Corporate social responsibility should be UAE goal

ABU DHABI // Adopting a strategic corporate social responsibility initiative that looks beyond philanthropy will help companies in the GCC achieve a place in the global market, experts said.

“Awareness of the importance of corporate social responsibility has been growing in the GCC over the last 10 years,” said Nasser Al Issa, chief sustainable officer at Saudi Generations.

“But there is a clear gap between what is happening in the GCC compared to advanced countries, particularly in Europe and in North America. These gaps are in knowledge, innovation, research, training and education, and web applications, among others.”

He was speaking on the sidelines of the second Global Corporate Social Responsibility (CSR) Conference in Abu Dhabi yesterday. The theme of the conference is “The New Role of Sharing Values”, to promote the need to share best practices, opportunities, knowledge and technology.

It was held under the patronage of Sheikha Fatima bint Mubarak, chairwoman of the General Women’s Union, supreme chairwoman of the Family Development Foundation and president of the Supreme Council for Motherhood and Childhood.

"Government and semi-government authorities in the region can work on a strategy to develop on a local CSR guide and a reporting system," Mr Al Issa said. "Once you develop a CSR programme, it has to grow, be sustainable and adapt to the local needs and culture."

The GCC has the potential to be a global leader in CSR and sustainability, he said. “The money is there and we have the expertise. The UAE is the best in the GCC in terms of CSR. I’m particularly impressed with the initiatives of the Emirates Foundation.”

Another CSR expert agreed.

“A number of UAE companies are very progressive, are leaders in their field and can be a role model in the region,” said Nikos Avlonas, founder of the Centre of Sustainability and Excellence, a global advisory and training organisation specialising in sustainability.

Progress has been made in the GCC as there has been a shift from traditional to strategic CSR, he said. “It is a slow progress but most companies fail to make it more strategic in the social part, because it is under the public relations department which wants publicity,” Mr Avlonas said.

Philanthropy in itself is not enough to make a difference, he said.

“Philanthropy is good to do but CSR is even better,” he said. “Companies in the region should move from the traditional CSR programmes to a more strategic CSR, and quantify and design metrics for measuring the impacts.”

At the moment, most companies are quantifying environmental impacts but not social issues.

“Social Return on Investment is a great methodology to quantify data and quantify the social value,” he said. “I think it can help close this big gap.”

Sultan Mohammed Al Shehhi, project manager at the Emirates Red Crescent, said it was looking at greater participation of companies with the society. “But it’s not all about funding. It’s about what they can do for this country,” he said. “They should feel the need to give back to the community.”

Sheikh Nahyan bin Mubarak, Minister of Culture, Youth and Community Development, who inaugurated the conference, praised Sheikha Fatima’s support for the event, which he said would greatly benefit the UAE and the region.

He also praised the leadership of the President, Sheikh Khalifa, which stresses social responsibility in protecting the environment and developing society.

Sheikh Nahyan thanked Sheikh Hamdan bin Zayed, the Ruler’s Representative in the Western Region and chairman of the Emirates Red Crescent, for promoting social responsibility in the UAE.