Corporate Social Responsibility Goes Global"Globalization" isn't a cliché anymore outsourcing, emerging labor and consumer markets and the Internet have brought the rest of the world much closer to home in recent years. With that has emerged a greater sense of responsibility among corporate leaders to respect all people and act ethically in all of the communities and environments in which their organizations operate. And it's not just talk: Business leaders increasingly realize that it's good business to do the right thing, because its stakeholders include not only investors, but also employees, governments, consumers and the people who live where they operate.In early 1999, the United Nations formed an international initiative, the Global Compact, to bring companies together with U.N. agencies, labor and civil society to support nine principles in the area of human rights, labor and the environment. (A tenth principle, on anti-corruption, is being added this month.) Rather than acting as a regulator, the Global Compact relies on public accountability, transparency and the enlightened self-interest of participants to adhere to these principles.Enlightened self interest translates to good business for Global Compact participants. "There are a lot of great opportunities for business as a result of this renewed focus on social responsibility," says John Paluszek -ambassador at large for the Global Alliance for Public Relations and Commuication Management and head of its Corporate Social Responsibility working group- who also heads up Ketchum's Corporate Social Responsibility services and is an active participant in the Global Compact as a counselor on communication issues. "Hybrid-engine automobiles, recyclable materials and products that consume less energy are just three that come immediately to mind. These days, corporate social responsibility should not be considered a drain on profits. Corporate social responsibility makes financial sense because, in addition to identifying new markets, it improves the corporate brand, and, therefore, the soft assets' on the balance sheet. Of course, it also anticipates and deflects problems that could have an adverse impact on the bottom line for example, companies that proactively address issues such as the use of labor in alleged sweatshops'."Indeed, far from being met with skepticism, the Global Compact is adding more members at a rapid pace. The Compact's June 24 Leaders Summit in New York is bringing together about 250 CEOs of the world's most prominent companies to exchange experiences regarding their implementation of the Global Compact's principles in the areas of human rights, labor and the environment. United Nations Secretary-General Kofi Annan will convene the summit, and President Luis Inacio Lula da Silva of Brazil will deliver the keynote address. By gathering global business leaders together in small breakout sessions to discuss how to further meld Global Compact principles into business strategies and operations, the June 24 session provides a unique opportunity for these business leaders to demonstrate their commitment to the Compact principles and share ideas on how to integrate social responsibility into everyday business realities. The outcomes from this important meeting will be widely communicated, with the intention of expanding the Compact significantly beyond the current 1,400 member organizations.Ecco cosa ne dice John Paluszek, ambasciatore della Global Alliance for Public Relations and Communication Management...
