SEMINAR STANDARD 2011: STANDARDS TOWARDS INCREASING MARKET

COMPETITIVENESS-13 DECEMBER 2011 ORGANISED BY MINISTRY OF INTERNATIONAL

TRADE AND INDUSTRY MALAYSIA SPEAKER: AB RAZAK SALIM SIRIM

OVERVIEW OF

ISO 26000
SOCIAL RESPONSIBILITY

1
Social Responsibility (2.18)

Responsibility of an organization for the impacts of its

decisions and activities on society and the environment
through transparent and ethical behaviour that:
• contributes to sustainable development, including health and
the welfare of society
• takes into account the expectations of stakeholders
• is in compliance with applicable law and consistent with
international norms of behaviour
• is integrated throughout the organization and practiced in its
relationships
How did the ISO 26000 effort get started?

ISO/Committee on consumer policy

Industry Stds Committee

for Petroleum and Gas

Env. Mgt Consultants of CV

COPOLCO Swedish Industry Association

AG
Report Report

May 2001 June 2002 Sept. 2002 April 2004 June 2004

MoUs established
Memorandum of Understanding

UN Global Internation
Compact al Labor
Organizatio
n
3
Work begins
Who has been participating in the
process?

• 99 countries

• 42 liaison organisations
(including MoUs with ILO,UNGC and
OECD)

• 450 experts and 210 observers from 6

stakeholder categories:
• Industry
• Government
• Consumers
• Labour
• NGO
• SSRO
(2010)

4
 ISO 26000 writing process

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Stage 2: Building consensus among individual experts

5
Stage 3-5: Building national consensus/vote, D-liaison backing
ISO 26000
FRAMEWORK
7
HIGHLIGHT ON CLAUSES
1-SCOPE

• PROVIDE GUIDANCE TO ALL TYPES OF ORGANISATION,

REGARDLESS OF SIZE OR LOCATION

• ENCOURAGE ORGANISATION TO GO BEYOND LEGAL

COMPLIANCE

• NOT A MANAGEMENT SYSTEM

• NOT INTENDED FOR CERTIFICATION OR REGULATORY

OR CONTRACTUAL USE
CLAUSE 2

• Terms and definitions

Organisation (2.12)

-Entity or group of people and facilities with an arrangement of

responsibilities, authorities and relationships and identifiable objectives
International norms of behaviour (2.11)

expectations of socially responsible

organizational behaviour derived from
customary international law, generally
accepted principles of international law, or
intergovernmental agreements that are
universally or nearly universally recognized
Supply chain (2.22)

• Sequence of activities or parties that provides products or services to

the organisation
Value chain (2.25)

• Entire sequence of activities or parties that provide or receive value in

the form of products or services
 Value & supply chain

Value chain

Supply chain
Workers

Sub- Industry
Suppliers Organization Customers Consumers

Raw material
providers Waste
services

Government Media
Citizens NGO’s
Sphere of Influence2.19

•Definition:
range/extent of political,
contractual, economic or other
relationships through which an
organization has the ability to
affect the decisions or
activities of individuals or
organizations

SOI
Social , Economic Sphere of
and Environment influence
Sector Partners Shareholders Banks /
association Insurance

Value chain

Supply chain

Workers
Customers A

Sub- Industry
Suppliers A Employees Organization Distributors Consumers
Suppliers A

Sub-
Suppliers B Customers B
Suppliers B Waste
services

Raw material
providers

Government Media
Citizens NGO’s
17
17
Assessment on an organization's SOI:

• ownership and governance

• economic relationship
• legal/political authority
• public opinion
CLAUSE 3-Understanding social responsibility

• Essential characteristics of SR

Willingness of an organisation to incorporate

social and environmental considerations in
its decision making and be accountable for
the impacts of its decision and activities on
society and environment.
• Relationship between social responsibility and
sustainable development

-Sustainable development-meeting the future needs of

society without jeopardizing the ability of future
generations to meet their needs

-Social responsibility- focus on organisation and its

responsibilities to society and environment

-objective of organization's SR should be to contribute to

sustainable development
CLAUSE 4
Principles of Social Responsibility

1. Accountability

2. Transparency

3. Ethical behaviour

4. Respect for stakeholder

5. Respect for the rule of law

6. Respect for international norms of behaviour

7. Respect for human right

 CLAUSE 3-Understanding social responsibility

Fundamental of SR

Identifying and engaging with

stakeholders is central to SR.
Stakeholder (2.20)

- individual or group that has an interest in any

decision or activity of an organisation
 Stakeholders map

Consumers
Industry
Organization

Media
Government

Citizens NGO’s
24
CLAUSE 5: RECOGNIZING SR AND ENGAGING
STAKEHOLDERS

• Stakeholder engagement

• Dialogue between organisation and stakeholders

• Various forms:
• meetings
• conferences
• workshops
• public hearings
• advisory committees
• round table discussions
CLAUSE 6

SR core subjects
and issues
7 CORE SUBJECTS

Community
Involvement and Human rights
development

a ni zat io
rg na
O

l
The Labour
ORGANIZATION
environment practices

Consumer Fair operating

issues practices

27
 1. Due diligence
2. Human rights risk situations
Community 3. Avoidance of complicity
4. Resolving grievances
involvement and 5. Discrimination and vulnerable groups
development Organizational 6. Civil and politics rights
governance 7. Economic, social and cultural rights
8. Fundamental principles and Labour
Decision-making rights at work
1. Community involvement
processes
practices
2. Education and culture
and structures
Human
3. Employment creation and skills 1. Employment and
development
rights employment relationships
4. Technology development and access 2. Conditions of work and
5. Wealth and income creation social protection
6. Health 3. Social dialogue
7. Social investment 4. Health and safety at work
5. Human development and
training in the workplace

1. Fair marketing, factual and unbiased information 1. Prevention of pollution

and fair contractual practices 2. Sustainable resource use
2. Protecting consumers’ health and safety 3. Climate change mitigation and
1. Anti-corruption adaptation
3. Sustainable consumption 2. Responsible
4. Consumer service, support and dispute resolution 4. Protection of the environment and
political involvement restoration of natural habitats
5. Consumer data protection and privacy 3. Fair competition
6. Access to essential services
7. Education and awareness
4. Promoting social The
responsibility in the sphere of
influence environment
Consumer issues 5. Respect for property rights Fair
NOT ALL ISSUES operating
WILL BE RELEVANT practices
28
FOR EVERY ORGANIZATION
 7 Guidance on integrating social responsibility
throughout an organization

~ Practices for integrating social

responsibility throughout an organization

~ Communication on social responsibility

~ Enhancing credibility regarding social

responsibility

~ Reviewing and improving the

organization’s actions and practices
related to social responsibility

29
• Role of communication

- Raising awareness
- Legal and disclosure requirement
- Engage and create dialogue
- Facilitate comparison, stimulate
improvement
- Enhance reputation
7.5 Communication should be:

- Complete
- Understandable
- Responsive
- Accurate
- Balanced
- Timely
- Accessible
• Types of communication ~ examples

- Meetings or conversation
- Dialogues
- Articles in media
- Advertisement or public statement
- Periodic public reporting
Reporting on social responsibility

- Report on SR at appropriate intervals/ periodic basis

- Report on core subject and relevant issues
- Fair and complete picture, achievement and shortfall
- Ways shortfall will be addressed
Enhancing credibility.. (7.6)

• Stakeholder engagement
~ help build trust
~ the verification of organization's claim
concerning its performance

• Through participation in specific certification scheme eg

environment, labour practices, processes
Implementation Challenges
• SR often not seen as commercially important,
benefits are seen as “intangible” or “soft” and
seek greater proof of hard financial benefits and
how to measure them

• Need financial and human resources

• Need know-how and information

• Large business faces external pressures e.g.

reporting on CSR. SME are more interested in
day to day survival.
Benefits of social responsibility for an
organization
• enhancing the reputation of the organization and fostering
greater public trust
• enhancing employee loyalty, involvement, participation and
morale;
• improving the safety and health of workers;
• preventing or reducing potential conflicts with consumers about
products or services.
• organization's ability to recruit, motivate and retain its employees;
• achieving savings associated with increased productivity and
resource efficiency, lower energy and water consumption,
decreased waste
• improving the reliability and fairness of transactions fair
competition, and the absence of corruption
ISO 26000 Guidance on
Social Responsibility

What is a “guidance”?
• Guidance is an offer:
ISO 26000 offers recommendations,
advice, proposals, and orientation
• Guidance versus guideline:
- “guidance” is something from which to
select what can be successfully applied
- “guideline” would be something one needs
to apply as a whole
• ISO 26000 deliberately is not a “guideline”
“This International Standard is not a
management system standard. It is not
intended or appropriate for certification
purposes or regulatory or contractual use.
Any offer to certify, or claims to be certified, to
ISO 26000 would be a misrepresentation of the
intent and purpose and a misuse of this
International Standard.
As this International Standard does not contain
requirements, any such certification would not
be a demonstration of conformity with this
International Standard.”
 What is ISO 26000?
• ISO 26000 is a guidance document, without
requirements one could fulfill or meet
• One can follow a guidance but guidance cannot be
“implemented”
• ISO 26000 is a “standard” only formally because it is
published by a standards organization
• Its content is guidance that may be used by
organizations, individually
• The Guidance is nothing “standardized” (so that / as if / it
would apply everywhere in the same way)
An organization’s correct use internally
2. Selects, checks and
1. Evaluates the
prioritizes issues, using
offered guidance
The Check Tool*

My
organization

3. Follows the guidance 4. Communicates with and

contained in selected encourages others
issues
An organization’s correct use internally
The Check Tool is designed to support the selection and
prioritization process by identifying those issues where an
organization can most effectively contribute to a more favorable
development of society.
The six questions per issue are:

Is the core What What kind of Have I What Which

subject and its leverage does activities can ensured that impact stakeholders
issues judged my my planned will my could I
relevant organization organization activities are activities involve in
for my have on this undertake on not in conflict have? this issue?
organization? issue? this issue? with
applicable law?

26k-issue-tool.xlc at http://www.26k-estimation.com/26k_Issue_Tool_IS_level_2011-03.xls
 Correct use externally
My
organization
uses ISO 26000

In contracts: NO*

For certification: NO*

For Encouragement: YES

Business partners
* Using ISO 26000 in contracts or for certification would be a misuse
 Correct use externally
Customers Governments
may use may use
ISO 26000
For Encouragement: YES ISO 26000
For Encouragement: YES

In contracts: NO In procurement NO
and contracts*:
For certification: NO For certification: NO
My
organization
uses ISO
26000
* According to the scope of ISO 26000 it would be a misuse making its
application a condition in contracts (which includes public-private ones)
 Encouragement

aFeel encouraged to practice

correct use of ISO 26000

Feeltogreat when encouraging others

follow your good example

bad
Feel encouraged to notify good and
examples of using ISO 26000,
for publication on www.26k-estimation.com
Exercise
FORUM EMPRESA
• 19 organisations

• 19 countries

• Networking of 2600
organisations
Visión y Misión
Visión de Forum EMPRESA

Una sociedad más equitativa y sostenible a partir de las acciones responsables de

las empresas.

Misión de Forum EMPRESA

Articular y fortalecer a las organizaciones miembros en su objetivo de fomentar la

responsabilidad social empresarial en sus respectivos países, favoreciendo entre
ellas la interacción e intercambio.
 ¿Qué es el Centro Mexicano
para la Filantropía, A.C.?
 Es una asociación civil sin fines de lucro fundada en
1988, integrada por 715 Miembros localizados en
todo el país:
 220 Asociados (95 Fundaciones y
organizaciones, 90 empresas y 35 personas)
 469 Afiliados
 18 Usuarios (dependencias gubernamentales
que desean recibir servicios del Centro)
 Planta Operativa: 31 personas
 MISIÓN

“Promover y articular la participación filantrópica, comprometida y

socialmente responsable de los ciudadanos, organizaciones y empresas,
para alcanzar una sociedad más equitativa, solidaria y próspera”.
Definición
 Definiciones

Empresa Socialmente Responsable:

… es aquella que incorpora a su

estrategia de negocios la
responsabilidad social, expresada en
políticas y programas, más allá de sus
obligaciones legales.
Diagnóstico para obtener el
Distintivo ESR
 Diagnóstico de RSE y
Distintivo ESR
Objetivo:
Fortalecer la cultura de la responsabilidad social empresarial a
través del establecimiento, adopción y difusión de estándares de
actuación empresarial, y reconocimiento público a las empresas que
han asumido esta cultura y la desarrollan a través de sus políticas y
prácticas de actuación cotidiana.

AMBITOS DE RSE
1. Calidad de Vida en la empresa
2. Ética y Gobernabilidad Empresarial
3. Vinculación y compromiso con la Comunidad y
su desarrollo
4. Cuidado y Preservación del Medio Ambiente
 Evolución del Diagnóstico en el tiempo

2001 2002 2003 2004 2005 2006 2007 2008 2009

Número de indicadores
80 155 146 126 120 120 120 120 120

Número de empresas participantes en el proceso

28 42 74 103 142 155 210 520 746

Número de empresas con el “Distintivo ESR”

17 28 42 61 84 124 174 274 349

 Reconocimiento a las
Mejores Prácticas de RSE

 MEJORES PRÁCTICAS DE RESPONSABILIDAD SOCIAL

EMPRESARIAL: son prácticas que contribuyen a resolver un
problema, superar una deficiencia, mejorar un proceso,
cambiar la cultura organizacional o implantar de manera
transversal la RSE en la empresa. Impactan positivamente a la
sociedad y colaboran con el éxito de la empresa.
 AMBITOS DE MEJORES PRACTICAS DE RSE:
 Cuidado y Preservación del Medio Ambiente
 Calidad de Vida en la empresa
 Ética Empresarial
 Vinculación con la comunidad
 Cadena de Valor
 Consumo Responsable
 Resultados

• Participación de mas de 750 empresas en el Diagnóstico de RSE;

• En 2009 Mas de 350 empresas han alcanzado el “Distintivo ESR”

• Documentación de mas de 150 “Mejores Prácticas de RSE”

realizadas en México y reconocidas por Cemefi.

• Participación de mas de veinte empresas en el GRI

• Alianzas con organismos regionales que están promoviendo la RSE

a nivel local.
 Importancia de las
PyMEs

• Las PyMEs son la mayoría de las empresas en todos los países:

80%-90% del mercado.

• Son el gran motor de la economía: generadoras de empleo,

creación de riqueza y de valor, generación de cultura y de
valores, producción de productos y servicios, etc.

• Forman parte de la cadena de valor de las grandes empresas y

de ellas dependen insumos.
 Preguntas del Panel

En qué medida influyen la posición de mercado y el tamaño de

una empresa en la responsabilidad social de la misma?
¿Aunque no debía influir, si influyen:
• A mayor tamaño, más influencia, más posibilidades de impactos en la comunidad
y en el medioambiente, y, por lo tanto, más responsabilidad en cuanto a atender
de estos impactos

• La posición de  mercado también influye, a mayor visibilidad mayor escrutinio y

por lo tanto más necesidad de rendir cuentas y transparentar la gestión de la
empresa

• Las PyMEs no se sienten obligadas por el mercado…

¿Cuáles son los desafíos que las PyMEs enfrentan en la
implantación de la RSC y qué incentivos y políticas de
apoyo exitosas existen?

DESAFIOS
• CUMPLIR CON LA LEGISLACIÓN EXISTENTE EN MATERIA LABORAL, AMBIENTAL, SOCIAL
Y ÉTICA (GLOBAL COMPACT)

• ENTENDER EL SIGNIFICADO DE LA RSE COMO UN VALOR PARA LA EMPRESA Y LA

SOCIEDAD Y NO COMO UNA CARGA.

• ADOPTAR LA RSE EN SU ESTRATEGIA 

INCENTIVOS EXITOSOS
• PROMOCION DEL DIAGNÓSTICO DE RSE, DESDE LAS GRANDES EMPRESAS CON SUS
PROVEEDORES.
¿Cómo podría y debería implantarse la RSC en
la cadena de proveedores?

• DESDE LAS GRANDES EMPRESAS, COLOCANDO INDICADORES DE RSE EN LA

EVALUACIÓN DE PROVEEDORES Y EXPRESANDO EN SUS CODIGOS DE CONDUCTA SU
COMPROMISO CON PROVEEDORES.

• DESDE LOS BANCOS COLOCANDO INDICADORES DE RSE EN LA EVALUACIÓN DE

RIESGO.

• QUE LOS GOBIERNOS PRIVILEGIEN CON BENEFICIOS A PYMES QUE INCORPOREN RSE

• QUE LOS GREMIOS ADOPTEN ESTA NUEVA VISION 

• EL DESAFÍO ES CREAR NUEVAS E INNOVADORAS RELACIONES DE LAS PyMEs CON SUS

GRUPOS DE RELACION BAJO LA VISIÓN DE RESPONSABILIDAD SOCIAL SOCIAL
CORPORATIVA
•  
Conclusiones

• LA RSE ES PARA TODAS LAS EMPRESAS INDEPENDIENTEMENTE DE SU TAMAÑO Y POSICIÓN DE

MERCADO.

• HASTA EL PRESENTE, LA MAYORÍA DE LAS EMPRESAS QUE HAN ADOPTADO LA RSE COMO UNA
NUEVA ESTRATEGIA DE NEGOCIOS, SON LAS GRANDES EMPRESAS.

• LA MAYORÍA DE LAS EMPRESAS DEL CONTINENTE SON PYMES: ENTRE UN 80% Y 90% DEL TOTAL.

• LAS PYMES SON EL GRAN MOTOR DE LA ECONOMÍA (EMPLEO Y VALOR AGREGADO) Y ESTÁN
ESTRECHAMENTE VINCULADAS A LOS RESULTADOS DE LAS GRANDES EMPRESAS.

• HAY QUE TRABAJAR DESDE LAS GRANDES EMPRESAS, LOS GOBIERNOS Y LOS MISMOS GREMIOS
PARA IMPULSAR SU IMPLANTACIÓN.