Corporate social responsibility: a concept born in the Victorian era, identified with the attempt to continue paternalistic traditions to solidify relations with the community. The phenomenon has evolved since then, changing greatly over time.
Today the CSR manager, according to the definition given by Mario Molteni, professor of Business Administration at Università Cattolica di Milano and director of CSR Manager Network, is “a professional who manages the social and environmental problems connected to the work of companies, and considered an integral part of their strategies and industrial plans”.
Briefly, the CSR manager guides the company towards change and innovation, bringing the culture of sustainability to the company and “currying” clients, partners and the public in general.
The CSR today.
Presence
Some data on the presence of CSR managers in Italian companies:
Training.
Currently, what kind of training have the CSR managers?
Path.
79% of current CSR managers come from a path of growth within a company. What sectors do they come from?
Skills.
What are the skills required of the CSR to best fulfil the role?
Actual employment.
What does the CSR Manager do, technically?
- Research trends, competitors, possible partners, social impact subjects.
- Present ideas for company innovation.
- Create detailed action plans.
- Build relationships with partners.
- Propose social activities and initiatives.
The CSR manager is an innovator, attentive to environmental, social and institutional questions, but on the other hand,is also a marketing person who acts in the interests of the company. Dedicating oneself to projects with great social impact is certainly a philanthropic question, but also a strategy for improving the company reputation and maximising profits.
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