CSR - as a balance between business and society
CSR is a corporate social responsibility. The concept is based on charitable assistance from various companies, corporations and organizations. In the Ukrainian environment, this term appeared not so long ago as in the world, but in recent years it has gained considerable popularity, which only grew during the pandemic. After all, now it is especially important for people and businesses to listen to each other and find contact.
Many Ukrainian companies and branches of global companies pursue active charitable policies. Their programs and focus can be radically different, but they are all important. We spoke with some representatives of big business, learned about their CSR programs and how the pandemic affected them.
Allowance
Fora is a network of grocery stores, so the main direction of their corporate social responsibility is to help products to those who need it.
To do this, back in 2016, we created a discount program "Care" - a morning discount for retirees and people with disabilities for almost all product groups. In addition, in almost 50 stores of our network, we have installed social shelves "If you need - take, you have the opportunity - put." The project should help those who do not have the opportunity to buy products, " the company said.
Everyone who wants to help leaves the purchased products on the shelves, and those who need it can take them. Also, to help the elderly with products, this year the company joined the program "Decent Old Age" of the charity fund Let’s Help and created the project "Points of Kindness".
Now every visitor to the Fora stores can help single grandparents buy what they need - thanks to points that can be counted through the Fora mobile app. All points are converted into bonuses, which the charity fund uses to purchase products and hygiene products for single elderly people or for grandparents living in geriatric resorts.
“In addition, we worked quite actively with our employees: we organized internal actions and collected aid for orphanages and geriatric boarding houses. Last year we collected books for the library in the village. Krasnopil, Zhytomyr region and . Also, in quarantine we regularly joined the general clean-ups from Let’s Do It, Ukraine, ” the company said.
They added that since the beginning of the quarantine, their strategy has changed little, and the company realized that the number of people who need help has increased significantly. Therefore, Fora allocated UAH 20 million to help in the fight against Covid-19.
"Part of the money was spent on the purchase of protective equipment for doctors - we bought 28,000 protective suits for health workers. The rest is for food: almost 14,000 food kits were received by those who found themselves in extremely difficult life circumstances through the charity fund and social protection centers, ”the company concluded.
Nova Poshta
Nova Poshta told us that they have had a sustainable development strategy since 2016. This is a specific "road map" of social projects, each of which has a clear connection with the mission and values of the brand. From the same year, they publish reports on sustainable development, they can be viewed at the link .
“At the same time, we started implementing CSR projects even before the adoption of the strategy. After all, we work in this country, we pay taxes here, we are a corporate citizen of the country, so we can not stay away from the problems and events that are happening here, " - said in the company.
One of their key projects is the Humanitarian Post of Ukraine - free delivery of goods for volunteer organizations. This project was launched with the beginning of military events in eastern Ukraine in 2014. Mainly delivered cargoes for needs of military in anti-terrorist operation. In 2020 alone, the project delivered almost 40,000 shipments weighing 1,720 tons.
"For 6 years Nova Poshta has been supporting the running movement in various cities of Ukraine, and holds running competitions" Nova Poshta - Marathon "and" Nova Poshta - Half Marathon ". In June last year, we held the most popular online marathon, which was included in the National Register of Records of Ukraine: 5 races, more than 5,000 participants from 25 regions of Ukraine. Also, the Marathon for Everyone was a special online race, where everyone could cover the distance for someone who dreams of marathon medals, but can not run because of age, illness or other life circumstances, " - said in the company.
Since 2015, the company has also been cooperating with the Shalimov Institute. In particular, in 2020 Nova Poshta acquired an ultrasound scanner, which is used to diagnose liver damage and other diseases of the abdominal cavity. The scanner helps identify benign or malignant tumors. Previously, a special operation was performed and a sample of tumors was physically taken. Now the diagnosis will be painless and easier.
Another social project is the Nova Poshta Business School. It provides an opportunity for small and medium business owners in the regions of Ukraine to gain key knowledge to develop their own business. In 2020, due to the pandemic, the project was held online for the first time and had 1,400 participants from all over Ukraine, this year it is planned to study offline in 5 cities.
"Social responsibility of the company does not bypass the care of the environment. In particular, since 2016, Nova Poshta has been sorting recyclables in warehouse areas, terminals and support offices in Kyiv and Poltava. And from 2019, we collect waste paper and polyethylene in customer areas of branches. In 2020 alone, Nova Poshta collected 2,191 tons of secondary raw materials, which is 36% more than in the previous year, ” the company adds.
The company noted that the pandemic had a significant impact on their charitable and social programs. They began to help even more, in particular, added assistance in the fight against the pandemic. Thus, in 2020, the Humanitarian Post project was expanded. As part of the project, the company began to provide personal protective equipment and everything necessary to combat the virus: hospitals, orphanages, military and vulnerable groups.
"In 2020, we have a new project NP_Manifesto - assistance to Ukrainian hospitals during the pandemic. The new mail was involved in the fight against the virus in fact one of the first at the beginning of the pandemic. As part of the project, we purchase equipment and personal protective equipment and deliver it to the hospital. In total, the company allocated UAH 58 million for the project. There were three waves in the NP_Manifesto. So, in March-May last year, we purchased and sent mechanical ventilation, personal protective equipment and other medical equipment to 11 hospitals in the country. During the second wave in November-December, when the shortage of oxygen equipment in Ukrainian hospitals began, we purchased and delivered more than 200 oxygen concentrators to fight coronavirus, " the company’s press service said.
In 2021, the project was continued, focusing on helping hospitals in small towns and villages. As part of this wave, Novaya Poshta has already received assistance from the Svoi Charitable Foundation (Kyiv), the Monster Corporation (Odesa) and the Wings of Hope (Lviv), as well as 36 urban and rural hospitals and clinics in 17 regions of Ukraine.
"Also, during the pandemic, my partners and I began to help the elderly, collecting and providing them with kits with everything they need. Last year, 60,000 kits were delivered as part of the project, ”the company concluded.
Avon
At Avon, we were told that they support 2 global charity programs around the world.
№1 "Mission against breast cancer" - not every woman in Ukraine has access to modern diagnostics. Medical institutions are in dire need of modern equipment, especially when it comes to government agencies or institutions in remote parts of the country.
Over UAH 19 million has been raised in Ukraine during the Mission Against Breast Cancer program. With these funds, the company purchased 19 units of modern mammography equipment and transferred them to 11 state oncology hospitals. For example, thanks to this equipment only in 2019 and in the Cherkasy region 3035 women were surveyed, in Poltava - 1612, in Sumy - 1410 women. Mobile mammography systems help doctors go to small towns and villages for annual examinations, ”the company said.
They add that every year they conduct large-scale educational projects to remind about the importance of prevention. And the all-Ukrainian toll-free hotline "Together against breast cancer" received more than 123,000 calls during its operation.
№2 "Mission against gender-based violence" - the main goal of which is to learn to recognize the threats of gender-based violence and respond to them properly. Thus, since 2019, AVON and UNFPA Ukraine have been cooperating to combat domestic violence. In November 2019, Avon donated to UNFPA charitable assistance - 77,000 units worth more than 10 million hryvnias.
"The foundation distributes products - clothes, shoes, accessories - and transfers to shelters 62 settlements, where thousands of women have suffered from domestic violence. In June 2020, together with UNFPA, we developed a charity leaflet with a plan for security in the event of a domestic violence situation and distributed it to Avon representatives, ”the company said.
During the quarantine, the company switched to the online format as part of Pink October, in October the employees had a "Day for Yourself" for examination by a mammologist, and in November a protocol against gender-based violence for employees was introduced.
"Unfortunately, the pandemic has had a negative impact on customer support for charity programs. Our charitable fundraising in 2020 has decreased by 2 times compared to 2018. Speaking of 2021, we have revived the Mission Against Violence Against Women, launched the Don’t Shut charity lipstick, and are now aiming for a close partnership with UNFPA in this area. Because statistics show that this problem has worsened around the world due to the pandemic and quarantine restrictions , "- share plans in the company.
Mary Kay
The company told us about its main charity project - "Pink changes lives", which is supported by the Foundation "Women’s Health and Family Planning". As part of this project, women who have undergone surgery to remove a malignant breast tumor are offered a rehabilitation program with charitable contributions from Mary Kay.
The key objectives of the charity project "Pink changes lives":
- providing women who have undergone surgery to remove a malignant breast tumor, the opportunity to undergo a rehabilitation program for free (with contributions from Mary Kay);
- drawing attention to the problem of breast cancer;
- informing about the importance of examinations, as well as annual visits to specialized specialists to prevent the disease and its diagnosis at an early stage.
Participation in such a program is free, and rehabilitation begins immediately after surgical, radiation and chemotherapeutic treatment. The program includes a set of procedures and activities aimed at preventing and overcoming complications, restoring the body’s defenses and providing psychological support.
During 2020, more than 10,000 units of products were sold and almost 400,000 hryvnias of contributions to the charity program were accumulated. Also, in 2020, 68 women passed the program.
As we see: charity, volunteering, environmental projects, protection of rights, fair competition - all these are forms of corporate social responsibility. Thus, business focuses not only on making money, but also trying to benefit society. And CSR is a tool through which the balance between business and public benefit is maintained. Implementing this strategy increases customer loyalty and increases the company’s profits. Therefore, CSR is often used as a marketing tool, where the main task is to attract consumers who want to make the world a better place or help those in need. At the same time, it is important that such initiatives are organically integrated into the company’s activities, and do not exist "separately" from its principles, mission and ideas.
Author Anastasia Ishchenko
Read also - The state to help: can quality and modern medicine be free
Many Ukrainian companies and branches of global companies pursue active charitable policies. Their programs and focus can be radically different, but they are all important. We spoke with some representatives of big business, learned about their CSR programs and how the pandemic affected them.
Allowance
Fora is a network of grocery stores, so the main direction of their corporate social responsibility is to help products to those who need it.
To do this, back in 2016, we created a discount program "Care" - a morning discount for retirees and people with disabilities for almost all product groups. In addition, in almost 50 stores of our network, we have installed social shelves "If you need - take, you have the opportunity - put." The project should help those who do not have the opportunity to buy products, " the company said.
Everyone who wants to help leaves the purchased products on the shelves, and those who need it can take them. Also, to help the elderly with products, this year the company joined the program "Decent Old Age" of the charity fund Let’s Help and created the project "Points of Kindness".
Now every visitor to the Fora stores can help single grandparents buy what they need - thanks to points that can be counted through the Fora mobile app. All points are converted into bonuses, which the charity fund uses to purchase products and hygiene products for single elderly people or for grandparents living in geriatric resorts.
“In addition, we worked quite actively with our employees: we organized internal actions and collected aid for orphanages and geriatric boarding houses. Last year we collected books for the library in the village. Krasnopil, Zhytomyr region and . Also, in quarantine we regularly joined the general clean-ups from Let’s Do It, Ukraine, ” the company said.
They added that since the beginning of the quarantine, their strategy has changed little, and the company realized that the number of people who need help has increased significantly. Therefore, Fora allocated UAH 20 million to help in the fight against Covid-19.
"Part of the money was spent on the purchase of protective equipment for doctors - we bought 28,000 protective suits for health workers. The rest is for food: almost 14,000 food kits were received by those who found themselves in extremely difficult life circumstances through the charity fund and social protection centers, ”the company concluded.
Nova Poshta
Nova Poshta told us that they have had a sustainable development strategy since 2016. This is a specific "road map" of social projects, each of which has a clear connection with the mission and values of the brand. From the same year, they publish reports on sustainable development, they can be viewed at the link .
“At the same time, we started implementing CSR projects even before the adoption of the strategy. After all, we work in this country, we pay taxes here, we are a corporate citizen of the country, so we can not stay away from the problems and events that are happening here, " - said in the company.
One of their key projects is the Humanitarian Post of Ukraine - free delivery of goods for volunteer organizations. This project was launched with the beginning of military events in eastern Ukraine in 2014. Mainly delivered cargoes for needs of military in anti-terrorist operation. In 2020 alone, the project delivered almost 40,000 shipments weighing 1,720 tons.
"For 6 years Nova Poshta has been supporting the running movement in various cities of Ukraine, and holds running competitions" Nova Poshta - Marathon "and" Nova Poshta - Half Marathon ". In June last year, we held the most popular online marathon, which was included in the National Register of Records of Ukraine: 5 races, more than 5,000 participants from 25 regions of Ukraine. Also, the Marathon for Everyone was a special online race, where everyone could cover the distance for someone who dreams of marathon medals, but can not run because of age, illness or other life circumstances, " - said in the company.
Since 2015, the company has also been cooperating with the Shalimov Institute. In particular, in 2020 Nova Poshta acquired an ultrasound scanner, which is used to diagnose liver damage and other diseases of the abdominal cavity. The scanner helps identify benign or malignant tumors. Previously, a special operation was performed and a sample of tumors was physically taken. Now the diagnosis will be painless and easier.
Another social project is the Nova Poshta Business School. It provides an opportunity for small and medium business owners in the regions of Ukraine to gain key knowledge to develop their own business. In 2020, due to the pandemic, the project was held online for the first time and had 1,400 participants from all over Ukraine, this year it is planned to study offline in 5 cities.
"Social responsibility of the company does not bypass the care of the environment. In particular, since 2016, Nova Poshta has been sorting recyclables in warehouse areas, terminals and support offices in Kyiv and Poltava. And from 2019, we collect waste paper and polyethylene in customer areas of branches. In 2020 alone, Nova Poshta collected 2,191 tons of secondary raw materials, which is 36% more than in the previous year, ” the company adds. The company noted that the pandemic had a significant impact on their charitable and social programs. They began to help even more, in particular, added assistance in the fight against the pandemic. Thus, in 2020, the Humanitarian Post project was expanded. As part of the project, the company began to provide personal protective equipment and everything necessary to combat the virus: hospitals, orphanages, military and vulnerable groups.
"In 2020, we have a new project NP_Manifesto - assistance to Ukrainian hospitals during the pandemic. The new mail was involved in the fight against the virus in fact one of the first at the beginning of the pandemic. As part of the project, we purchase equipment and personal protective equipment and deliver it to the hospital. In total, the company allocated UAH 58 million for the project. There were three waves in the NP_Manifesto. So, in March-May last year, we purchased and sent mechanical ventilation, personal protective equipment and other medical equipment to 11 hospitals in the country. During the second wave in November-December, when the shortage of oxygen equipment in Ukrainian hospitals began, we purchased and delivered more than 200 oxygen concentrators to fight coronavirus, " the company’s press service said.
In 2021, the project was continued, focusing on helping hospitals in small towns and villages. As part of this wave, Novaya Poshta has already received assistance from the Svoi Charitable Foundation (Kyiv), the Monster Corporation (Odesa) and the Wings of Hope (Lviv), as well as 36 urban and rural hospitals and clinics in 17 regions of Ukraine.
"Also, during the pandemic, my partners and I began to help the elderly, collecting and providing them with kits with everything they need. Last year, 60,000 kits were delivered as part of the project, ”the company concluded.
Avon
At Avon, we were told that they support 2 global charity programs around the world.
№1 "Mission against breast cancer" - not every woman in Ukraine has access to modern diagnostics. Medical institutions are in dire need of modern equipment, especially when it comes to government agencies or institutions in remote parts of the country.
Over UAH 19 million has been raised in Ukraine during the Mission Against Breast Cancer program. With these funds, the company purchased 19 units of modern mammography equipment and transferred them to 11 state oncology hospitals. For example, thanks to this equipment only in 2019 and in the Cherkasy region 3035 women were surveyed, in Poltava - 1612, in Sumy - 1410 women. Mobile mammography systems help doctors go to small towns and villages for annual examinations, ”the company said.
They add that every year they conduct large-scale educational projects to remind about the importance of prevention. And the all-Ukrainian toll-free hotline "Together against breast cancer" received more than 123,000 calls during its operation.
№2 "Mission against gender-based violence" - the main goal of which is to learn to recognize the threats of gender-based violence and respond to them properly. Thus, since 2019, AVON and UNFPA Ukraine have been cooperating to combat domestic violence. In November 2019, Avon donated to UNFPA charitable assistance - 77,000 units worth more than 10 million hryvnias.
"The foundation distributes products - clothes, shoes, accessories - and transfers to shelters 62 settlements, where thousands of women have suffered from domestic violence. In June 2020, together with UNFPA, we developed a charity leaflet with a plan for security in the event of a domestic violence situation and distributed it to Avon representatives, ”the company said.
During the quarantine, the company switched to the online format as part of Pink October, in October the employees had a "Day for Yourself" for examination by a mammologist, and in November a protocol against gender-based violence for employees was introduced.
"Unfortunately, the pandemic has had a negative impact on customer support for charity programs. Our charitable fundraising in 2020 has decreased by 2 times compared to 2018. Speaking of 2021, we have revived the Mission Against Violence Against Women, launched the Don’t Shut charity lipstick, and are now aiming for a close partnership with UNFPA in this area. Because statistics show that this problem has worsened around the world due to the pandemic and quarantine restrictions , "- share plans in the company.
Mary Kay
The company told us about its main charity project - "Pink changes lives", which is supported by the Foundation "Women’s Health and Family Planning". As part of this project, women who have undergone surgery to remove a malignant breast tumor are offered a rehabilitation program with charitable contributions from Mary Kay.
The key objectives of the charity project "Pink changes lives":
- providing women who have undergone surgery to remove a malignant breast tumor, the opportunity to undergo a rehabilitation program for free (with contributions from Mary Kay);
- drawing attention to the problem of breast cancer;
- informing about the importance of examinations, as well as annual visits to specialized specialists to prevent the disease and its diagnosis at an early stage.
Participation in such a program is free, and rehabilitation begins immediately after surgical, radiation and chemotherapeutic treatment. The program includes a set of procedures and activities aimed at preventing and overcoming complications, restoring the body’s defenses and providing psychological support.
During 2020, more than 10,000 units of products were sold and almost 400,000 hryvnias of contributions to the charity program were accumulated. Also, in 2020, 68 women passed the program.
As we see: charity, volunteering, environmental projects, protection of rights, fair competition - all these are forms of corporate social responsibility. Thus, business focuses not only on making money, but also trying to benefit society. And CSR is a tool through which the balance between business and public benefit is maintained. Implementing this strategy increases customer loyalty and increases the company’s profits. Therefore, CSR is often used as a marketing tool, where the main task is to attract consumers who want to make the world a better place or help those in need. At the same time, it is important that such initiatives are organically integrated into the company’s activities, and do not exist "separately" from its principles, mission and ideas.
Author Anastasia Ishchenko
Read also - The state to help: can quality and modern medicine be free