CAHIERS DU LAB.RII DOCUMENTS DE TRAVAIL N 166 Octobre CSR in small and medium sized companies current status and future trends

Transcription

1 CAHIERS DU LAB.RII DOCUMENTS DE TRAVAIL N 166 Octobre 2007 CSR in small and medium sized companies current status and future trends Comparative survey conducted in Germany, France and Poland

2 Survey methodology in France, Poland and Germany In France 561 companies were contacted by phone as part of a random sample survey. Of these businesses, 116 companies said they were willing to take part in the survey. However, at the analysis stage only 81 companies were taken into consideration, which have between 50 and 249 employees. In Poland 28 businesses were surveyed by phone, which have between 1 and 500 employees. In Germany the online questionnaire was sent to owners and managerial staff of small and medium sized companies with up to 500 employees via the Wirtschaftsjunioren Deutschland (WJD) ( Young Entrepreneurs ) and the Markplatz Mittelstand ( Midsized business network ). 949 companies responded after being contacted by clicking on the link to the questionnaire in the newsletter. Of these, 145 companies completed the questionnaire anonymously. When comparing the national findings the different panel structures of the three samples should be taken into account.

3 (In Germany): Companies by branch 1% 3% 0% 5% 11% service 13% 48% building production trade finance and insurance transportation energy 19%

4 (In France): Companies by branch 9% 17% 11% 37% service production trade public works agrofood and agriculture 26%

5 (In Poland): Companies by branch 32% 25% 14% marketing foodindustry production services 29%

6 Comparison of businesses by branch In all three countries most of the businesses involved are in service industries. These are followed by many businesses in manufacturing industries. As the industry categorisation system varies between countries, no direct comparison between them is provided.

7 Commitment to employees in Germany yes no planned Provision of continuous training 86% 4% 10% Personalised organisation of working hours 83% 14% 3% Measures for the recruitment and employment of foreign employees Measures for the recruitment and employment of disabled employees Promotion of health and/or safety 56% 55% 66% 38% 37% 30% 4% 6% 8% Compatibility of work/family 44% 44% 12% Profit-sharing or employee shareholding 34% 46% 20% Social standards at suppliers in supply chain 29% 66% 5% Measures for the promotion of women s interests 28% 66% 6% Social standards in own production plants 24% 69% 7% in developing countries 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

8 Commitment to employees in France yes no planned Promotion of health and/or safety 94% 5% Provision of continuous training 84% 11% 5% Profit-sharing or employee shareholding 83% 14,5% Personalised organisation of working hours 67% 28% 5% Measures for the recruitment and employment of disabled employees 66% 27% 7% Measures for the recruitment and employment of foreign employees 41,5% 53,5% 5% Measures for the promotion of women s interests 39% 54% 7% Compatibility of work/family 10% 89% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

9 Commitment to employees in Poland yes no planned Provision of continuous training 71% 25% 4 Social standards at suppliers in supply chain 68% 25% 7% Social standards in own production plants in developing countries 67% 30% 4 Measures for the recruitment and employment of foreign employees 67% 30% 4 Promotion of health and/or safety 70% 17% 13% Measures for the recruitment and employmen of disabled employees 41% 33% 26% Personalised organisation of working hours 58% 32% 11% Compatibility of work/family 25% 68% 7% Profit-sharing or employee shareholding 25% 68% 7% Measures for the promotion of women s interests 22% 56% 22% 0% 20% 40% 60% 80% 100%

10 Comparison of commitment to employees In Germany and Poland training and further education of employees has the top priority. In France it is the promotion of health and/or safety. In Poland equal treatment of physically handicapped employees and job applicants will be the most important issue in the future. In France this issue will be most frequently planned for alongside the advancement of women. In Germany participation of employees in the business will be most important.

11 Commitment to the environment in Germany yes no planned Reduction of engergy consumption 76% 16% 7% Measures for reduced use of natural resources 69% 21% 10% Waste recycling policy 64% 32% 4% Development of environmentally-friendly products and services 64% 31% 5% Assessment of the ecological impact of investment and acquisition decisions 55% 37% 9% Environmental friendly production processes 50% 44% 6% Measures for the reduction of pollution emissions 48% 44% 8% Ecological standards at suppliers in supply chain 42% 58% 0% Use of renewable energy 34% 51% 15% Ecological standards in own production plants 25% 70% 5% Qualitative and quantitative recording of consumption of ressources and of all emissions 16% 80% 4% Certified system of environmental management 10% 85% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

12 Commitment to the environment in France yes no planned Waste recycling policy 90% 6% 4 Development of environmentally-friendly products and services 78% 16% 6% Reduction of engergy consumption 77% 13,5% 9,5% Assessment of the ecological impact of investment and acquisition decisions 61% 33% 6% Measures for the reduction of pollution emissions 60% 34% 6% Measures for reduced use of natural resources 41,5% 47,5% 11% Certified system of environmental management 40% 46,5% 13,5% Qualitative and quantitative recording of consumption of ressources and of all emissions 40% 54% 6% Use of renewable energy 23% 67% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

13 Commitment to the environment in Poland yes no planned Reduction of engergy consumption 75% 21% 4 Measures for reduced use of natural resources 59% 41% 0 Waste recycling policy 56% 33% 11% Development of environmentally-friendly products and services 56% 41% 4 Ecological standards in own production plants 46% 50% 4 Environmental friendly production processes 44% 44% 11% Ecological standards at suppliers in supply chain 41% 59% 0 Measures for the reduction of pollution emissions 41% 56% 4 Use of renewable energy 30% 59% 11% Assessment of the ecological impact of investment and acquisition decisions 22% 67% 11% Certified system of environmental management 16% 72% 12% Qualitative and quantitative recording of consumption of ressources and of all emissions 15% 81% 4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

14 Comparison of commitment to the environment In all three countries the reduction of energy consumption and recycling are ranked among the top three issues. In Poland and Germany measures are also mentioned regarding lowering consumption of resources, while in France the primary issue is the development of environmentally friendly products / services. In Poland and France most businesses plan to introduce environmental accreditation in future. In Germany the use of renewable energy resources is planned.

15 Commitment to civil society in Germany yes no planned Promotion of / support for social initiatives 71% 25% 3% Promotion of / support for training initiatives 69% 24% 7% Promotion of / support for sports associations 59% 38% 3% Promotion of / support for cultural initiatives 55% 37% 9% Promotion of / support for initiatives to create employment 54% 45% 1% Implementation of ethically responsible marketing 52% 46% 2% Principles/methods aimed at preventing dishonesty and corruption 51% 45% 4% Promotion of / support for environmental initiatives 35% 62% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

16 Commitment to civil society in France yes no planned Promotion of / support for training initiatives 73 % 22 % 5 % Promotion of / support for sports associations 66 % 33 % 1 Promotion of / support for initiatives to create employment 63,5 % 30,5 % 6 % Promotion of / support for environmental initiatives 55 % 40 % 5 % Implementation of ethically responsible marketing Principles/methods aimed at preventing dishonesty and corruption 52 % 43 % 45 % 56 % 3 1 Promotion of / support for social initiatives 36,5 % 56 % 7,5 % Promotion of / support for cultural initiatives 36,5 % 58,5 % 5 % 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

17 Commitment to the civil society in Poland yes no planned Principles/methods aimed at preventing dishonesty and corruption 89% 11% 0 Implementation of ethically responsible marketing 79% 10% 10% Promotion of / support for social initiatives 61% 36% 4 Promotion of / support for training initiatives 57% 43% 0 Promotion of / support for initiatives to create employment 46% 50% 4 Promotion of / support for environmental initiatives 46% 46% 7% Promotion of / support for sports associations 43% 57% 0 Promotion of / support for cultural initiatives 39% 46% 14% 0% 20% 40% 60% 80% 100%

18 Comparison of commitment to society In comparing these countries France, Poland and Germany demonstrate very different types of commitment to society. While in France support for education and sport is top of the list, in Poland it is the avoidance of bribery and corruption and establishing basic principles for ethically responsible marketing of products and services. In Germany social institutions and educational initiatives are supported most often. In Poland and Germany cultural initiatives will be supported most frequently in future. In France it will be social institutions.

19 Awareness of CSR in Germany yes no Before this survey, had you already heard of CSR? 52% 48% Has your business already looked into the subject of CSR? 28% 72% 0% 20% 40% 60% 80% 100%

20 Awareness of CSR in France yes no Has your business already looked into the subject of CSR? 45% 51% Before this survey, had you already heard of CSR? 33% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

21 Awareness of CSR in Poland yes no Before this survey, had you already heard of CSR? 81% 19% Has your business already looked into the subject of CSR? 73% 27% 0% 20% 40% 60% 80% 100%

22 Comparison of awareness of CSR between countries In Poland 81 percent of small and medium sized businesses have heard of CSR and awareness is therefore the highest of these three countries. It is followed by Germany, where about half (52%) the sample have heard about it before and then France where only a third of them know what CSR stands for. When it comes to actually discussing the issue in business Poland takes the When it comes to actually discussing the issue in business Poland takes the lead with 73%. This is followed by France with 45 percent and finally Germany where less than a third of small and medium sized companies have discussed applying CSR in their businesses.

23 (In Germany): Relevance of CSR in SME major relatively major relatively minor insignificant In your view, what is the current impact of CSR in your business? 27% 40% 24% 9% 0% 20% 40% 60% 80% 100%

24 (In France): Relevance of CSR for SME major relatively major relatively minor insignificant no opinion In your view, what is the current impact of CSR in your business? 40 % 29 % 8,5 % 2,5 % 22 % 0% 20% 40% 60% 80% 100%

25 (In Poland): Relevanceof CSR for SME major relatively major relatively minor insignificant no opinion In your view, what is the current impact of CSR in your business? 65% 0 8% 27% 0% 20% 40% 60% 80% 100%

26 Comparison of the relevance of CSR in SMEs In all three countries most companies say that CSR is important to their businesses. In Poland the figures are 65 percent, in Germany 67 percent and in France 69 percent.

27 (In Germany:) In your view, what is the importance of CSR to your stakeholders like: major relatively major relatively minor insignificant own company 27% 40% 24% 9% employees 20% 50% 24% 6% local authorities 20% 46% 25% 10% customers 18% 32% 39% 11% financial backers 6% 26% 38% 30% suppliers 7% 16% 55% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

28 (In France): In your view, what ist the importance of CSR to your stakeholders like: major relatively major relatively minor insignificant no opinion local authorities 46 % 21 % 5 % 5% 23 % customers 40 % 27 % 6 % 4% 23 % employees 28 % 34 % 12 % 6 % 20 % suppliers 27 % 26 % 12 % 6 % 29 % financial backers 26 % 10 % 7 % 6 51% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

29 (In Poland): In your view, what is the importance of CSR to your stakeholders like: major relatively major relatively minor insignificant no opinion customers 71% 0 11% 18% local authorities 68% 0 11% 21% employees 78% 0 17% 4% financial backers 45% 7% 0 31% 17% suppliers 59% 0 14% 27% 0% 20% 40% 60% 80% 100%

30 Comparison of the relevance of CSR to stakeholders While in Poland and Germany businesses mention their own employees as the most important stakeholders for SMEs, in France it is customers. In Poland and Germany suppliers are seen as the least important and in France it is the banks.

31 (In Germany:) What, in your view, are the obstacles that could hinder the implementation of CSR in your business? I agree I do not agree no opinion Too few human resources available 65% 30% 5% Insufficient knowledge to apply CSR in a professional manner 62% 25% 12% To few financial resources available 54% 37% 10% Lack of interest from other partners 42% 27% 31% Lack of interest from customers 42% 37% 21% Lack of interest from employees 27% 48% 25% CSR is not economically profitable 22% 56% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 %

32 (In France): What, in your view, are the obstacles that could hinder the implementation of CSR in your business? I agree I do not agree no opinion Insufficient knowledge to apply CSR in a professional manner manner 49 % 30,5 % 20,5 % To few financial resources available 43 % 21 % 36 % Too few human resources available 35,5 % 33 % 31,5 % Lack of interest from employees 28 % 50 % 22 % Lack of interest from customers 27 % 45 % 28 % Lack of interest from other partners 24,5 % 41,5 % 24 % CSR is not economically profitable 22 % 48 % 30 % 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

33 (In Poland): What, in your view, are the obstacles that could hinder the implementation of CSR in your business? I agree I do not agree no opinion Insufficient knowledge to apply CSR in a professional manner 82% 7% 11% To few financial resources available 64% 29% 7% Lack of interest from employees 61% 29% 11% Lack of interest from other partners 46% 43% 11% Lack of interest from customers 32% 57% 11% Too few human resources available 32% 54% 14% CSR is not economically profitable 11% 64% 25% 0% 20% 40% 60% 80% 100%

34 Comparison of obstacles to introducing CSR In France and Poland the main reason given for not introducing CSR is the lack of knowledge of how this concept can be implemented professionally. In Germany this argument is ranked second after the argument related to a lack of human resources. In France and Poland the lack of financial resources is ranked second. In all three countries the companies agree into it that CSR is economically profitable.

35 (In Germany:) What are the reasons for companies to introduce CSR? I agree I do not agree no opinion improvement of the business s brand image 86% 4% 10% motivating employees 72% 15% 13% recruiment of new employees 61% 28% 12% developing the company strategy 57% 24% 19% meeting the requirements of customers 47% 36% 17% diversification 47% 29% 24% meeting the requirements of social organisations 43% 38% 20% cost reduction 42% 39% 19% meeting political requirements 40% 43% 17% meeting the requirements of financial backers 28% 54% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 %

36 (In France): What are the reasons for companies to introduce CSR? I agree I do not agree no opinion improvement of the business s brand image 79 % 8,5 % 12,5 % meeting political requirements 67 % 17 % 16 % meeting the requirements of customers 63,5 % 14,5 % 22 % motivating employees 63,5 % 19,5 % 17 % developing the company strategy 61 % 19,5 % 19,5 % meeting the requirements of social organisations 56 % 22 % 22 % cost reduction 51 % 24,5 % 24,5 % diversification 39 % 33 % 28 % recruiment of new employees 33 % 44 % 23 % meeting the requirements of financial backers 28 % 29 % 43 % 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

37 (In Poland): What are the reasons for companies to introduce CSR? I agree I do not agree no opinion improvement of the business s brand image 96% 04 motivating employees 93% 4 4 developing the company strategy 69% 14% 17% meeting the requirements of customers 68% 14% 18% cost reduction 57% 25% 18% recruitment of new employees 68% 5 26% meeting the requirements of social organisations 46% 25% 29% diversification 63% 5 32% meeting the requirements of financial backers 36% 32% 32% meeting political requirements 39% 6 56% 0% 20% 40% 60% 80% 100%

38 Comparison of reasons to introduce CSR In all three countries image is mentioned as the main reason to introduce CSR. In Poland and Germany employee motivation is ranked second and in France it is political demands. While the response to political demands is ranked second in France, this argument comes last in Poland and next to last in Germany.

39 Development of CSR in Germany will grow remain unchanged will decline In your view, the longer term the role of CSR in your business will 75% 4% 21% In your view, the ecological demands with which your business will be faced in the future will 63% 1% 36% In your view, the social requirements with which your business will be faced in the future will 63% 3% 34% In your view, in the future, the place of CSR relative to other criteria essential to the business will 47% 5% 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 %

40 Development of CSR in France grow remain unchanged decline gave no opinion In your view, the social requirements with which 45 % 25 % 29 % your business will be faced in the future will In your view, in the future, the place of CSR relative to other criteria essential to the business will 60 % 18 % 22 % In your view, the ecological demands with which your business will be faced in the future will 70 % 13 % 16 % 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

41 Development of CSR in Poland grow remain unchanged decline gave no opinion In your view, in the future, the place of CSR relative to other criteria essential to the business will 89% 7%0 4 In your view, the longer term the role of CSR in your business will 82% 11% 0 7% In your view, the social requirements with which your business will be faced in the future will 79% 14% 0 7% In your view, the ecological demands with which your business will be faced in the future will 68% 25% 0 7% 0% 20% 40% 60% 80% 100%

42 Future development of CSR In Germany the SMEs estimate that the social and ecological requirements made of business enterprises will increase by equal amounts. In Poland they estimate that the social demands will be greater compared with the ecological ones, whereas in France the ecological demands will be greater than the social ones. In Poland almost all businesses (89%) say that CSR will become more important in comparison with other business-relevant factors. In France more than half the businesses say the same and in Germany almost half at 47 percent do as well.

43 (In Germany:) How do you communicate your CSR? ja nein geplant via your website 32% 43% 25% via internal pamphlets 24% 56% 20% via marketing campaigns 12% 76% 12% via producing an environemt report 8% 86% 6% by producing a social report 5% 87% 8% via the CSR report 4% 90% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

44 (In France): How do you communicate your CSR? yes no planned via internal pamphlets 40 % 44 % 16 % by producing a social report 34,5 % 59 % 6,5 via producing an environment report 27 % 63,5 % 8,5 via your website 26 % 59 % 15 % via marketing campaigns 24,5 % 69 % 6,5 via the CSR report 12 % 74,5 % 12,5 % 0% 20% 40% 60% 80% 100%

45 (In Poland): How do you communicate your CSR? yes no planned via your website 79% 14% 7% via marketing campaigns 43% 43% 14% via internal pamphlets 39% 54% 7% via the CSR report 29% 68% 4 via producing a environment report 14% 79% 7% by producing a social report 14% 82% 4 0% 20% 40% 60% 80% 100%

46 Comparison of CSR communication In a comparison of these countries the least communication about CSR is carried out in Germany. The most communication occurs in Poland, especially via the website but through all other media as well. What is also striking here is the relatively frequent communication about the environment, social and CSR reports, which still have limited distribution in France and Germany.

47 Contact: For the results of Germany: Violetta Eichholz Gewerbe- und Innovationszentrum Lippe-Detmold GILDE GmbH Bad Meinberger Straße Detmold Tel.: eichholz@csr-mittelstand.de For the results of France: For the results of Poland: Blandine Laperche Ewa Warecka MCF HDR en sciences économiques Incubator of Enterprise Ltd Directrice adjointe du Laboratoire de Recherche Szyb Walenty 32 sur l'industrie etl'innovation -LABRII (EA3604) Ruda Slaska / Poland 21 quai de la Citadelle Dunkerque France Phone: +48 (0) tel : Fax: +48 (0) fax : e.warecka@inkubatorrudzki.pl