This is the second part of a blog I’m writing based on research undertaken by PR agency Cicero & Bernay and YouGov into the state of CSR in the Gulf, Egypt, Jordan and Lebanon. Yesterday I looked at the first half of the report. Today, I’m going to share the results on employer branding, on the impact of CSR on business, and also of the pandemic on CSR. To reiterate, this is a quantitative survey, and I do have reservations on the views shared. Let’s begin!
The Impact of CSR on Employer Branding
Let’s start with the simple view shared by the majority of executives surveyed – brands/organizations that are seen as more socially responsible find it easier to both attract and retain staff. The first statement, that of “A company’s CSR activities are an important consideration for job seekers,” was agreed with by at least 60% of executives from each region. The second statement, that of “A socially responsible company is deliberately sought out by job seekers,” was also agreed to by the majority of executives (the lowest score was for the Gulf excluding Saudi and the UAE, where only 49% of executives agreed to the statement. The most interesting statement put to those surveyed was, “Employees working in a socially responsible company are more motivated than those working for other companies.” Again, the majority of executives agreed or strongly agreed with this statement. It’s clear that being a socially responsible company is seen as an advantage when it comes to employees.
CSR Impact on Business
There were two statements on how CSR relates to business. The first was, “How do you think adopting CSR affects a company’s business overall?” The overall sentiment was agree/strongly agree, with the lowest score being 80% in the Levant (Jordan and Lebanon). The highest scores were in Saudi (92% agreed or strongly agreed) and the UAE (95% agreed or strongly agreed). The second statement put to those surveyed was, “How important is it for a company to adopt CSR into its business practices?” The response was again overwhelmingly positive, with 92% agreeing or strongly agreeing that adopting CSR positively impacts a company’s business.
CSR in Practice Across MENA
We now get to the why and how. Those surveyed were asked, “Why do you think it’s important for a company to adopt CSR into its business practices?” The primary response, with the exception of the Levant, was to improve the reputation of a company/brand (the Levant response was to secure a company’s future over the long-term, which may be a nod towards Lebanon’s economic distress) . The second isn’t so clear-cut; in Egypt, the Levant and the GCC excluding KSA and the UAE the purpose is to give back to society. In Saudi it is to get free publicity via word-of-mouth advertising. And in the UAE there’s a host of reasons.
When asked if they have a CSR programme in place, the majority of executives either said no or that they didn’t know. The UAE had the highest response rate, at 46%, followed by Egypt at 43%. The Levant was lowest at 20%. What is confusing here is all of the positive messaging shared by those interviewed beforehand – CSR supposedly helps with brand perception, with fending off competition, and with attracting and retaining talent. And yet why are there so few companies with CSR programmes? And why do so few executives know of their programmes (this also calls into doubt what they say throughout the survey)? The survey did ask why CSR programmes weren’t in place, but as there are no solid numbers to this, only percentages, it’s hard to gauge the reasons why.
There’s questions on how companies benchmark, as well as the importance of CSR to the company and the impact of CSR on the business overall. There’s also questions asked about consumer trust and CSR, supply chains and whether they’d stop doing business with companies that aren’t socially responsible. I’m going to skip these, and head to the last part, which is about CSR and that other C-word, Covid-19.
The Pandemic and CSR
This is the big topic for me, namely what impact has the pandemic had on CSR. The first question was, “How has the pandemic affected your CSR efforts?” For me, this could have been phrased better, as it doesn’t explicitly say if activities have gone up, or if they’re seen as more important by the organization. The Levant fares worst, which isn’t surprising given the freefall being experienced by Lebanon’s economy. The UAE fares best, with 53% saying somewhat/very positively. I find this fascinating, as I know many friends who’ve left CSR roles over the past year in the UAE as well as many charities who are suffering from a lack of cash flow. I’m just not so sure how this relates to reality on the ground.
Executives were also asked if CSR has become important (no surprises here, it has), as well as if they intend to keep up their CSR activities in 2022 – Egyptian, Saudi and the UAE executives said they would do more, while Levant and GCC executives said they’d do the same.
When asked what they’d focus on moving forward, there was no one big issue which stood out (I’m not sure why building company reputation is here, seeing as it’s an outcome and not an output). The most common area of focus was employees, which makes sense given mental wellbeing issues faced in 2020 and 2021.
Let’s lots more which could be said about CSR in the region, and I hope any subsequent reports will be both qualitative as well as quantitative (certain responses need much more validation given they don’t fully match up to my own experiences, and those of others I know working in CSR in the region). I’m going to end here for now. If you’d like to see the full report, you can download it from here – https://www.cbpr.me/mena-csr-survey-report-2020/