The benefits of CSR
“One of the most desirable impacts of CSR-focused fleet activity is cost reduction,” says Tracey Scarr, fleet and road safety manager at Arval.
“A fall in accidents reduces the ongoing repair bill while cleaner vehicles help to minimise the tax burden for businesses and their drivers.
"Of course both activities also protect the environment and the safety of other road users.”
Since 2005 Arval has seen its repair bill fall dramatically from around £150,000 to approximately £30,000 in 2011 and it is recovering approximately half of the costs.
Dr Will Murray advises companies to consider two scenarios.
In the first, an organisation has a major incident and its marketing/PR department has to spend a great deal of effort on damage limitation to manage the ‘crisis’, suppress any bad publicity and protect the brand.
In the second scenario, an organisation wins a prestigious safety award, speaks at a major conference about its initiatives and is involved in its local community.
This provides at least three opportunities to enhance brand reputation through positive PR, the media power of the organising body and via local community groups.
Murray says that “not surprisingly” the second scenario is always favoured when presented to companies.
Staff recruitment and retention
Dave Crinson, head of fleet at Michelin, says: “CSR appeals to staff and can help attract or secure the best talent.
The vast majority of employees want to work for a company with a social performance that is consistent with their own values.”
Arval has found that employees appreciate the importance that the company attaches to safety when driving.