Insight Corporate Excellence The ISO 26000 guidelines manifest a break-through in the field of certification. This is the only “not for certification” regulation in which essential consensus was achieved based on the nature of CSR: the standard can be used only as a recommendation, it is voluntary and cannot be used for obligatory certification purposes. The International Organization for Standardization (ISO) set up a working group, which reached an agreement in November 2010 and issued guidelines setting a conceptual and structural framework for Corporate Social Responsibility (CSR). The guidelines were adopted by non-unanimous votes, but with no strong opposition to its fundamental premises. Led by the Swedish and Brazilian ISO teams, more than 2,000 experts with different backgrounds (consultancy, NGOs, associations) and from different countries took part in developing this document. They recognised existence of different national standards and were united by the common goal: promote the brand, the vision and common terminology.

1. Insights
Strategy Documents
I02/2011
Public Affairs
A new common
framework for Corporate
Social Responsibility:
the international standard
ISO 26000
The publication of the ISO 26000 guidance is an important advance in an
area where so far there have been many efforts to establish several different
standards of certification. It is the only norm not requiring certification on which
a consensus has been reached, perhaps because it possesses one of the essential
qualities of CSR: it is a completely voluntary standard.
The International Organization for Standardization The norm can be understood as a standard to be
(ISO) initially appointed a working group, that adopted internationally even though at present the
arrived at a consensus in November 2010, to Europeans have shown more interest in it and in
launch this guide-line which establishes a stable, putting it into effect than the Americans.
conceptual, and structural framework for CSR,
and which, although it was not unanimously The fact that the norm is non-compulsory is perhaps
adopted, was approved without a great deal of its most striking feature, in so far as it focuses on the
opposition to the basic points. voluntary nature of CSR as far as organizations are
concerned, as opposed to the view of those experts
It was drawn up with the cooperation of 2,000 and professionals who strongly feel that it should be
experts from different areas (consultants, NGOs and compulsory and that rules should be strictly binding,
associations), and countries, headed by the teams within a framework similar to that of legislation.
from Brazil and Sweden and associated with ISO,
after the organization had noticed that there were The advantage of a voluntary standard
different national standards, although all involved In the opinion of Antonio Argandona, professor
professed a common goal: that of promoting a of Economics and holder of the Chair in CSR and
common framework, vision, and terminology. Corporate Governance at IESE Business School,
Document prepared by Corporate Excellence with reference to, among other sources, the intervention of Antonio Argandona (professor of Economics and
holder of the ‘la Caixa’ chair in CSR and Corporate Governance at IESE) during the sessions of the Executive Education Program “Making Social Responsibility
Work: The Cornerstone of Sustainable Business” organized by IESE Business School in Barcelona in July 2011.

2. A new common ISO 26000’s non-compulsory nature is its great The seven core subjects at a glance
framework for advantage. It is merely a suggestion, a guide-line or
Corporate Social
Responsibility: advice on how to behave and is one of the basic The
the international tenets of CSR; it depends on each company and Labour
environment
Fair
operating
standard ISO 26000 on each individual, so that we are able to speak
practices
practices
of the principle of personal rather than just legal
Human Consumer
responsibility: It allows for innovation, different rights. issues
ways of implementation and improvements in how
the standard is put into practice. Community
Organizational Social involvement
governance and
Responsability developments
The question of a voluntary guideline is central in
the on-going debate on CSR. It shows that CSR has
come about as a result of the important realization
Source: Desarrollo Humano Sostenible. 2011
by business of the knock-on effects of economic and
corporate activity. It demonstrates the acceptance
by companies of social realities, which, as in the
case of individual responsibility, are a consequence An overall definition of CSR
of their actual existence. As we said at the beginning of this article, ISO 26000
- SR provides a harmonized framework, a vision
Moreover, at the centre of the debate about of CSR that is international and contains global
adopting a socially and environmentally responsible principles in line with Kant’s moral philosophy
approach to business is the question of whether a as well, expressed by a common definition and in
standard is voluntary or compulsory, and is precisely common terms: “CSR is the responsibility assumed
the point at which American and European views by an organization for the impact of its decisions
of CSR diverge. and activity on society or on the environment,
through accountable, ethical behavior which
contributes to sustainable development, takes
‘The fact that the norm is account of stakeholders’ expectations, is assimilated
by the organization and is applied in all its dealing
non-compulsory is perhaps with others”.
its most striking feature, in Hence it contains an approach as to the sphere of
so far as it focuses on the influence of the organization (responsibility towards
voluntary nature of CSR others) and the evaluation of any impacts (positive
or negative changes in society), as well as the
as far as organizations are principles of responsible behavior to be followed by
concerned.’ companies, and aspects on which work is needed:
• Key themes to be complied with.
CSR must not be turned into an obstacle to free • Relevant or significant matters to be developed.
trade, nor a means of imposing sanctions or a • Competency and skills to be developed.
restrictive form of regulation. This is why the • Communications and relationships to be built.
voluntary standard occupies an important central
• Interest groups to be prioritized.
position between those who believe that the very
idea of social responsibility has no place in business
and those who see it as something that, to a certain It also establishes the path responsible companies
extent, stifles the business initiative necessary to should follow, explains how to integrate CSR into
avoid the evils intrinsic in the system. Corporate Governance and the procedures that
must be complied with, and it helps governments
In addition, the norm concerns several different key to understand the role of Corporate Social
themes which may be grouped and summarized into Responsibility in providing a common world-
seven separate areas in order of importance: wide viewpoint and in encouraging sustainable
development in countries in cooperation with the
1. Human rights. private sector.
2. Corporate governance.
3. Labor relations. Seven principles for one principle
4. Fair dealings. The ISO guideline document for CSR clearly sets
5. Environment. out seven principles to be used by firms in directing
6. Consumer affairs. a socially responsible policy:
7. Social development.
Insights 2

3. A new common 1. Responsibility: allowing questions to be asked 4. Consumer affairs: responsibility regarding
framework for about the firm’s decisions and activities by its own products and services.
Corporate Social
Responsibility: management, legal authorities or interest groups. 5. Labor relations: including subcontracted
the international 2. Accountability: openness in decision-making companies.
standard ISO 26000 and activities which affect society, the economy 6. Social development: involvement in the
or the environment, and willingness to community and contributing to it.
communicate these clearly, precisely, honestly, 7. Human rights: which give protection
fully and in a timely manner. to everyone.
3. Ethics: behavior that is in accord with accepted
legal principles and good conduct with regard
to specific situations in accordance with ‘The reasons for publishing
international standards and norms.
4. Respect: for the stakeholders, individually or
and adopting international
collectively, who are interested in any of the guide-line ISO 26000
organizations activities or decisions.
5. Compliance: with the law, by accepting its
are without doubt
authority and acknowledging that no one is more powerful that the
above the law.
6. Obedience: to the traditional norms of behavior
arguments’
and international law, generally accepted
principles and agreements between governments
worldwide which are internationally recognized. How to use the CSR guidance
7. Observance: of human rights and the importance There are also seven basic steps to be taken in
of respecting and promoting them. order for firms to incorporate and use this guidance,
correctly. The guidance for Corporate and Social
Basically, these seven principles correspond to the Responsibility has been published for the first time,
seven ISO themes previously mentioned and which to bring about a consensus in this subject:
are explained as follows:
1. To identify the specific features of the company
1. Corporative Governance: the system for taking with regard to CSR: the corporate culture, brand
and implementing decisions. history and heritage, its values, value chain,
2. Environment: the impact on immediate industry, activities and emplacement
surroundings and on the global environment. 2. To prioritize stakeholders and identify their needs
3. Fair dealings: morally just conduct in one’s and expectations: they may have contradictory
dealings with other firms. interests and be affected differently by the firm’s
activities and decisions.
Managing for sustainable business
Two fundamental practices of social responsibility Clause 5
Clause 4
Recognizing social responsability Stakeholder identification and engagement
Seven principles
of social
responsability Socail Clause 6
responsibility Organizational govenance
core subjects
Accountability Human Labour The Fair Community
Consumer
rights practices Environ- operating involvement and
issuers
Sustainable development
Transparency ment practices development
Ethical behaviour Related actions and expectations
Integrating social The relatonship of Clause 7
Respect for responsability
an organization @
Understanding the
stakeholder throughout an social responsability
organizaton characteristics to
interests of the organization
social responsability
Respect for the
rule of law Practices for
Voluntary initiatives for integrating social Communication on
social responsabilitity responsability throughout social responsability
Respect for and organizatioin
international
norms of
behaviour Reviewing and improving an Enhancing credibility
organization @ actions and regarding social
Respect for practices related to social responsability
human rights
Annex: Examples of voluntary initiatives and tools for social responsability
Source: United We Stand Productions and Planetary Citizens, 2011.
Insights 3

4. A new common 3. To recognize Corporate and Social Conclusions: criticism of ISO 26000
framework for Responsibility, in three areas: the relationship At present there have been two fundamental
Corporate Social with society, with interest groups, and between criticisms of the procedure and final draft of this
Responsibility:
the international society and the stakeholders. international ISO norm which does not require
standard ISO 26000 4. To understand the role of CSR within the certification:
organization: developing a due diligence (internal
audit) which includes a study of materiality or • About the process: the defective way in
relevance with key themes, the allocation of its which the principal agents involved were
importance, determination of the commented represented and the conflicts of interest
sphere of influence and the establishment of due to the presence of consulting bodies.
priorities. • About the result: it is not relevant or useful
5. To decide practices that should be developed: for small and medium-sized enterprises
defining the direction the business should take (SMEs) which constitute the major part of
and providing sufficient means to achieve this, businesses world-wide, the language used is
as well as incorporating it effectively and with a neither accessible or easy, it does not respect
good level or representation into the hierarchy cultural differences with different approaches
of the organization. to different matters, and the possibility that
6. To communicate openly and convincingly: in the end it will be used and manipulated for
by reinforcing methods, setting out clear certification (eventually in most cases it is the
information, and directing the firm’s efforts letter, not the spirit that is complied with).
towards resolving conflict, as well as opening up
honest and productive dialogue between all the
Nevertheless, the reasons for publishing and adopting
parties concerned.
ISO 26000 are without doubt more powerful that
7. To improve continually: doing more does not
the arguments against, on the economic grounds
improve CSR, we need to do better things and
of efficiency and performance, and on the grounds
necessary things, such as revising performance,
of extending the work and recognition of CSR (by
following-up activity, checking business
imitation and as a driving force), of standardization
indicators, and analyzing the development and
and of the establishment of strong foundations on
progress achieved.
which to build more socially responsible businesses.
Insights 4

5. ©2011, Corporate Excellence - Centre for Reputation Leadership
Business foundation created by large companies to professionalize the management of intangible assets and contribute to the development
of strong brands, with good reputation and able to compete in the global market. Its mission is to be the driver which leads and consolidates
the professional management of reputation as a strategic resource that guides and creates value for companies throughout the world.
Legal Notice
This document is property of the Corporate Excellence - Centre for Reputation Leadership and has as its objective to share business
knowledge about Brand, Reputation, Communication and Public Affairs Management.
This document is directed exclusively towards its addressee and contains confidential information, subject to professional secrecy, whose
disclosure, copy or non-authorized use is against the Law. If you receive this document by mistake, let us know immediately and erase it
without keeping a copy.
Corporate Excellence - Centre for Reputation Leadership is the owner of all the intellectual property rights of the images, texts, designs
and any other content or elements of this product and has the necessary permission for its use, and therefore, its copy, distribution, public
release or transformation is prohibited, without express authorization from the owner.