CSR

Yuka Yanagawa

agenda

• Japanese CSRintroduce background of it to know how ⇒

differ from another countries

• CLUB TOURISMlet you know about a particuler case ⇒

• Conclusion

History of the CSR in Japan

Conventional CSR Strategic CSR

Socially obliged activities for companies(e.g.) complying laws& regulation

Closely related with profit making business activities(e.g.) cost saving, reduction of energy consumption

CSR = necessarily burden for businessCSR = driver to increase corporate value through brand development, cost reduction&tech investigation

Senders & Recievers of informationAdmired companies in terms of CSR& comsumeres

1. Sharp2. Toyota3. Panasonic

‘ecology’ is the most important key word for the CSR activities in Japan

Companies

Consumers

Have good brand image for the companies which are positively work for the CSR activities, and want to the products&servises

from them

CSR is closely related to ‘safety&customer care’

Japanese Companies’ managers think…

• Things companies should play a role in solving social issues(86%)

• CSR can solve social issues through business activities

99% of companies report on their corporate responsibility (2011)

To gain public trust and rapport

Companies’ attitude toward CSR

• The concept of CSR = UNCLEAR‘although importance of the CSR is proclaimed in the public, in reality, the CSR is put aside of the main business & center of company.So, CSR departments suffer from limitation of its budget and resources’

CSR contributes to…• Create good brand image, and evoke consumers to

buy their products/servises• To gain public trust and rapport• Promote social business, BOP business and diversity• Constructing disclosure infrastructure and

international rules• Strengthen communication to learn from the

examples of various countries and regions

Which can acquire good customers, and makes it possible to appeal their presence to the world

Club Tourism Co.

• Business: a mid-sized travel agency• Target: senior people (especially the retired)• Founds: $1.4 billon • Employees: 2,000• Mission: ‘ supporting self-realization of senior

citizens’

they propose a new way of life for seniors(because, most retirees have little connection with local community and are eager to seek one for enjoying the rest of life)

CSR Policy

1. We contribute to the society by hiring retirees

2. We contribute to the environment by avoiding using high carbon footprinted products/transeportations, or creating eco-friendly tours

Do they make lipservise to retirees/environment?

1 ‘fellow friendly staff’

2 Eco-friendly tour

Hiring the elder by much low cost than the original tour guide

Making tours which highly concerning about environment(e.g.) mountain clean up tour

The elder company

Can feel contribution

to the society

Can ensure the cheap work

force

＋ They do strategic CSR, and focus on ecology＋ successfully acquire the loyal customers−couldn’t appeal their activities efficiently

Conclusion • CSR

=a contribution to a society through their business• The Purpose of CSR

=To create trustworthy relationship between customers/society&companies

• Obstacle=few company knows how to deal with it

• Fact=the importance of CSR is getting popular

CSR is going to acquire an importance not only to increase revenue, but also to incubate sustainable relationship with the society/public