Danes do not brag

- New research project on communication of CSR

03/13/2009

New research project on communication of CSR

Danish companies are playing down their marketing of CSR, even if they are involving themselves in society to a high degree. Professor Peter Neergaard from the Center for Corporate Social Responsibility at CBS is going to study how Danish companies improve their ability to communicate their social responsibility.

- It is very unfortunate when a company fails to communicate its social responsibility. CSR is a good way for a company to brand itself. A good social image of a company means that it is easier for them to recruit the best employees. But even if proper communication of social responsibility markets the company to all stakeholders, we have a tendency to not wanting to brag, explains Peter Neergaard.

The good story is forgotten

Especially in the small and medium-sized companies, social responsibility takes place in silence.

- It is often seen that local tradesmen hire socially unadapted minors or people who find it hard to get a job because they do not have an education. Or that employees who experience problems in everyday life are helped instead of being fired. That is social responsibility in the highest degree, but no one ever tells the story, says Peter Neergaard.

Denmark must be branded

The Government has adopted a CSR plan which implies that 1100 Danish companies are going to report their CSR actions. This will hopefully motivate even more companies to include social responsibility in their strategy and to brand Denmark.

- It is a part of the Government’s strategy to market Denmark as a green country in relation to the surrounding world. And we have already reached the goal before the first reporting. Denmark has already been in the Financial Times and other international media just because of the bill, explains Peter Neergaard.

  • The project has been granted DKK 250,000 from the Krak Foundation and DKK 125,000 from the Danish Commerce and Companies Agency.

  • In May 2008, the Government presented a plan of action for CSR of Danish companies and public institutions.

  • In December 2008, the Act on mandatory communication of CSR was finally adopted, and the first reportings will take place in 2010.

The page was last edited by: Communications // 03/13/2009