A quick introduction on Corporate Social Responsibility, Active Citizentship and Junior Chamber International.

1. CSR Leadership
Toolkit
JCI Day 11 Dec. 2008

2. Toolkit Contents
I. Introduction to CSR
III. CSR, Active Citizenship &
Junior Chamber International
IV. 3P+ Navigator
Know How to Lead towards CSR

3. Corporate Social Responsibility
Corporate Social Responsibility (CSR) is a hot item in the
business world and certainly an important challenge for the
future. Even so, CSR is an unknown or underappreciated
term with many business leaders. To make things more
confusing, some organizations and experts will often use
other terms. All these terms relate closely to CSR:
• Corporate Responsibility
• Corporate Citizenship
• Sustainable Entrepreneurship
• …
I. Introduction to CSR Leadership

4. CSR Definition
To describe CSR, there are as many definitions as there are
flavours. The following definition gives us workable and
understandable idea of what CSR is all about:
“CSR is a strategy that systematically integrates
sustainable economical, environmental and social
principals throughout an organization’s operations.”
I. Introduction to CSR Leadership

5. CSR Definition: Triple Bottom Line
The triple bottom line refers to the three ‘P’s of CSR:
People, Planet and Profit. All three P’s have to balance
each other in responsible decision making.
Taking responsibility and enabling initiatives for People,
Planet and Profit is a testimony of leadership and integrity.
I. Introduction to CSR Leadership

6. Profit
PlanetPeople
CSR Definition: Triple Bottom Line
I. Introduction to CSR Leadership
CSR
The triple bottom line refers
to the three ‘P’s of CSR:
People, Planet and Profit.
All three P’s have to
balance each other in
responsible decision
making.

7. CSR and Leadership
Profit
PlanetPeople
CSR
Leadership
Taking responsibility and
enable initiatives for a
sustainable economical,
social and environmental
advancement is a testimony of
leadership and integrity.
I. Introduction to CSR Leadership
Economical
Social Environmental

8. CSR Leadership Initiatives
Communication Stakeholders Employees
Innovation Organization Customers
Environment Community Suppliers
The important areas to enable CSR initiatives are:
I. Introduction to CSR Leadership

9. Possible Pitfals
When you get involved with CSR, your stakeholders may
expect more from you. Therefore, it is worthwhile
considering any potential CSR pitfalls.
• “Greenwashing”
– Be aware that proclaiming to be green necessitates that you are using sustainable resources.
– Just as the moon can eclipse the sun, hiding the real deal is not the way forward. CSR means that you embed
sustainable processes throughout your organization.
• “Formulation”
– Make sure that your entire organization, your members, your staff understand and act according to the CSR
principles your organization formulates in its vision and mission charters.
• “Decision Dilemmas”
– Often, we adhere to the highest values, only as long is everything else is going well. What decisions
will you make when you have to choose between the short and the long term, between self interest
or the collective interests, between local or global challenges?
I. Introduction to CSR Leadership

10. Why take leadership on CSR?
Corporate Social Responsibility is a big buzz in the corporate world. They would like to
embark the train BEFORE their competition generates too great of a competitive
advantage. Now we can see how CSR impacts and connects management domains as
marketing, supply-chain management, finance, etc.
For SME’s (Small & Medium Sized Enterprises) this often seems remote and far fetched.
Very often, entrepreneurs find themselves reluctant to assign people and resources to
CSR initiatives in their business. Of course, it’s all to clear that those visionaries who do,
are able to attract attention and generate added value. Not only for their business, but also
for their community and environment.
II. CSR Leadership Day 11 December 2008 — JCI Day

11. Toolkit Contents
• Introduction to CSR
• CSR, Active Citizenship &
Junior Chamber International
• 3P+ Navigator
Know How to Lead towards CSR

12. CSR, Active Citizenship and JCI
One of the principles of CSR is ‘corporate citizenship’,
where businesses voluntary take responsibility towards their
stakeholders, the economy and their community.
JCI exemplifies Active Citizenship, the voluntary capacity
of citizens and communities to work together to exercise
economic, social or political power in pursuit of shared
goals.
II. CSR, Active Citizenship & Junior Chamber International

13. Faithful
Dogmatic
Low Trust
Regulatory
High Trust
Voluntary
Active Citizenship
II. CSR, Active Citizenship & Junior Chamber International
Active
Citizenship
Market
Economical
Government
Political
Community
Social

14. Active Citizenship
II. CSR, Active Citizenship & Junior Chamber International
Active
Citizenship
Market
Efficiency
Government
Security
Community
Cohesion
Active Citizens take
actions that balance the
forces that drive towards
market efficiency,
security and social
cohesion.
Through their work, their
friendship and their
values, JCI members
exemplify the essence of
being Active Citizens.

15. JCI and the UN Global Compact
The Global Compact is the initiative from the United Nations
to promote CSR in SME’s around the world. Since its
inception, about 4000 companies worldwide have joined the
Global Compact.
Since 2003, JCI engaged in a collaborative partnership with
the Global Compact in order to support its networks and
programs, by encouraging JCI members and their
businesses to join the initiative.
II. CSR, Active Citizenship & Junior Chamber International

16. Toolkit Contents
• Introduction to CSR
• CSR, Active Citizenship &
Junior Chamber International
• 3P+ Navigator
Know How to Lead towards CSR

17. The 3P+ Navigator
The 3P+ Navigator is a leadership tool that makes leaders
and team members interact and explore what initiatives they
can take to integrate Corporate Social Responsibility
principles in their projects and organizations.
• A facilitator guides the exercise, for individuals or groups up to 12 people.
• The process takes up to one-and-a-half hours, depending on the number of participants
and the depth of the exploration.
• Ideally, the 3P+ Navigator is used at the beginning of a new project, but it is also
valuable as an assessment tool, to see where you and your team members stand.
• Local JCI chapters, project commissions and interested members are invited to
use this toolkit, in the same way it is being used by business leaders to
create insight and trigger action.
III. CSR Leadership Toolkit
Know How to Lead towards CSR.

18. The 3P+ Navigator
III. CSR Leadership Toolkit
Copyright©ubeon|businessexperts
Know How to Lead towards CSR.
Inclusive for JCI members thanks to the courtesy of
ubeon | business experts

19. Contacts & Links
JCI & CSR Leadership in Belgium:
serge.goussaert@jci.be
For the CSR Leadership Toolkit:
stephan.vanhaverbeke@jci.be
Other information and resources:
www.jci.be & JCI Office