• Sustaining the CSR concept. • Incorporating CSR into your event.
N
o longer just an industry buzz word, corporate social re- sponsibility (CSR) is here to stay and all meeting plan- ners, regardless of company size, should be aware of the
concept and practices of CSR. Corporate social responsibility (CSR) is a practice whereby or- ganizations decide to contribute to a better society and a cleaner environment by creating business cultures that value charity and stewardship, while recognizing the interests of their stakeholders. If envisioned and implemented well, CSR is not only good busi- ness, it is smart business. Companies that consider the social impli- cations of their actions are likely to boost their public image and goodwill, attract more customers and investors and reap benefi ts for their shareholders. Additionally, such behavior attracts employees wanting to be associated with a company that is concerned not only with profi ts, but also the welfare of society. This corporate citizenship involves companies behaving in a socially responsible manner and doing business with others who do the same. Organizations that have integrated CSR into their corporate culture measure and report impact on a triple bottom line of people, planet and profi t, not just the monetary bot- tom line, which is the traditional measurement of business success.
Commitment to CSR varies widely between organiza-
tions and even within them. Those organizations that adopt socially responsible behavior understand that such practices make good business sense. Where the concept is well developed, CSR is integrated into the business plan, implemented by all depart- ments, including meeting planning; supported by senior management and reported on an
20
annual report to shareholders. An example of top down integra- tion of CSR by a nationally recognized organization is The Schwan Food Company®
, known as Schwan’s.
“Be the Best” is the CSR mantra at Schwan’s, headquartered in Marshall, MN. Cheryl Hoffard, a 22-year manager of travel/meet- ings/events, proudly reports that this is implemented and measured at three levels: people, products and performance. “By best people we create a high performance culture and identify and grow talent. By best products we reduce cost to serve and become a product innovation leader and by best performance we grow loyal and prof- itable customers and optimize and sustain fi nancial performance.” She added, “Overall our strategic imperatives fi t well within our strategic plan of hard work, growth, helping one another and en- thusiasm.” Schwan’s has found ways to incorporate CSR into their overall
business practices, including meeting planning. All home service delivery trucks are fi lled with propane instead of gasoline. This is good for the planet. According to Hoffard, propane extends the truck life and minimizes maintenance. “In addition, the cost of pro- pane is less than gasoline. Plus 85 percent of propane used in this country comes from domestic sources and helps reduce US depen- dence on imported oil and strengthens national energy security,” said Hoffard. “This is good for profi t and people, which makes this one decision to use propane instead of gasoline impact the triple bottom line of planet, people and profi t.” The company displays additional corporate citizenship through
its weekly fundraising event: Friday Jean Day. Monies raised are matched by Schwan’s and dispersed to charities within a 30- mile radius of the company. As a company Schwan’s has also implemented the LEAN concept, a series of concepts, principles
MIDWEST MEETINGS SUMMER 2011
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