New Realities/New Attitudes: Argentina, Progresses on CSR

Posted: Monday 1 February 10, 9.20am GMT

It is interesting to analyse the evolution of how corporate social responsibility has been executed in a country such as Argentina. If the crisis of 2002/2003 was a turning point that meant that CSR would start to be taken into account, then, it can be said that the international crisis of 2009 and current difficulties at a local level have also marked the beginning of a new era.

This new era exceeds the mere general consideration of the issue to get into the question of “how can CSR principles be included to the companies culture and be closely linked to the core business of the activity”. The interest and debates among those of companies engaged with the cause, focus on questions such as what are the ways and strategies to have CSR completely included in the Board of Directors’ diary in order to put it in practice through objectives and targets in each operation.

The situation itself with its restrictions led to update this question. Surprisingly, the number of companies that carry out activities regarding corporate social responsibility has not decreased. However, a change has taken place inside the organisations. Many companies had to give up activities that were not sufficiently valued by the organisation itself (they were considered marginal or complementary) in order to privilege those that imply an active participation of the organisation in programmes that combine both businesses interests and society needs. This leads to a more professional, compromised and innovative execution of CSR. Nowadays, it is very important to have organisational skills to administer with corporate social responsibility, bringing into scene issues such as the need of information, tools and qualified human resources to identify and administer business’ impact at social, economic and environmental levels. In MANPOWER’s Manager for Social Responsibility and Public Affairs’ words, the three central competences that are needed are: ethical leadership mainly based in values, actively listening to groups in order to take into account their expectations when administering business and innovation as a growth engine having equity as a basis.

However, the path towards this stadium has been walked slowly.

The growing interest of businesses in CSR and Sustainable Development was linked to the international market demands, their headquarters’ policies in the case of multinational companies and to the necessity of creating a legitimate image of the company due to loss of confidence in the private sector.
This interest of the companies was accompanied by regional and national CSR promoting entities in Argentina. All necessary tools and information were available for companies in order to contribute to its evolution. The creation of regional, national and international networks, among which CSR360 GPN is prominent, has also contributed to this development facilitating synergies, and exchange of information and knowledge.

This is so, that nowadays, 85% of companies believe that it is essential, or at least necessary to include this focus in administration in order to be successful in the local Argentinean market, and 90% recognises the increase of pressure made by groups of interest in the last 5 years to include more sustainable practices in administration.

Some indicators show that the path is being walked. Almost 50 companies have presented their Sustainability Reports in 2009 (trebling the number of 2008); a similar number counts with Corporate Social Responsibility Management and other 200 count with similar positions to develop this functions. Big companies are paying attention to the necessity of reporting their economical, environmental and social behaviour along their value chain. This is somehow forcing SMEs to pay attention to their own CSR administration.

However, it has to be said that as it happens in Europe, “CSR is not yet sufficiently present in the discourse of politic, economic and mass-media elites”. Moreover, in the CSR agenda issues such as citizenship, fight against corruption and social inclusion shall be more present, at least in Argentina. These issues create the context in which companies operate whereas at the same time, present limits to the economic growth and to the sustainable development. Thus, more attention shall be paid to them especially in a world more and more complex that needs partnerships among the private and public sector so as to face future environmental and social challenges.

It is still left to construct a more democratic environment, respectful with opinions and the law to achieve the society’s common growth. If that happens, we will have excellent cases of individual best practice that will finally have a repercussion in the common sustainable development.

As ARCOR’s Social Responsibility Manager’s said in an activity they shared with IARSE a few days ago, “to develop CSR strategies means to count with a better image, identity and references against similar and competitors. However, it fundamentally implies knowing that you belong to an organisation that can develop itself, that brings an important area to grow as better people, to construct a better workplace and a better place to live”.