Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Realities in Romania
2015 Edition
Objectives
Approach
Strengths
Weaknesses
Societys interest in CSR and the relative novelty of this concept for
the Romanian public
Opportunities
Threats
Top 9
conclusions
1.
The percentage of companies defining corporate social responsibility as being business ethics has increased significantly
to 17% in 2014 from 6% in 2013. Moreover, the percentage of those who believe that CSR means significant interactions
with the stakeholders increased from 1% in 2013 to 10% in 2014, and among those who see CSR as responsible supply
chain management the percentage increased from 1% in 2013 to 8% in 2014.
2.
In 2014. CSR budgets have stagnated (35% of answers). However, in this general trend, 7% of companies say that their
CSR budgets have been increased even by 20%-30%. In contrast, only 7% of companies say their CSR budgets have
been reduced and 9% do not have a budget for CSR.
3.
If 16% of respondents say they have no budget allocated for CSR projects in 2015, 27% say that they have a CSR budget
between 10,000 and 50,000 euros and 7% have a budget of over 500,000 euros. However ,16% of companies say they
have no budget for CSR in 2015.
4.
5.
6.
7.
In 2014, 51% of companies' CSR budget came from allocations that are deductible from the budget (versus 37% in 2014),
35% of non-deductible allocations from the company's budget (compared to 48% in 2014) and only 14% of other source
(compared to 15% in 2014).
37% of companies say they use their own evaluation systems (53% in the previous survey), while 13% (previously 24%)
say they use international reporting standards, and 7% (18% previously) appeals to assessments provided by partners
(e.g. NGOs). However, 40% of respondents do not track in any way the impact of their community involvement.
If 41% of companies say it is unlikely or less likely for them to produce a report of CSR / sustainable development in the
near future, the majority (55%) say it is likely to make such a report. A significant aspect is that only 4% of respondents
chose "do not know" to this question.
55% of respondents say they have a policy on supply chain sustainability which they also implement, but 21% say they
have no such policy, and 11% simply do not know whether they have one or not. There is a 2% that have a policy on
supply chain sustainability but do not implement it.
8.
Regarding the number of people making up the CSR team, they are on average 3.5 per company (full-time employees),
which indicates an increase of 25% over the prior year average of 2.8.
9.
Most companies have a focus on education in CSR projects (69%, but down 10% from the previous year). This is followed
by interest in social issues (62%, down 2%) and health (54%, down 2%). The environment is the area with the greatest
decrease in 2014 compared to 2013 from 58% to only 35%.
57%
50%
40%
33%
30%
30%
2013
12%
10%
10%
2014
18%
17%
20%
8%
5%
6%
1%
1%
1%
1%
0%
Total respondents: 154
(Skipped this question: 156)
Community
involvement
Business ethics
Risk
Significant
Responsible
management interactions with supply chain
stakeholders
management
Sustainable
business
strategy
Philanthropy
The percentage of companies defining corporate social responsibility as being business ethics has increased significantly reaching
17% in 2014 from only 6% in 2013. Moreover, the percentage of those who believe that social responsibility means significant
interactions with the stakeholders increased from 1% in 2013 to 10% in 2014; among those who chose the answer responsible
management of the supply chain the percentage increased from 1% in 2013 to 8% in 2014.
Number of answers
120%
300
Yes
No
69%
14%
94
31%
80%
200
No
150
100
4
10
59
214
No
60%
Yes
50
40%
86%
Yes
96%
69%
20%
93
0%
2014
4%
100%
250
31%
Percentage
2012
2013
2014
2012
2013
2014
69% of surveyed companies say that they have been involved in corporate social responsibility projects in 2014, against 96% in the
previous year. This result does not indicate less interest from companies to incorporate CSR activities in their business strategy, but
comes as a result of the growing number of questionnaire replies from companies that have not yet started CSR activities.
No CSR policy
Lack of an initiator
2
5
No budget allocated
Lack of interest
No identifiable project
Not in policy
8
10
Do not know
Other
Total respondents: 57
(Skipped this question: 254)
10
12
Regarding the reason for not engaging in CSR activities, we see that the main causes, after "do not know, are the following ones:
"difficult financial situation" of the company, on a par with the answer "not in policy" and "no identifiable project", followed by "lack of
interest" and the fact that there is no budget allocated".
5%
Very likely
3%
13%
Probably
27%
Quite possibly
Rather negative
45%
38%
Less likely
52%
Rather positive
Rather neutral
14%
Unlikely
3%
Do not know
0%
5%
10%
15%
20%
25%
30%
35%
40%
Total respondents: 63
(Skipped this question: 248)
Regarding the probability of engaging in CSR activities in the future, we see that only 5% of respondents to this question say that
they are very likely to do so. Overall, the balance tilts toward the negative responses, which may indicate that the identified obstacles
standing in the way of CSR engagement in some of these firms are difficult to overcome.
74%
66%
70%
58%
60%
70%
62%
64%
50%
40%
2012
30%
20%
20%
13%
21%
17%
15% 14%
21% 23%
22%
2013
25%
2014
17%
12%
10%
0%
Promoting products
It increases the
We are obliged by
and services
financial value of the our company policy
company
Our shareholders
request the
involvement
It is part of our
public relations
strategy
Recognition and
visibility
The two main reasons why companies say that they have been involved in corporate social responsibility projects in 2014 are: that
this activity is part of their public relations strategy (66%) and that it brings recognition and visibility (64% ). These were the main
reasons given by respondents in all of the three editions of the study so far.
CSR Budget
Percentage
7%
10%
15%
17%
1%
3%
35%
9%
3%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Seemingly in 2014 CSR budgets have stagnated (35% of responses). However, in this general trend, there are 7% of companies
saying that their CSR budgets have increased by 20%-30%. In contrast, only 7% of surveyed companies say that their CSR budgets
have declined, and 9% do not have a budget for CSR.
50%
40%
40%
30%
2013
18%
20%
14%
10%
7%
6%
3%
3%
2014
17%
16% 16%
2015
11%
9%
3% 2% 3%
2%
4%
1%
11%
7%
8%
0%
Decreases
between 2030%
Decreases
between 1020%
Decreases
between 510%
Decreases
between 0-5%
0%
Increases
between 0-5%
Increases
between 510%
Increases
between 1020%
Increases
between 2030%
In 2015, there is a continuing stagnation of CSR budgets for 40% of companies (this percentage is decreasing compared to previous
years), while 53% of companies (compared to 42% in the previous survey) say that they have a bigger budget , however only 7%
(compared to 10% in 2014) say that they have a reduced budget this year.
(single answer)
Question 8
16%
No CSR budget
16%
Up to 5,000 euro
15%
7%
7%
14%
6%
14%
63%
8%
7%
0%
20%
40%
60%
27%
80%
If 16% of respondents say that they do not have a budget allocated for CSR projects in 2015, 27% say they have a budget of CSR
between 10,000 to 50,000 euros and 7% have a budget of over 500,000 euros.
What was the main source for the 2014 CSR budget? (single answer)
Question 9
60%
14%
51%
35%
Non-deductible
allocations from the
budget
Various others
40%
51%
48%
50%
37%
35%
30%
20%
15%
Non-deductible
allocations from the
budget
14%
Various others
10%
0%
2014
2015
In 2014, 51% of companies' CSR budget came from allocations that are deductible from the budget (versus 37% in 2014), 35% from
non-deductible allocations (compared to 48% in 2014) and only 14% from other source (compared to 15% in 2014).
Which department holds the budget line for CSR? (single answer)
Question 10
80%
PR and Marketing
4%
70%
2% 1%
4% 1%
HR
58%
60%
Other department
6%
Management
23%
69%
59%
50%
2015
Sustainable development
budget
30%
20%
Administrative
10%
CSR
2014
40%
23%
17%
19%
14%
0%
PR and Marketing
HR
Other department
In 2015, 59% of respondents place the budget line for CSR within PR and Marketing (compared to 69% in 2014), 23% in HR (versus
17% in 2014), but 4% say they have a sustainable development budget (compared to 5% in 2014), and 1% even have a CSR
department. Other departments indicating to have CSR budget lines include: Finance and accounting department or Administrative
department.
Question 11
2012
Nu
No
55%
2014
2013
Yes
45%
Nu
Nu
No
43%
No
42%
Yes
57%
Yes
58%
Regarding the involvement of the top management in defining a strategy for CSR and in developing CSR projects in 2014, 58% of
companies say they already have a CSR involvement committee at a top management level, while only 42% responded negatively.
2014
2013
No
16%
No
22%
No
35%
Nu
Nu
Nu
Da
Yes
78%
Da
Yes
65%
Da
Yes
84%
Most companies (65%) say they already have a strategy/policy of CSR, while 35% say they do not have such a strategy yet. The
percentage of positive responses shows a 19% decrease compared to previous editions results, but actually reflects the greater
percentage of answers to the questionnaire received from companies that have not developed CSR activities yet.
Measuring and
reporting CSR
activities
Question 13
80%
70%
68%
65%
60%
55%
50%
45%
40%
Yes
35%
32%
No
30%
20%
10%
0%
2012
2013
2014
Slightly more than half of respondents (55%) do not measure the impact of their CSR projects in their community. The percentage of
positive responses is decreasing by 23% compared to the previous study, but it actually reflects the greater percentage of answers to
the questionnaire received from companies which have not developed CSR activities yet.
3%
13%
Own evaluation systems
40%
Evalutations provided by partners (e.g. NGOs)
37%
We do not track the impact over the community
7%
Other indicators
Total respondents: 78
(Skipped this question: 35)
37% of companies say they use their own evaluation systems (compared to 53% in the previous survey), while 13% (against 24%
previously) say they use international standards reporting, and 7% (against 18% previously) turn to evaluations provided by partners
(e.g NGOs). However, 40% of respondents do not track in any way the impact of community involvement.
61%
60%
53%
50%
40%
30%
2013
24%
2014
22%
18%
20%
12%
10%
5%
5%
0%
International standards
reporting
Evalutations provided by
partners (e.g. NGOs)
Other indicators
Compared to the previous surveys the companies using their own evaluation systems register the highest growth percentage (+8%),
while firms turning to international standards reporting fall as a percentage (-2%), and those using ratings evaluations by partners
(e.g NGOs) show a 6% decrease in 2014 compared to 2013.
Question 16
Clients
15%
Environment
36%
Employees
15%
Economic
Suppliers
16%
9%
Other area
9%
We do not track the impact
of CSR activities
Total respondents: 139
(Skipped this question: 172)
To this question most responses (36%) come from companies that do not track the impact of CSR activities. Otherwise, the
distribution of answers is relatively balanced, but also indicating a focus on customers, environment and employees.
Question 17
4% 6%
Unlikely
20%
Less likely
35%
Quite possibly
Probably
11%
Very likely
Do not know
24%
If 41% of companies say it is unlikely or less likely to produce a report of CSR/ sustainability in the near future, the majority (55%)
say it is likely to make such a report. A significant aspect is that only 4% of respondents chose the answer "do not know" to this
question.
Company website
50%
Social media
49%
Press releases
29%
Annual reports
24%
Dedicated platforms
19%
3%
Other instruments
Total respondents: 139
(Skipped this question: 172)
0%
10%
20%
30%
40%
50%
60%
70%
80%
The main tools used to communicate the company's involvement in CSR is the company's website (67% in 2014 vs. 22% in 2013),
press releases (49% in 2014 vs. 31% in 2013), annual reports (29% in 2014 vs. 26% in 2013). Social media, which was a secondary
option with only 13%, now climbs up to the second position with 50%.
31%
31%
30%
26%
25%
22%
23%
22%
20%
2013
13%
15%
2014
13%
11%
10%
8%
5%
0%
Annual reports
Press releases
Company website
Social media
Dedicated platforms
There is a significant drop in the percentages of annual reports (-13%) and press releases (-9%) in 2014 compared with 2013, but
also important increases in company's website (+9%), social media (+10 %) and platforms dedicated to CSR (+3%).
What would be, in terms of your company, the most important advantage
that you can get after developing a report of CSR/sustainable
development? (multiple answer)
Question 16
Other benefits
4%
17%
29%
37%
55%
55%
To demonstrate that the company has such current practices and a sustainable
development strategy
Total respondents: 139
(Skipped this question: 172)
60%
0%
10%
20%
30%
40%
50%
60%
70%
60% of firms say that the most significant benefit associated with producing a report of CSR / sustainable development is the demonstration of the
fact that the company has such current practices and a sustainable development strategy. The following benefits are: increasing the credibility of
the company in relation to competition (55%), showing that the companys management is committed to ethical and transparent practices and
processes (55%), and only in fourth place the fact that internal sustainability management processes will be improved.
CSR projects
in 2014
16
14
+108%
13.7
-36%
12
8.7
10
8
6.6
4
2
0
2012
2013
2014
In 2014, companies have developed an average of 8.7 CSR projects, decreasing by 36% from the previous year, but this result
reflects the greater percentage of answers to the questionnaire received from companies which have not conducted CRS activities
yet.
Up to 5,000 euro
Between 10,000 - 50,000 euro
18%
18%
7%
3%
2%
0%
0%
10%
20%
30%
40%
50%
60%
In 2014, the average value of a CSR project has been up to 5,000 euros. This was the answer given from 52% of the responding
firms. However, 5% of respondents said they have developed CSR projects with an average of 100,000 to 500,000 euros.
Local
45%
National
Community level
25%
Regional
25%
21%
Company level
13%
10%
20%
30%
40%
50%
60%
For the first time, companies bring their CSR strategies focus at local level (55%), where previously the largest number of CSR
projects were concentrated at national level (57%) and not so much at community level or local level. Note that the projects
undertaken at national level stands at 45% in 2014.
55%
57%
52%
50%
45%
40%
35%
30%
33%
25%
31%
27%
25%
2013
21%
2014
20%
13%
10%
0%
Local
National
Regional
Community level
Company level
All communities we
operate in
The only increase in the number of CSR projects undertaken in 2014 is at local level (+3%). All other levels show significant declines
in 2014, ranging from -14% to -8%, the strongest being the projects implemented "among all communities in which we operate".
87%
79%
69%
68%
60%
60%
62%
62% 56%
2012
56% 58%
54%
2013
50%
2014
41%
39%
40%
35%
27%
30%
36%
35%
29%
19%19%
20%
15%
10%
2% 1%
5%
0%
Education
Social
Health
Sport
Environment
Culture
Entrepreneurship
Other
Most companies have CSR projects that focus on education (69%, but down from 10% in the previous year). This is followed by CSR
projects focused on social issues (62%, down 2%) and health (54%, down 2%). The environment is the area with the greatest
decrease in 2014 compared to 2013 from 58% to only 35%.
Question 25
90%
80%
75%
73% 74%
79% 80%
72%
67%
70%
61%
59%
60%
50% 50%
50%
40%
2012
40%
2013
30%
2014
20%
13%
10%
5%
2%
0%
Volunteering
Total respondents: 130
(Skipped this question: 181)
Donations in cash
Socially responsible
business practices
Other
In 2014 most companies offer help by: financial donations (80% vs. 79% in the previous survey) and volunteering (61% vs. 74%).
A small decrease is observed for in-kind donations (59% vs. 67%). Very few companies are focused on socially responsible business
practices (40% in 2014 vs. 50% in 2013).
Other
4%
No collaborations
39%
49%
Authorities local/central
52%
Educational institutions
87%
NGOs
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Regarding the collaboration with various institutions, 87% of companies prefer mostly NGOs (compared to 54% previously), while
49% work mainly with local/central (compared with 37% previously). However, there are companies operating projects by
collaborating with educational institutions (52%) or with institutions providing medical services and care (39%).
Supply Chain
Sustainability
11%
21%
55%
No
Do not know
11%
2%
55% of respondents say they have a policy on supply chain sustainability that they implement, but 21% do not have any, and 11%
simply do not know. There is a 2%, notwithstanding having a policy on supply chain sustainability, that do not apply it.
Other reasons
18%
29%
35%
37%
43%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Concerning the reasons for applying the policy of sustainability to their supply chain, firstly it allows cost effectiveness (43%),
followed by the fact that it allows better management of risks (37%), and that it is a part of the companys sustainability/CSR
strategy (35%). 18% of companies say that it really does add value to the brand.
Question 29
10%
Other way
16%
We do not assess it
33%
Surveys
40%
Audit
57%
Meetings
0%
10%
20%
30%
40%
50%
60%
Companies maintain that they assess the sustainability of a supplier by meetings (57%) by audit (40%), and through surveys (33%).
However, 16% of surveyed companies do not make any kind of assessment in this regard.
What are the main lines of action that you take into account
in developing a sustainable supply chain? (multiple answer)
Question 30
12%
Other
24%
Community Development
Human resource management, compensation and benefits
26%
Human Rights
26%
30%
Commercial communication
43%
45%
Environment
65%
0%
10%
20%
30%
40%
50%
60%
70%
The main lines of action that companies take into account in developing a sustainable supply chain are: transparency and ethics in
business (65%), environment (45%), and health and safety at work (43%).
Question 31
8% 2% 11%
Not important
A little important
Quite important
29%
27%
Important
Very important
Do not know
23%
Total respondents: 125
(Skipped this question: 186)
At a company level the criteria of sustainability in choosing a supplier is important for 79% of respondents, but for 2% it is not
important, and 8% do not know.
CSR team
and the role of
employees
Question 32
+25%
3.5
2.6
+8%
2.8
3.5
2.5
2
1.5
1
0.5
0
2012
2013
2014
Regarding the number of people involved in CSR team, on average they are 3.5 per company (full-time employees), which indicates
an increase of 25% over the prior year average of 2.8.
75%
13%
No
6%
6%
Do not know
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
An overwhelming majority, 75% of companies, involve employees in various CSR activities. Which means that Romanian companies have
understood that employees are more motivated when their company is active in CSR projects. It is widely accepted that CSR projects have a
significant impact in motivating, developing and retaining employees.
1.18
internal trainings about CSR in 2014
Total respondents: 124
(Skipped this question: 187)
The average number of internal trainings on topics of corporate social responsibility organized by the surveyed companies in 2014 is
extremely low, only 1.18 per company.
Question 35
0%
2%
Do not know
20%
27%
No
51%
0%
10%
20%
30%
40%
50%
60%
Regarding the process of establishing a CSR strategy, 51% of companies already have an internal process for identifying relevant
themes in the field of CSR, compared to 47% who do not have such process.
Demographics
The results of this study reflect the responses
received between April 27 to May 25 2015 from
311 top executives and CSR professionals from
companies operating in Romania.
Demographics
The shareholding structure of companies:
Locations:
43%
10%
2015
2014
50%
57%
40%
13%
2013
Mixed
32%
24%
Another locality
2014
Foreign
55%
76%
Romanian
11%
2012
25%
2013
25%
75%
64%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
Bucharest
Demographics
The industries in which the companies that responded to the
survey in 2015 operate in: (answers)
Oil industry
11%
Chemical industry
Food industry
Telecom / media
29%
12%
9%
10
IT industry
11
11
21%
23%
10-50M EUR
2014
2013
36%
2012
9%
14%
18%
50-100M EUR
15
20
Other services
30%
32
Manufacturing industry
Total respondents: 176
(Skipped this question: 135)
3%
2%
1-10M EUR
48%
35%
46
0
10
20
30
40
50
0%
Demographics
Positions held in the company by people who responded to the survey in 2015 (answers):
Financial Director
30
28
26
Other position
18
16
Economic Director
12
CSR Specialist
11
Accounting Director
10
Economist
Financial Analyst
Administrative Director
HR Director
2
0
10
15
20
25
30
35
Project team
Project team
CSRMedia.ro
EY Romania
Lacrmioara Botezatu
Elena Badea
Project Manager
CSRMedia.ro
lacramioara@csrmedia.ro
elena.badea@ro.ey.com
George Carpov
Oana Gorbnescu
bcarpov@mcguirewoods.ro
oana.gorbanescu@ro.ey.com
Testimonials
Elena Badea
Project Manager
CSRMedia.ro
We intend to conduct
this survey every year.
We hope for your
continued support!