Magazine article Communication World

Is the Current Economic Environment Affecting the Way Organizations Approach Corporate Social Responsibility?

Magazine article Communication World

Is the Current Economic Environment Affecting the Way Organizations Approach Corporate Social Responsibility?

Article excerpt

United Arab Emirates

At Nokia, we expect that the mobile phone market will be negatively affected by a slowdown in consumer spending in 2009. This means that consumers will buy less. But when they do buy, they will buy from brands they trust.

We all know that CSR activities (such as community involvement) are hugely important when it comes to building a powerful brand and creating a strong emotional bond between the consumer and the brand. So we will continue to be actively involved in communities around the world to create tangible societal benefits.

The issue of environmental sustainability will be equally important this year. In the current economic environment, consumers will, for example, expect their mobile phone to be as energy-efficient as possible. Nokia's latest phone chargers already use up to 94 percent less energy than their Energy Star requirements. We plan to set the bar even higher for environmental performance.

Elisabeth Tanguy

Senior manager, employee communications, Middle East and Africa

Nokia Corp.

Dubai

Belgium

Inevitably, CSR budgets will be decreased temporarily. But some organizations have already integrated CSR into their strategies and made a commitment to both people and the planet. Initiatives were set up, responsibilities taken. These organizations have to keep up the authentic image of trust and credibility. They don't want to risk damaging their identity as an ethical business. The CSR goals of organizations do not have to change, but budget limitations will challenge those organizations to think and act more creatively. They will have to develop alternative approaches to handle the balance between people, planet and profit.

Larisa Thuije

Global PR manager

Safmarine Container Lines N.V.

Antwerp, Belgium

Italy

The global economic crisis could affect how much money some companies spend on CSR activities. Great companies, however, really understand the reasons why they engage in CSR and their commitment to it. They not only fundamentally believe it is the right thing to do, but also appreciate that it benefits the health, well-being and morale of their employees, and therefore the strength of the company and its ability to cope during difficult and uncertain times. …

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