INTRODUCTION

• THE FIELD OF CORPORATE SOCIAL RESPONSIBILITY (CSR)

SHOWS TO HAVE BECOME MORE IMPORTANT AROUND THE
WORLD.
• THE ROLE OF BUSINESS AND THE WAY IT IS PERCEIVED BY
SOCIETY HAS GONE THROUGH SEVERAL CHANGES
THROUGHOUT THE HISTORY. OVER TIME, UNTIL TODAY, AN
INCREASED AWARENESS OF THE IMPACT OF BUSINESS AND
ITS INTERACTION WITH SOCIAL AND ENVIRONMENTAL ISSUES
HAVE EMERGED.
• COMPANIES ARE TODAY OBLIGED TO SOME CERTAIN
RESPONSIBILITIES IN THE SOCIETY WHERE THEY ARE ACTIVE.
THE MOST BASIC RESPONSIBILITIES ARE LAWS AND RULES
THAT THEY HAVE TO SUPPLY UNDER.
• ORGANIZATIONS TODAY ARE FORCED TO SHOW THAT THEIR
BUSINESS STANDS FOR SOMETHING MORE THAN JUST
PROFITS, AND THAT THEIR ACTIVITIES ADD SOME VALUE, OR AT
LEAST DO NOT NEGATIVELY AFFECT THE COMMUNITY AROUND
THEM.
 Corporate social responsibility is a broad
concept that can take many forms depending
on the company and industry. Through CSR
programs, philanthropy, and volunteer efforts,
businesses can benefit society while boosting
their brands.

 As important as CSR is for the community, it is

equally valuable for a company. CSR activities
can help forge a stronger bond between
employees and corporations; boost morale;
and help both employees and employers feel
more connected with the world around them.

Understanding Corporate Social Responsibility

 For a company to be socially
responsible, it first needs to be
accountable to itself and its
shareholders.

 Also, the more visible and successful a

corporation is, the more responsibility it
has to set standards of ethical behavior
for its peers, competition, and industry.

Understanding Corporate Social Responsibility

 Required by simple economics, this
obligation is the business version of the
human survival instinct. Companies that don’t
make profits are—in a modern market
• Economic Responsibility
economy—doomed to perish.

Businesses must adhere to rules and

regulations. responsible organizations accept
the rules as a social good and make good
faith efforts to obey not just the letter but also
• Legal Responsibility
the spirit of the limits.

It is to contribute to society’s projects even

when they’re independent of the particular
business.
• Philanthropical Responsibility

It is to do what’s right even when not required

by the letter or spirit of the law. • Ethical Responsibility
WHY CORPORATE SOCIAL RESPONSIBILITY MATTERS &
HOW IT IMPACTS BUSINESS:
“66 percent of online consumers said they would pay more for products or
services from companies that are socially and environmentally responsible.”
-2015 Nielsen Survey

That same survey also found that consumer-goods’ brands with a

commitment to sustainability outperform those that don’t.
WHY CORPORATE SOCIAL RESPONSIBILITY MATTERS &
HOW IT IMPACTS BUSINESS:
 Besides the potential loss of socially
conscious consumers, CSR impacts a
business’ ability to attract top talent
and affects employees’ job satisfaction
levels and retention rates. The next
generation of workers currently
entering the workforce seek out
employers with a clear and effective
CSR strategy.
 Quality talent in 2016 wants to be
employed by a transparent company
with the goal of doing good, while also
making a profit. Businesses that don’t
prioritize a corporate social
responsibility strategy risk losing top
talent to companies that are doing so.
WHY CORPORATE SOCIAL RESPONSIBILITY MATTERS &
HOW IT IMPACTS BUSINESS:
 Additionally, businesses that practice CSR have happier
and more satisfied employees (this is because employees feel
working for a socially conscious employer gives them a sense of purpose).

 Also, businesses practicing corporate social responsibility

tend to invest more in their employees and work harder to
create a workplace that employees enjoy returning to each
day.
CSR IN THE PHILIPPINES
 CSR awareness among Philippine businesses began in the 1960s, with them giving
donations in cash directly to foundations and other charitable organizations.

 In the past, corporate social responsibility was more confined to philanthropic endeavors
or the usual one-time dole-outs to communities in need. Today, companies are responding
to the call to do more strategic interventions that require inter-industry collaboration to
provide a more sustainable solution to societal problems in the country.

 Philippine companies have also seen the value of adopting the Inclusive Business model,
where the poor or those at the Base of the Pyramid are integrated in a company’s core
business operations or value chain either as employees, consumers or suppliers.
CSR IN THE PHILIPPINES
 House Bill No. 9061: the proposed “Social
Responsibility Act”
 It encourages business organizations to engage in
corporate social responsibility (CSR) activities.
 CSR-related activities shall include charitable programs
and projects, scientific research, youth and sports development,
cultural or educational promotion, services to veterans and senior
citizens, social welfare, environmental sustainability, health
development, disaster relief and assistance, socialized and low-
cost housing, and employee and worker welfare- related CSR
activities.
 It mandates the Department of Trade and Industry (DTI) to
recognize and reward all business organizations for outstanding,
innovative and world-class CSR-related services
Coca-Cola Philippines was
honored by the Asia Corporate
Excellence and Sustainability
Awards (ACES) as one of the Top
Corporate Social Responsibility
(CSR) Advocates in Asia because
of their unwavering commitment
to sustainable business operations
in the Philippines.
COCA-COLA PHILS. CSR STRATEGY:
 The Coca-Cola system in the Philippines takes on a multi-
faceted approach to its sustainability framework, focusing on
various pillars including Waste, Water, Women empowerment,
and more.
 STAR (Sari-Sari Store Training and Access to
Resources) Program: teach and train women retailers
to become better entrepreneurs.

 The Company’s most recent efforts have been towards their

World Without Waste vision—a commitment to collect and
recycle the equivalent of 100% of its product packaging by
2030.

 Company also practices responsible water stewardship,

understanding the value of water for their business and for life.

 Beyond its operations, Coca-Cola also instituted the Agos

program to provide communities with access to water and
protects watersheds.
 SAN MIGUEL CORP. CSR STRATEGIES:
 Education
A priority social cause to which we have committed ourselves for the long term is
education. Believing firmly in education’s power to transform lives, our advocacy
covers not only the granting of scholarships but also the improvement of the quality of
education through programs that benefit public schools and educators.
 SAN MIGUEL CORP. CSR STRATEGIES:
 Health and Nutrition
Through our community clinics and medical missions, we
continue to provide our host communities’ better access
to healthcare services. In 2014, more than 8,000
individuals benefited from healthcare services offered for
free at SMB community clinics in Polo, San Fernando,
Davao and Mandaue, SMPFC’s community clinic in
Sumilao, and the Petron Community Health Center in
Pandacan. These facilities, though small in scale, provide
specialist care, particularly for patients suffering from
diabetes, tuberculosis and other cardiovascular diseases.
 SAN MIGUEL CORP. CSR STRATEGIES:
 Environment
As our businesses and our future growth depend so much on natural
resources, we continue to implement programs advocating the
preservation of our environment and the responsible use of resources.

In 2014, SMC, through SMC Global Power, signed a covenant with the
local government of Sual, Pangasinan committing to provide residents
with one million seedlings of coconut, coffee, and cacao. To be
distributed over the span of one year, the seedlings, when ready for
harvest, will serve as additional source of livelihood for residents.

San Miguel Brewery, in partnership with the Armed Forces of the

Philippines, also continued its flagship environment project, “Trees
Brew Life.” Under the banner “Buhayin ang Kalikasan,” SMB has to
date planted around 500,000 trees nationwide.
 SAN MIGUEL CORP. CSR STRATEGIES:
Housing and rehabilitation
Our housing program for victims of major calamities
is an important part of our CSR agenda.
 Today almost all businesses are incorporating CSR initiatives in their business strategies to benefit the
company, increase its sales and create a brand more appealing and friendly to the consumers by contributing
to the society.

 Given the ever-changing context of society, it is imperative that we craft a deeper understanding of CSR.

 Corporate Social Responsibility is usually thought of as outside intervention by a company; as philanthropic,

but there is an argument to be made that CSR should become more developmental than philanthropic.

 At present CSR holds no separate department at corporate houses and CSR professionals are housed in
communications and PR departments which is an inappropriate practice. CSR experts suggest that it should
be incorporated into every department of the company starting from supply chain, procurement, innovation,
manufacturing, to HR so that company can reap a good harvest from the investments that it makes.
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