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Corporate Social Responsibility: In a business it is becoming more and more important to be sustainable. Sustainability can be shown in several manners, for instance by obtaining certificates as the green key. However, this is not the only way to show sustainability. As a company, it can be important to show your linkage to the community the business is situated in, this is called the social side of sustainability. When analysing the social side of a business, also called a social environmental scan, there are several concepts that one could be focusing on.

The concept According to this principal, sustainablity is built on 3 pillars; People Planet Profit, also know as the Triple Bottom line The first aspect of this principle refers to People, this includes but is not limited to fair and beneficial activities regarding labour and the society in which the company’s activities are carried out. The following aspect within this theory is the planet aspect. With this aspect, the emphasis is laid on ecological and sustainable utilization of resources and the impact a company’s practices has on the environment. Lastly, Elkinton’s theory includes the profit aspect, which consists of both the economic values the company creates as well as the economic profit provided to the surrounding community.

When looking at the concept of the triple bottom line, this concept could be related easily to the leisure industry. The Walt Disney Company is leader in corporate sustainable responsibility. As a global and immense company, The Walt Disney Company acknowledges its responsibility and impact on the environment. By using Bio-diesel made from in-house cooking-oil, decreasing power-usage and offering “green” meetings for Disney’s employees, Disney intends to show and take their so called “corporate sustainable responsibility”

Corporate Philanthropy This is considered focused on the funding of social projects, which are undertaken next to the overall focus of the business, also called the core business. There are countries in which this is obligiatory, such as India. Generally the corporate philanthropy level is considered the first level of the four levels that have been identified.

Responsible Core Business In this level, considered the second level, the responsibility that is refered to is the social, ecological and ecomic consequences of the activities the business undertakes. It is more sustainable then level one, and is more related to the traditional CSR triple bottom line.

A company that has shown to rise from level 1, corporate philanthropy, to level 2, responsible core business, is Albert Heijn. They have recently created a collaboration with african suppliers, that facilitate vegetables and fruit via the Albert Heijn Foundation. These suppliers now are able to improve their life as well as their financial stability.

Shared Value The third level is considered to be building a value proposition into the corporate strategy. This entails that the enhancement of the level of competitiveness of a business is not done without advancing th economic and social conditions in the community of the company's operation. It is considered a combination of the above two levels, with the main focus on the care for the local community.

The final level is called Systematic Change. In this level the company focuses on the sustainabilityon a macro/system level. This entails on a societal, communal, economical and ecosystematical level. It relates to changing the entire companies strategy in order to optimize the company's outcomes, in order to be benificial to the larger human and ecological system, thus the entire world. It entails adressing development issues, such as hunger, poverty and climate change on a daily basis.

Examples of companies that have embraced are Molson Coors (they offer programmes related to education on responsible drinking), Tyson (Focussing on hunger relieve), Haagen-Dasz (focussing on Honey Bee preservation) and Greenopolis (Focussing on recycling.