Corporate Social Responsibility. The Case of Implementing ISO 2600 in the Hotel Industry. Roberto Rodríguez

Transcription

1 Corporate Social Responsibility The Case of Implementing ISO 2600 in the Hotel Industry Roberto Rodríguez

2 Overview o Concept of Social Responsibility o Introduction to ISO o ISO Principles and Core Subjects o Integrating Social Responsibility in Hotels

3 Concept of Social Responsibility

4 Social Responsibility the social responsibility begins where the law ends. A firm is not being socially responsible if it merely complies with the minimum requirements of the law, because this is what any good citizen would do. (Davis, K cited in Carroll 1999)

5 Social Responsibility Philantropic Carroll s CSR Pyramid (Carroll, 1999) Ethical Legal Economic

6 Social Responsibility European Commission s definition of CSR: concept whereby companies integrate social and environmental concerns in their business operations and in their interactions with their Stakeholders on a voluntary basis. (European Commission, 2011)

7 Social Responsibility Responsibility of an organization for the impacts of its decisions and activities on society and the environment through transparent and ethical behavior which: Contributes on sustainable development including health and welfare of society. Takes into account the expectations of stakeholders. Is in compliance with applicable law and consistent with international norms of behavior. Is integrated throughout its organization and practiced in its relations. (ISO, 2010)

8 Social Responsibility A Social Responsible Organization s general objective is to maximize its contribution to sustainable development. Responsible Organizations should base their behaviour on standards, guidelines, or codes of conduct in accordance with accepted principles of right or good conduct.

9 Social Responsibility Some accepted principles are: SGE21 (Forética) AA1000 Series of Standards UN Global Compact ISO 26000

10 Introduction to ISO Guidance Standard on Social Responsibility

11 ISO The ISO (International Organization for Standardization) is a non-governmental membership and independent organization comprising 163 member countries. The organization was founded in 1947 and, since then, they have published International Standards covering almost all aspects of technology and business. From food safety to computers, and agriculture to healthcare.

12 ISO ISO provides guidance on how businesses and organizations can operate in a socially responsible way. This means acting in an ethical and transparent way that contributes to the health and welfare of society.

13 ISO Voluntary It cannot be certified

14 ISO Overview 1. Principles of Social Responsibility 2. Social Responsibility Core Subjects 3. Intregrating Social Responsibility thoughout an organization: The Case of a Hotel

15 Principles of Social Responsibility

16 ISO Principles of Social Responsibility Accountability Transparency Ethical Behaviour Respect for stakeholder interest Respect for the rule of law Respect for international rules of behaviour Respect for human rights

17 ISO Principles of Social Responsibility 1. Accountability An organization should be accountable for its impact on society, the economy and the environment. o The impacts of its decisions and activities on society, the environment, and the economy (especially, significant negative consequences). o The actions taken to prevent repetition of unintended and unforeseen negative impacts.

18 2. Transparency ISO Principles of Social Responsibility An organization should be transparent in its decisions and activities that have an impact on society and the environment. o The purpose, nature, and locations of its activities. o The identity of any controlling interest in its activity. o The manner in which its decisions are made, implemented and reviewed. o The sources, amounts, and applications of its funds. o Its stakeholders, criteria, and procedures used to identify, select, and engage them.

19 ISO Principles of Social Responsibility 3. Ethical Behaviour An organization should behave ethically. Core values and principles Governance Structures Conflict of Interests Ethical Behaviour expected Mechanism report unethical behaviour Welfare of animals

20 ISO Principles of Social Responsibility 4. Respect for Stakeholders An organization should respect, consider, and respond to the interests of its stakeholders. Identify Legal rights Their expressed concerns An organization should take into account the relation of its stakeholders interests to the broader expectations of society and to sustainable development.

21 ISO Principles of Social Responsibility 5. Respect for the rule of law An organization should accept that respect for the rule of law is mandatory. In the context of social responsibility, respect for the rule of law means that an organization complies with all applicable laws and regulations.

22 ISO Principles of Social Responsibility 6. Respect for international norms of behaviour o In countries where the law or its implementation conflicts with international norms of behaviour, an organization should strive to respect such norms to the greatest extent possible. o An organization should avoid being complicit in the activities of another organization that are not consistent with international norms of behaviour (supply chain).

23 ISO Principles of Social Responsibility 7. Respect for human rights An organization should respect human rights and recognize both their importance and their universality (that they are indivisibly applicable in all the countries, cultures and situations). An organization should: o Respect and promote (where possible) the rights set out in the International Bill of Human Rights. o In situations where the human rights are not protected, take steps to respect human rights, and avoid take advantage of these situations.

24 ISO Principles of Social Responsibility 7. Respect for human rights The Universal Declaration of Human Rights complies 30 articles and The Human Rights

25 Social Responsibility Core Subjects

26 Social Responsibility Core Subjects Human Rights Labour Practices Environment Fair Operating Practices Consumer issues Community

27 Intergrating Social Responsibility throughout an organization

28 Integrating Social Responsibility Practices for integrating social responsibility throughout an organization: o Understanding the social responsibility of the organization. o The relationship of an organization s characteristics to social responsibility. o Voluntary initiatives for social responsibility. o Enhancing credibility regarding social responsibility. o Reviewing and improving actions and practices. o Communication on social responsibility.

29 Intergrating Social Responsibility throughout an organization: The Case of Hotel Industry

30 Social Responsibility in Hotels o Understanding the social responsibility of the organization. o The relationship of an organization s characteristics to social responsibility. Mission Vision Values

31 Social Responsibility in Hotels Example: Fuerte Hoteles mission is to be a family business orientated mainly to hotel businesses and profitable real estates and committed to a responsible development of people and its surroundings. Source: Fuerte Hoteles CSR Report 2011

32 Social Responsibility in Hotels The vision of the hotel chain translates to a constant quality improvement of its properties and clients related services, the needs of our professionals, the society welfare and, more precisely, to the setting where their activity is carried out. All of this with an enormous environmental respect and with the least environmental impact possible Source: Fuerte Hoteles CSR Report 2011

33 Social Responsibility in Hotels o Voluntary initiatives for social responsibility. o Enhancing credibility regarding social responsibility. o Reviewing and improving actions and practices Social action Impact on environment Labour Conditions

34 Social Responsibility in Hotels Source:

35 Source:

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37 Social Responsibility in Hotels o Communication on social responsibility Internal and External Newsletters CSR Report Company s website

38 References Carroll, A.B. (1999). Corporate Social Responsibility. Evolution of a Definitional Construct. Business & Society, Vol.38 No3, September European Commission (2011). Communication from the Commission to the European Parliament, The Council, The European Economic and Social Committee and the Committee of the regions. COM (2011) Retrieved from Fuerte Hoteles (2011). Corporate Social Responsibility Report. Retrieved from International Standard ISO. (2010). Guidance on Social Responsibility (ISO 26000: 2010 E). Retrieved from :: ::

39 Thank you for your attention Join our Les Roches Marbella Sustainability Club :: Roberto Rodríguez