CSR at full throttle: How companies combine responsibility and sustainability for the future

From Philanthropy to Strategy

The topic of Corporate Social Responsibility (CSR) emerged in the 1970s and experienced a boom around the turn of the millennium. Initially, CSR was mainly associated with philanthropic projects through which companies supported various charitable activities and fundraising initiatives. Since then, companies have come a long way, and CSR is no longer limited to donations and philanthropy. The current agenda of social responsibility and sustainability has gradually replaced the "classic concept" of CSR and established a new strategic framework for responsible and sustainable business that permeates company culture. Responsibility, environmental and social sustainability are now integral parts of business strategies and long-term goals.

An increasingly important consideration is the balance between “mere” profit and continued growth on one hand and responsibility and sustainability on the other. Responsible companies now adopt comprehensive approaches and strategies that reflect a strong commitment to responsibility and sustainability. These are embedded in their strategic goals and supported by both internal and external development activities. Such initiatives bring responsible companies not only enhanced brand recognition and societal prestige but also social and economic benefits.

However, a systematic approach to responsible and sustainable business, including CSR, is essential for success. It must align with the company’s business strategy, goals, and values. Activities should correspond not only to the company’s core business but also to the expectations of key stakeholders. Practice clearly shows that corporate social responsibility efforts are not effective without the genuine commitment of leadership and employees, as well as regular impact evaluation.

Let’s Not Forget Social Sustainability

Up to 70% of Czechs believe that corporate social responsibility should be one of the fundamental values. This is especially true for Generation Z, for whom climate and environmental protection issues are crucial. They care about what companies are doing in this regard and often choose their future employers based on it.

According to a survey conducted by Ipsos, companies should prioritize environmental protection. The second most important area is fair treatment of employees and support for education. This brings us to the topic of diversity and inclusion, which intersects with corporate social responsibility and sustainability.

Social sustainability is just as important as environmental sustainability. In general, achieving environmental goals requires strong human capital; without engaged and motivated people, success cannot be expected. This applies to companies, public administration, and society as a whole.

Current Trends

During the meeting, we discussed trends in responsible and sustainable business, including CSR activities.

The most frequently mentioned points included:

• The interconnection and overlap of sustainability and diversity topics. We need environmental sustainability, but also social sustainability.

• Embedding responsibility and sustainability into all business activities.

• Seeking a balance between profit generation and responsible business. It's important to look at things with a long-term perspective and consider future trends (i.e., "look around the corner").

• Aligning CSR activities and support for local communities with the core business. One example was presented by the host company Hyundai Motor Manufacturing Czech, which offers municipalities and socially beneficial organizations the opportunity to use electric vehicles through its “Together for E-Mobility” program in the Moravian-Silesian region.

• A key trend is cross-sector projects and strategic partnerships. Many of the challenges we face will be difficult to solve individually. These alliances can greatly enhance efficiency, speed, and allow for shared resources, costs, and ideas. Collaboration between the private and public sectors, including academia and other organizations, will be essential. Examples include the innovative project “Smart Tap” presented by Ivan Tučník from Plzeňský Prazdroj, or Kristýna Vobecká from Wienerberger, who supports regenerative soil protection in the context of their construction business.

Several interesting contributions from invited guests were also presented during the meeting.

The journey toward social responsibility from “starting up to full throttle” was presented by Barbora Hermannová, Head of Public Relations, Hyundai Motor Manufacturing Czech. Their CSR and sustainability strategy is comprehensive, well-developed, and closely aligned with the needs of the region where the company operates.

An inspiring presentation of responsible and sustainable business was given by Ivan Tučník, Sustainability Manager at Plzeňský Prazdroj. In many respects, Plzeňský Prazdroj embodies current trends and demonstrates how to interconnect responsibility and sustainability, including social and economic growth, in the long term.

Kristýna Vobecká, ESG Manager at Wienerberger, presented trends in sustainability, including CSR. Sustainable and responsible business practices are essential for Wienerberger. The company focuses primarily on circular economy, decarbonization, and the support of biodiversity and communities. She also introduced specific projects the company has implemented.

Martina Zichová, Deputy Director of the Veolia Foundation, introduced the inspiring STARTér program, which provides financial support to emerging small entrepreneurs and helps reduce unemployment in the Moravian-Silesian, Olomouc, and Central Bohemian regions. Since its inception, the program has supported the creation of 2,772 new jobs, including 408 for people with disabilities.

Renata Chlebková from the organization ADRA spoke about connecting the for-profit and non-profit sectors. Non-profits are partners for business; we enrich and inspire each other. Corporate social responsibility is no longer seen by non-profit organizations as one-sided financial support from companies, but rather as a mutual collaboration with a human dimension.

Richard Vereš, Mayor of the Slezská Ostrava city district and member of the Moravian-Silesian Regional Council, delivered an inspiring contribution from the perspective of public administration. A great example for the public sector on how to approach sustainability and responsible governance. He emphasized employee care, fair treatment, and support for equal opportunities throughout the office, transparent communication with the public, and active citizen engagement in projects, including resident satisfaction surveys. Slezská Ostrava has joined the so-called Local Agenda 21, a public commitment to a more open town hall, transparency, and a path toward sustainable development.

The meeting confirmed that responsibility and sustainability in business are not just passing trends, but fundamental components of the economic and social development of companies. Responsibility towards the environment, employees, and society as a whole is inseparably linked to sustainable growth and competitiveness. Responsible companies are becoming a key phenomenon in building civil society, including the development of social and environmental sustainability. Cooperation between responsible companies, the public sector, socially beneficial organizations, and expert institutions holds great potential and can bring significant positive benefits to the functioning of society as a whole.