{"id":2650,"date":"2022-04-01T12:36:09","date_gmt":"2022-04-01T10:36:09","guid":{"rendered":"https:\/\/www.manutan.cz\/magazin\/?p=2650"},"modified":"2022-04-01T12:36:09","modified_gmt":"2022-04-01T10:36:09","slug":"spolecenska-odpovednost-firem-klic-k-uspesne-csr-strategii","status":"publish","type":"post","link":"https:\/\/www.manutan.cz\/blog\/spolecenska-odpovednost-firem-klic-k-uspesne-csr-strategii\/","title":{"rendered":"Spole\u010densk\u00e1 odpov\u011bdnost firem: kl\u00ed\u010d k \u00fasp\u011b\u0161n\u00e9 CSR strategii"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"618\" src=\"https:\/\/app-mcz-blog-prd.azurewebsites.net\/wp-content\/uploads\/2022\/04\/CSR2104013PIC2-1024x618.jpeg\" alt=\"Hand holding light bulb with power plug and show trees, renewable energy icons with sustainable development.\" class=\"wp-image-2656\" srcset=\"\/wp-content\/uploads\/2022\/04\/CSR2104013PIC2-1024x618.jpeg 1024w, \/wp-content\/uploads\/2022\/04\/CSR2104013PIC2-300x181.jpeg 300w, \/wp-content\/uploads\/2022\/04\/CSR2104013PIC2-768x463.jpeg 768w, \/wp-content\/uploads\/2022\/04\/CSR2104013PIC2.jpeg 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"> Udr\u017eiteln\u00fd rozvoj je jen jednou z mnoha v\u00fdzev. Inkluze, rozmanitost, smysluplnost pr\u00e1ce ka\u017ed\u00e9ho \u010dlov\u011bka, etick\u00e9 a odpov\u011bdn\u00e9 nakupov\u00e1n\u00ed \u010din\u00ed ze strategie CSR podniku soci\u00e1ln\u00ed a environment\u00e1ln\u00ed z\u00e1le\u017eitost. Co je tedy p\u0159\u00edstup CSR? Pro\u010d spole\u010dnostem a jejich zainteresovan\u00fdm stran\u00e1m pom\u016f\u017ee, kdy\u017e jej za\u010dlen\u00ed do sv\u00e9ho \u0159\u00edzen\u00ed a spr\u00e1vy? Odpov\u011bdi naleznete v tomto \u010dl\u00e1nku a v dokumentu ke sta\u017een\u00ed na konci str\u00e1nky.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co je to strategie CSR?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Evropsk\u00e1 komise definuje spole\u010denskou odpov\u011bdnost jako zohled\u0148ov\u00e1n\u00ed soci\u00e1ln\u00edch a environment\u00e1ln\u00edch ot\u00e1zek, kter\u00e9 vypl\u00fdvaj\u00ed z podnikatelsk\u00e9 \u010dinnosti spole\u010dnosti a z jej\u00ed interakce se z\u00fa\u010dastn\u011bn\u00fdmi stranami.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Norma ISO 26000, zaveden\u00e1 v roce 2010, pom\u00e1h\u00e1 spole\u010dnostem realizovat jejich strategii CSR. Konkr\u00e9tn\u011bji se zab\u00fdv\u00e1 v\u00fdzvami a postupy, kter\u00e9 by m\u011bly p\u0159ijmout v r\u00e1mci sv\u00e9ho \u0159\u00edzen\u00ed, spr\u00e1vy nebo sv\u00fdch v\u00fdrobk\u016f a slu\u017eeb. V roce 2017 byla tato norma dopln\u011bna o normu ISO 20400 t\u00fdkaj\u00edc\u00ed se udr\u017eiteln\u00e9ho zad\u00e1v\u00e1n\u00ed ve\u0159ejn\u00fdch zak\u00e1zek. Tyto normy jsou kl\u00ed\u010dem k realizaci krok\u016f na podporu rozvoje a za\u010dle\u0148ov\u00e1n\u00ed. St\u00e1le \u010dast\u011bji se v\u0161ak vyu\u017e\u00edvaj\u00ed tak\u00e9 k hodnocen\u00ed \u010dinnosti podnik\u016f, kter\u00e9 si ji\u017e nemohou dovolit je ignorovat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sou\u010d\u00e1st\u00ed t\u00e9to strategie se st\u00e1vaj\u00ed i evropsk\u00e9 vl\u00e1dy, kter\u00e9 po\u017eaduj\u00ed prokazateln\u00e9 d\u016fkazy. Od roku 2014 mus\u00ed podle evropsk\u00e9 sm\u011brnice podniky s v\u00edce ne\u017e 500 zam\u011bstnanci pod\u00e1vat zpr\u00e1vy o tom, co ud\u011blaly v oblasti soci\u00e1ln\u00ed odpov\u011bdnosti, a to prost\u0159ednictv\u00edm prohl\u00e1\u0161en\u00ed o mimofinan\u010dn\u00ed v\u00fdkonnosti (DPEF).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u011bkter\u00e9 zem\u011b jdou je\u0161t\u011b d\u00e1l. Nap\u0159\u00edklad Francie od roku 2017 po\u017eaduje povinnost bd\u011blosti. T\u00fdk\u00e1 se to francouzsk\u00fdch podnik\u016f s v\u00edce ne\u017e 5 000 zam\u011bstnanci i t\u011bch, kter\u00e9 maj\u00ed ve Francii v\u00edce ne\u017e 10 000 zam\u011bstnanc\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159e\u010dt\u011bte si rozhovor se Samiyou Sahridjovou, zam\u011bstnankyn\u00ed skupiny BIC, kter\u00e1 vysv\u011btluje z\u00e1vazky spole\u010dnosti a d\u016fvody, pro\u010d se CSR zrychluje.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d zaujmout p\u0159\u00edstup k CSR?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nad r\u00e1mec vl\u00e1dn\u00edch povinnost\u00ed by za\u010dlen\u011bn\u00ed CSR do spr\u00e1vy a \u0159\u00edzen\u00ed nem\u011blo b\u00fdt vn\u00edm\u00e1no jako trest. Naopak, jej\u00ed za\u010dlen\u011bn\u00ed do va\u0161eho \u0159\u00edzen\u00ed a managementu je vynikaj\u00edc\u00edm zp\u016fsobem, jak budovat inkluzivn\u011bj\u0161\u00ed sv\u011bt, kter\u00fd v\u00edce respektuje \u017eivotn\u00ed prost\u0159ed\u00ed a zdroje, ani\u017e byste ztratili cokoli ze sv\u00e9 atraktivity pro spot\u0159ebitele a na trhu pr\u00e1ce.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">P\u0159izp\u016fsoben\u00ed se nov\u00fdm o\u010dek\u00e1v\u00e1n\u00edm spot\u0159ebitel\u016f<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nejen podniky orientuj\u00ed svou organizaci a \u0159\u00edzen\u00ed na udr\u017eiteln\u00fd rozvoj a ochranu zdroj\u016f. Tak\u00e9 \u0161irok\u00e1 ve\u0159ejnost si tyto ot\u00e1zky v\u00edce uv\u011bdomuje. Nav\u00edc se postupn\u011b vytr\u00e1c\u00ed p\u0159edstava, \u017ee odpov\u011bdnost za \u017eivotn\u00ed prost\u0159ed\u00ed je omezena pouze na jednotlivce. Podle evropsk\u00e9 studie spole\u010dnosti Oney o udr\u017eiteln\u00e9 spot\u0159eb\u011b dokonce 90 % spot\u0159ebitel\u016f o\u010dek\u00e1v\u00e1, \u017ee zna\u010dky budou m\u00edt pro sv\u00e9 v\u00fdrobky nebo slu\u017eby proaktivn\u00ed strategii, kter\u00e1 lidem pom\u016f\u017ee spot\u0159ebov\u00e1vat udr\u017eiteln\u011bj\u0161\u00edm zp\u016fsobem.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Budov\u00e1n\u00ed loajality z\u00e1kazn\u00edk\u016f<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Jak bylo zm\u00edn\u011bno v p\u0159edchoz\u00edm odstavci, pravidla spot\u0159eby se m\u011bn\u00ed a lid\u00e9 podnikaj\u00ed praktick\u00e9 kroky ke zm\u011bn\u011b sv\u00fdch spot\u0159ebn\u00edch n\u00e1vyk\u016f. V\u00edce ne\u017e 80 % Evropan\u016f proto tvrd\u00ed, \u017ee jsou p\u0159ipraveni se zav\u00e1zat, pokud jde o n\u00e1sleduj\u00edc\u00ed ot\u00e1zky:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Sn\u00ed\u017een\u00ed mno\u017estv\u00ed odpadu;<\/li><li>Volba odoln\u00fdch elektronick\u00fdch za\u0159\u00edzen\u00ed nam\u00edsto nejmodern\u011bj\u0161\u00edch model\u016f;<\/li><li>\u0161et\u0159it energetick\u00e9 zdroje (vodu, elekt\u0159inu a pohonn\u00e9 hmoty);<\/li><li>sni\u017eov\u00e1n\u00ed mno\u017estv\u00ed plastov\u00fdch obal\u016f a v\u00fdrobk\u016f;<\/li><li>n\u00e1kup ekologick\u00fdch, m\u00edstn\u00edch a sez\u00f3nn\u00edch produkt\u016f;<\/li><li>u\u010den\u00ed se ur\u010dit\u00fdm dovednostem, jako jsou opravy, va\u0159en\u00ed, renovace atd.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Je tedy logick\u00e9 p\u0159edpokl\u00e1dat, \u017ee z\u00e1kazn\u00edky si udr\u017e\u00ed ty spole\u010dnosti, kter\u00e9 jim nab\u00eddnou v\u00fdrobky nebo slu\u017eby pom\u00e1haj\u00edc\u00ed p\u0159isp\u00edvat k udr\u017eiteln\u00e9mu rozvoji a ochran\u011b zdroj\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud se chcete o tomto t\u00e9matu dozv\u011bd\u011bt v\u00edce, p\u0159e\u010dt\u011bte si cel\u00fd n\u00e1\u0161 \u010dl\u00e1nek o CSR jako hnac\u00ed s\u00edle z\u00e1kaznick\u00e9 loajality.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Zv\u00fd\u0161en\u00ed atraktivity na trhu pr\u00e1ce<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pro uchaze\u010de o zam\u011bstn\u00e1n\u00ed se soci\u00e1ln\u00ed a environment\u00e1ln\u00ed anga\u017eovanost spole\u010dnosti z hlediska jej\u00edho \u0159\u00edzen\u00ed st\u00e1v\u00e1 st\u00e1le \u010dast\u011bji krit\u00e9riem v\u00fdb\u011bru. U\u017e nehledaj\u00ed jen stabiln\u00ed situaci s dobr\u00fdm platem a v\u011bcn\u00fdmi v\u00fdhodami. Zam\u011bstnanci, zejm\u00e9na mlad\u0161\u00ed generace, hledaj\u00ed smysl sv\u00e9ho profesn\u00edho \u017eivota.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Co znamen\u00e1 smyslupln\u00e1 pr\u00e1ce? Ka\u017ed\u00fd m\u00e1 vlastn\u00ed p\u0159edstavu o tom, co mu v jeho kari\u00e9\u0159e p\u0159in\u00e1\u0161\u00ed pocit napln\u011bn\u00ed. Studie v\u0161ak ukazuj\u00ed, \u017ee pro generaci Z, narozenou po roce 1995, je nejpal\u010div\u011bj\u0161\u00edm probl\u00e9mem zm\u011bna klimatu. Tito mlad\u00ed lid\u00e9, kte\u0159\u00ed za\u010d\u00ednaj\u00ed vstupovat na trh pr\u00e1ce, proto do sv\u00e9ho hled\u00e1n\u00ed smysluplnosti zahrnuj\u00ed i z\u00e1sadn\u00ed ot\u00e1zku udr\u017eiteln\u00e9ho rozvoje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podnik, kter\u00fd se sna\u017e\u00ed z\u016fstat na trhu pr\u00e1ce atraktivn\u00ed, by tedy m\u011bl p\u0159i n\u00e1boru uchaze\u010d\u016f informovat o sv\u00fdch soci\u00e1ln\u00edch a environment\u00e1ln\u00edch aktivit\u00e1ch. Tyto z\u00e1vazky mus\u00ed b\u00fdt praktick\u00e9 a hmatateln\u00e9. Lid\u00e9 toti\u017e na soci\u00e1ln\u00edch s\u00edt\u00edch docela r\u00e1di p\u00ed\u0161\u00ed o firm\u00e1ch, kter\u00e9 nepln\u00ed sv\u00e9 sliby.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud se chcete dozv\u011bd\u011bt v\u00edce o vztahu mezi spole\u010denskou odpov\u011bdnost\u00ed a rozvojem dovednost\u00ed, p\u0159e\u010dt\u011bte si n\u00e1\u0161 doslov na toto t\u00e9ma: Pro\u010d je dnes rekvalifikace talent\u016f pro firmy kl\u00ed\u010dov\u00fdm t\u00e9matem?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zvy\u0161ov\u00e1n\u00ed v\u00fdkonnosti<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Uplat\u0148ov\u00e1n\u00ed p\u0159\u00edstupu k soci\u00e1ln\u00ed odpov\u011bdnosti podnik\u016f zahrnuje realizaci opat\u0159en\u00ed na podnikov\u00e9 \u00farovni. Tato opat\u0159en\u00ed v\u0161ak mohou m\u00edt velmi pozitivn\u00ed v\u00fdsledky na v\u00fdkonnost spole\u010dnosti. Ve studii o inkluzi, kter\u00e1 se objevila v roce 2018, toti\u017e spole\u010dnost Deloitte odhalila, \u017ee spole\u010dnosti, kter\u00e9 nab\u00edraj\u00ed zam\u011bstnance nejr\u016fzn\u011bj\u0161\u00edch profil\u016f a maj\u00ed inkluzivn\u00ed strategii, dosahuj\u00ed lep\u0161\u00edch v\u00fdsledk\u016f ne\u017e ostatn\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u00edm, \u017ee tak \u010din\u00ed, jsou:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Dvakr\u00e1t pravd\u011bpodobn\u011bj\u0161\u00ed, \u017ee dos\u00e1hnou nebo p\u0159ekro\u010d\u00ed sv\u00e9 finan\u010dn\u00ed c\u00edle;<\/li><li>T\u0159ikr\u00e1t pravd\u011bpodobn\u011bj\u0161\u00ed, \u017ee dos\u00e1hnou vysok\u00e9 \u00farovn\u011b v\u00fdkonnosti;<\/li><li>\u0160estkr\u00e1t v\u011bt\u0161\u00ed pravd\u011bpodobnost, \u017ee budou inovativn\u00ed a agiln\u00ed;<\/li><li>Osmkr\u00e1t v\u011bt\u0161\u00ed pravd\u011bpodobnost, \u017ee dos\u00e1hnou lep\u0161\u00edch obchodn\u00edch v\u00fdsledk\u016f.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Zapojen\u00ed v\u0161ech z\u00fa\u010dastn\u011bn\u00fdch stran do udr\u017eiteln\u00e9ho rozvoje<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Zaveden\u00ed politiky udr\u017eiteln\u00e9ho zad\u00e1v\u00e1n\u00ed ve\u0159ejn\u00fdch zak\u00e1zek, na jej\u00edm\u017e po\u010d\u00e1tku stoj\u00ed mezin\u00e1rodn\u00ed norma ISO 20 400, zapojuje do p\u0159\u00edstupu k soci\u00e1ln\u00ed odpov\u011bdnosti podnik\u016f v\u0161echny z\u00fa\u010dastn\u011bn\u00e9 strany. To znamen\u00e1, \u017ee spole\u010dnost nem\u011bn\u00ed v\u011bci pouze na sv\u00e9 \u00farovni. T\u00edm, \u017ee povzbud\u00ed sv\u00e9 dodavatele, aby p\u0159ijali podobn\u00e9 postupy \u0159\u00edzen\u00ed, m\u016f\u017ee poskytovat skute\u010dn\u011b anga\u017eovan\u00e9 v\u00fdrobky nebo slu\u017eby, kter\u00e9 p\u0159isp\u00edvaj\u00ed k udr\u017eiteln\u00e9mu rozvoji a budov\u00e1n\u00ed lep\u0161\u00edho sv\u011bta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nyn\u00ed ji\u017e zn\u00e1te hlavn\u00ed s\u00e1zky, kter\u00e9 jsou sou\u010d\u00e1st\u00ed \u00fasp\u011b\u0161n\u00e9 strategie CSR. Pokud se chcete dozv\u011bd\u011bt v\u00edce o tom, jak\u00e9 kroky je t\u0159eba podniknout a jak\u00fd je kl\u00ed\u010d k anga\u017eovan\u011bj\u0161\u00edmu p\u0159\u00edstupu, st\u00e1hn\u011bte si n\u00e1\u0161 dokument o CSR!<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n<button class=\"newsletter-submit  wp-block-button__link\" type=\"button\" data-gsc-widget=\"493210\">Chci si st\u00e1hnout whitepaper o CSR<\/button><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Zachov\u00e1n\u00ed zdroj\u016f a udr\u017een\u00ed glob\u00e1ln\u00edho oteplov\u00e1n\u00ed pod hranic\u00ed Pa\u0159\u00ed\u017esk\u00e9 dohody lze dos\u00e1hnout pouze se zapojen\u00edm a aktivitou v\u0161ech hospod\u00e1\u0159sk\u00fdch subjekt\u016f. V tomto ohledu je spole\u010densk\u00e1 odpov\u011bdnost podnik\u016f d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e kdy d\u0159\u00edv.<\/p>\n","protected":false},"author":6,"featured_media":8854,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[6,7],"tags":[27],"class_list":["post-2650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-typy-a-navody","category-trendy","tag-udrzitelnost"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Zachov\u00e1n\u00ed zdroj\u016f a udr\u017een\u00ed glob\u00e1ln\u00edho oteplov\u00e1n\u00ed pod hranic\u00ed Pa\u0159\u00ed\u017esk\u00e9 dohody lze dos\u00e1hnout pouze se zapojen\u00edm a aktivitou v\u0161ech hospod\u00e1\u0159sk\u00fdch subjekt\u016f. 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