Corporate Social Responsibility - New Fad or Necessity

Organisations of the 21st century can no longer limit themselves to producing and marketing products or services without any concerns for the impact they have on society. If they want to be trusted by their customers, employees and the public at large, they have to be more socially responsible. One key issue of Corporate Social Responsibility (CSR) which needs to be addressed is the integration of ethnic minorities in the workplace and the community.

Demographic changes
The lack of proper governmental strategies following the demographic changes of the 50's and 70's, has left many British companies struggling to this day to deal with the problem themselves. Many organisations have played a passive role in this integration process by staying within the legal boundaries and are now experiencing difficulties in that area.

A lack of consideration of differences
One of the major reasons behind these integration problems is the lack of awareness and consideration for cultural differences. People from different cultural backgrounds have different sets of norms, different sets of values and different assumptions. This means that we all have different ways of reacting to events, different ways of communicating and different behaviours. We judge the others from our own frame of reference and tend to think that "our way is the right way".

In a multicultural workforce, this can lead to misinterpretation, misunderstanding, incomprehension, mistrust and disrespect. As a result, rather than getting closer, people distance themselves from those they consider different and groups are formed on the basis of commonalities, whether it is ethnicity, colour, language etc. "Departmental ghettos" start to appear. Often, there are rivalries and tensions. In some instances, these situations can degenerate into discrimination, bullying or racist behaviours.

The law is not enough
Staying within the letter of the law is not enough for organisations experiencing these situations. It is imperative for them to resolve these issues if they want to retain a stable and productive workforce and be regarded as good "corporate citizens". Organisation can be more socially responsible by contributing to a smooth cultural integration of ethnic minorities into the workplace.

Being more socially responsible
Integration does not mean imposing one way. It means harmonising and synergizing differences. Having a clear and unbiased understanding of the context is the first step toward formulating proper integration strategies. The second step is to develop cultural awareness. Being open to differences, understanding and respecting the other's cultural background are the key elements in preparing the ground for integration. The third step is to build or rebuild trust. Finally, only when trust has been demonstrated from all sides, solutions can be discussed. It is the step where different norms and values are reconciled and tangible and intangible elements of integration are defined. Building shared ownership of the solutions is at that stage essential to reinforce trust and guarantee implementation.

These steps can take different forms; for example interviews with the various groups involved for step one, training programmes at the levels concerned in the organisation for step two and facilitated workshops for steps three and four involving all concerned or a limited number of influential representatives of each group, who can then intervene as mentors to their members.

Being proactive in the integration process of ethnic minorities is a corporate social duty which can strongly impact the community and contribute to a much more committed workforce.

During the last few months Farnham has been working with a number of clients in the development of programmes, using a training approach normally associated with supporting the integration of home and foreign workforces, to address the growing issue of multicultural tension within the domestic workforce. Because of the sensitivity of the issue, each programme has to be very carefully designed and often involves a number of programmes each with a different perspective at each level. The need to exercise corporate social responsibility is evolving in many different guises, in light of recent events, perhaps this one in particular needs our attention now.

Original article at www.intercultural-training.co.uk
http://www.intercultural-training.co.uk/articles/general/corporate_social_resp.asp