the lasting benefits of social investment in terms of enhanced corporate image and competitive differentiation,” al-Henzab said.

According to al-Henzab, integrating CSR into the core business strategy of companies, along with policy initiatives that support greater corporate transparency and sustainability reporting, were crucial to the long-term sustainable development of the country.

A recent study conducted among organisations in the Middle East by the Centre for Sustainability and Excellence (CSE) found that less than 10% of all companies studied have established goals or launched strategies on sustainability and CSR issues.

The study also showed that the energy sector led the way in terms of publication of sustainability reports, accounting for 28% of total published reports, followed by the financial services sector and the manufacturing, chemicals, and petrochemicals sector.

Interestingly, the UAE and Qatar together accounted for more than half of all sustainability reports published in the region.

“The concept of CSR is a relatively new one in Qatar and the region. From instinctively thinking of ‘beach-cleaning’ once community involvement is in discussion, companies are beginning to make the transition to high-impact programmes that bring tangible difference to communities,” said Qatar Charity CEO Yousuf bin Ahmed al-Kuwari, who cited the Ras Laffan community outreach programme as an example of how businesses can have a direct impact on the local community.

“A change in C-level mindset is crucial to elevating the CSR environment as the quality of CSR initiatives are greatly influenced by the way top management approaches them - some CEOs still think of CSR as a PR tool to be utilised while others look at it as taxes to be paid,” al-Kuwari added.

His sentiment was echoed by Cisco general manager Mohamed Hammoudi, who said, “There is a need for businesses to evolve a more constructive approach to sustainability in order to bridge existing gaps and improve the overall CSR strategy impact. Essentially, this involves a shift away from looking upon CSR as some form of mandatory tax to embedding CSR concepts into their business strategy.”

Launched last year with the aim of aligning CSR initiatives with the Qatar National Vision 2030, CSR Qatar provides an opportunity for CSR professionals to network with high-level experts from across the region.

During this year’s conference, which was organised by Informa Tharawat in collaboration with the Qatar Chamber, leading organisations will share their strategy development practices, how they overcame challenges, as well as social return of investments.

The programme will also focus on how CSR can support business performance, delving into the often under-recognised link between CSR, positive community relationships, and competitive advantage.

Key conference partners and sponsors include the Qatar Chamber, Qatari Diar, Qatar Fuel Additives Company, Al Fardan Group, and Microsoft.