CSR Survey 2014 - EN - EY - CSRmedia

CSR Trends and
Realities in Romania

2014 Edition
CSR Trends and Realities in Romania - 2014 Edition
About the survey
CSR trends and realities in Romania survey explores and analyzes the perception of executives and
specialists in CSR (corporate social responsibility) regarding both initiated and ongoing projects during 2013,
but also to the CSR perspectives in the next period.
The present survey is based on a survey conducted during 10 April 19 May 2014. The survey report analyzes the
answers received from 113 top business executives and CSR specialists. The respondents are mainly from
companies already involved in CSR activities. For this reason we believe the study is useful in offering answers
to companies considering the opportunity of starting CSR activities, companies that would like to understand the
impact of CSR activities at a strategic level as well as the benefits generated .

Obiectives

What is the current situation of the Romanian
CSR sector?
What are the CSR trends in Romania?
What is the role of the CEO, CFO and other C-
suites in developing CSR programs and why is it
important for the company to undertake CSR
initiatives?
What is the role of the CSR team in the strategic
positioning of the company through CSR efforts?

Approach

Quantitative and qualitative analysis of the
answers received from the respondents.

Indicators of the CSR phenomenon in Romania
as it was highlighted by the 2013 edition of the
study

SWOT analysis of CSR/SR in Romania
The societys interest in CSR/SR and the relative novelty of this
concept for the Romanian public
Involvement of multinationals and other national companies in CSR
initiatives
The ongoing growth of the number of CSR/SR initiatives and best
practices in this field nationwide
The growing number of consumers interested in the products and
services produced by social responsible companies
Strengths
Lack of coherent public policies promoting CSR/SR
Lack of a coherent and consistent legal framework
Difficulties in applying the legislation
Risk of exclusion/restricted access of Romanian companies on
certain markets
Insufficient support and involvement of public authorities in
promoting and applying CSR/SR
Lack of state budget funds dedicated for promoting CSR/SR
programs
Threats
The concept of CSR is little known in the Romanian society
The absence of studies on the popularity and applicability of
CSR/SR initiatives in Romania
Some SMEs are not yet convinced of the relevance of CSR
initiatives
Target audiences do not have an appropriate understanding
regarding the capacity of CSR programs to represent and work in
their best interest
Weaknesses
Dynamics of CSR/SR at an European and global level
Opportunity to learn, take on or adapt best practices from the
experience of more developed states
Increase in reputation for the companies involved in CSR efforts
EU financing opportunities for CSR initiatives
Positive attitude of consumers towards companies involved in the
society/community
Opportunities
Source: National Strategy for promoting social responsibility 2011-2016
Top conclusions of the study
Top 9
conclusions
96% of surveyed companies say they have been involved in corporate social responsibility projects in 2013, compared to
86% in the previous year. This result marks a greater interest from companies to integrate CSR activities into their
business strategy, amid a growing general interest from the business community, media and civil society towards CSR.
The CSR budgets stagnate in 2014 compared to 2013 for almost half of the responding companies, while 42% of them
(compared to 36% in the previous edition) say they have a bigger budget; only 10% (compared to 13% in 2013) say they
have a reduced CSR budget this year.
48% of the companies' CSR budget comes from non-deductible budget allocations, 37% from deductible allocations and
only 5% from the marketing budget. Interestingly, 6% of respondents mentioned a budget of sustainable development.
To an impressive extent (89% vs. 82% in the previous survey), organization leaders are actively involved in promoting
CSR efforts both within the company and outside it.
For 95% of respondents, engaging in CSR activities is a direct consequence of the companys values and principles,
compared to 5% that responded negatively. The percentage of positive responses is up 5% from the previous study.

53% of surveyed companies say they use their own evaluation systems, while 24% use international reporting standards,
and 18% turn to the evaluations provided by partners (e.g. NGOs).

47% of companies say that the most important benefit associated with producing a CSR/sustainable development report
is to demonstrate that the company has such current practices and a strategy for sustainable development.
The main instruments used to communicate the company's involvement in CSR are press releases (31%), followed by
annual reports (26%) and companys website (22%). Social media is a secondary option (13%).
Most companies have a focus on education in CSR projects (79%, but down from the previous year). This is followed by
interest in social issues (68%, up 8%) and the environment (58%). The second highest level of growth (7%) is observed in
culture (29% in 2012 vs. 36% in 2013).
1.
2.
3.
4.
5.
6.
7.
8.
9.
In the first edition of our report on corporate social
responsibility we expected the CSR phenomenon to turn, over
the next years, into one that was strategic for companies in
Romania, following the global development trend. The
responses from this years edition show that our expectation
begins to confirm. The most relevant answer to this is the shift
in tendency to whether there is a CSR committee at the top
level management. If last year most respondents stated that
there is no such committee, in 2013 most companies have
created a committee dedicated CSR at management level.
Bogdan ION, Country Managing Partner
EY Romania & Moldova
Which option do you consider is best suited to define social
responsibility?
(single answer)

Question 1

Most companies (57% in 2013) define CSR as community involvement, but not less than 33% give a definition related to sustainable
business strategy.

Note: Following consultation with CSR representatives, the set of answers were changed for more relevance.
47%
24%
18%
10%
1%
0% 10% 20% 30% 40% 50%
Support for
social/environment/health/education
innitiatives
Business ethics
Form of corporate civic
Way to create a stable and
profitable business relationships for
all involved parties
Way to promote the company's
image
2012
57%
33%
6%
1%
1%
1%
1%
0% 20% 40% 60%
Community involvement
Sustainable business strategy
Business ethics
Significant interactions with
stakeholders
Philanthropy
Risk management
Responsible supply chain
management
2013
How do you consider the interest for CSR evolved in the last
12 months?
(single answer)
Question 2
Even if it remains a significant majority of respondents, 57% believe that the interest in CSR decreased in the last 12 months, while
40% consider that it remained the same. Only 3% believe that interest in CSR had a downward trend during this period.
Total respondents: 97
(Skipped this question: 16)
3%
30%
67%
3%
40%
57%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Decreased
Remained the same
Increased
2013
2012
Is your company involved in corporate social responsibility
projects?
(single answer)
Question 3
96% of surveyed companies say they have been involved in corporate social responsibility projects in 2013, compared to 86% in the
previous year. This result marks a greater interest from companies to integrate CSR activities into their business strategy, amid a
growing general interest from the business community, media and civil society towards CSR.
Number of answers Number of answers
59
10
2012
Yes
No
93
4
2013
Yes
No
86%
14%
96%
4%
0%
20%
40%
60%
80%
100%
120%
Yes No
2012
2013
Regarding the motivation to get involved in CSR there is a significant increase to the majority of the criteria, but the most important
are to the public relations strategy (16%) and to recognition and visibility (+8%).
Why is your company involved in CSR?
(multiple answer)
Question 4
(Skipped this question : 22)
15%
17%
21%
58%
62%
13%
14%
22%
23%
74%
70%
20%
0% 10% 20% 30% 40% 50% 60% 70% 80%
It increases the financial value of the company
We are obliged by our company policy
Our shareholders request the involvement
It is part of our public relations strategy
Recognition and visibility
Promoting products and services
2013
2012
CSR Budget
Do you have a dedicated budget for CSR?
(single answer)

Question 5
85% of respondents said they had a budget for CSR projects, up 9% from the previous study.
76%
24%
2013
Yes
No
85%
15%
2014
Yes
No
What is the evolution of your CSR budget in 2014
compared to 2013?
(single answer)
Question 6

It is noticed a continuing stagnation in CSR budgets in 2014 compared to 2013 for almost half of the companies, while 42% of them
(compared to 36% in the previous survey) say they have a bigger budget, and only 10% (compared to 13% in 2013) say they
dispose of a reduced budget this year.

7%
3%
3%
0%
51%
0%
16%
9%
11%
0%
6%
2%
2%
48%
14%
17%
4%
7%
0% 10% 20% 30% 40% 50% 60%
Decreases between 20-30%
0%
Increases between 0-5%
Increases between ntre 20-30%
2014
2013
compared to 2013?
(single answer)
Question 6(a) Depending on revenues from the surveyed companies
The largest budget increase in 2014 compared to 2013 CSR was apparently for companies with revenues greater than
10-50M EUR, while the largest decrease in the CSR budget for 2014 was for companies with revenues of over 100M EUR.
6% 14%
20%
25%
31%
27%
100%
25%
50%
50%
11%
20%
18%
100%
50%
50%
39%
60%
55%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Stagnation
Less than 1M EUR
1-10M EUR
10-50M EUR
50-100M EUR
More than 100M EUR
compared to 2013?
(single answer)
Question 6(b) Depending on the industries of the surveyed companies
The largest budget increase in 2014 compared to 2013 CSR was for companies in telecom/Media/IT and manufacturing industry,
and the largest decrease occurred for companies in trading and also banking and financial services.
25%
18%
27%
50%
25%
6%
9%
17%
25%
50%
14%
18%
18%
25%
25%
50%
50%
19%
27%
17%
50%
11%
9%
18%
25%
17%
9%
3%
9%
25%
18%
9%
50%
22%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Stagnation
Manufacturing
The pharmaceutical and healthcare
industry
Energy and mining
Banking and financial services
Retail trade and en gros
Construction and real estate
The food industry
Telecom/Media/IT
Other services
What was the main source for the CSR budget 2013?
(single answer)

Question 7

48% of the companies' CSR budget comes from non-deductible allocations from the budget, 37% from deductible allocations and
only 5% from the marketing budget. Interestingly, 6% of respondents mentioned a budget of sustainable development.

37%
48%
2%
6%
5%
2%
13%
2013
20% from deductible allocations
Non-deductible allocations from the
budget
No budget
Sustainable development budget
Marketing budget
Various others
Which department holds the budget line for CSR?
(single answer)

Question 8
69% of respondents placed their CSR budget within the PR and Marketing budget, 17% to the HR budget, 5% said they have a
budget for sustainable development, and 2% have no budget for CSR. Other budget lines listed include the general budget and the
companys foundation budget.
Total responses: 90
69%
17%
2%
5%
5%
2%
12%
2013
PR and Marketing
HR
None
Sustainable development budget
General budget
Company's foundation budget
The role of top
management
and CSR strategy
Leaders of your organization are actively involved in
promoting CSR within and outside the company?
(single answer)
Question 9

To an impressive extent - 89% vs. 82% in the previous survey - organization leaders are actively involved in promoting CSR efforts
both within the company and outside it.

(Skipped this question: 22
82%
18%
2012
Yes
No
89%
11%
2013
Yes
No
Is there a CSR committee at top management level?
(single answer)

Question 10
Regarding the involvement of top management in defining CSR strategies and carrying out projects, 57% of companies said they
already have a CSR committee at the top management level, while only 43% responded negatively.
Total responses: 90
55%
45%
43%
57%
0%
10%
20%
30%
40%
50%
60%
No Yes
2012
2013
Do you have a policy/strategy dedicated to corporate social
responsibility?
(single answer)
Question 11
The vast majority of companies (84%) said that they already have a CSR strategy/policy, while 16% say they do not yet have such a
strategy. The percentage of positive responses increased by 6% compared to previous study results.
78%
22%
84%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No
2012
2013
The CSR involvement of your company is a direct
consequence of the company's values and principles?
(single answer)
Question 12
For 95% of respondents, engaging in CSR activities is a direct consequence of the companys values and principles, compared to
5% that responded negatively. The percentage of positive responses is up by 5% from the previous study.
90%
10%
2012
Yes
No
95%
5%
2013
Yes
No
Measuring and
reporting CSR
activities
Does your company measure the impact its involvement in
community has on the company and community?
(single answer)
Question 13
More than half of respondents (68%) measure the impact their CSR projects has over the community. The percentage of positive
responses is up by 3% compared to the previous study.
65%
35%
68%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
2012
2013
What are the Key Performance Indicators (KPIs) used in 2013
to track the impact?
(single answer)

Question 14
53% of surveyed companies say they use their own evaluation systems, while 24% use international reporting standards, and 18%
turn to the evaluations provided by partners (e.g. NGOs).
24%
53%
18%
5%
International standards
reporting
Own evaluation systems
Evaluations provided by
partners (e.g. NGOs)
Other indicators
Does our company plan to develop a CSR/sustainability
report in the near future?
(single answer)

Question 15
66% (vs. 63% previously) of companies have published reports or press releases on CSR activities and involvement in 2013, while
34% (vs. 37% previously) responded negatively to this question.
63%
37%
2012
Yes
No
66%
34%
2013
Yes
No
(single answer)

Question 15(a) Depending on revenues from the surveyed companies
According to the chart it seems that companies with revenues between 1-10M EUR recorded the biggest difference YES-NO"
regarding their intention to prepare a CSR/sustainable development report in the near future.
2%
4%
16%
4%
21%
29%
12%
17%
49%
46%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes
No
Less than 1M EUR
1-10M EUR
10-50M EUR
50-100M EUR
More than 100M EUR
(single answer)

Question 15(b) Depending on the industries of the surveyed companies (selection)
According to the chart it seems that companies in the telecom /Media/IT industry and in the pharmaceutical and health industry
recorded the biggest difference YES-NO regarding their intention to prepare a CSR/sustainable development report in the near
future.
16%
16%
21%
16%
4%
16%
26%
26%
21%
21%
12%
5%
0% 20% 40% 60% 80% 100%
Yes
No
Energy and mining
The pharmaceutical and health
industry
Manufacturing industry
Banking and financial services
Telecom/Media/IT
What would be, in your company's perspective, the most
important benefits after a CSR/sustainability report?
(single answer)

Question16

47% of companies said that the most important benefit associated with producing CSR/ sustainable development report is to
demonstrate that the company has such current practices and a strategy for sustainable development. This is at a significant
difference of 32 percentage points compared to the next benefit - improving internal sustainability management processes.
.
47%
15%
14%
13%
8%
3%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
To demonstrate that the company has such current practices
and a sustainable development strategy
Improve internal sustainability management processes
To demonstrate that the company's management is
committed to ethical and transparent practices and
processes
Increased credibility of the company in relation to
competition
The company would respond to the need of informing
stakeholders
The company would respect national/European legislation
2013
What was the most important area in terms to which you
evaluated the impact of CSR in 2013?
(single answer)

Question 17
Distribution of answers to this question is relatively balanced, but also indicates a focus on customers, followed equality by the
impact of CSR on the environment and employees.
31%
26%
26%
17%
Costumers
Environment
Employees
Economic
Do you publicly communicate your CSR activity?
(single answer)

Question 18
92% of respondents publicly communicate their CSR activities.
92%
8%
2013
Yes
No
What instrument do you use to communicate your
companys involvement in CSR?
(single answer)

Question 19
The main instruments used to communicate the company's involvement in CSR are press releases (31%), followed by annual
reports (26%) and companys website (22%). Social media is a secondary option (13%).
31%
26%
22%
13%
8%
0% 5% 10% 15% 20% 25% 30% 35%
Press releases
Annual reports
Company website
Social media
Dedicated platforms
2013
CSR projects
in 2013
How many projects have you developed in 2013?
(single answer)

Question 20
In 2013, companies held on average 13.7 CSR projects, up by 108% compared with the previous year.
6.6
Projects 2012
13.7
Proiects in 2013
Variation
2012-2013
108%
What sectors of the community do you target for intervention
and support?
(multiple answer)
Question 21

Most companies have a focus on education in CSR projects (79%, but down from the previous year). This is followed by interest in
social issues (68%, up 8%) and the environment (58%). The second highest level of growth (7%) is observed in culture (29% in 2012
vs. 36% in 2013).

87%
62%
60%
56%
37%
29%
19%
2%
79%
56%
68%
58%
39%
36%
19%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012
2013
At what level are or were your projects developed by your
company?
(multiple answer)
Question 22
Companies have very ambitious strategy, the highest number of CSR projects are still concentrated at the national level (57%) and
less in the community or local level. Note that the highest growth are projects registered at local level, from 40% to 52%.
(Skipped this question: 29) Note: Following consultation with CSR representatives, the set of answers were changed for more relevance
66%
40%
40%
26%
21%
0% 20% 40% 60% 80%
National
Local
Community level
Regional
All communities we operate in
2012
57%
52%
33%
35%
27%
31%
National
Local
Community level
Regional
All communities we operate in
Company level
0% 10% 20% 30% 40% 50% 60%
2013
Your company is contributing to community by:
(multiple answer)
Question 23
In 2013 also, most companies offer help through: financial donations (79% vs 75% in the previous study) and volunteering (74% vs.
73%). A small decrease is observed for donations in kind (67% vs. 72%). Far fewer are still focused on socially responsible business
practices (50%).
75%
73%
72%
50%
2%
0% 20% 40% 60% 80%
Donations in cash
Volunteering
Donations in kind (books, use of
space, active loans)
Socially responsabile business
practices
Other
2012
79%
74%
67%
50%
13%
0% 20% 40% 60% 80% 100%
Donations in cash
Volunteering
Donations in kind (books, use of
space, active loans)
Socially responsabile business
practices
Other
2013
What kind of institutions do you collaborate with to
implement CSR projects?
(multiple answer)
Question 24
Regarding cooperation with various institutions 54% of companies especially prefer NGOs, while 37% work mainly with local/
central authorities. There are however a few companies (6%) which operate completely independent projects.
55%
36%
5%
4%
54%
37%
6%
3%
0%
10%
20%
30%
40%
50%
60%
NGOs Authorities local/central No collaborations Other
2012
2013
CSR team
and the role of
employees
Do you have a person/team dedicated to CSR projects?
(single answer)
Question 25
61% of respondents (10% less than the previous year) said they have a person or team dedicated to CSR projects, as opposed to
39% who responded negatively to this question.
71%
29%
2012
Yes
No
61%
39%
2013
Yes
No
How many persons are part of your CSR team?
(single answer)

Question 26
Regarding the number of people involved in the CSR team, they are on average 2.8 per company (full time employees), very close to
the average of the previous year of 2.6.
2.6
Persons in 2012
2.8
Persons in 2013
Variation
2012-2013
7.6%
Do you organize internal trainings with topics covering
corporate social responsibility?
(single answer)
Question 27
66% of respondents (down from 70% in the previous year) do not organize internal trainings with topics covering corporate social
responsibility.
30%
70%
34%
66%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
2012
2013
Do you have an internal process for identifying relevant CSR
themes for the company?
(single answer)

Question 28

In regards to the process of establishing a CSR strategy, most of the companies (60%) already have an internal process for
identifying relevant CSR themes, while 40% do not have such a process.

60%
40%
2012
Yes
No
60%
40%
2013
Yes
No
Do you involve employees in CSR activities undertaken by
the company?
(single answer)

Question 29
An overwhelming majority, of 94% of the companies, involve their employees in CSR activities. This means that Romanian companies have
understood that their employees are more motivated if the company is actively involved in CSR projects. It is generally accepted that CSR projects
have a significant impact in motivation, development and the retention of the employees
(Skipped this question 34)
92%
8%
2012
Yes
No
94%
6%
2013
Yes
No
92%
8%
94%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
2012
2013
Demographics
The results of this study reflect the responses of
113 top executives and CSR professionals from
companies operating in Romania, received
between 10 April and 19 May 2014.

Demographics
The shareholding structure of companies: Locations:
64%
25%
11%
55%
32%
13%
0% 20% 40% 60% 80%
Worldwide
Romanian
Mixed
2013
2012
75%
25%
76%
24%
0% 20% 40% 60% 80%
Bucharest/Ilfov
Other location
2013
2012
Demographics

The industries in which the companies that
responded to the survey operate in:

Income distribution of the surveyed companies:
2%
9%
36%
18%
35%
3%
12%
23%
14%
48%
0% 20% 40% 60%
Less than 1M EUR
1-10M EUR
10-50M EUR
50-100M EUR
More than 100M EUR
2013
2012
22%
17%
15%
11%
10%
7%
5%
5%
5%
2%
1%
22%
18%
3%
12%
13%
7%
16%
1%
8%
0%
0%
0% 5% 10% 15% 20% 25%
Manufacturing
Banking and financial
services
The food industry
Other services
Pharmaceutical and
healthcare industry
Energy and mining
Construction and real
estate
IT&C & media
Chemical industry
Research and
development
2013
2012
Demographics
Positions held in the company by people who responded to the survey:
30%
28%
27%
13%
2%
48%
16%
23%
4%
8%
0% 10% 20% 30% 40% 50% 60%
Marketing Specialist
Member of the Board
CSR Specialist
CEO/President/General Director
Human Resources Specialist
2013
2012
Project team
Project team
Elena Badea
Head of Market Enablement
EY Romania
elena.badea@ro.ey.com
Mihaela Matei
Special Projects
Communication Officer
EY Romania
mihaela.matei@ro.ey.com
EY Romania
Lacrmioara Botezatu
Project Manager
CSRMedia.ro
lacramioara@csrmedia.ro

George Carpov
Consultant
CSRMedia.ro
george@csrmedia.ro

CSRMedia.ro
Constantin Mgdlina
Knowledge Management Officer
EY Romania
constantin.magdalina@ro.ey.com
Testimonials
Testimonials
George Carpov
Consultant
CSRMedia.ro
Development of CSR in Romania are
increasingly aligning to the practices of
countries with tradition in this field. Following
their own initiatives or pressured by
stakeholder, social responsibility targeted
actions begin to be integrated into the
development strategies of more and more
companies. Also, the impact of projects gain
increasingly more value, sustainability and
creating added value being two important
objectives. Finally, CSR actions become more
visible as companies choose to incorporate
these practices in their annual reporting.
Elena Badea
Head of Market Enablement
EY Romania
This year, our study brings good news for those
involved in CSR activities: the share of
companies that say they have a CSR dedicated
budget increased to 85%, only 10% having a
decrease in the CSR budget for 2014, while the
average number of projects increased. On the
other hand, measuring and reporting the impact of
projects increased, while CSR involvement is
made increasingly more as a strategy at whole-
company level, and not a short term commitment.
All these signs emphasize an accelerated turn in
the perception of the importance of CSR in
Romania and also the fact that the CSR function
rapidly gains weight and recognition in local
businesses.
We intend to conduct
this survey every year.

We hope for your
continued support!

CSR Survey 2014 - EN - EY - CSRmedia

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