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Corporate Social Responsibility 2016 Take Responsibility For The Benefit of Society!


INTERVIEW

With Better Companies To a Better Community Relations towards social values – environmental protection, energy efficiency, fostering relations with employees and partners, and respect for the needs of local communities – are becoming an integral part of companies’ operations, and that is increasingly recognised by companies that operate in Serbia, regardless of their size. The CCIS strongly supports this initiative

DUŠAN STOKIĆ,

HEAD OF THE CENTRE FOR ENVIRONMENTAL PROTECTION AT THE CHAMBER OF COMMERCE AND INDUSTRY OF SERBIA (CCIS)

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arge companies, and increasingly medium-sized and smaller ones, are aware that without a well-developed corporate social responsibility segment they cannot be successful and safeguard their long-term future on the market. The Serbian Chamber of Commerce & Industry encourages and rewards the business sector’s efforts to build responsible relationships, both within organisations and with their partners and suppliers, but also in relation to the community. • In which way does the CCIS encourage companies to adopt responsible business practices in the period between the awarding of two prizes for CSR? - The Chamber of Commerce & Industry of Serbia has for years contributed to promoting the basic principles of corporate social responsibility and I would say that it is one of the leaders in promoting these ideas in both Serbia and the region as a whole. Alongside the National Award for Corporate Social Responsibility, the CCIS also provides a significant contribution to promoting fundamental principles of international standards for social responsibility ISO 26000, such as: fair labour practices, environmental protection, ethical business practic-

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es, human rights, consumer protection issues and responsible corporate governance. The chamber is also very active in promoting the 10 principles of the Global Compact of the United Nations, both through the provision of expertise and technical support to the work of the Network in Serbia, as well as through direct involvement in working groups. The CCIS participates, institutionally and through the engagement of its own resources, in creating a climate for doing business that is harmonised with the principles of social responsibility, but also in direct campaigns, education and support to other organisations. • How ready are foreign companies operating in Serbia to adjust their global CSR strategies to local needs and conditions? - International companies that have established operations in Serbia, alongside developing their own business, also transfer principles, standards and corporate rules from the headquarters of their parent countries. Guided by the principle “be a good neighbour”, many companies understand the importance of good communication with the local community. Companies which, for example, have more energy intensive production and potentially a greater impact on the environment, pay special attention to the issue of the health and safety of their


workers and the environment. It is for these reasons that they try to adjust their CSR strategies to the demands, needs and circumstances of the local community in which they operate, but in no way by abandoning their predefined strategic priorities and postulates of social responsibility. Most other companies behave similarly, because good communication and cooperation with the local community is recognised as a prerequisite for gaining trust and an opportunity to meet the needs and expectations of the people who live there. There are certainly exceptions, those who do not do that and are closed and non-transparent, but that must be changed through the joint actions of relevant institutions that control the implementation of the law and all the rest of us who have to talk and act even more in accordance with the principles of social responsibility. • How much do domestic companies recognise CSR as part of the strengthening of their brands and investing long term in building the trust of consumers? - Modern domestic companies, which plan their operations on a longterm basis, are aware that without taking care of people – both within their organisation and in the local environment – and without consistent fulfillment of health, safety and environmental protection requirements, and without constant communication with all key stakeholders, they cannot be successful, competitive or have a good image on today’s market. The trust of consumers is acquired gradually and lost overnight. Today it is not enough to sell a quality product that is competitively priced. You need to convince consumers that you care about them and their neighbours, to understand the problems of the common

man, not to dump waste water in the river, and that you consider your consumer even after selling your products. That’s why there is ever more talk today about after-sale services, high quality service and maintenance networks, “green” products, 24-hour availability for consumers, an ethical approach to marketing activities – in short, an honest relationship with the consumer. That’s why adjusting to these new requirements is essential for a company’s sustainable business, image and value. • To what extent do companies that have adopted CSR principles recognise that cultivating relationships with employees, suppliers and business partners also represents part of that? - There are many examples of companies that have lost their market position, made significant financial losses and jeopardised their image without directly being at fault, but because of lightly handling cooperation with suppliers and partners who subsequently broke the law or did not abide by corporate standards. Today, small and medium-sized enterprises that want to become part of the value chains of large compa-

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nies must accept and apply strict procedures, rules and standards in the same way as is done in the company that has engaged them as a partner. Today’s successful companies know that without employee satisfaction there are no successful operations. A pleasant working environment, availability of resources for work, opportunities for advancement and taking care of employees are often more important than financial incentives when it comes to increasing the motivation of an employee and their sense of belonging and being important to the organisation where they work. And a happy, healthy and motivated worker is the most productive worker, for the enterprise and for themselves and their family. • Are companies more willing to replicate the successful practices of others or experiment with new CSR approaches? - The United Nations New 2030 Agenda for Sustainable Development includes 17 new sustainable development goals with the aim of eradicating hunger, fighting inequality and injustice, and fighting against climate change. According to the new EU Directive, large organisations that are The Chamber of Commerce & Industry of Serbia has for years of public interest and have more than 500 employees will be obliged to make contributed to promoting the basic principles of corporate social public, through the publishing of reresponsibility and I would say that it is one of the leaders in ports, non-financial information relatpromoting these ideas in both Serbia and the region as a whole ed to environmental issues, social issues, issues related to employees, respect for human rights and the fight against corruption and bribery. and ensure their social inclusion in the local community. Around 20 per Moreover, the International Organisation for Standardisation (ISO), for cent of social responsibility projects that were evaluated through the example, this year published a new standard “Management system to CCIS award addressed issues of people with disabilities, children, Roma and the unemployed. These are projects that directly assist specifcombat bribery and corruption” – ISO 37001, which has already attracted the attention of many companies, civil society organisations and the ic vulnerable target groups in society, and companies demonstrate understanding for this important social phenomenon. At the Chamber of general public. These are all new models, principles and aspects that Commerce & Industry of Serbia we have also recognised the imporcompanies will have to pay attention to in their operations, regardless tance of addressing this issue, and so, in cooperation with German orof whether they are ready to accept them or not, because otherwise ganisation GIZ, we launched the project “National Platform for the inthey will encounter competition that has overtaken them. clusion of informal waste collectors”, which has the goal of making poor categories of the population and the Roma population “economical• How ready are companies to take on a broader social role in satisfying the needs of marginalised groups? ly visible” in the solid waste management system, and for them to gain - According to our experiences, there is a substantial level of awareness equal status in terms of social, health and other rights that belong as among companies about the need to take care of marginalised groups much to them as to all other members of society. ■

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CORPORATE VOJVODJANSKA BANKA

Socially Responsible, Always & Everywhere Corporate social responsibility, as an integral part of the business strategy of Vojvodjanska banka, gains in importance on a daily basis and inevitably occupies an important place in the company's operations

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ith their corporate social responsibility policies, companies define the values and areas in which they want to offer their contribution to improving living conditions and resolving problems of the community in which they operate. Vojvodjanska banka's firm commitment to be a useful member of the community is a permanent task for employees at the bank. Endeavouring to be a leader of responsible operations, it is the driver of a series of activities and “responsible” projects.

Affairs, alongside a general donor role of Vojvodjanska banka and with the support of the Serbian Ministry of Youth and Sports. The “Budi svoj” project helps young people without parental care to prepare for the period after they leave the social protection system, through support in the form of education, employment and self-employment. “Vojvodjanska banka determined several years ago that young people without parental care would be in the focus of our corporate social responsibility operations and that it would make all of its resources available to them, as one of the most delicate social groups in Serbia, in order to provide them with support for starting an independent life,” says Zorica Dzida, Director of the Corporate Social Responsibility Department at Vojvodjanska banka. This support for young people without parental care has so far resulted in a series of professional interships placements being carried out, two young people without parental care gaining employment, a gift of summer holidays in Montenegro’s Igalo and many other activities.

RESPONSIBLE IN CULTURE Vojvodjanska banka and the Matica Srpska Gallery have implemented professional cooperation that envisages the treatment of the collection of artworks owned by Vojvodjanska banka, by the expert team of the Gallery, while funds amounting to 5,200,000 dinars, which were made available through this agreement, have been directed by Matica Srpska to cover the reconstruction of the gallery’s entrance. SUPPORT FOR DEAF AND Supporting culture is a logical consequence HEARING-IMPAIRED PEOPLE of the fact that Vojvodjanska banka is in possession of more than 600 works of fine art, mostVojvodjanska banka is the first company in ly painted by local artists during the second half Serbia whose employees have passed the volunof the twentieth century. Through the realisation of the exhibition entitled “Responsible in culThe “Budi svoj” project helps young people without parental ture”, which officially opened at the Matica Srpscare to prepare for the period after they leave the social ka Gallery on 21st October, part of this collection protection system, through support in the form of education, was made available for the first time to art lovers, employment and self-employment who are able to enjoy this exhibition of 40 selected works owned by the Bank. tary programme for learning Serbian sign language, in order for them to be able to Works of Milan Konjovic, Bosko Petrovic, Nikola Graovac, Milan Kecic and communicate with deaf and hearing-impaired people in their daily work. The bank other artists will also be exhibited in the future, because this public-private decided to make such a move in order to faciliate communiaction and the integrapartnership will continue and develop with the aim of preserving and promoting heritage and making these works available to the general public. tion of deaf and hearing-impaired people in social flows, so that in the future they will be able to perform basic banking transactions independently. BUDI SVOJ Employees at Vojvodjanska banka have shown great enthusiasm during Budi Svoj is a project for the social inclusion of young people without parentraining, which additionally improved the team spirit in the company and has to tal care that the foundation Uključi se (Get Involved) is conducting in a strategic date resulted in 17 branches in 12 cities across Serbia adapting their communication to cater for deaf and hearing-impaired people. ■ partnership with the Serbian Ministry of Labour, Employment, Veteran and Social

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INTERVIEW

We’re Here To Inspire Companies There are numerous ways in which companies can contribute to society. For many of them it is not as necessary to allocate major funds as it is to have initiative and a clear will to get things done in the right way. The vision of the Forum for Responsible Business is a society in which business contributes significantly to addressing social challenges NEVEN MARINOVIĆ,

EXECUTIVE DIRECTOR FOR RESPONSIBLE OPERATIONS AND DIRECTOR OF SMART KOLEKTIV

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he CSR concept is increasingly closer to the business community, and what is most important is that stable partnerships have been built to work on further development, says Neven Marinovic, Executive Director for responsible operations and director of Smart Kolektiv, which has for years been committed to introducing the values of CSR to the domestic economic system.

tal protection. When it comes to specific local communities, the largest number of companies supports education, social inclusion and environmental protection, whilst also getting involved in humanitarian actions. It is interesting that year-on-year greater importance is gained by issues such as the development of entrepreneurship and human rights. • For years you have been conducting the Questionnaire on the CSR Forum for Responsible Business. To what extent does the publishing of its results serve as inspiration for companies that might not have previously considered being active in this field? - Through the publishing of this kind of data, we strive to bring the business sector, but also the public, closer to everything that is implied with CSR. In this regard, we believe that these statistics are also intended to inspire, and to contribute to many companies becoming aware that some of the activities that they already implement may be included in corporate social responsibility activities, and that they only they need to devote themselves to such activities in a compre-

• What do your statistics show when it comes to the determination of companies to invest money in corporate social responsibility? - The data shows that corporate social responsibility is increasingly integrated into everyday business activities, and that it is becoming part of the strategic orientation of an ever-increasing number of companies. Companies, depending on their current priorities, opt to a lesser or greater extent to improve all areas of corporate social responInvestments in 2015 were mostly focused on the local community, sibility – support and development of 52%, then on improving the work environment beyond legal local communities, improving conditions in the working environment and obligations, 33%, and, finally, on environmental protection, 15% on the market, as well as environmen-

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When it comes to investments in 2015, they were mostly focused hensive and structured manner. Through the results we see that there on the local community, 52%, then on improving the work environment are many ways in which companies can contribute to society, and that beyond legal obligations, 33%, and, finally, on environmental protecfor many of them it is not as necessary to allocate major funds as it tion, 15%. Total investments in environmental protection vary the is to have initiative and a clear will to get things done in the right way. This is particularly important for small companies, which can certainly practice Our companies implement a number of programmes directed this concept.

towards young people, and this resulted in 123 young people gaining employment last year following practical placements

• What do your results show when it comes to key areas in which CSR is most prevalent? Does it boil down to corporate philanthropy, investment in cultural work within companies themselves, incentives for volunteering or something else? - Corporate philanthropy is perhaps the most visible form of corporate social responsibility for the public, and it is certainly important, but none of these areas can be considered in isolation when it comes to corporate responsibility. It is very important for a company to operate harmoniously and to “live” the values for which it stands, be that through the introduction of procedures, the fostering of a business culture or investments that are required for the direct improvement of some of these areas.

most from year to year, because this usually relates to investment cycles that are realised over the course of several years and are aimed at improving energy efficiency, manufacturing processes and so on. When it comes to support that was focused on the local community, there are a few encouraging things - investments are increasingly strategic, focusing on topics that emerge as the most important topics in society – unemployment, poverty etc. There are ever more longterm projects in which work is undertaken on systemic improvements in certain areas, and the key to that is cooperation with civil society organisations and state institutions.

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• What is the role of the Forum for Responsible Business when it comes to encouraging CSR? - The vision of the Forum for Responsible Business is a society in which businesses contribute significantly to solving social challenges and where responsible operations are embedded in the work of every company, from the smallest to the largest. In accordance with that, we are here to inspire, but also to support and challenge companies to join us on this road. The Forum brings together companies which believe that with better business we can also have a better society. We are proud that, compared to the situation at the beginning of our work, we can see certain progress - the CSR concept is increasingly closer to the business community, individual practices and activities have become stable and, most importantly, stable partnerships have been built to work on further development. • There are many new introductions in this area, so companies also receive legal obligations, or are required to introduce certain standards in order to be able to operate. To what extent are these trends introduced to the daily functioning of companies in our society? - Most of the data collected via questionnaires relates to activities that are beyond legal obligations. Trends in this area are usually first introduced by large-leading companies, but they then quite quickly expand to the others, throughout supply chains, cooperation with foreign companies etc. Important guidelines for our market come from

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European regulations. Although they are not binding for our country, the directions that are imposed very quickly develop into an informal standard that is adopted by the market leaders. For example, reporting on the non-financial aspects of operations became mandatory for all large companies with headquarters in the EU following the adoption of the directive on non-financial reporting in October 2014. Although this form of reporting is not yet mandatory in Serbia, many of our companies already issue reports on sustainability in which they inform the public about the impact their operations have on society, the environment, etc., thereby confirming their commitment to transparent and sustainable operations. • To what extent do companies direct their activities towards responding to the greatest needs of society, such as improving the position of young people? - This is an issue that is very important for economic development and business must and should have a major role in stimulating employability. Indeed, we are witnessing high rates of youth unemployment, on the one hand, and inadequate skills and experience of these young people in the process of seeking jobs, on the other hand. And that is not only the case in our country, but rather also in Europe. It is for this reason that the European Commission, in cooperation with companies, launched the initiative of the Youth Pact, which aims to improve the employability of young people in order for young people to have a better chance of gaining employment and for companies to gain the opportunity to acquire high quality employees. As the national partner of the CSR Europe network, the Forum for Responsible Business joined this initiative. Our companies implement a number of programmes directed towards young people, and this resulted in 123 young people gaining employment last year following practical placements. ■


CORPORATE ŽELJKA ĆIRIĆ JAKOVLJEVIĆ, Head of Marketing and Corporate Communications at Eurobank

CSR Goes Far Beyond Donations And Sponsorships Since its establishment in Serbia in 2003, Eurobank has constantly combined a strategy of dynamic and successful growth with contributions to the community, which it implements through numerous activities and events

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urobank is the first company from the financial sector in Serbia to have been awarded by the National Alliance for Local Economic Development (NALED) with a certificate for corporate social responsibility, which represents confirmation of international standards in the implementation of CSR activities.

• In your opinion, which criteria were crucial to you obtaining a NALED certificate? - For us, this award represents confirmation that Eurobank operates in accordance with the highest standards of corporate social responsibility (CSR) in five certified areas: corporate governance, the market, local communities, the environment and working environments. The certification of companies that operate according to principles of responsibility is very important in Serbia today, because it allows the measurement of the actual contributions of enterprises to the local community for the first time. The CSR certificate represents a guarantee for customers and business partners that the company operates fully in accordance with the law, national and international standards, and principles of social responsibility.

who are disadvantaged gaining the status of equal members of society. The aim of this project is to use association through socially useful initiatives for employees to make the world better, strengthening community spirit and empathy. • How much do these and other similar humanitarian endeavours encourage similar activities at the global level in Serbia? - The media have always been extremely important for communication regarding the activities of our bank. Back in 2006, when we defined our CSR strategy, the media were not sufficiently interested in reporting on and supporting all the activities that we undertook at that time, because CSR was then still a novelty on the market in Serbia. However, times change and the media today really support and monitor our efforts, and I hope it will remain that way. Integrated communications are definitely still necessary, in order for campaigns to be visible and for the message being communicated through the campaign to be able to cover all the target groups, and that will not change anytime soon.

• How much have Eurobank’s CSR activities • Eurobank has so far invested more than €3.5 developed within the company and how do million in various CSR programmes and donations. Which campaigns and projects had the employees respond to CSR projects? biggest social impact? - All stakeholders in society – the state, busi- In March 2006, when Eurobank positioned itness organisations/companies, local commuself among the leading banks on the Serbian nities, citizens and non-governmental organisations – have some responsibility towards somarket, a comprehensive corporate social responsibility programme was established, enciety. Corporate social responsibility primarily titled “We invest in European values”. Over €4 realises the needs of all directly and indirectly million has so far been invested in this programme, and it has been spent on the continuIntegrated communications are definitely still necessary, in order for ous support of pillars: education, environment, campaigns to be visible and for the message being communicated equality, culture and health. This year we are particularly proud of the through the campaign to be able to cover all the target groups project for contributing to the social community “Eurobank – Year of good deeds”, which is designed with the aim of actively engaging employees in a year-long series of CSR acactive stakeholders in companies/banks (shareholders, employees, clients, comtivities to help marginalised groups and promote humanity and charity. In this way, petitors, influential groups, local communities) and implies placing all aspects of Eurobank sends a message to the community that good work does not necessarily a company’s activities (economic, environmental and social) in the function of the require huge material investments, but rather that each individual can allocate a litcommon good. For this reason, CSR is a much broader concept than occasional dotle of their time and resources to those who need it most, which will result in those nations and sponsorships. ■

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CORPORATE HEINEKEN

Promoting Moderate And Responsible Enjoyment of Beer

HEINEKEN is the world’s most international brewer, with brands available in more than 170 countries around the world, and sustainability is one of its core business priorities

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EINEKEN’s “Brewing a Better World” approach is designed to create genuine economic opportunities for both our business and our stakeholders. The sustainability strategy “Brewing a Better World” emerged in 2010 and includes the company's most important projects in the field of corporate social responsibility, with a focus on specific goals when it comes to six key areas: protecting sources of drinking water, reducing carbon dioxide emissions, sustainable procurement, promoting health and safety at work, cooperation with the local community and promoting responsible consumption of alcohol. As one of the world's leading brewers, HEINEKEN actively conducts activities aimed at promoting moderate and responsible enjoyment of beer, as well as raising public awareness about the consequences of inappropriate consumption of alcohol. Through each activity and each business move, HEINEKEN strives to draw the attention of consumers and the general public to the

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importance of responsible consumption of alcohol and the harmful effects of its abuse. That is why all of HEINEKEN’s communication activities promote responsible consumption, while setting highest standards of ethical conduct and corporate responsibility. In accordance with this, the campaign “Guys, who drives home?” is an excellent platform for the company to move closer to its customers and highlight the importance of responsible consumption in a simple and appropriate way. The campaign organised for the fourth consecutive year by HEINEKEN Serbia, in cooperation with GSP (Public Transport Company), the Road Traffic Safety Agency and the “Srbijatransport” Association of Road Traffic, aims to raise awareness of the importance of responsible drinking and responsible behaviour. The campaign was first implemented during the Belgrade Beer Fest, one of the largest beer festivals in this part of Europe, and enabled the safe transporting of all visitors to four key points in Belgrade. During this year's Belgrade Beer Fest, activities were extended beyond Belgrade and several thousand people from


Kragujevac, Niš and Novi Sad had the opportunity to utilise free and secure transport to the Belgrade Beer Fest and back to their home cities. For HEINEKEN safety comes first and, as in previous years, not a single incident occurred. Company HEINEKEN Serbia also created a special smart phone app that enabled visitors to access all the necessary information to easily navigate and use free bus transport, as well as other important information, such as emergency contact details and the festival’s music programme. More than a million visits to applications, web pages and social networks show the interest of citizens and the need for such a campaign. This year also included the implementing of the campaign during the EXIT Festival in Novi Sad, one of the world's most renowned music festivals, as well as during the Lovefest in Vrnjačka Banja. Free bus and taxi transportation to and from the EXIT Festival was at the disposal of festivalgoers. Free trips along the Belgrade-Novi Sad and Novi Sad-Belgrade route were organised during the festival. The activities were managed by the Road Traffic Safety Agency, the EXIT Foundation and company HEINEKEN Serbia, with the aim of all participants understanding the key message that there is no excuse for inappropriate behaviour in traffic. The campaign was supported by the Serbian Interior Ministry, with the intention of promoting responsible behaviour in traffic. The fact that more than 150,000 visitors were transported during all four years testifies to the great success of the campaign. Thousands of flyers for the campaign “Guys, who drives home?” were given to visitors, in order to inform them about the possibilities of accessing free organised transport and returning home safely. This year HEINEKEN Serbia also organised the Safe Zone at all three festivals, in cooperation with the Road Traffic Safety Agency. Visitors to the Safe Zone had the opportunity to participate in interesting educational activities related to the

responsible consumption of alcohol. Festivalgoers took part in fun activities, such as trying goggles that simulate vision under the influence of alcohol, trying temporary tatoos with messages about responsible behavior, quizzes and much more. The campaign “Guys, who drives home?” is growing every year and HEINEKEN Serbia is trying to develop it in accordance with the feedback received from consumers, the general public and other stakeholders. The campaign has been awarded several times. The company received an award from the Belgrade Cultural Network as the best CSR campaign at the Belgrade Beer Fest, while it also received two awards from UEPS (The Association for Market Communication of Serbia) for its socially responsible campaign and socially responsible campaign in the profit sector. It was also awarded twice by international auto magazine “Auto Bild” for the best CSR campaign and was included in a publication of the Faculty of Technical Sciences in Novi Sad as an example of best practice in public relations. ■

About HEINEKEN Serbia HEINEKEN Serbia represents the brewer in Serbia, which actively operates from two breweries, one in Zaječar and the other in Novi Sad. While the brewery in Zaječar is proud of its long tradition and brewing expertise dating back to 1895, the brewery in Novi Sad is one of the region’s most technologically advanced and modern breweries. The company’s core business is production, distribution and sales of beer. The brand portfolio comprises the following brands: Heineken, Amstel Premium Pilsener, Kapuziner Weissbier, Krušovice Imperial, Newcastle Brown Ale, Sol, Strongbow, Zaječarsko, Zaječarsko Crno, Laško Zlatorog, PilsPlus and Master Beer.

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CORPORATE NELT

Distribution With Care Nelt has published its first Sustainability Report - „Distribution with care“in accordance with the internationally recognised GRI methodology. The Report uses measurable indicators to show important aspects of business and objectives that Nelt achieved over the last two years, acting responsibly towards market, employees, environment, and local community

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n the context of ever increasing demands for transparency, more reporting means a continued dialogue with stakeholders, and the intensive reporting on sustainability and corporate social responmethodology we used is the one that enables transparency in busisibility has become an unavoidable practice and one of the most ness and allow us to compare our results with those of other companies in this industry, both globally and locally.” Nelt's CEO Boris effective methods of communication. Mačak said, regarding the company’s first report done according “With an organic, stable growth of business, we have done a lot to the GRI methodology. ■ in the field of sustainability itself. We have introduced systemic improvement of knowledge and skills of our employees through hundred Nelt, founded in Belgrade in 1992, is the leading regional distribution hours of training, we have increased and logistics company. It is a part of the Nelt Group, an organisational efficiency through new technolosystem headquartered in Serbia, with more than 3,800 employees at gies, we are using natural resources more rationally, and we continue 12 companies in 7 countries - Serbia, Bosnia-Herzegovina, Montenegro, to help local communities through Macedonia , Angola, Zambia and Mozambique our years-long CSR strategy. To us,

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INTERVIEW

CSR – Carlsberg’s Basic Business Strategy The corporate social responsibility of all companies that operate within the framework of the Carlsberg Group is defined by the policies of the company that are incorporated into every internal and external activity JOVANA MLADENOVIĆ,

COMMUNICATIONS MANAGER AT CARLSBERG SRBIJA AND MANAGER OF THE CARLSBERG AND DUNĐERSKI FOUNDATION

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he Danish business management system has long been recognised around the world for its effectiveness, and the Carlsberg Group, which emerged nearly 170 years ago, with its experience, development strategy and care about preserving social values, including CSR, represents a model that is admired by many.

• What are the most important criteria which form the basis of decisions on the planning and implementation of Carlsberg Srbija’s corporate social responsibility projects? - When it comes to investments in facilities for environmental protection and energy efficiency, the criteria are defined at the corporate level and I am pleased to say that Carlsberg Srbija is one of the companies that was among the first in the Group to implement some major investments, such as the Waste Water System plant and CO2 stations. Various projects in the field of sustainable development are continuously ongoing at the brewery

• Carlsberg is known around the world as a company that attaches great importance to CSR activities. To what extent does Carlsberg Serbia follow the corporate activities of the Carlsberg Group, considering the differences between Serbian and Danish business habits? We cannot say that CSR at the company is dealt with by one team, - The Carlsberg Group, and thus also but rather every employee is obliged, within the framework of their Carlsberg Srbija, does not view social responsibility as a single segment of operresponsibilities, to respect corporate guidelines ations within which the company helps the local community with the support of in Čelarevo, because there is always room for the improvement and develCSR projects; for us, social responsibility is the way we define and implement our internal processes, communicate and collaborate with all stakeopment of systems for the more efficient use of resources. On the other side, the company realises the majority of its investments holders, how we relate to our employees, the environment and, of course, in support of the local community through the Carlsberg and Dunđerski the way in which we help the community in which we operate. Therefore, we Foundation. The scope of the foundation encompasses five fields of action, cannot say that CSR at the company is dealt with by one team, but rather which are: preservation of the cultural heritage of Vojvodina, sustainable every employee is obliged, within the framework of their responsibilities, development, investment in science and education, responsible consumpto respect corporate guidelines.

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tion of alcohol and raising awareness of current social issues in society. The number of projects we receive annually is large, but we are mainly focused on support for our home region, Čelarevo and Bačka Palanka. • A large number of your CSR projects are connected to local government, the environment and the region in which you do business. How do the company’s employees consider such activities, given that CSR is a relatively new phenomenon in the Serbian business environment? - CSR activities have been part of Carlsberg’s operations since the company entered the Serbian market, although they have developed and expanded over the years. Carlsberg is the guardian of Dunđerski Park in Čelarevo and in 2007 we organised the first landscaping of the park, when all employees participated in the campaign and personally contributed to the beautification of this cultural good. Since then, although a decade has passed, our employees continue to participate every autumn in similar voluntary campaigns with equal enthusiasm. Awareness of social responsibility within the company is very high. It is part of our culture that we have built, and of which we are proud.

water in the brewery. Additionally, with great effort, the company was able to register one of the by-products of this plant as a high quality land fertiliser, under the name Super Compost, which is now used successfully in agriculture. At the end of 2014, a new CO2 station was put into operation at the Carlsberg Serbia brewery, becoming, after Denmark and Finland, the third facility of this type in the Carlsberg system. The facility is characterised by its high energy efficiency (unlike conventional CO2 stations, this facility consumes no water or heating energy, while electricity consumption is reduced to a minimum). Some projects are of a larger scale and some are smaller, but it is important that we are constantly advancing and that we are working to reduce energy consumption.

• Some of the most important CSR content that Carlsberg considers actually relates to employees, their health, safety, human rights etc. How does that function at Carlsberg Serbia? - Good work and motivation starts from very basic fundamentals – a healthy and safe working environment. Everything that follows is an upgrading of that. The safety of our employees is above all other priorities of the company and in On the one hand, we are constantly searching for the perfect that there is no compromise. Thus, in adpilsner, while on the other we strive to make the society in which we dition to binding laws, we also follow our live better and more beautiful internal guidelines that deal with this issue in more detail. Apart from that, we • Your two foundations, Dunđerski and Carlsberg, base their work on the strive to provide employees the most comfortable possible, and above all human and business values of a Dane and a Serb. How much are today’s healthy, working conditions, and we often also organise additional checks, day-to-day operations of Carlsberg harmonised with the business menas well as activities aimed at raising awareness about the diseases of modern times. tality and ethics of their successors? - The company values of Carlsberg, which our founder defined back in the nineteenth century, are that, on the one hand, we are constantly searching • Carlsberg comes from a country that is the world champion in the use for the perfect pilsner, while on the other we strive to make the society in of renewable energy sources, while CSR priorities also include the preswhich we live better and more beautiful. Translated to present times, this ervation of the environment, alongside efficient operations, reduced enmeans that, on the one hand, we constantly improve the quality of our prodergy consumption etc. How possible it it to pursue such high goals in the business environment in Serbia? ucts, which must be inviolable, while on the other side we invest in the wel- It is true that the standards of the corporation relating to energy efficiency fare of the community from which we take our resources. and environmental protection are higher than the existing legislation in SerAnd while the Carlsberg Foundation invests in the development of scibia and we, as part of the Group, are obliged to respect these standards. The ence and education in Denmark, our Dunđerski Foundation operates in SerCorporation recognises our needs, so it constantly invests in new projects. bia and very successfully supports students and young scientists. If you I already mentioned the Waste Water System, an investment worth deeply believe in the intention that you have set for yourself, it is timeless five million euros that permanently resolved the issue problem of waste and without limits. ■

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CORPORATE MARIJA BOŠKOVIĆ, DIRECTOR OF THE TELEKOM SRBIJA PR DEPARTMENT

Telekom Srbija Topping The List of CSR Companies Telekom Srbija has a tradition of social responsibility dating back two decades that is one of the corporate principles of our company. What represents a problem in communication, as confirmed by research, is that the concept of corporate social responsibility is known to only a narrow circle of people, primarily from the business community

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ractice shows that challenges lead to success, while innovation in combination with a clear message leads to the desired results. Just as you share the joys of your private life with your friends, so you share with your colleagues the joys of business success,” says Marija Bošković, Director of the PR Department at Telekom Srbija, speaking to CorD. • Telekom Srbija is currently the most profitable company in Serbia. What does it mean to the company to be socially responsible, and how are these types of operations rated both within and outside the company? - The effects of corporate social responsibility should be understood and felt by all citizens. Everyone should know about what it is that you’re doing and the kind of benefits they gain from that. Lately, the media have also taken on an important role in promoting CSR, which is of paramount importance... Corporate social responsibility is when you invest in the reconstruc-

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tion of hospitals, schools, health centres, when you give children interactive whiteboards or donate books to libraries. We do all those things. On the other side of that work are the projects that we implement, and which aim to have a positive impact on people’s awareness. The projects “Park your phone, when you drive!”, “Choose how to communicate”, “Tesla’s Time Machine”, “City Talking”, as well as activities aimed at promoting the figure and work of Mihajlo Pupin, are recognised as good examples of CSR. • How much does this segment of operations impact on the image of your company? - The latest research shows that Telekom Srbija is at the top of the lists of socially responsible companies. This gives us particular significance, because the competition is tough. Companies operating on our market are really active in this field, and everyone is trying to give their own contribution to the community and society in which they operate, and primarily live. CSR certainly impacts on the image of a company. Of course, let's be clear from the start, it is not crucial when it comes to how your users see you, but it is important. • You say that the participation of employees from various organisational units contributes to creating a broader picture and achieving better results... - Just like in every company, at Telekom Srbija there are clearly divided organisational units and everyone knows his/her job. However, without


clip for the campaign “Park your phone, when you drive!” to be includteamwork there is no individual victory. In the PR Department, we come up with many ideas on our own, but we also get many ideas from colleagues ed in an exhibition showing various forms of prevention. A few days in the technical and IT departments, Marketing, HR etc. It is important ago “Tesla’s Time Machine” was declared among the five best preto understand one another, after that success is at your fingertips... You sented projects in the field of science and education in the Europeknow, the employees of Telekom Srbija really love their company and that an PR Excellence awards. For the employees of Telekom Srbija this is is a huge benefit. When you do something good in such conditions, then a great success and I would like to express many thanks to everyone people feel proud and that drives creative energy... Practice shows that who contributed to the implementation of this project, from young challenges lead to success, while innovation in combination with a clear message leads to the desired results. Just as you share the We strive to be leaders in every area of operations, taking into joys of your private life with your friends, so account the strength of our competitors. However, the final you share with your colleagues the joys of judgement belongs to the users business success... • Your company’s campaigns have even been recognised beyond the borders of our country... - The projects “Park your phone, when you drive!” and “Tesla’s Time Machine” both drew attention beyond the borders of our country. It is implied that here you give your best to present the work of your company in the best possible way and of course you expect positive critiques. However, when praise comes from those from whom you do not expect it, you are at first caught off guard, and only after that does joy follow. This is further confirmation that you are on the right track. This happened to us in 2014, when we received an offer from the Museum of Science and Technology in Paris for our video

artist Dušan Jovović, to scientist Aleksandar Protić and our PR agency Red Communication... • You respect the competition and say that you are led by the idea that only healthy and high quality competition can lead to good results for customers... - We certainly respect the competition. We strive to be leaders in every area of operations, taking into account the strength of our competitors. However, the final judgement belongs to the users. Everything that I have told you in the name of Telekom Srbija obliges us to be even better and to push back the boundaries. We are working on that every day! ■

Corporate Social Responsibility www.cordmagazine.com CORPORATE SOCIAL RESPONSIBILITY

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CORPORATE APATINSKA BREWERY

260 Years of Successful Business Apatinska Brewery (Apatinska pivara) is a leading producer of beer in Serbia and one of the country’s most important exporters, with a brewing tradition dating back more than two and a half centuries. Founded in the town of Apatin in 1756 as the “Carska pivara” (Imperial Brewery), it is today a member of Molson Coors, one of the world’s largest brewing companies. Apatinska Brewery celebrates 260 years of operations this year and this occasion was marked by the opening of a wastewater treatment plant in Apatin

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his investment, worth more than €11 million, also encompasses portance of responsible consumption of alcohol and the risks of driving under the influence of alcohol. supporting infrastructure for the needs of the municipal treatment facility and will contribute to resolving the issue of wastewaWith the campaign “You Recycle Too”, which has been implemented ter from the brewery over the long term. Apatinska Brewery, as a since 2008, Apatinska Brewery strives to raise public awareness about socially responsible company, is extremely dedicated to preserving the enthe importance of recycling through interesting and educational activivironment. It has now achieved great success in this regard by reaching the ties. Moreover, through cooperation with the Association “Cap for handicapped”, it endeavours to motivate employees, and as many other people point at which it is able to return completely clean water to nature after it of good will as possible, to collect plastic bottle caps. Money collected has been used in production processes, while simultaneously receiving and from their recycling is used for purchasing orthopedic devices for people using a renewable source of energy - biogas, with which the brewery’s dependence on natural gas has been reduced by as much as seven per cent. with disabilities in Serbia. The brewery has always been an Apatin landmark and an inseparable part One of the most outstanding campaigns, “When I drink, I don’t drive”, of the community in which it operates. which Apatinska Brewery has been implementing for nine years In the period from 1996 to the present, running, with the support of the Serbian Interior Ministry and the the brewery has invested more than €10 million in various projects in the MunicTraffic Police Administration, raises awareness among drivers and ipality of Apatin, while the brewery al- other road users about the importance of responsible consumption of so continuously conducts campaigns alcohol and the risks of driving under the influence of alcohol aimed at drawing public attention to key issues related to the environment, responsible consumption of alcohol and the local community. Apatinska Brewery is not only committed to social responsibility as a One of the most outstanding campaigns, “When I drink, I don’t drive”, company, but rather every brand also devotes great attention to the community in which it operates. One of the projects that the Brewery is particuwhich Apatinska Brewery has been implementing for nine years with the larly proud of is "Champions every day" through which Jelen brand will be support of the Serbian Interior Ministry and the Traffic Police Administration, raises awareness among drivers and other road users about the improviding active support ■

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CORPORATE HENKEL SERBIA

LEED Gold Certificate Award For Sustainability Leadership Henkel’s factory in Kruševac was this year awarded with the international “LEED Gold” certificate for Leadership in Energy and Environmental Design, once again becoming the first production site in Serbia to gain this certificate

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to receive the ISO 50.001 certificate for energy efficiency in May s a world leader in brands and technologies, Henkel 2012. This year also saw Henkel’s factory in Kruševac awarded has operated for 140 years in three business units with the international “LEED Gold” Certificate for Leadership - Laundry & Home Care, Beauty Care and Adhein Energy and Environmental Design, once again becoming the sive Technologies. Founded in 1876 in Düsseldorf, first production facility in Serbia to receive this certificate. where its headquarters are still located today, Henkel operLEED represents confirmation of internationally acceptates in more than 125 countries. One of the countries where Henkel operates is Serbia, ed benchmarks for the design, construction and operation of which has an excellent geographic location and highly profeshigh performance green buildings. Its rating and certification system is the industry’s gold standard for environmentally sustainsional staff. Henkel Serbia’s administrative headquarters are in Belgrade, while its production plants are located in Kruševac and Inđija. able construction and is highly recognised industry-wide by architects, engiHenkel arrived in Serbia in 2002, with the privatisation of company neers, developers and other construction professionals. LEED Certification Merima, which was considered one of the most successful detergent proconfirms reductions made in energy and water usage, reductions of mainteducers in Serbia. nance and operation costs, as well as reductions in generating construction Henkel Serbia’s production plant in Kruševac now includes powder deterwaste during the building process. Furthermore, LEED recommendations engent production, liquid detergent production and Bref production, with a daily hance indoor air quality and recycled material usage, whilst also increasing production capacity of 1.2 million toilet fresheners, as well as a regional wareemployees’ performance, satisfaction and retention. house. Henkel also has two Ceresit production sites in Inđija for the production of powWith a strong commitment to successfully balancing economic, der building adhesives and liquid plasters, ecological and social goals, Henkel is one of the world’s leading which were opened as the company’s first companies in sustainable development greenfield investment in Serbia. Henkel Serbia today exports products and brands from Henkel Serbia implemented these green building recommendations all of these plants to 32 markets in Europe and worldwide, supplying more than in response to the most important challenges of our time - global climate 55 million consumers. change, dependence on non-sustainable and expensive sources of energy, Over the past 14 years, Henkel has implemented numerous projects and threats to human health. By thinking ahead and planning thoroughly, the aimed at modernising production by improving production processes and new Bref factory in Kruševac was designed and built in accordance with stratimplementing the latest technologies for sustainable development, investing around €160 million. With a strong commitment to successfully balancegies aimed at reducing energy and water usage, promoting better indoor air quality and improving quality of life. ing economic, ecological and social goals, Henkel is one of the world’s leading Constructed and operating according to the world’s best practices in companies when it comes to sustainable development. sustainability, the Bref production facility was awarded the LEED Gold Following its Sustainability Strategy, Henkel Serbia does business in a susCertificate, which confirms Henkel’s strategic approach to sustainable tainable way and is achieving excellent results in reducing water and electriciperformance in Serbia, as well as providing a good example for other comty consumption, as well as waste generation. The company’s full dedication and efforts resulted in Henkel’s factory in Kruševac being the first factory in Serbia panies to follow. ■

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CORPORATE UNICEF

Children’s Rights and Business Principles in the Serbian CSR Practice The business sector inevitably has a big direct and indirect influence on children – as members of their employees’ families, the local community, future employees, consumers and business leaders. Hence, consciously or unconsciously, companies have great power to contribute to the welfare and respect, or violation of children’s rights

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ack in 2012, organisations UNICEF, Save the Children and UN Global Compact developed Children’s Rights and Business Principles to observe the comprehensive influence of the business sector on children and give more attention to the correlation between business and children’s rights. Each of the offered ten principles suggests activities that companies can undertake in order to ensure full respect of child rights and propose ways how the business sector can realise children's rights in the workplace, marketplace and community. Although corporate social responsibility (CSR) in Serbia is an established business practice, the business impact on the range of children's rights has not been investigated until the end of 2015, when UNICEF conducted a research with large Serbian companies with a developed and recognised CSR practice, aimed at mapping good CSR practices focused on children. “The future of every country depends on the abilities and talent of

its citizens. Investing in children and young people is crucial for every community and economy, especially for Serbia which only has 17.6% of children under the age of 18. That is why every child is precious and it is of the utmost importance to invest in them from their birth. Protection of children’s rights helps develop strong, well-educated communities which are vital for a stable and productive business environment,” – stated Michel SaintLot, UNICEF Representative in Serbia. The results of the research showed that the business sector highly values activities focused on children, they are aware that children are the future of the Serbian society, and that supporting them best promotes values advocated by individual companies. At the same time there is room for improvement. Notably, the business sector should systematise their individual activities and develop a comprehensive and integrated approach to children’s rights by adopting strategic documents and business policies which support and regulate this area. ■

CSR in Serbia Aimed at Children: Good Practice Examples Telenor: In addition to having adopted a strategy, policies and statutes in which the rights of children are represented, Telenor developed manuals for specific CSR segments and established a team dealing with human rights, which monitors the legal framework and aligns business operations (Principle 1: respect children’s rights and commit to supporting the human rights of children) Metalac: Every new-born baby of Metalac employees receives a cash donation as a part of the programme “We grow together for the future”,

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which aims to contribute to the efforts of the community in the fight against population decline (Principle 3: provide decent work for young workers and parents) Nordeus: While developing the application Top Eleven Football Manager, Nordeus has ensured that there are no signs of aggression, violence or use of offensive words in the application, which provides children with positive and stimulating learning models (Principle 5: ensure that products and services are safe)

EPS: The company’s CSR strategy is primarily focused on children and includes various types of activities that help children (improvement of the conditions for children in different communities, educational campaigns, support to the employees who need assistance related to their children, provision of financial support to the institutions that provide health and education (Principle 10: reinforce community and government efforts to protect and fulfil children’s rights)

Corporate Social Responsibility 2016