Does the "Ethically Responsible" Label Have a Future in Morocco?
13 April 2009
Read by 1707 persons
Title: Does the "Ethically Responsible" label have a future in Morocco? Sustainable development, business ethics... what about these concepts in 2008?
For several years, we have been talking about "sustainable development", which is defined as:
"Development that meets the needs of the present without compromising the ability of future generations to meet their own needs. Two concepts are inherent in this notion: the concept of "needs", and more particularly the essential needs of the most disadvantaged, to whom the highest priority should be given, and the idea of the limitations that the state of our technologies and our social organization imposes on the environment's ability to meet current and future needs." (Source/Wikipedia)
So it's a matter of balancing our needs and available resources, so as to leave a little for others, for future generations...
And this concept of sustainable development is very popular these days... we associate the suffix "green", "sustainable", "responsible" or "ethical" with many notions that, until now, lived very well on their own, such as: "(sustainable/responsible) economy", "(sustainable/green) energy", "(green/sustainable) tourism", "(responsible) business".
This gives very postmodern words and somewhat hybrid notions. So, what are we talking about? We're talking about a new way of considering business action and profit, taking into account the following elements:
1. Economic progress: The efficiency of the system relies on the optimal management of resources (human, natural, financial) by enabling all economic actors to change their habits and behaviors.
2. Environmental protection: This involves putting all actors in a position to be personally responsible (through their actions) for the improvement and/or degradation of natural ecosystems.
3. Social justice: This is about ensuring that the strictest equity prevails within the company, so that all social and/or opinion groups can work without distinction between them, that work is carried out in a legal and fulfilling (sic) framework, etc...
It should be noted that this dynamic, which is very successful outside of the Mediterranean and across the Atlantic, is driven by the "goodwill" of company managers who are concerned with showing openness to global issues in order to counterbalance a (bad) image often associated with companies (seeking profit at all costs)
So, is all this just a matter of image? Yes, but not only... it's also about big money!!
There have been many examples of companies reporting net losses, boycotts following scandals that damaged the company's image (Nike scandal employing children, ecological scandal involving Total following the Erika shipwreck).
Integrating sustainable development into company management has become essential.
Since consumers have confirmed their transformation into "consumactors", companies have become proactive in this area, vigilant in avoiding sanctions from their target audience.
And in Morocco, what's the situation?
In Morocco, we can broadly distinguish two periods and therefore two ways of translating the social and responsible commitment of companies into actions (communication?)
1 - The notion of redistribution and involvement in the social sphere
Initially, there is a classic way of showing a company's commitment to the society that feeds it (literally), a simple redistribution mechanism through charitable actions.
La Centrale Laitière, for example, is committed to honoring an "ethical" calendar marked by various deadlines, such as:
- "A souvenir for the future", an aid program in the fight against food deficiencies
- Medical aid program
- Commemoration of World Environment Day
For this market leader – like others – it is a matter of showing good faith and demonstrating that a substantial amount of its profits is redistributed to the disadvantaged.
A corporate communication issue? Yes, certainly. The Moroccan market, and therefore consumers, are not as reactive as their European counterparts and are far from sanctioning brands for their lack of commitment to the social life of their country.
Nevertheless, in a process of quality improvement and upgrading, large groups are adapting to current practices and are involved in charitable and "socially responsible" activities.
2- Sustainable change starts from within
Then there is stage two of the process, which involves structural change, a "sustainable change", one that induces a real change in behavior and management habits within Moroccan companies and/or companies located in Morocco.
This trend is a powerful force. It certainly doesn't have many fans today, but it will be so strong that, without the need to put in place a regulatory framework (obligation vs. sanction), the majority of companies will adopt it.
A glimpse of what tomorrow's company will look like, focusing on the CGEM label.
The CGEM, an organization bringing together the heads of Moroccan businesses, recently introduced a "social responsibility charter", a kind of CGEM quality label qualifying responsible Moroccan companies according to the following criteria:
* Respect for Human Rights
* Improvement of working conditions and professional relations
* Environmental protection
* Prevention of corruption
* Respect for the rules of (fair) competition
* Strengthening the transparency of corporate governance
* Promoting the social responsibility of suppliers and subcontractors
* Developing societal commitment
Indeed, there is a lot to be said about this charter, which covers the notion of "sustainable development" within the company in the broadest possible sense. But it is a strong signal sent by this (re)active body to Moroccan companies.
This message clearly states: "Go ahead, now is the time". Especially since companies that subscribe to it are entitled to a number of advantages, but shhh... we didn't tell you!! (For more information)
And this trend is all the more important because the Responsible Investment Days (under the High Patronage of His Majesty Mohamed VI) have recently been created, an international competition open to all companies present in Morocco, rewarding companies in different categories: promotion of societal commitment, action in favor of employment, respect and promotion of human rights, and corporate governance. (In 2005, the French call center Webhelp was rewarded in the category: societal commitment)
Since we're talking about a major trend...
Today, it's the leading companies in their sector that are getting involved, tomorrow the others? We keep our fingers crossed.
Posted on April 15, 2008
Casawaves
For several years, we have been talking about "sustainable development", which is defined as:
"Development that meets the needs of the present without compromising the ability of future generations to meet their own needs. Two concepts are inherent in this notion: the concept of "needs", and more particularly the essential needs of the most disadvantaged, to whom the highest priority should be given, and the idea of the limitations that the state of our technologies and our social organization imposes on the environment's ability to meet current and future needs." (Source/Wikipedia)
So it's a matter of balancing our needs and available resources, so as to leave a little for others, for future generations...
And this concept of sustainable development is very popular these days... we associate the suffix "green", "sustainable", "responsible" or "ethical" with many notions that, until now, lived very well on their own, such as: "(sustainable/responsible) economy", "(sustainable/green) energy", "(green/sustainable) tourism", "(responsible) business".
This gives very postmodern words and somewhat hybrid notions. So, what are we talking about? We're talking about a new way of considering business action and profit, taking into account the following elements:
1. Economic progress: The efficiency of the system relies on the optimal management of resources (human, natural, financial) by enabling all economic actors to change their habits and behaviors.
2. Environmental protection: This involves putting all actors in a position to be personally responsible (through their actions) for the improvement and/or degradation of natural ecosystems.
3. Social justice: This is about ensuring that the strictest equity prevails within the company, so that all social and/or opinion groups can work without distinction between them, that work is carried out in a legal and fulfilling (sic) framework, etc...
It should be noted that this dynamic, which is very successful outside of the Mediterranean and across the Atlantic, is driven by the "goodwill" of company managers who are concerned with showing openness to global issues in order to counterbalance a (bad) image often associated with companies (seeking profit at all costs)
So, is all this just a matter of image? Yes, but not only... it's also about big money!!
There have been many examples of companies reporting net losses, boycotts following scandals that damaged the company's image (Nike scandal employing children, ecological scandal involving Total following the Erika shipwreck).
Integrating sustainable development into company management has become essential.
Since consumers have confirmed their transformation into "consumactors", companies have become proactive in this area, vigilant in avoiding sanctions from their target audience.
And in Morocco, what's the situation?
In Morocco, we can broadly distinguish two periods and therefore two ways of translating the social and responsible commitment of companies into actions (communication?)
1 - The notion of redistribution and involvement in the social sphere
Initially, there is a classic way of showing a company's commitment to the society that feeds it (literally), a simple redistribution mechanism through charitable actions.
La Centrale Laitière, for example, is committed to honoring an "ethical" calendar marked by various deadlines, such as:
- "A souvenir for the future", an aid program in the fight against food deficiencies
- Medical aid program
- Commemoration of World Environment Day
For this market leader – like others – it is a matter of showing good faith and demonstrating that a substantial amount of its profits is redistributed to the disadvantaged.
A corporate communication issue? Yes, certainly. The Moroccan market, and therefore consumers, are not as reactive as their European counterparts and are far from sanctioning brands for their lack of commitment to the social life of their country.
Nevertheless, in a process of quality improvement and upgrading, large groups are adapting to current practices and are involved in charitable and "socially responsible" activities.
2- Sustainable change starts from within
Then there is stage two of the process, which involves structural change, a "sustainable change", one that induces a real change in behavior and management habits within Moroccan companies and/or companies located in Morocco.
This trend is a powerful force. It certainly doesn't have many fans today, but it will be so strong that, without the need to put in place a regulatory framework (obligation vs. sanction), the majority of companies will adopt it.
A glimpse of what tomorrow's company will look like, focusing on the CGEM label.
The CGEM, an organization bringing together the heads of Moroccan businesses, recently introduced a "social responsibility charter", a kind of CGEM quality label qualifying responsible Moroccan companies according to the following criteria:
* Respect for Human Rights
* Improvement of working conditions and professional relations
* Environmental protection
* Prevention of corruption
* Respect for the rules of (fair) competition
* Strengthening the transparency of corporate governance
* Promoting the social responsibility of suppliers and subcontractors
* Developing societal commitment
Indeed, there is a lot to be said about this charter, which covers the notion of "sustainable development" within the company in the broadest possible sense. But it is a strong signal sent by this (re)active body to Moroccan companies.
This message clearly states: "Go ahead, now is the time". Especially since companies that subscribe to it are entitled to a number of advantages, but shhh... we didn't tell you!! (For more information)
And this trend is all the more important because the Responsible Investment Days (under the High Patronage of His Majesty Mohamed VI) have recently been created, an international competition open to all companies present in Morocco, rewarding companies in different categories: promotion of societal commitment, action in favor of employment, respect and promotion of human rights, and corporate governance. (In 2005, the French call center Webhelp was rewarded in the category: societal commitment)
Since we're talking about a major trend...
Today, it's the leading companies in their sector that are getting involved, tomorrow the others? We keep our fingers crossed.
Posted on April 15, 2008
Casawaves
