December 08, 2006

CORPORATE SOCIAL RESPONSIBILITY

Corporate Social Responsibility (CSR) is a popular concept much discussed in the commercial and non-profit sectors. At the heart of a great deal of the talk is philanthropy in its traditional form and how that is changing. The role of businesses is topical in the international discourse. Their place as stakeholders is growing and influential.

In the USA, authoritative sources estimate that in 2004 corporations increased their charity donations by about 4 per cent to $3.6 billion. The CEO of Bank of America considers this to be good news. The better news, he says, is that businesses are forming partnerships using philanthropic resources to support communities. The focus and tactics are the alignment of business strategy with community needs to achieve sustainable results.

The days of charitable donations mainly because of CEO influence are quickly passing. Stakeholder interest is emerging as a key component of the new thrust and this element could be critical to successes that businesses in Trinidad and Tobago (T&T) achieve at home and in the USA.
A recent exchange between an executive in T&T, and this writer, demonstrates that there is thoughtful talk toward cautious action. The following quote is edited to maintain privacy.

“We are made up of individuals who all operate autonomously from each other and who are at various levels of development with regard to CSR. We see a need to take a more active role [as a group] and to do so we must convince ourselves [of the value of providing funding]. We must develop an understanding as to:

1. Why each one should be interested
2. What actions should we take
3. How the group will make a difference (despite how selfish this sounds)
4. What are the long term goals and intended outcomes”

This group is poised to leap frog a number of the issues challenging many business people who are rethinking their traditional philanthropy practices. The third question above should be expanded, then, to: “what is our role as stakeholders?” The stakeholder perspective is the intensifying focal point in many conversations about CSR.

Several business people now consider writing a check for a good cause to have limited effect. Most of the contributions are too small to have real impact on major community needs, even when aggregated over a period. But philanthropic actions that are guided by business interests in a societal context portend well for all. One example is a corporate outreach in to community and non-traditional paths for employees.

In the greater Boston area, employers in the health sector have taken the stakeholder stance. The action comes from asking this question: who will fill the jobs vacated by the impending baby boomers’ retirement. It was in their business interest to ensure that there is a steady supply of trained workers for the technical entry-level jobs. The traditional hiring practices would not suffice.

The imminent major demographic change in the workforce prompted action. Structured collaborations among corporations, non-profit community organizations, two-year community colleges and even high schools are in place. Community residents are engaged as never before.
A similar stakeholder tact in T&T could be rewarding and far-reaching in impact on business and community needs. Over the last decade, much has been said about the branding of Trinidad & Tobago internationally as the mother of pan. A sustainable effort with local and international impact could be implemented with the educational resources at hand.

The business group quoted above could invest in local youth with significant need using the national instrument. A philanthropic partnership with Rainbow Rescue/Marion House could deploy the steelpan as a gateway to life enhancing skills. The Pan in Education / Steelpan Music Literacy products can form one pillar for the young men of these institutions to build successful lives. The business investment can show measurable results and bring the concomitant positive publicity. The committed support to the cause of orphaned youth also showcases the corporate benefactor and demonstrates its corporate citizenship.

In the international market, and specifically in the United States, substantive brand penetration could be achieved with the same steel pan literacy tools. Indeed, because they are educational resources they will present T&T through systemic learning processes. This effort will not be as fleeting as the Soca Warriors success, or the seasonal soca or calypso hit. The cultural awareness and product presentations will be continual.

The corporations that sponsor the new teaching methodology will have a presence beyond seasonal events. Consider that the Steel Pan literacy products can be introduced at the Intermediate school level where students are approximately 12 years old. Children who continue to pursue pan music instruction through to college will be immersed in as much as eight to ten years of pan musicianship. A performing arts public school in Brooklyn has established this reality with its graduating classes that have moved up to high school.

The American education system is not monolithic and instruction material is influenced by community standards, and especially so, in the Arts. Educational institutions inside and outside of the West Indian enclaves offer opportunities for cultural and business brand awareness.

An elementary school principal in New Jersey alludes to the educational impact in the following remarks. The observations came after an email introduction of the Pan in Education / Music Literacy products on www.PanOnTheWeb.com and viewing the promotional DVD:

“It is indeed a proud day when we can not only categorize this unique product of our heritage as an educational art form, but also provide a wonderful sampling and market it to the world via the Internet - a user-friendly and accessible format. … I will distribute these [promotional DVDs] to music teachers because it will broaden their knowledge base about a non-traditional instrument.”

Businesses with a concern about impacting communities where they operate, or where their employees and customers live, have easy stakeholders’ justification. Others who just want "to do good" can see value in both the T&T and US communities also. Just think about who will be your employees and who will buy your products. Those stakeholder interests are almost universal. Corporate actions through philanthropy are measurable and rewarding to the communities and all stakeholders.

Editor's Note

CIB recently pioneered a distance learning programme via television, teaching individuals music literacy as well as the rudiments of playing the steel pan. The televised series, Learning to Play the Pan, will soon be available in specially packaged learning kits in the form of books, CDs and DVDs as a permanent source of learning material. For more information, please email us at info@cibtt.com.