Raja Nazrin: CSR not just for Corp Comm

Corporate social responsibility (CSR) should be entrenched as a company-wide culture from the top down, according to Raja Muda of Perak Raja Dr Nazrin Shah. Bernama reports that the Perak Prince said because there appears to be evidence that  CSR in Malaysia was relegated to corporate communications departments. CSR evidently has not reached a stage where CSR cuts across the board.

Raja Dr Nazrin was reported to have said that making CSR embedded in corporate strategy was something should not be coerced as it was a voluntary decision that a corporation must make on its own. He was quoted as saying:

I do not think I am being overly idealistic in believing that we all have an innate desire to do good, to improve the human condition and protect our environment… I believe that none of us want to leave our children and their children a world where poverty, disease, climate change, increased carbon dioxide levels, diminished fresh water supply and the risk of natural disaster threaten their very existence.

This was said in his keynote address at WWF Malaysia’s Corporate Social Responsibility Event ‘CSR For a Living Planet’ recently.

The Prince also was reported to have said that leaders should play a crucial role in serving as role models and champions by behaving in a manner that was consistent with their company’s stated principles and values. He said CSR would enhance a corporation’s brand, increase customer loyalty, improve relationships with the community, spur innovation and motivate workforce.