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CSR


Being a responsible business


Why should businesses of all sizes have a corporate social responsibility policy – and what can they do to fulfil it? Robert Lloyd Griffiths, director of the IoD in Wales, gives his thoughts...


H


aving corporate responsibility at the heart of your business is a fabulous way of helping local communities – but it’s no box-ticking exercise.


CSR is also a tremendously useful way of boosting your books. Recently, a colleague attended a South Wales


business awards ceremony and was thrilled that the winner – from a strong shortlist of 12 – was one which unashamedly cared for its local community. Not only did the MD highlight his commitment to


his locality in a big-screen video shown to the audience, he also highlighted the policy in a heartfelt acceptance speech. Yes, he understood that pride in people, heritage


and spirit was important in community terms, but he also understood that goodwill among the workforce, neighbours and local suppliers was critical to long-term success. This is a company which could easily source


materials and services from far and wide but, no, they make a point of acquiring as much as possible from close to home. Another example which springs to mind as


benefiting from a powerful CSR ethos was launched by three pals who wished to stay rooted in their own community. A former coal mining area, it’s one of the most


socially and economically deprived parts of South Wales – and they have made full use of an untapped workforce. Staff recruitment is a key benefit of being close to the community. Some staff have been with them since day one. The


company has also embraced green energy and has planted hundreds of trees to offset carbon emissions. Customers spend money in local guest houses,


petrol stations and shops. Free services are offered to schools; inspiration is offered to other local people who wish to start their own businesses. The result? The company has grown quickly and


26 THEbusiness QUARTER


now has a seven-figure turnover. You’ve got to practice what you preach, haven’t


you? And I’m thrilled to have the role of Wales Autism Employment Ambassador. Yes, it works well around the country by explaining


to business leaders about the benefits of employing people with conditions which form part of the autistic spectrum – but it’s also important for the IoD as a responsible business organisation to be seen to develop such worthwhile relationships. A carefully considered and well managed CSR policy


is, indeed, a win-win treasure. If I were to list the benefits to a business they would


include, in no particular order: considerate employees and healthy recruitment opportunities, business opportunity, financial benefit, operational effectiveness, reduced risk, organisational growth and improved brand reputation. If you take a spin down to the heart of Cornwall for


a day at The Eden Project, you’ll see some wonderful CSR in action. They understand that it’s crucial to be rooted in


your local community even as the marketing team is luring clients from across Europe. In a recent edition of the IoD’s Director magazine,


Tim Smit, the project’s founder, said: “If you’re not rooted in your local community you don’t build the support networks to help each other though the good times and the bad.” This was all too evident during the floods of


November 2010 which led to the Eden Project being temporarily closed to the public. Smit said: “All our neighbours said, please open as


soon as you can because our Christmas business will be destroyed if you are not open. We worked 24/7 and we opened. It’s good to be needed.” Whatever size your business, CSR is achievable


and useful. Even microbusinesses across Gwent can do something as simple as sponsoring a school club,


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