csrmedia.ro & ernst&young csr survey 2013_en
TRANSCRIPT
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CSR trends andrealities in Romania2013 Edition
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CSR trends and realities in Romania Edition 2013 2
About the survey
CSR trends and real i t ies in Romaniaexplores and analyzes the perception of executives and specialists in
CSR (corporate social responsibility); the survey is related to both initiated and ongoing projects during2012, but also to the CSR perspectives in the next period.
The study was undertaken during 10 April 10 May 2013. The report analysis the answers of77 top executives from
the local business segment and CSR specialists to 28 questions. The respondents are mainly companies already
involved in CSR activities; for this reason we believe the study is useful in offering answers to companies
thinking about the opportunity of starting CSR activities and want to understand their impact at a strategic level as
well as their benefits.
Objectives
What is the current situation of the Romanian
CSR sector?
What are the CSR trends in Romania?
What is the role of the CEO, CFO and other C-
suites in developing CSR programs and why is it
important for the company to undertake CSR
initiatives? What is the role of the CSR team in the strategic
positioning of the company through CSR efforts?
Approach
Quantitative and qualitative analysis of the
answers received from the respondents.
Global and European indicators of CSR trends for
a comparative data analysis.
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Romanian CSR/SR SWOT analysis
The companies interest in CSR/SR and the relative novelty of this
concept for the Romanian public
Involvement of multinationals and other national companies in CSR
initiatives
The ongoing growth of the number of CSR/SR initiatives and best
practices in this field nationwide
The growing number of consumers interested in the products and
services produced by social responsible companies
Strengths
Lack of coherent public policies promoting CSR/SR
Lack of a coherent and consistent legal framework
Difficulties in applying the legislation
Risk of exclusion/restricted access of Romanian companies on
certain markets
Insufficient support and involvement of public authorities in
promoting and applying CSR/SR
Lack of state budget funds dedicated for promoting CSR/SR
programs
Threats
The concept of CSR is little known in the Romanian society
The absence of studies on the popularity and applicability of
CSR/SR initiatives in Romania
Some SMEs are not yet convinced of the relevance of CSR
initiatives
Target audiences do not have an appropriate understanding
regarding the capacity of CSR programs to represent and work in
their best interest
Weaknesses
Dynamics of CSR/SR at an European and global level
Opportunity to learn, take on or adapt best practices from the
experience of more developed states
Increase in reputation for the companies involved in CSR efforts
EU financing opportunities for CSR initiatives
Positive attitude of consumers towards companies involved in the
society/community
Opportunities
Source: National Strategy for promoting social responsibility 2011-2016, Ernst & Young
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Positive effect on Return
It is already accepted in western economies that
social, corporate governance and environmental programs
create value for shareholders.
Multiple CSR studies highlight the importance of CSR for
companies reputation. Pulse Survey Reputation Institute shows
that the CSR efforts are responsible for no less than 40% of a
companys reputation, having a significant effect on the
company's financial returns.
60% of the top executives and Administration Council members
that responded to the Global RepTrak 2013 survey had stated
this, while 79% consider that we are now in a reputation basedeconomy.
Why do C-suits (CEOs, COOs, CFOs) need to involve inCSR? What is the impact of CSR on revenues?
In just 10 years, CSR has entered the agenda of the C-suite, since investors and consumers, along side
activists, also started to take interest in CSR. Company executives and board members are directly involvedin structuring the companys CSR strategy, as the economic argument for CSR becomes stronger.
Therefore, the CSR activity has turned from a marketing function into one that is now put into practice by
the Administration Council and the C-suites.
1 CSR reporting, from optional to vital
Companies understand the fact that CSR is no longer just a
footnote in the companys annual reports and thus, an increasing
number of companies report CSR related activities. If in 1999 only639 companies reported CSR initiatives, in 2010 their number
exceeded 5.600, according to CorporateRegister.com.
At the same time, the European Commission had published in
April 2013 a legislative proposal that will compel companies with
more than 500 employees to annuallypublish information
regarding their social and environmental impact and employees
rights.
Global Reporting Initiatives Readers Choice study shows that55% of CSR reports readers had used such reports in taking their
purchasing decisions, 45% in their investing decisions, 34% in
establishing partnerships and 32% in recruiting processes.
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Why do C-suits (CEOs, COOs, CFOs) need to involve inCSR? What is the impact of CSR on revenues?
Inclusion of CSR strategies in the companies business model is on a rise.After the full development of the companys CSR
strategy, the next natural step is to include it in the business model. In some countries, companies financial reports already requireCSR efforts.
Competitive advantage and differentiation: CSR increases the companys competitiveness, in an economy where consumers and
corporate clients take buying decisions based on how social responsible are the companies from which they purchase products or
services. 16% of American consumers are strongly inclined towards sustainability, while 66% have ecologist intentions (according to
OgilvyEarth). Surely, in the next years CSR will also increase its significance in the buying decisions of Romanian consumers.
Supply chain pressures: For many years, companies have been putting pressure on suppliers to deliver better and cheaper
products, but now it is also important how well they respect sustainability principles.
Retention and motivation of employees: With the increase of social involvement of companies, employees are more motivated.
According to Society for Human Resources Management, employees from companies with strong CSR campaigns are 55% more
motivated than the ones from companies with little CSR involvement, business processes are more efficient with 43%, public image
43% stronger, and employees commitment 38% higher.
High employment attractiveness: Last but not least, employees become increasingly more alert to social responsible efforts of their
employer. 88% of graduates and young professionals take into account the CSR position of the company, and 85% of these would
consider leaving the company drops its CSR position.
Responsibility towards the community : If a company abuses the resources and trust of a community, it is very likely that the
development rhythm of the community will decrease, having a negative impact over the financial results of the company.
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Top 5 conclusions of the study
Top 5
conclusions
CSR increasingly shapes-up in Romania, already 78% of the respondents have stated that the company
they represent have a CSR strategy, while 67% of them believe that the CSR interest will increase in the
next 12 months.
On the other side, the average value of a project is yet small, 66% of the projects realized by
Romanian companies do not exceed EUR 10.000, these being equally divided between projects
lower than EUR 5.000 and over EUR 5.000, but under EUR 10.000.
At the same time, more than 3/4 of the Romanian companies have an annual budget dedicated to
CSR activities. Out of these, half consider that the budget has maintained its level in 2013compared to 2012, while only 16% had noticed an increase between 5-10%.
An overwhelming proportion (92%) of the interviewed companies involve their employees in
CSR projects, which means that we have excellently acquired this CSR principle.
Most of the surveyed companies have defined CSR through actions with social/health/education
character (47%), less tangible actions that are a new focus in the western CSR, like business ethics and
corporate civic responsibility are placed on the next two positions (24% and 18%).
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Even if CSR involvement was a practice initiated by
subsidiaries of multinational companies, as part of
their values, this is no longer an abstract concept forRomanian companies. The next step now is that it
becomes a strategic area for as many Romanian
private companies and public institutions as possible.
The fact that 82% of the surveyed companies have
their leaders actively involved in CSR efforts, clearly
shows the importance they assign to corporate social
responsibility.
Bogd an Ion, Country Managing PartnerErnst & Young Rom ania & Moldova
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How did the interest for CSR evolved in the last 12 months?(single answer)
Question 1
A significant part of respondents (67%), consider that the interest for CSR has increased in the last 12 months, while 30% consider
that it has remained the same. Just 3% see the interest for CSR as decreasing in this period.
67%
30%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Grew Stayed the same Decreased
Total respondents: 60
(skipped this question: 17)
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As reasons for CSR involvement, the majority has answered: recognition and visibility (33 companies) and because CSR initiatives
are part of the strategy on public relations (31). A lot of CSR tops, such as Pulse Survey of Reputation Institute, show that CSRefforts are responsible for no less than 40% of the companys reputation, which represents a very powerful motivation for involving in
these type of projects and communicating them. In Global RepTrak 100 2013, 60% of top executives and board members who
responded to the survey think that reputation has a big impact on the companys financial results, while 79% say that we run in a
reputation based economy.
Why get involved in CSR?(multiple answer)
Question 2
Total respondents: 53
(skipped this question: 24)
7
8
9
11
31
33
0 5 10 15 20 25 30 35
Promoting products and services
It increases the financial value of the company
We are obliged by company policy
Our shareholders request the involvement
It's part of our strategy on public relations
Recognition and visibility
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Which option do you consider is best suited to define socialresponsibility?(single answer)
Question 3
Most companies (47%) define CSR as actions with social/environment/educational character, followed by business ethics with 24%
and corporate civic responsibility with 18%, the least of them defining it as a way of promoting the company's image.
Total respondents: 71
(skipped this question: 6)
1%
10%
18%
24%
47%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Way to promote the company's image
Way to create stable and profitable business relationships forall involved parties
Form of corporate civic
Business ethics
Support for social/environment/health/education initiatives
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CSR budget
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Do you have a dedicated budget for CSR?(single answer)
Question 4
76% of respondents affirmed that they have a dedicated budget for CSR, while 24% responded negatively at this question.
Yes76%
No24%
Yes
No
Total respondents: 63
(skipped this question: 14)
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What is the evolution of CSR budgets in 2013 compared to2012?(single answer)
Question 5
For half of the companies there is a stagnation in CSR budgets in 2013 compared to 2012, while 36% of them dispose of increased
budgets, and 13% have reduced their budgets this year.
Total respondents: 57
(skipped this question: 20)
51%
16%
11%9%
7%
3% 3%
0%
10%
20%
30%
40%
50%
60%
0% Increasesbetween 5-10%
Increasesbetween 20-30%
Increasesbetween 10-20%
Decreasesbetween 20-30%
Decreasesbetween 5-10%
Decreasesbetween 10-20%
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What is the evolution of CSR budgets in 2013 compared to2012?(single answer)
Question 5(a) Depending on revenues from the surveyed companies:
Results show that the highest increases in CSR budgets in 2013 compared to 2012 were for companies with revenues higher than
EUR 100mn, while the largest cuts in CSR budgets in 2013 were for companies with revenues of EUR 1-10mn.
Total respondents: 57
(skipped this question: 20)
25%
50%
33%
25%
25%
67%
25%
50%
17%
25%
25%
17%
50%
46%
38%
50%
17%
50%
4%
13%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Decreases between 20-30%
Decreases between 10-20%
Decreases between 5-10%
0%
Increases between 5-10%
Increases between 10-20%
Increases between 20-30%
More than 100M EUR 50-100M EUR 10-50M EUR 1-10M EUR Less than 1M EUR
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What is the evolution of CSR budgets in 2013 compared to2012?(single answer)
Question 5(b) Depending on revenues from the surveyed companies:
As it can be observed, the largest increases of CSR budgets in 2013 compared to 2012 are for the Telecom/IT/Media companies,
while the largest cuts in CSR budgets in 2013 are made by energy and mining companies.
Total respondents: 57
(skipped this question: 20)
50%
11%
13%
60%
20%
11%
13%
11%
20%
11% 21%
25%
20%
5%
13%
25%
50%
50%
21%
25%
60%
50%
5%
25%
20%
5%
13%
50%
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1
Decreases between 20-30%
Decreases between 10-20%
Decreases between 5-
10%
0%
Increases between 5-10%
Increases between 10-20%
Increases between 20-30%
Services Retail trade and en gros Construction and real estateEnergy and mining The food industry Chemical IndustryThe pharmaceutical industry and health Producing industry Banking and financial servicesTelecom/IT/Media
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The role of topmanagement
and CSR strategy
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Leaders of your organization are actively involved inpromoting CSR within and outside the company?(single answer)
Question 6
To an impressively large extent (82% of respondents), leaders of organizations are actively involved in promoting CSR both within
and outside the company.
Yes82%
No18%
Yes
No
Total respondents: 62
(skipped this question: 15)
I th CSR itt t t t l l?
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Is there a CSR committee at top management level?(single answer)
Question 7
Regarding the involvement of top management in defining a CSR strategy and carrying-out the projects, 45% of the companies
already have a CSR committee involvement at top management level, while 55% responded negatively to this question.
No55%
Yes45% No
Yes
Total respondents: 62
(skipped this question: 15)
D h li / t t d di t d t t i l
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Do you have a policy/strategy dedicated to corporate socialresponsibility?(single answer)
Question 8
The majority of companies (78%) already have a policy/strategy dedicated to CSR, while 22% do not have such a strategy. The
natural step after defining a strategy is aligning it with the company's business plan. 1/3 of U.S.A, companies with 100-5000
employees already have a fully-grown and integrated CSR strategy in the business model, according to Business4Better Survey
2013.
Yes78%
No22%
Yes
No
Total respondents: 65
(skipped this question: 12)
Th CSR i l t f i di t
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The CSR involvement of your company is a directconsequence of the company's values and principles?(single answer)
Question 9
For 90% of the respondents, involvement in CSR activities represents a direct consequence of the companys values and principles,
compared to 10% who responded negatively to this. In contrast, for 67% of the companies who responded at the Mercer Global
Survey on CSR 2013 CSR/sustainability is part of their base values.
Yes90%
No10%
Yes
No
Total respondents: 59
(skipped this question: 18)
Does your company measure the impact its involvement in community
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Does your company measure the impact its involvement in communityhas on the company and community?(single answer)
Question 10
More than half of the respondents had stated the existence of indicators / KPIs that measure the effect their CSR projects have on
community.
Yes65%
No35%
Yes
No
Total respondents: 60
(skipped this question: 17)
Did your company communicated or published reports on
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Did your company communicated or published reports onthe activity and involvement in CSR?(single answer)
Question 11
63% of the companies have published reports or press releases regarding activities and involvement in CSR, while 37% haveresponded negatively to this. The most recent barometer published by Grayling PULSE shows that less than one third (28%) of
companies that have a CSR strategy have integrated it in the corporate communication strategy. This is in spite of the fact that the
same companies consider CSR projects to have the greatest impact on the reputation of the company (30% of the respondents),
followed at a great distance by the impact on relationships with employees (17,7%).
Yes63%
No37%
Yes
No
Total respondents: 62
(skipped this question: 15)
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CSR Projects
2012
Is your company involved in corporate social responsibility
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Is your company involved in corporate social responsibilityprojects?(single answer)
Question 12
86% of the respondent companies are involved in corporate social responsibility projects. This decision is also supported by the
Penn Schoen Berland report, consumers beginning to see CSR as a quality that adds to the value of their commercial products. This
survey indicates that 70% of the consumers are willing to pay more for products with social responsibility.
Yes86%
No14%
Yes
No
Total respondents: 69
(skipped this question: 8)
How many projects have you run in 2012?
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How many projects have you run in 2012?(single answer)
Question 13
In 2012, companies have developed in average 6,6 CSR projects, with a median of 5 projects. But there are companies who go
beyond the number of 10 projects, while most of the companies have developed 2 CSR projects in 2012.
6,6 projectsTotal respondents: 59
(skipped this question: 18)
What is the average value of a CSR project developed by
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What is the average value of a CSR project developed byyour company?(single answer)
Question 14
86% of the companies have CSR projects who do not exceed a budget of EUR 50.000. 34% of the respondents state that the
average value of a project is no greater than EUR 5.000, 32% have projects between EUR 5.000-10.000, while only 2% said that
their average value exceeds EUR 500.000.
2%
3%
9%
20%
32%
34%
0% 5% 10% 15% 20% 25% 30% 35% 40%
more than 500.000 EUR
between 50.000-100.000 EUR
between100.000- 200.000 EUR
between 10.000-50.000 EUR
between 5.000-10.000 EUR
until 5.000 EUR
Total respondents: 56
(skipped this question: 21)
What sectors of the community do you target for intervention
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What sectors of the community do you target for interventionand support?(multiple answer)
Question15
Most companies focus their CSR projects (25%) on education. This is followed by a similar level of interest for health (18%), social
problems (17%) and the environment (16%). Compared to studies from Romania, the Business4Better 2013 survey shows an
interest of 60% of American companies with employers between 100-5.000 for the education sector.
25%
18%17%
16%
10%8%
5%
1%
0%
5%
10%
15%
20%
25%
30%
Education
Health
Social
Environment
Sports
Culture
Entrepreneurship
Other
Total respondents: 63
(skipped this question: 14)
At what level are or were your projects developed by your
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At what level are or were your projects developed by yourcompany?(multiple answer)
Question 16
Companies have very ambitious CSR strategies, the largest number of CSR projects being focused at a national level (34%) and
less at a community or local level. This is contrary to the Business4Bettersurvey, which shows that companies mostly invest in local
initiatives and are focused on communities.
Total respondents: 58
(skipped this question: 19)
11%
13%
21%
21%
34%
0% 5% 10% 15% 20% 25% 30% 35% 40%
In all the community in which we operate
Regional
Local
At the community level
National
Your company is contributing to community by:
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Your company is contributing to community by:(multiple answer)
Question 17
The majority of companies offer support: in cash donations 28%, volunteering 27% and donations in kind 26%, less being focused insocially responsible business practices 18%. In regard to volunteering, almost 40% of the companies surveyed by Business4Better
support this practice by offering free time to employers in change of volunteering. Also, more then 30% of these companies are
contributing to community by offering pro bono services.
1%
18%
26%
27%
28%
0% 5% 10% 15% 20% 25% 30%
In another way
Socially responsible business practices
Donations in k ind (books, use of space, active loans)
Volunteering
Donations in cash
Total respondents: 60
(skipped this question: 17)
What kind of institutions do you collaborate with to
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yimplement CSR projects?(multiple answer)
Question 18
In terms of collaboration with different institutions 54% of the companies prefer NGOs, while 36% work with local/central authorities.
There are also companies (5%) that prefer to undertake projects independently.
Total respondents: 61
(skipped this question: 16)
54
35
5 4
NGO Authorities local/central No collaborations Other
0
10
20
30
40
50
60
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CSR teamand the role of
employees
Do you have a person/team dedicated to CSR projects?
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y p p j(single answer)
Question 19
71% of respondents have a person or a team dedicated to CSR projects, unlike 29% of the respondents who answered negatively to
this question. The same percent is reached by companies from the Business4Bettersurvey, in which a third of the respondents have
a person responsible for CSR efforts in the marketing and HR department.
Yes71%
No29%
Yes
No
Total respondents: 62
(skipped this question: 15)
How many persons are part of your CSR team?
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y p p y(single answer)
Question 20
In regards to the number of persons involved in the CSR team, they are on average 2,6 per company (full time employees).
2,6personsTotal respondents: 50
(skipped this question: 27)
Do you organize internal trainings with topics covering
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corporate social responsibility?(single answer)
Question 21
70% of the respondents do not organize internal trainings with topics covering corporate social responsibility.
Yes30%
No70%
Yes
No
Total respondents: 60
(skipped this question: 17)
Do you have an internal process for identifying relevant CSR
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themes for the company?(single answer)
Question 22
In regards to the process of establishing a CSR strategy, most of the companies (60%) already have an internal process for
identifying relevant CSR themes, while 40% do not have such a process.
Yes60%
No40%
Yes
No
Total respondents: 62
(skipped this question: 15)
Do you involve employees in CSR activities undertaken byth ?
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the company?(single answer)
Question 23
An overwhelming majority, 92% of the companies, involve their employees in CSR activities. This means that Romanians companies have
understood that their employees are more motivated if the company is actively involved in CSR projects. It is generally accepted that CSR projectshave a significant impact in motivation, development and the retention of the employees. In addition, the Society for Human Resources
Management has compared companies with strong sustainability programs to those with less relevant campaigns and found that employees of the
first type of companies have a 55% higher moral, the companys image is 43% better, and employees loyality is higher by 38% compared to
companies from the second category.
Yes92%
No8%
Yes
No
Total respondents: 61
(skipped this question: 16)
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DemographicsThe results of this study reflect the responses of77 top executives and CSR professionals from
companies operating in Romania, received
between 10 April and 10 May 2013.
Demographics
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Demographics
The shareholding structure of companies : Locations:
64%
25%
11%
0%
10%
20%
30%
40%
50%
60%
70%
Worldwide Romanian Mixed
75%
25%
Bucharest/Ilfov
Other location
Demographics
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Demographics
The industries in which the companies that
responded to the survey operate in:Income distribution of the surveyed companies :
18%
36%
9%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
50-100M EUR 10-50M EUR 1-10M EUR Less than 1MEUR
2%
5%
5%
5%
7%
10%
13%
15%
17%
22%
0% 5% 10% 15% 20% 25%
Chemical Industry
Energy and mining
Construction and real estate
Telecom/media
The pharmaceutical industry andhealth
Retail trade and en gros
Other services
The food industry
Banking and financial services
Manufacturing industry
Demographics
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Demographics
Positions held in the company by people who responded to the survey:
2%
13%
27%
28%
30%
0% 5% 10% 15% 20% 25% 30% 35%
Human Resources Specialist
CEO/President / Director General
CSR Specialist
Member of the Board's
Marketing Specialist
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Project team
Project team
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Project team
Elena BadeaHead of Market Enablement
Ernst & Young Romania
Lacrmioara BotezatuProject Manager
CSRMedia.ro
George CarpovConsultant
CSRMedia.ro
Mihaela MateiSpecial Projects
Communication Officer
Ernst & Young Romania
Ernst & Young Romania CSRMedia.ro
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Testimonials
Testimonials
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Testimonials
George CarpovConsultant
CSRMedia.ro
This study comes in the benefit of all the
decision factors in companies, since Corporate
Social Responsibility is gradually becoming an
important component of the business strategy.
This is no longer strictly a matter for one person
(or department) but extends to leaders at all
levels, while increasing the importance ofdialogue with both internal and external
stakeholders of the company. We're basically
talking about companies adopting a socially
responsible business model both to its own
employees as well as to
partners, customers, authorities and
communities. We are witnessing a period in
which a company is not only measured by profits
but also by the ways in which a portion of thisreturns to society, other than in the form of
taxes.
Elena BadeaHead of Market Enablement
Ernst & Young Romania
Corporate responsibility is turning from a marginal
phenomenon into one that is mainstream. The
way companies respond to societys expectations
becomes more sophisticated, while on the market
thought agenda is entering a new generation of
CSR concepts (CSR 2.0). We expect corporate
responsibility to become a profession taught andstudied in schools and universities. Beyond these
trends, however, CSR remains primarily an
endeavor based on passion, that should be
included in the communication strategy and
current corporate communication, as well as in
the business strategy. Because the executives
and Board members are those who best
understand the context of the company, they are
the ones that greatly influence the launching andimplementation of CSR efforts.
Testimonials
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Ruxandra VodCorporate AffairsSenior Manager
COSMOTE Romania
Adina IonescuPR & Brand BuilderMOL Romania
Social responsibility is an integral part of the business plan of many
companies operating in the Romanian market, some of these projectsbecoming more and more frequent and involving more audiences.
Social responsibility initiatives have gained momentum over the years
and also the credibility of working for well defined causes, aspects that
influence the level of general involvement of society -
customers, partners, employees, etc.
Far from being a simple exercise to improve the image of a
company, corporate social responsibility programs are an
indispensable and efficient instrument. For a long term profitablebusiness, community involvement is required. Large corporations
operating in Romania are already running viable social responsibility
programs and understand the role of fiscal levers provided by
authorities in this regard. Still, there is one more step to take: profitable
small and midsize companies to follow the same model, strengthening
their business for the medium and long term. In addition, since the
philanthropic and emotional causes of NGOs are real and
important, they can be supported by the private sector not only by
financial resources but also by a quality transfer of knowledge.
Testimonials
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Ctlin CreuDirector GeneralVisa Europe, Romania
Visa Europe runs CSR activities in most markets in Europe, together withstrategic partners, both international and local. For us, a relevant CSRprogram is through strong partnerships with other players in the market, but
also with the authorities. A powerful CSR project is one that serves the
interests of all those involved in the project from the community to the
companies, from the environment to the authorities. They all must have the
same common vision to transform for the better and on the long term the
environment in which they coexist.
Costinela DraganPR & CSR CoordinatorRompetrol Group
The study was necessary given that the market has a lot of
potential, and companies have understood the importance of investing
in the sustainability of the business and have begun integrating CSR
into their development strategy. Of course, I refer to CSR in all its forms
- substantial investments in environmental protection, human resource
development, human rights, anti-corruption policies, helping the localcommunities. The analysis performed by EY offers, on the one
hand, an overview of projects and programs in Romania, but also an
useful tool for self-assessment and positioning for companies in
relation to other stakeholders.
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We intend to conduct
this survey every year.
We hope for your
support!