Canadian CSR rankings shows CSR growth remains in full flight

Corporate Social Responsibilty (CSR) just like any other business initiative takes a continued application of resources and finances to maintain an active commitment to a corporate program. With that in mind there are concerns that the economic challenges of the last few years might see momentum lost by some companies as they restructure spending and reduce or eliminate what they might see as excessive. Ask yourself this though; It’s 2010 and you have a long term business plan, budgets are being contracted, Is your CSR program an area where you would cut spending and slow the momentum? I wouldn’t, and according to a new report it seems that Canada’s top companies have decided that dedication to CSR is here to stay and more importantly are looking to speed the progress.

The report, which I recommend you take time to look over is “(Macleans) Top 50 Socially Responsible Corporations“. Like many other reports its not quite perfect as it can’t measure everything to qualify what you may deem as the highest priority and therefore favours some industries to a certain extent. More importanly is the tone of the research which takes a reading on the continued approach to CSR by these companies, and the news is very promising.  The vast majority of companies have weathered the recent economic storm and stood firmly by their CSR principles and in some cases looked to improve further. The savvy being displayed by these companies is a welcome signal that sentiments of CSR just being a fad are hugely misplaced, moreover these are large and well respected companies (just check the list) which adds more gravitas to the trend toward companies merging new balances to their approach. Heather Lang, director of research products for Jantzi-Sustainalytics, which compiles the list of Canada’s Top 50 Socially Responsible Corporations:

“We didn’t see any let-up in sustainability programs at companies that already had them. If anything, there was likely an increase in programs.”

For example Bank of Montreal moved full speed ahead with an emissions reduction program no matter how the economy was performing. Targets of 5% reductions in emissions from 2007 are looking likely to be met with the goal being carbon neutral by next year. The benefits aren’t just environmental though, with the reduction in travel and retrofitting bank branches the company benefits of cost cutting via expenses and carbon credits too. Other companies siezed on the depressed market to make purchases and acquisitions of business units that actually accelerated their CSR programs. Picking up auxilliary businesses at a cut price while still moving the ball forward in terms of greening up the overall company. I’ve been so much about CSR recently to know that keeping your employees gainfully aware and in tune with your CSR program is key so that the commitment is perceived as a long term goal and not simply a trend. While I’ve been reluctant to use the word ‘fad’ – B.C. based corporate sustainability consultant Coro Strandberg states just that term when explaining the need for continued attention to your CSR program:

“You’ll lose your credibility with your own employees. They’ll perceive it as a fad and they won’t be as engaged next time around. Your suppliers won’t believe that you’re committed and neither will your customers. Once you’re in the game, you have to stay in the game.”

That truly sums up what needs to be done and what really should be done. If you read the specific company actions within the report you’ll be excited to see that in Canada that is exactly what is happening at the companies who made this list. A corporate reputation hinges on your overall performance and values and with a customer/consumer base who can afford to pick, choose but most importantly evaluate the time to remained committed is clearly now. We’re proud here at Miratel to manage our CSR commitments with our clients, employees and communities in mind. Make sure your business can say the same.

Click here to review the MacLeans Top 50 Socially Responsible Corporations

The link above also allows you to review company by company specifics which help qualify how they appeared on the list. What changes has your company made – and should MacLeans consider a similar list for smaller companies soon? Every effort by every company truly matters and its time all were recognized.