ISO 26000:

A futura norma de
Responsabilidade
Social
Uma visão atual!

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1º semestre de 2006 Social Responsibility 1
 Os primeiros passos: parecia óbvio!

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 Tínhamos poucos amigos no começo ...

[...] we are concern that despite ISO’s good intention,

a guidance standard, once in the public domain, could be
applied as the basis for claims.
(Social Accountability in 17 Jun. 2004)

With great concern I as member of ISO Council have noticed

that the way of handling the general ISO rules and the specific
conditions for the work of the WG given by TMB was dissatisfying
and has led to unproductive, time-wasting and frustrating discussions
at the Salvador meeting, e. g. there was no exact guidance on
which participants had a right to vote. It was reported to me that
in several voting no differentiation was made between the nominated experts,
the representatives of liaison organizations and observers.
(DIN General Manager)

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 Entendendo o problema da ISO

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 O fim dos barcos “Meus caros, aí vem o grande
de madeira: bicho-papão sulino, construído
a batalha de para nos assustar. Assumam
Hampton Roads seus postos, e lhes garanto que
bastará uma boa salva de tiros
de nossa galante fragata para
conquistá-lo!”
Com. Joseph Smith do USS Cumberland

1000000

100000

10000

8 a 9 março de 1862 1000

o poderio de fogo do 100

encouraçado CSS Virginia 10

1
USS USS Congress USS CSS Virginia USS Monitor
Nos Estados Unidos Cumberland Minnesota

Madeira Ferro Custo

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 O debate continua com navios ...

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Qual o custo de adequação às normas ISO ?

Additional Plant or Equipment One-time Product Redesing

70
80
62 70
60 70

50
Mean=19,32% 60
Mean=12,06%
N u b er o f firm s

N u m b e r o f firm s
50
40

32 40
30

30
20
14 20 17
10
6 10 5
3 3 1
0 0

Share of investments costs Share of investment cost

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 E a culpa é nossa ....

The ISO Committee on Developing Countries (ISO/DEVCO) was

Established in 1961. Regarding the developoment in the field
of the Social Responsibility the objetives are to recommend measures
to assist them in defining their needs and requirements without any
damage on the fair trade. The standard shall be seen as an threat.
(US delegate during Stockholm preconference)

US offical position before Stockholm

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 Quem paga a conta ?
Liderança
2500

1942
2000

Developing Industrialized
1500

1000
643

500
68 83

SC WG

Os países em desenvolvimento pagam 50% das despesas.

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 Os fatos

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 Um caso curioso: Papel e Celulose!

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 [...] e a famosa marca feminina.

O papel foi produzido no Canadá!

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 Quem pagou o pato?
Por que nós?

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 Que produtos os países exportam ?
Índice toxicidade América Latina - Importação
Linear Trend Model
Yt = 10,6337 - 0,0922556*t
11,5 Variable
A ctual
11,0 Fits
Forecasts

10,5

Importações
10,0

9,5

9,0

8,5

8,0
1978 1982 1986 1990 1994 1998 2002
Year

Índice toxicidade América Latina - Exportações

Linear Trend Model
Yt = 7,43368 + 0,00774436*t
8,25 Variable
Actual
8,00 Fits
Forecasts

7,75

Exportações
7,50

7,25

7,00

6,75

6,50

1978 1982 1986 1990 1994 1998 2002

Year

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 Um paradoxo !

is !
nta
b ie
a m
c i o
so
a s
r m
s no
c a
u
po
t e m
x is
E

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 Quem usa as certificações?
Top ten countries for
SA 8000 certificates

Italy 324

India 125

China 120

Brazil 87

Pakistan 52

Vietnam 30

Thailand 16

Spain 12

Turkey 9

Poland 8

Algum país rico aqui ?

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 Uma pesquisa interessante

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 Análise de Cluster
Países em desenvolvimento que querem a ISO 26000

M atr ix P lot of P ontos v s R P C

B razil
25 C olom bia Ricos que querem a ISO 26000
C osta R ica Denm ark
T hailand
C hina M alaysia Argentina S weden
Japan
Kenya S outh Africa
C hile
M exico Ecuador C anada
Austria
20 R ussian F ederation S pain Ireland S ingapore
P hilippines Venezuela F rance
l Pontos

Hungary Israel Italy S witzerland

S t. Lucia
TotaPontos

Iran P oland UK Germ any

15 Norway

M orocco US A

India
10
F inland
Variable C luster1 C luster2 Grand centroid
P ontos 19, 1364 16,5882 18,0256
Netherlands
RPC 3330, 8636 26111,7647 13261, 0000
5

0 10000 20000 30000 40000

RPC

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 A legitimidade das exportações latinas

C e r tific a tio n s 1 4 0 0 0 + 9 0 0 0

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 Uma oportunidade única

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 Quem participa das reuniões da ISO?

45
41 40
40

35

30 28
25
25

20
16 16
15
12
10 8 7
5 3 4
0
0
Industry Government NGO's Consultants Labor Others

TC 207 WG SR

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 Que outra organização pode convergir
tantos países em torno da RS.

35 32
30
25 21 22 22
20
15
10
5
0
Salvador Meeting Bangkok Meeting

Developing Industrialized

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 E tantos stakeholderds.

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 Capilaridade

Countries with Mirror Committees

15 millions of people evolved.
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 ISO/TMB/WG SR

Balanço
Chair: J.Cajazeira
CAG
Vice-Chair: S. Söderberg
Chairs Advisory Group Secretary: K. Sandberg
Co-Secretary: E. São Thiago

STTF
FTF Leader: D.
Pasce

TG-1 TG-2 TG-3

Funding and Communication Operational TG-4
Stakeholder Convenor: Procedures Scope, SR Context &
Engagement H. Tomita Convenor:
SR Principles
Convenor: Secretary: Tom L
Anders Sköld S. Tepatanapong Rotherham
Co-convenor: Co-Secretary: Co-convenor:
i
a EDITING
Bernardo O. Di Pino Sophie Clivio TG-5 COMMITTEE
Cazadilla Guidance on core i
s Project Editor:
SR subjects/issues Deni Greene
o
n
TG-6
Guidance for
Organization on
implementing SR

Strategic Task Groups Standard Setting Task Groups

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 A ISO pode ajudar?
SA 8000
Ethos
Quality Awards
AA 1000

?? Agenda 21

?
Metas do Milênio
Projeto Sigma
GRI
Normas ISO
Pacto Global
The Natural Step
Principios da FSC
(Forest Stewardship
Council)
Diretrizes OCDE para
Multinacionais
Dow Jones
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1º semestre de 2006
Sustainability Index Social Responsibility 26
 Como ?

?
??
ISO 26.000

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 Preparando o time.

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 Como será a norma?

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 The dream team

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 Treinamento em força e agilidade

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 Os caminhos até hoje ...

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 Bem ... até que estamos conseguindo
alguns amigos!

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 Dear Jorge,
A month having passed since the SR WG meetings, it is clear to all that the meetings
were a success.
The Japanese people concerned, from industry and elsewhere, are very pleased.
I know that this result is due to your leadership. (Hiroo Wakai – Japão)

Standardizing Corporate Social Responsibility

From May 15 to 19, Jason Morrison attended the third plenary meeting of the ISO Working Group on Social
Responsibility in Lisbon, Portugal. The meeting focused on addressing the more than 3,000 written comments
submitted on the first Working Draft of the ISO standard on Social Responsibility (dubbed ISO 26000). One key outcome
of the meeting was provisional text for the standard’s scope, which now has the International Standard providing
“guidance to organizations on:
•The principles, practices and issues relating to social responsibility,
•Integrating and implementing social responsibility throughout the organization and its sphere of influence
including its supply chain,
•Identifying and engaging with stakeholders,
•Communicating commitments and performance relating to social responsibility, and
•The contribution of the organization to sustainable development."
Reflecting on the outcome of the meeting, Morrison said, "If this tentatively agreed-upon scope for the standard remains
unchanged, and if the guidance provided in the subsequent clauses of the document delivers on this scope, ISO 26000
will be the most significant and meaningful standard ISO has ever produced."

Morrison at the ISO meeting

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 However far the ISO SRWG
process is able to go, it
does seem likely that the
concept of social
responsibility will be
changed forever.
(GRI – after Bangkok)

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São Paulo
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 cajazeira@suzano.com.br
www.iso.org/sr

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