Goals and Objectives of World Council for Sustainable Development - Case Study Example

Case Analysis—Sustainable Development Case Analysis—Sustainable Development Introduction The world council for sustainable development was developed through the merger of over 200 business organizations across the world guided by major economic and social goals. The association is guided by three major tenets that are considered as essential component for the development of business sustainability across the globe. Through pursuing the adoption of business goals that allow for economic growth, the attainment of ecological balance and social progress, the world council for sustainable development has enabled organizations to develop corporate social responsibility programs that assist in improving the planet and the people within (Van Cranenburgh, Liket, & Roome, 2013). Created in 1995, the council has functioned by providing companies with avenues to improve their sustainable development programs and acquire new knowledge and experience through networking with other large multinationals across the globe. In this paper, the world business council for sustainable development will be discussed in relation to the development of corporate social responsibility and how it has assisted different businesses across the globe to develop ecologically and socially acceptable programs for the market and the societies (Norton, 2011). Goals and objectives of world council for sustainable development The establishment and function of the council has been guided by the goals and objectives that were highlighted during its establishment more than two decades ago. Though some business and individuals consider the council as an environment NGO due to its commitment to the development of environmental sustainability programs, it has roles that extend beyond this function as stipulated in its objectives and mission statements. The council has developed four objectives that guide through the engagement of member organizations to develop sustainable projects and program such as corporate social governance. Through the objective business leadership, the council is guided by the desire to be the leading business advocator for the development of environmentally friendly and sustainable programs. The council is also guided by the policy of spearheading the process of policy development through its participation in the process of policy development and environmental friendly framework development for different businesses. The attainment of the best practices is the third objective of the council and this is implemented to demonstrate that business can achieve environmental friendly practices. Through the sharing of leading edge resources and practices with its members, the council ensures that best practices are achieved by different organizations. Finally, the council has a global objective that will enhance its global networking approaches as a way of enhancing the development of sustainability in organizations (Hiller, 2013). Apart from the objectives established, the council has developed a number of roles, which are achieved independently, and through the actions of member organizations. The council functions as a leading business advocate to enable organizations adopt practices that ensure sustainable development and environmental protection at all times. Through the participation in policy development role, the council creates frameworks that are used by member businesses to develop effective sustainability programs for the betterment of the human race and the plant. Through the demonstration of business contribution, the council works towards attracting other organizations to supports its role and move towards attaining a sustainable work environment. Apart from focus on the developing nations, it is a role of the council to develop programs targeting organizations within the developing world to achieve sustainability and develop social responsibility frameworks (Norton, 2011). World Business Councils concept of Corporate Social Responsibility The world business council has developed a concept of corporate social responsibility that is used as a guiding benchmark for member organizations. At WBCSD, the development of a coherent corporate social responsibility strategy that is founded on ethical principles and the core values of the organization are essential in the attainment of the overall goals of an organization. Corporate social responsibility is an engine that drives corporate progress and is thus essential in enabling organizations to grow into responsible global citizens with binding responsibilities to their neighbors (Hiller, 2013). The adoption of ethical behaviors according to the council should not just be viewed as a compelling ethical duty but a process that is essential in the attainment of the goals and objectives of the organization. Through the commitment of organizations to better social, economic and environmental environments within the societies, the attainment of global citizenship status can be achieved within a short period. This is because corporate social responsibility has progressed from an ethical responsibility of organizations to an avenue that creates more opportunities and avenues for organizations to enter international markets. By presenting an image that is motivated by the need to enhance the sustainable development of the planet, an organization easily gets into the hearts of the people and wins the trusts of new customers. As a result, the pursuit of global status can easily be achieved despite the high competition that is currently witnessed by global business players (Rowan, 2013). Unilever corporate social responsibility Unilever, an Anglo-Dutch multinational company, has remained a member of the council for a long time and this explains its commitment to the development of sustainable development programs. The lever brothers in conjunction established the company in 1929 as a pioneer company in the art of soap and detergent manufacture with a company in Netherlands. During the time of establishment, the company depended on olive oil for the manufacture of margarine, a product that was dominantly produced within the Dutch cities. To increase its efficiency and reduce the production cost, Unilever merged with Dutch margarine and this enabled it to import olive oil products from the country. During the reign of colonialism, the company depended on palm oil harvest from British West African colonies which were worked on by the local slaves. This reduced its cost of operation and enabled the company to grow into a major manufacturing company in Europe and other parts of the world (Rowan, 2013). Today, Unilever has grown and has operations in different parts of Europe, America and Africa from where the subsidiaries produce its products and are marketed in different parts of the globe. From a pioneer soap maker, the tremendous growth of the company has been attributed to the introduction of over 400 new product lines with specific focus on 14 common brands. Due to product diversification, different dependent units were developed within the company and this increased the overall market control (Rocha Ipiranga & Silva Aguiar, 2014). These include the food, refreshment, homecare and personal care divisions, all of which are developed to produce wide range of products for the traditional and new markets. Due to the emerging competition from new industry entrants, the company has invested massive resources towards research and development programs. By 2013, the company had over 174,000 employees working in different units across the globe and others working as affiliate marketing teams for the company (Park & Allaby, 2013). Corporate social responsibility at Unilever As a global company, Unilever has actively accomplished its role as a global citizen through the development of corporate social responsibility and the introduction of programs aimed at increasing sustainable development. The company is committed towards the development of operations that are guided by integrity and the respect for the society and the key stakeholders. Through the development of environmentally sustainable brands, the company is committed towards the development of positive impacts within the communities they operate within. The management of environmental impacts and the improvement of the livelihood of the families within their areas of operations describe the commitment that the company has made towards sustainability and giving back to the society (Park & Allaby, 2013). Through this case study, the impacts of positive investment in organizations have been demonstrated and this has shown the commitment of Unilever towards the acceleration of socio-economic and political development within the societies that they operate (Rocha Ipiranga & Silva Aguiar, 2014). The actions of Unilever Vietnam have been attributed to the positive socio-economic development in the country, which has never been witnessed before it joined the industry in 1995. As a long-term investor in the Vietnamese economy, Unilever has developed constructive partnership and links with local businesses with the aim of promoting sustainable development and the preservation of the environment (Rocha Ipiranga & Silva Aguiar, 2014). Through this program, a win-win situation has been developed in which the starting organizations have been provided with market and business operation knowledge while the company has benefited from the massive customer base. During the time of entry into this market, the economic development of Vietnam was below par and this presented an opportunity for Unilever to equip the job market through training and coaching facilities. This training not only focused on the potential employees of the company but also owners of small and medium enterprises in the country that needed material and resource support. This created a trickledown effect that not only helped in fostering economic and technological development through capacity building but also the development and upgrading on the social structures. The environmental and social sustainability programs in the country were developed and upgraded through this collaboration between the company and local small business owners in the country (Mirbagheri, Abraham, Nikolopoulou, 2010). Vietnam as a country was facing a challenging moment following their conflicts that had ravaged its economic abilities and social fabrics. Through the incorporation of the national priorities of the Vietnamese into its business agenda, Unilever worked towards the attainment of a country that is not only sustainable but environmentally conscious. Through this, it achieved both the national agenda of Vietnam and its corporate objectives of entering the market and creating a difference through its products. The poor majorities who inhabit the rural areas in the country have not been neglected in the programs developed by the company and this explains its continued presence in the remote parts of the country. Currently, the company is spearheading a strategy to meet the needs of the poor majority in the rural areas and improve their economic empowerment as a country (Park, 2007). Results, successes and failures of the initiative The implementation of this initiative has had massive impacts in Vietnam and on Unilever as a global citizen with global responsibilities based on the council’s scorecard. Through its operations, Unilever Vietnam has worked towards improving the living standards of the people by providing them with information and finances for the development of small and medium sized business. Through the projects targeting the poor majority in the rural areas, Unilever has increased the overall literacy level of the people and participated in projects aimed at increasing the life expectancy of the people (Park & Allaby, 2013). Through the sanitation projects targeting schoolchildren within this area, Unilever has promoted the safety and health levels within these areas, which have led to a reduction in the overall mortality rate in the region and the country as a whole. Through the introduction of the sustainable projects, Unilever Vietnam has improved the quality of life through the provision of safe water, the introduction of sustainable waste management programs and the construction of standard toilets for school going kids. Since the introduction of this initiative six years ago, Unilever Vietnam has contributed over 18 billion for the management of different programs and projects in the country (Mirbagheri, Abraham, Nikolopoulou, 2010). Lessons from the initiative The success of the Unilever Vietnam initiative has demonstrated that the implementation of sustainability projects by corporations and multinationals can provide avenues for improving the livelihood of the society. Multinationals that operates in countries with significant population of poor and destitute societies must therefore develop approaches towards uplifting the life of the people and improving the wellbeing of the society as a whole. One of the main areas that can be targeted by large multinationals who are members of the council is the promotion of small and medium sized businesses (Park, 2007). The council functions as a leading business advocate to enable organizations adopt practices that ensure sustainable development and environmental protection at all times. Through the participation in policy development role, the council creates frameworks that are used by member businesses to develop effective sustainability programs for the betterment of the human race and the plant. Through the demonstration of business contribution, the council works towards attracting other organizations to supports its role and move towards attaining a sustainable work environment. Apart from focus on the developing nations, it is a role of the council to develop programs targeting organizations within the developing world to achieve sustainability and develop social responsibility frameworks Through this initiative, employment opportunities will be increased and this will uplift the living standards of the people and the country’s overall GDP. Based on the approaches adopted by Unilever, the corporate agenda of an organization can be combined with the national agenda of the country of operation without affecting the normal operations of the business. Unilever worked towards the success of two approaches, which were aimed at increasing the living standards of the people and increasing the competitiveness and profitability of the organization. This case study has provided a blueprint that other organizations can use to increase their performance and commitment to the societies without the fear of losing the market grip (Van Cranenburgh, Liket, & Roome, 2013). References Hiller, J. S. (2013). The Benefit Corporation and Corporate Social Responsibility. Journal of Business Ethics, 118(2), 287-301. Doi: 10.1007/s10551-012-1580-3 Mirbagheri, F, Abraham T, Nikolopoulou A. (2010). Education For Sustainable Development: Challenges, Strategies, And Practices in a Globalizing World [e-book]. New Delhi, India: Sage. Norton, G. (2011). The new agenda for business. New Zealand Management, 58(5), 14. Park, C. (2007). World Business Council for Sustainable Development Wbcsd. Oxford University Press. doi:10.1093/acref/9780198609957.013.8991 Park, C., & Allaby, M. (2013). World Business Council for Sustainable Development WBCSD. Oxford University Press. doi:10.1093/acref/9780199641666.013.8991 Rocha Ipiranga, A., & Silva Aguiar, M. (2014). Life, Work and Sustainable Learning Practices: A Study on a Small Business Network.BAR - Brazilian Administration Review, 11(2), 145-163. Rowan, C. (2013). The Worlds Top 100 Food & Beverage Companies: Repositioning for a new global environment. Food Engineering, 85(9), 64-76. Van Cranenburgh, K. C., Liket, K., & Roome, N. (2013). Management Responses to Social Activism in an Era of Corporate Responsibility: A Case Study. Journal of Business Ethics, 118(3), 497-513. Doi: 10.1007/s10551-012-1597-7 Read More