The irony of this pandemic is that it's reminded us of the unique strengths we possess as a nation. The resolve of the public in particular to show solidarity with those bearing the brunt of COVID-19's wrath ranks highly among these.
A shining example of heroism from the world of business is the scheme pioneered by the former McLaren boss, Ron Dennis, to supply 1 million free meals to NHS staff (1).Another stellar role model is billionaire Chief Executive of Bet365, Denise Coates, who donated £10 million to University Hospitals of North Midlands (UHNM) in an effort to support the Trust (2).
These gestures of goodwill deserve a standing ovation, however, the response of big businesses to this crisis cannot be left at the mercy of goodwill alone. They need to think critically about supporting the Government's key strategic aims and assuming Corporate Social Responsibilities (CSR). What sets apart gestures of altruistic goodwill from CSR?
For one, responsible corporate action needs to be directed towards alleviating the burden imposed on vulnerable groups. A good example of this has been the use of rationing strategies in Tesco supermarkets to stop unethical bulk-buying (3). NHS staff, having completed long and onerous shifts, were unable to get even the most basic of items from their local stores and this remedial action resolved this unacceptable situation. Furthermore, altruistic endeavours likely reflect deeply held personal convictions and causes supported by individuals. Though commendable, it is CSR which places an emphasis on creatively filling resourcing gaps and on supporting Government strategy.
Immediate priorities include helping the Government increase ventilator capacity and plugging the hole in provision of PPE nationwide. Examples of excellent collaboration in this area include:
• New breathing aids developed by Mercedes at University College London (UCL) to be made freely available (4).
• Face shield equipment acquired from 3-D printing farms by Guy’s and St Thomas’ NHS Trust (5).
We cannot afford to remain stagnant. Our values need to reflect the ever-changing situation and be translated in to responsible action. It’s commendable, for example, that Suzie Bailey (Director at the King’s Fund) and Professor Michael West (Visiting Fellow at the King’s Fund) encourage NHS leaders to guard against compassion deficits at a time when their staff need extra support (6).
Generous giving and CSR can certainly go hand-in-hand. However, considerations of CSR should focus the mind of business men and women on supporting local communities and the national agenda in sustainable and timely ways. These are not necessarily considerations of altruistic ventures.
Finally, a key difference is that altruistic acts likely represent the vision of individuals, whereas CSR strategy needs dissemination and buy-in from the wider organisation and the executive branch to be turned into actionable steps.
Summary
A summary of important differences between altruistic and CSR-related initiatives is
highlighted below:
-CSR-related initiatives should consider helping vulnerable groups, whereas altruistic
initiatives may not necessarily prioritise these groups.
-CSR-related initiatives should have a focus on supporting local communities and
Government strategy in a sustainable and timely way. Altruistic initiatives may not
necessarily be aligned with national objectives or be time-bound.
-CSR-related initiatives should encourage buy-in and ownership from the wider
organisation and at the executive level. Altruistic initiatives more likely represent the
vision and values of individuals, that do not necessarily align with corporate strategy.
Thankfully, some in the business community have felt compelled by a sense of moral
responsibility to take positive action. The expectation for others to step up need not be
relegated to a hope as CSR should give the stragglers some food for thought.
The author, Ali Raza is an alumnus of the NHS General Management Training Scheme. Ali has worked as a graduate project manager at Guy's and St Thomas' NHS Trust.
Originally published April 28th 2020 on NHSManagers.net
References
1) BBC (2020). Coronavirus in Formula 1: Ron Dennis creates NHS free meals scheme. Available
at: https://www.bbc.co.uk/sport/fo...
2) BBC News (2020). Coronavirus: Bet365 Boss Denise Coates donates £10m to NHS Trust.
Available at: https://www.bbc.co.uk/news/uk-...
3) Mail online (2020). Supermarkets begin rationing as Tesco limits the amount of pasta, baked
beans and hand sanitiser customers can buy to stop shelves being stripped in coronavirus
panic. Available at: https://www.dailymail.co.uk/ne...
4) FiA (2020). Design of new breathing aid developed by Mercedes to be made freely available.
Available at: https://www.formula1.com/en/la...
5) Guy’s and St Thomas’ NHS Trust (2020). Guy’s and St Thomas’ launch “3D printing farm”.
Available at: https://www.guysandstthomas.nh...
20200421-guys-and-thomas-launch-3d-printing-farm.aspx
6) The King’s Fund (2020). Covid-19: why compassionate leadership matters in a crisis. Available