Corporate social responsibility goes digital

By Ray O'Reilly

Information technology is being hailed as the new face of socially responsible business.

Friday 10 February 2012

Corporate social responsibility, or CSR, is getting a makeover thanks to the emergence of ultra-fast, ultra-smart, ubiquitous information and communications technologies (ICT). This match-up is the beginning of an unexpected but somehow quintessential relationship explored in a refreshing exhibition hosted this week in Brussels.

Companies are embracing cutting-edge technology to save on costs and deliver competitive advantage in these tough economic times. But what many may not appreciate is that this economically rational decision can have profound social benefits, too. ICTs can boost an organisation's CSR activities, which has a cascading effect along whole value chains, from stakeholders and staff to suppliers and service providers.

 The term ‘corporate social responsibility' dates back to the late 1960s and 1970s but has entered more mainstream use since the publication of R Edward Freeman's book, Strategic management: a stakeholder approach, in 1984. Through CSR activities – donations, community work, ‘green' operations, etc. – organisations look beyond shareholder value alone in search of positive outcomes for all stakeholders (consumers, employees, communities, the environment).

Providing technology is only part of the contribution that ICT companies can make, experts suggest. The industry is uniquely placed to help local communities around the world, to nurture talented people, and to help developing countries find innovative solutions to the pressing challenges they face.

In 2010 alone, the ICT industry contributed betwen 30% and 40% to the economic growth of developed countries.

Hosted at the European Parliament from 6 to 9 February, the exhbition, entitled ‘ICT4CSR: Enriching life through communications' tells a story of how ICT provides fertile ground for companies to nurture ideas, talents and people which eventually come to fruition in the form of better (digital) working conditions, safeguards for the environment, and myriad ways for enriching society.

Thus, in the right hands, CSR is much more than a company's way of easing its conscience, the fair suggests. To organisations that embrace it fully, it becomes a way of life, a way of operating with integrity and a way to promote the harmonious and sustainable development of the economy, society, and environment.

Unusual digital dividend

Governments worldwide are investing in the huge potential of digital communications technology to connect people, transcending boundaries and bringing communities together to benefit one another. Europe is no exception.

“It's my dream to get every European digital,” wrote Neelie Kroes, European Commissioner for the Digital Agenda, on her blog. “And that means everyone needs to be covered by fast broadband connections.”

The Digital Agenda for Europe focuses on ICTs' capability to reduce energy consumption, support ageing citizens' lives, revolutionise health services and deliver better public services. Its targets include broadband of at least 30Mbps for everyone by 2020 with half of European households subscribing to connections of 100Mbps or higher.

The widespread rollout of very fast, ‘always on' internet provides solutions to a number of local, regional and global challenges. For instance, access to education in remote villages. With satellite broadband solutions and advances in e-learning, village children can benefit from home schooling using interactive, multimedia lesson plans.

“Having access to the internet and other ICTs will not just be the privilege of the few,” commented MEP Robert Sturdy during the opening of the exhibition. “I truly believe that smarter, greener, targeted ICT can change the way we work and live, for the better, no matter which corner of the world you are from.”

A 10% increase in broadband penetration will improve GDP by 1.3%. And high-speed internet also enables businesses, especially small ones, to remain competitive and allows consumers to take advantage of advanced online services that improve their quality of life, from e-commerce to e-government services.