(MENAFN- Gulf Times) Many companies in Qatar are taking "huge interest" in professionalising their corporate social responsibility (CSR) programmes, a CSR expert told Gulf Times.
CSR Company International president Martin Neureiter said professionalising CSR initiatives by implementing standards such as ISO 26000 € Social Responsibility is fairly new in Qatar.
"ISO 26000 is a global standard on social responsibility. It is being taken up in the Gulf region but not as much in Qatar. The UAE has been ahead in this initiative, and other countries such as Kuwait have already done something along these lines.
"The uptake and enthusiasm in Qatar is very high but there is still difficulty in understanding what CSR is actually about. It is still considered as a marketing, public relations, and image-building tool and revolves around the day-to-day charity, cheque-writing, event sponsorships, and philanthropy-type approach, which is not CSR," Neureiter clarified.
After meeting 25 companies in the public and private sector, Neureiter stressed that majority of them understand "that 'cheque-writing' does not benefit their business concepts and strategies."
"To be fair with Qatar, there is a growing understanding that 'cheque-writing' doesn't bring a company anywhere. CSR is not a cost factor, it is an investment in the business," he explained.
He added, "Doing charity is good and I am not discrediting it. But that is not CSR. The ISO 26000 standard defines social responsibility. There is a line there that says 'If you're doing charity then that is great! But do not call it CSR because it is not'."
Neureiter was in Qatar recently under invitation from Qatar Quality Group (QQG) chairman Jassim Salem al-Ansari, who wanted to promote social responsibility in Qatar and to develop it as a business concept.
"I've never been to a meeting where the answer is 'we're not interested'. CSR is about how do I do my business and how do I deal with the impact that I have through my business, and how I deal with my stakeholders.
"My slogan is CSR is not about what you do with your profits, such as writing a cheque, but how you make your profits. That is what companies need to look at," said Neureiter, who met with representatives from government, NGOs, corporates, universities, and charities.
He also stressed that there are business opportunities in CSR: "It is important for companies to listen to their stakeholders and learn what they expect from them. They should listen to the expectations of their stakeholders to find out the necessary business solutions they need.
"By doing that, companies do not need advertising and marketing because once they address the needs of their stakeholders, then they will buy their products. And that mindset is what is still being missed out by many companies when they involve themselves in philanthropic activities disguised as CSR programmes."
He noted that implementing ISO 26000 standards in a company's business strategy will attract more business opportunities with international companies, thus increasing competitiveness in the global market.
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