The good practice of social responsibility can bring many benefits to society, it only takes the serious commitment of the organizations and the
community so that in a united way the plans to improve the quality of life are executed and obtained great success. Social responsibility: "Personal commitment to the welfare of others and the planet." (Rivera & Lissi, 2004)…
Introduction
When we think about the responsibilities that we can have as people, we can imagine those that we have in different areas of our life, such as: Those that we acquire when we begin to study in a school, the commitments that each one has at home or the that we have with the society in which we live.
But not only people have responsibilities, but also the government, churches and companies that are the focus of this article.
The social responsibility that organizations have, is a relatively new topic (beginning to be used in the 50's in the United States) to refer to organizations that not only care about increasing their wealth, but are also concerned about helping their environment that surrounds them, such as the place where they are established, their own collaborators, their clients or other people who are not directly involved with them. All this generates that the organization is well perceived by society and therefore its profits increase, since customers acquire their products and services that they offer not only out of necessity, but also because they have the feeling that they are helping their environment by acquiring them. with a socially responsible organization than with one that is not.
Key concepts
Some concepts will be listed below for a better understanding of the article.
Responsibility.
"Existing capacity in every active subject of law to recognize and accept the consequences of a fact carried out freely" (Real Academia Española, 2012)
Social responsability.
"Personal commitment to the welfare of others and the planet." (Rivera & Lissi, 2004)
"Social Responsibility can be defined as the voluntary integration of stakeholdersthose who work through environmental, social and economic axes for the benefit of society. " (Universidad Anáhuac, 2011)
Corporate social responsibility.
"It is the active and voluntary contribution to social, economic and environmental improvement by companies, with the aim of improving their competitive and value situation and their added value" (Secretaria de Economia, 2016)
Origins of CSR.
Every time, it is more frequent that we hear about organizations that are aware of the environment that surrounds them, whether due to their actions, their policies or decisions. So do not take all this lightly and think that it will only be a passing fad.
Corporate Social Responsibility has its origins in the decades of the 50's and 60's, as a consequence of different conflicts that were having repercussions worldwide, such as the Vietnam War or the racial segregation known as apartheid.
With these types of events worldwide, people are beginning to be interested in the fact that the work they do in an organization or that the products they buy in one of them serve to maintain some political practices that are not ethical.
Society realizes the impact that organizations have on its environment and that is when it begins to demand a greater check for organizations. It is when Corporate Social Responsibility was born.
Objective of CSR.
The main objective of corporate social responsibility lies in the positive impact that these activities generate in the different areas with which a company is related, at the same time that it helps the competitiveness and sustainability of the organization.
Organizations are committed to knowing the environment with which they coexist, they must have a clear knowledge of everything that surrounds their organization, not only in territorial terms, but in terms of the set of rules, laws that govern their work, and all the activities directly and indirectly related to the organization (CentroRSE, 2006)
Therefore, the main objectives of socially responsible organizations are the following:
- Benefit people with decent jobs. o Create healthy recreation spaces for the community. o Improve the quality of life of families. o Promote positive values for society. o Take care of the environment that surrounds them. Reduce poverty rates. Help the country meet its objectives.
Characteristics of CSR.
For an organization to be called "Socially Responsible" it must cover a series of specifications, not assigned by anyone, but established by authors and institutions that have been relating them to practice.
- The eventuality of achieving competitive advantages through loyaltyof socially responsible clients The integration of economic, environmental and social factors in the business strategies of organizations The inclusion of investment strategies in human capital. o Greater involvement in relationships with stakeholders. The adoption of basic principles: Transparency, materiality, verifiability, broad vision, continuous improvement and social nature of the company. (Almeida, 2009)
Commitments acquired by CSR.
The commitments that according to (Orella, 2012) are those that all organizations that wish to be socially responsible must have are listed below:
- Transparency: A socially responsible organization is identified by the transparency of its information, especially in the internal data related to occupational safety and accidents, investments made, benefits obtained, number of dismissals and causes, origin of its raw materials and quality of its products evaluated by external organizations, etc. Ethics: Every socially responsible organization assumes a responsibility with a code of ethics that must be actively established to avoid being a compilation of good intentions. This code must reflect aspects such as respect for human dignity in the broadest sense of the word or quality of life.A fundamental pillar in the organizational culture to be able to consider a socially responsible organization is its degree of commitment to the environment. In addition to complying with international regulations in this regard, a socially responsible organization not only abides by them, but also implements actions that offset the emissions or waste generated and impact on the improvement and care of nature.Social Commitment: A socially responsible organization acquires a commitment social and seeks to be a reference for other companies. This is achieved through job creation, production of quality products and compliance with current regulations. It is also vital that you actively contribute to the development of the community and positively influence society.To do this, it will carry out actions such as monitoring the origin of the raw materials it uses and the conditions of the workers who produced them Communication: A socially responsible organization is aware of the importance of communication both externally (with the community in which it is located). implanted and with its consumers or clients), as well as internally (with its collaborators and shareholders). To do this, it implements measures that allow such communication to be fluid, in particular by facilitating the channels for suggestions and complaints. Community: A large organization with many collaborators and established in a community has a great responsibility towards all of them. The community contributes to the development of the organization by giving it workers, access, consumers and in many cases,Many other advantages such as tax aid or land transfer. A socially responsible organization also invests in the community, for example by setting up a library or a park.
Competitive advantages that an organization obtains by being socially responsible.
When exercised, Corporate Social Responsibility modifies the social and ethical role of the organization, according to the needs and the context of each organization, and according to the requirements of each society. Corporate Social Responsibility provides real and tangible benefits for the organization, which can be measured in different ways, based on quantitative and qualitative information. Among them are:
- Loyalty and less rotation of stakeholder groups Improvement of relations with neighbors and authorities Contribution to the development of communities and the common good. o Increased visibility among the business community Access to capital by increasing the value of your investments and your long-term profitability Better informed business decisions. o Increased ability to receive financial support. o Improvement in financial performance, operating costs are reduced by optimizing efforts and the use of resources becomes more efficient, focusing them on sustainable development Improving the corporate image and strengthening the reputation of the company and its brands Increase in sales, customer loyalty is reinforced. o Increase in productivity and quality.Improved skills to attract and retain employees, loyalty and a sense of belonging are generated among staff Reduction of regulatory oversight. o Teamwork is promoted and made more efficient.
Social benefits that promote ESR.
The benefits that communities can have when the organization is socially responsible are the following
- Promoting the quality of life in the community through health, education, personal development, etc., generates self-sustainability, thanks to the support of companies and activities carried out by civil society.
The organization perceives and implements the commitment and responsibility with its community. Identify and monitor the public expectations that the community has about it; innovation and sustained involvement of community members, authorities or organizations should be included in this monitoring.
This seeks the association between sectors (organization, government and civil society organizations, for example) that allows multiplying the results in the solution of social problems common to all. The role of each of the participants and the benefits they will receive will be highlighted. Here it is shown how the participation and social investment of the organization promotes the development of social or community processes, and directly or indirectly benefits the organization. (Juarez, 2011)
How to distinguish an ESR in Mexico?
In Mexico, companies that are socially responsible are awarded the ESR Distinction, which is awarded by the CEMEFI (Mexican Center for Philanthropy).
This recognition not only gives added value to the organization, raising its brand and its profitability, but also reflects it before its collaborators, investors, clients and the rest of society as an organization voluntarily committed to social responsibility and that this is part of their culture and business tactic.
Benefits of having the ESR badge.
The benefits of holding the badge are listed below:
The ESR Distinctive as a symbol, can be used, once obtained, in all the communications of the organization, making public its clear distinction, but also its commitment.
Financial institutions increasingly turn to lists of Socially Responsible Companies, ESR, to assess the risks of their loans or investments.
IndustryWeek magazine showed that half of the above-average performance of a socially responsible company can be attributed to this characteristic, while the rest, to the results of the sector.
It has also been shown that when choosing between two brands of the same quality and price, the issue of social responsibility is the one that most affects the purchase decision with 41% over design and innovation with 32% and the loyalty of the company. marks with 26%. (Advice for obtaining the ESR Distinctive, 2018)
To make matters worse, 70% of customers say they are willing to pay more for a brand that supports social or environmental causes.
The ESR distinctive makes the organization not only enjoy the logo, but is also committed to the cause and the objectives that they set out by being Socially Responsible. The important thing is not the badge, but the cause, although as mentioned above and the source indicates, this badge serves in the form of marketing for brands. (Advice for obtaining the ESR Distinctive, 2018).
How to get the ESR badge.
Obtaining the ESR Distinctive is based on a self-diagnosis process, supported by documents by the organization and verified by the Mexican Center for Philanthropy (CEMEFI). The ESR Distinctive is awarded to organizations that exceed 75% of the CSR index.
While organizations can manage and attempt to achieve the mark independently and independently, it is a task similar to self-taught learning. Expok, the most distinguished Marketing and Social Responsibility agency by CEMEFI, provides turnkey consulting to achieve recognition. (Advice for obtaining the ESR Distinctive, 2018)
Who has the ESR badge?
In Mexico, around 400 organizations are ESR. Wal-Mart, Cemex, General Electric, Coca-Cola FEMSA, Cervecería Cuauhtémoc, Vitro, Sabritas, Bimbo, Ford Motor Company, Grupo URBI, Casas GEO, ADO, Expok, among many others, have discovered the benefits of being socially responsible to through obtaining the ESR Distinctive and obviously its administration. It should be noted that this distinctive can be achieved by SMEs, organizations and corporations. (Advice for obtaining the ESR Distinctive, 2018)
The mentioned organizations are world or nationally known and for the clients, organizations that deserve our preference. The aforementioned are also recognized for their social work since they combine their action with the government by making donations to improve the quality of life of the places where they are established or neighboring.
ESR shares, (Cemex).
CEMEX is a global company in the construction industry that offers high-quality products and reliable services to customers and communities in America, Europe, Africa, the Middle East and Asia.Its network of operations produces, distributes and markets cement, ready-mix concrete, aggregates. and other products.
Its most successful community programs with benefits to the community are:
o Heritage today o Construapoyo.
Heritage program today.
Patrimonio Hoy is a program that is dedicated to providing comprehensive and accessible solutions to the construction needs of low-income families for more than a decade, through a Savings-Credit system, stimulating their desire to achieve real well-being for them. and their communities. Thus summarizing CEMEX's commitment as a Socially Responsible Company.
It has benefited more than 380 thousand families in 45 cities of the Mexican Republic, impacting more than 1.75 million Mexicans.
2,200,000 m2 have been built thanks to our program.
220 million dollars have been granted in credits that have been paid on time in 99% of the cases.
For its results and has received recognition from important institutions such as: Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM), Graduate School of Business Administration and Management (EGADE), Universidad de Monterrey (UDEM), Universidad Panamericana, Instituto Panamericano de Senior Business Management (IPADE), Harvard University, Stanford University, University of Michigan, CornellUniversity, University of North Carolina, NorthwesternUniversity, University of San Diego.
The Heritage Program today consists of:
- Payments of only $ 240 pesos per week o Duration of the project 70 weeks which includes the following services: Financing via a reliable Savings-Credit system o Technical advice o Delivery of materials at home o Frozen prices in Black Work Materials up to one year o Save voucher for up to 1 year (CEMEX, 2012)
The heritage program today is a sample of what companies can contribute to communities, in this case, CEMEX is a construction materials company, so doing what it knows, it provides its products in an easy way so that people can so build a decent house.
Build support.
This initiative enables the transparent, controlled and efficient delivery of construction materials through the CEMEX distribution network using a card pre-funded by the Government and / or financial institutions. One of the most valuable characteristics of this program is that both clients and providers determine the project to be supported according to the needs of the community. Since its inception, the project has benefited 7,000 families with the delivery of construction materials and comprehensive solutions. (CEMEX, 2012)
With the above, the need to put into practice the ethical principles in the management of a company becomes evident. The organization, whose historical vocation has been to obtain profits in exchange for offering some good or service, is currently faced with the requirement of ensuring the common good. This is the new philosophy of management: the organization must be productive and produce quality goods and services, and it must also be an entity at the service of its members and society.
CEMEX contributes to improving the quality of life since it increases the GDP of the communities it supports through the jobs it generates in construction and generates decent housing. The construction industry is an economic thermometer since the economy of the regions increases and where there is construction there is work. It benefits the IDH5 by improving the income of both the people who collaborate with the workforce and the people who own the houses.
Actions of the ESR, (FEMSA).
Grupo FEMSA has priority in bonding with the community and has assumed a commitment to build harmonious and long-term relationships with its stakeholders, to jointly address the issues that unite them. That is why they develop strategies and promote actions with the nature of the business. Thus, since its foundation in 1890, they support initiatives that promote education, the economy and the quality of life of the communities where they operate. (Grupo FEMSA, 2018)
Community link.
This program tries to have a clear and open communication with the community, since as part of it, they are interested in knowing the issues that concern them. In addition to the various communication channels and an open door policy, they periodically carry out community studies in the towns where they are present, as an important input to develop plans together with the authorities and the community.
Through its links with its community and authorities, OXXO, as a good neighbor concerned about safety, decided to proactively contribute to improving the conditions of its surroundings. This is how the initiative to develop the Neighbors on Alert (VEA) program came about, in partnership with the municipal government of San Pedro Garza García, in Mexico.
5 The Human Development Index (HDI) is an indicator created by the United Nations Program for the Development of
Development (UNDP) in order to determine the level of development that the countries of the world have. (Pampillon, 2009)
This program had the participation of the municipal authorities, the company and neighborhood groups. VEA invites neighbors to exchange information and coordinate to be alert to possible criminal events, also teaching them how to make an effective telephone report to the authorities. (Grupo FEMSA, 2018)
The community link program creates a link between the organization and society, in today's Mexico, full of insecurity, FEMSA is giving the option to unite as a community and support each other to achieve peace in the place where we live and in this way, the VEA program is an action that, if it is a successful case, can reduce the crime rate from where it is established.
Responsible consumption.
Since 2002, Cervecería Cuauhtémoc Moctezuma has implemented Designated Driver in Mexico, a program focused on creating awareness among those who drive a car, promoting that they refrain from drinking alcoholic beverages when they have the responsibility of being behind the wheel. As of 2009, there are 175,800 drivers enrolled in this initiative.
Working with interest groups implies relating to those who have common themes, in the case of beer, the consumption centers and especially the waiters who serve the products of Cervecería Cuauhtémoc Moctezuma, they have a great responsibility. The commitment to promote responsible alcohol consumption led them to develop the Responsible Waiter Workshop in 2002, which provides information on the effects of harmful alcohol consumption. The course seeks to create awareness among waiters in charge of establishments where alcoholic beverages are consumed about their responsibility when serving this product. During 2009 about 1000 waiters attended workshops held in 12 cities in Mexico. (Grupo FEMSA, 2018)
Working to reduce the rate of accidents that occur from drinking alcoholic beverages or death caused by drinking excess alcohol, makes FEMSA contribute to reducing the death rate of the nation.
Grupo FEMSA contributes more in the social part, it seeks to establish interpersonal relationships among the inhabitants of the communities and to support each other without the need for third parties.
Conclusion.
Social responsibility is not an issue that should be taken lightly or we believe that it is only fashionable by organizations, but quite the opposite, it is a way in which organizations help the communities with which they interact, the people who have a relationship with it and support its values as an environmentally friendly organization.
This makes the organization itself also benefit, since with the studies mentioned above, customers prefer to buy their products and / or services with an organization that is socially responsible, which makes the company increase its value in the market and its profits.
The good practice of social responsibility can bring many benefits to society, it only takes the serious commitment of organizations and the community so that in a united way the plans to improve the quality of life are executed and obtained great success.
References.
Almeida, M. d. (2009). Ibero-American Observatory. Retrieved February 06, 2018, from the Iberoamerican Observatory:
Advice for obtaining the ESR Distinctive. (2018). DistinctiveESR. Obtained from
CEMEX. (2018). CEMEX. Retrieved on February 06, 2018, from CEMEX:
to focus. (2006). to focus. Retrieved on February 06, 2018, from centrRSE: siteresources.worldbank.org/CGCSRLP/Resources/Que_es_RSE.pdf
FEMSA Group. (2018). FEMSA. Obtained from
Juarez, PP (June 2011). Social Responsibility as a Competitive Advantage in Companies. Social Responsibility as a Competitive Advantage in Companies.
Xalapa, Veracruz, Mexico.
Orella, N. (2012). Ehow. Retrieved February 6, 2018, from Ehow:
Pampillón, R. (October 16, 2009). Economy Weblog. Retrieved from
Royal Spanish Academy. (2012). Royal Spanish Academy. Retrieved on February 6, 2018, from
buscon.rae.es/drael/SrvltConsulta?TIPO_BUS=3&LEMA=RESPONSABILIDAD Rivera, N., & Lissi, MR (November 2004). Corporate Social Responsibility: how the three groups of high school students live it in Chile. Ppykhe, 13 (102), 117-130.
Secretary of Economy. (May 27, 2016). gob.mx. Obtained from
www.gob.mx/se/articulos/responsabilidad-social-empresarial-32705
Anahuac University. (2011). Anahuac University. Retrieved on February 06, 2018, from Universidad Anáhuac:
www.anahuac.mx/responsabilidadsocial/index.php/planes-de-estudio/direccion-enresponsabilidad-social-y-desarrollo-sustentable.html
The term groups together workers, social organizations, shareholders and suppliers, among many other key actors who are affected by the decisions of a company. Building trust with these is essential for the development of an organization. (Guioteca, 2010)
Corporate social responsibility.
It was the system of racial segregation in South Africa, this system of racial segregation consisted of the creation of separate places, both residential and study or recreation, for the different racial groups, in the exclusive power of the white race.
Loyalty is the phenomenon whereby a specific audience remains loyal to the purchase of a specific product from a specific brand, continuously or periodically. (Educalingo, 2018)
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