{"id":1364,"date":"2022-04-01T12:51:49","date_gmt":"2022-04-01T10:51:49","guid":{"rendered":"https:\/\/www.manutan.sk\/magazin\/?p=1364"},"modified":"2025-09-11T13:07:15","modified_gmt":"2025-09-11T11:07:15","slug":"socialna-zodpovednost-podnikov-kluc-k-uspesnej-strategii-csr","status":"publish","type":"post","link":"https:\/\/www.manutan.sk\/magazin\/?p=1364","title":{"rendered":"Soci\u00e1lna zodpovednos\u0165 podnikov: k\u013e\u00fa\u010d k&nbsp;\u00faspe\u0161nej strat\u00e9gii CSR"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.manutan.cz\/magazin\/wp-content\/uploads\/2022\/04\/CSR2104013PIC2-1024x618.jpeg\" alt=\"Hand holding light bulb with power plug and show trees, renewable energy icons with sustainable development.\" class=\"wp-image-2651\"\/><\/figure>\n\n\n\n<p> Udr\u017eate\u013en\u00fd rozvoj je len jednou z&nbsp;mnoh\u00fdch v\u00fdziev. Inkl\u00fazia, rozmanitos\u0165, zmysluplnos\u0165 pr\u00e1ce ka\u017ed\u00e9ho z&nbsp;n\u00e1s, etick\u00e9 a&nbsp;zodpovedn\u00e9 nakupovanie robia zo strat\u00e9gie CSR spolo\u010dnosti soci\u00e1lnu a&nbsp;environment\u00e1lnu z\u00e1le\u017eitos\u0165. \u010co je teda pr\u00edstup CSR? Pre\u010do pom\u00e1ha spolo\u010dnostiam a&nbsp;ich zainteresovan\u00fdm stran\u00e1m integrova\u0165 ju do riadenia a&nbsp;spr\u00e1vy? Odpovede n\u00e1jdete v&nbsp;tomto \u010dl\u00e1nku a&nbsp;v&nbsp;dokumente na stiahnutie na konci str\u00e1nky.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u010co je strat\u00e9gia CSR?<\/h2>\n\n\n\n<p>Eur\u00f3pska komisia definuje spolo\u010densk\u00fa zodpovednos\u0165 podnikov ako zoh\u013eadnenie soci\u00e1lnych a&nbsp;environment\u00e1lnych ot\u00e1zok, ktor\u00e9 vypl\u00fdvaj\u00fa z&nbsp;podnikate\u013esk\u00fdch aktiv\u00edt spolo\u010dnosti a&nbsp;jej interakcie so zainteresovan\u00fdmi stranami.<\/p>\n\n\n\n<p>Norma ISO 26000, zaveden\u00e1 v&nbsp;roku 2010, pom\u00e1ha spolo\u010dnostiam implementova\u0165 ich strat\u00e9giu CSR. Konkr\u00e9tne sa zaober\u00e1 v\u00fdzvami a&nbsp;postupmi, ktor\u00e9 by mali prija\u0165 v&nbsp;r\u00e1mci svojho riadenia, spr\u00e1vy alebo svojich produktov a&nbsp;slu\u017eieb. V&nbsp;roku 2017 bola t\u00e1to norma doplnen\u00e1 normou ISO 20400 o&nbsp;udr\u017eate\u013enom obstar\u00e1van\u00ed. Tieto normy s\u00fa k\u013e\u00fa\u010dom k&nbsp;realiz\u00e1cii opatren\u00ed na podporu rozvoja a&nbsp;za\u010dlenenia. \u010coraz \u010dastej\u0161ie sa v\u0161ak pou\u017e\u00edvaj\u00fa aj na hodnotenie v\u00fdkonnosti podnikov, ktor\u00e9 si ich u\u017e nem\u00f4\u017eu dovoli\u0165 ignorova\u0165.<\/p>\n\n\n\n<p>Eur\u00f3pske vl\u00e1dy sa st\u00e1vaj\u00fa s\u00fa\u010das\u0165ou tejto strat\u00e9gie a&nbsp;po\u017eaduj\u00fa preuk\u00e1zate\u013en\u00e9 d\u00f4kazy. Od roku 2014 musia spolo\u010dnosti s&nbsp;viac ako 500 zamestnancami na z\u00e1klade eur\u00f3pskej smernice pod\u00e1va\u0165 spr\u00e1vy o&nbsp;tom, \u010do&nbsp;urobili v&nbsp;oblasti soci\u00e1lnej zodpovednosti, prostredn\u00edctvom vyhl\u00e1senia o&nbsp;mimofinan\u010dnej v\u00fdkonnosti (DPEF).<\/p>\n\n\n\n<p>Niektor\u00e9 krajiny id\u00fa e\u0161te \u010falej. Napr\u00edklad Franc\u00fazsko od roku 2017 vy\u017eaduje povinnos\u0165 ostra\u017eitosti. T\u00fdka sa to franc\u00fazskych spolo\u010dnost\u00ed s&nbsp;viac ako 5&nbsp;000 zamestnancami, ako aj spolo\u010dnost\u00ed s&nbsp;viac ako 10&nbsp;000 zamestnancami vo Franc\u00fazsku.<\/p>\n\n\n\n<p>Pre\u010d\u00edtajte si n\u00e1\u0161 rozhovor so Samiyou Sahridj, zamestnanky\u0148ou skupiny BIC, ktor\u00e1 vysvet\u013euje anga\u017eovanos\u0165 spolo\u010dnosti a&nbsp;d\u00f4vody, pre\u010do CSR naber\u00e1 na sile.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pre\u010do vyu\u017e\u00edva\u0165 pr\u00edstup CSR?<\/h2>\n\n\n\n<p>Za\u010dlenenie SZP do riadenia by sa nemalo pova\u017eova\u0165 za trest nad r\u00e1mec povinnost\u00ed vl\u00e1dy. Naopak, jej za\u010dlenenie do riadenia a&nbsp;spr\u00e1vy je vynikaj\u00facim sp\u00f4sobom, ako vybudova\u0165 inkluz\u00edvnej\u0161\u00ed svet, ktor\u00fd je oh\u013eaduplnej\u0161\u00ed k&nbsp;\u017eivotn\u00e9mu prostrediu a&nbsp;zdrojom, bez toho, aby ste stratili \u010doko\u013evek zo svojej atrakt\u00edvnosti pre spotrebite\u013eov a&nbsp;trh pr\u00e1ce.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Prisp\u00f4sobenie sa nov\u00fdm o\u010dak\u00e1vaniam spotrebite\u013eov<\/h3>\n\n\n\n<p>Nov\u00e9 podniky orientuj\u00fa svoju organiz\u00e1ciu a&nbsp;riadenie na udr\u017eate\u013en\u00fd rozvoj a&nbsp;ochranu zdrojov. Aj \u0161irok\u00e1 verejnos\u0165 si tieto probl\u00e9my \u010doraz viac uvedomuje. Okrem toho sa postupne vytr\u00e1ca predstava, \u017ee zodpovednos\u0165 za \u017eivotn\u00e9 prostredie je obmedzen\u00e1 na jednotlivcov. Pod\u013ea eur\u00f3pskej \u0161t\u00fadie spolo\u010dnosti Oney o&nbsp;udr\u017eate\u013enej spotrebe dokonca 90&nbsp;% spotrebite\u013eov o\u010dak\u00e1va, \u017ee zna\u010dky bud\u00fa ma\u0165 akt\u00edvnu strat\u00e9giu pre svoje produkty alebo slu\u017eby, ktor\u00e1 pom\u00f4\u017ee \u013eu\u010fom konzumova\u0165 udr\u017eate\u013enej\u0161ie.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Budov\u00e1n\u00ed loajality z\u00e1kazn\u00edk\u016f<\/h3>\n\n\n\n<p>Jak bylo zm\u00edn\u011bno v&nbsp;p\u0159edchoz\u00edm odstavci, pravidla spot\u0159eby se m\u011bn\u00ed a&nbsp;lid\u00e9 podnikaj\u00ed praktick\u00e9 kroky ke zm\u011bn\u011b sv\u00fdch spot\u0159ebn\u00edch n\u00e1vyk\u016f. V\u00edce ne\u017e 80&nbsp;% Evropan\u016f proto tvrd\u00ed, \u017ee jsou p\u0159ipraveni se zav\u00e1zat, pokud jde o&nbsp;n\u00e1sleduj\u00edc\u00ed ot\u00e1zky:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Sn\u00ed\u017een\u00ed mno\u017estv\u00ed odpadu;<\/li><li>Volba odoln\u00fdch elektronick\u00fdch za\u0159\u00edzen\u00ed nam\u00edsto nejmodern\u011bj\u0161\u00edch model\u016f;<\/li><li>\u0161et\u0159it energetick\u00e9 zdroje (vodu, elekt\u0159inu a&nbsp;pohonn\u00e9 hmoty);<\/li><li>sni\u017eov\u00e1n\u00ed mno\u017estv\u00ed plastov\u00fdch obal\u016f a&nbsp;v\u00fdrobk\u016f;<\/li><li>n\u00e1kup ekologick\u00fdch, m\u00edstn\u00edch a&nbsp;sez\u00f3nn\u00edch produkt\u016f;<\/li><li>u\u010den\u00ed se ur\u010dit\u00fdm dovednostem, jako jsou opravy, va\u0159en\u00ed, renovace atd.<\/li><\/ul>\n\n\n\n<p>Je tedy logick\u00e9 p\u0159edpokl\u00e1dat, \u017ee z\u00e1kazn\u00edky si udr\u017e\u00ed ty spole\u010dnosti, kter\u00e9 jim nab\u00eddnou v\u00fdrobky nebo slu\u017eby pom\u00e1haj\u00edc\u00ed p\u0159isp\u00edvat k&nbsp;udr\u017eiteln\u00e9mu rozvoji a&nbsp;ochran\u011b zdroj\u016f.<\/p>\n\n\n\n<p> Ak sa chcete o&nbsp;tejto t\u00e9me dozvedie\u0165 viac, pre\u010d\u00edtajte si cel\u00fd n\u00e1\u0161 \u010dl\u00e1nok o&nbsp;CSR ako hnacej sile lojality z\u00e1kazn\u00edkov.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Zvy\u0161ovanie atraktivity na trhu pr\u00e1ce<\/h3>\n\n\n\n<p>Pre uch\u00e1dza\u010dov o&nbsp;zamestnanie sa soci\u00e1lna a&nbsp;environment\u00e1lna anga\u017eovanos\u0165 spolo\u010dnosti z&nbsp;h\u013eadiska jej riadenia st\u00e1va \u010doraz \u010dastej\u0161ie krit\u00e9riom v\u00fdberu. U\u017e neh\u013eadaj\u00fa len stabiln\u00fa situ\u00e1ciu s&nbsp;dobr\u00fdm platom a&nbsp;vecn\u00fdmi v\u00fdhodami. Zamestnanci, najm\u00e4 mlad\u0161ia gener\u00e1cia, h\u013eadaj\u00fa zmysel svojho profesion\u00e1lneho \u017eivota.<\/p>\n\n\n\n<p>\u010co znamen\u00e1 zmyslupln\u00e1 pr\u00e1ca? Ka\u017ed\u00fd m\u00e1 vlastn\u00fa predstavu o&nbsp;tom, \u010do&nbsp;ho v&nbsp;kari\u00e9re nap\u013a\u0148a. \u0160t\u00fadie v\u0161ak ukazuj\u00fa, \u017ee pre gener\u00e1ciu Z, ktor\u00e1 sa narodila po&nbsp;roku 1995, je najp\u00e1l\u010divej\u0161\u00edm probl\u00e9mom zmena kl\u00edmy. T\u00edto mlad\u00ed \u013eudia, ktor\u00ed nastupuj\u00fa na trh pr\u00e1ce, preto do svojho h\u013eadania zmysluplnosti zah\u0155\u0148aj\u00fa aj k\u013e\u00fa\u010dov\u00fa ot\u00e1zku udr\u017eate\u013enosti.<\/p>\n\n\n\n<p>Podnik, ktor\u00fd chce zosta\u0165 atrakt\u00edvny na trhu pr\u00e1ce, by preto mal pri n\u00e1bore uch\u00e1dza\u010dov informova\u0165 o&nbsp;svojich soci\u00e1lnych a&nbsp;environment\u00e1lnych aktivit\u00e1ch. Tieto z\u00e1v\u00e4zky musia by\u0165 praktick\u00e9 a&nbsp;hmatate\u013en\u00e9. \u013dudia celkom radi p\u00ed\u0161u na soci\u00e1lnych sie\u0165ach o&nbsp;spolo\u010dnostiach, ktor\u00e9 neplnia svoje s\u013euby.<\/p>\n\n\n\n<p>Ak sa chcete dozvedie\u0165 viac o&nbsp;vz\u0165ahu medzi spolo\u010denskou zodpovednos\u0165ou a&nbsp;rozvojom zru\u010dnost\u00ed, pre\u010d\u00edtajte si n\u00e1\u0161 doslov na t\u00fato t\u00e9mu: Pre\u010do je rekvalifik\u00e1cia talentov v&nbsp;s\u00fa\u010dasnosti pre podniky k\u013e\u00fa\u010dov\u00fdm probl\u00e9mom<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zlep\u0161enie v\u00fdkonu<\/h2>\n\n\n\n<p>Uplat\u0148ov\u00e1n\u00ed p\u0159\u00edstupu k&nbsp;soci\u00e1ln\u00ed odpov\u011bdnosti podnik\u016f zahrnuje realizaci opat\u0159en\u00ed na podnikov\u00e9 \u00farovni. Tato opat\u0159en\u00ed v\u0161ak mohou m\u00edt velmi pozitivn\u00ed v\u00fdsledky na v\u00fdkonnost spole\u010dnosti. Ve studii o&nbsp;inkluzi, kter\u00e1 se objevila v&nbsp;roce 2018, toti\u017e spole\u010dnost Deloitte odhalila, \u017ee spole\u010dnosti, kter\u00e9 nab\u00edraj\u00ed zam\u011bstnance nejr\u016fzn\u011bj\u0161\u00edch profil\u016f a&nbsp;maj\u00ed inkluzivn\u00ed strategii, dosahuj\u00ed lep\u0161\u00edch v\u00fdsledk\u016f ne\u017e ostatn\u00ed.<\/p>\n\n\n\n<p>T\u00edm, \u017ee tak \u010din\u00ed, jsou:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Dvakr\u00e1t pravd\u011bpodobn\u011bj\u0161\u00ed, \u017ee dos\u00e1hnou nebo p\u0159ekro\u010d\u00ed sv\u00e9 finan\u010dn\u00ed c\u00edle;<\/li><li>T\u0159ikr\u00e1t pravd\u011bpodobn\u011bj\u0161\u00ed, \u017ee dos\u00e1hnou vysok\u00e9 \u00farovn\u011b v\u00fdkonnosti;<\/li><li>\u0160estkr\u00e1t v\u011bt\u0161\u00ed pravd\u011bpodobnost, \u017ee budou inovativn\u00ed a&nbsp;agiln\u00ed;<\/li><li>Osmkr\u00e1t v\u011bt\u0161\u00ed pravd\u011bpodobnost, \u017ee dos\u00e1hnou lep\u0161\u00edch obchodn\u00edch v\u00fdsledk\u016f.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Zapojen\u00ed v\u0161ech z\u00fa\u010dastn\u011bn\u00fdch stran do udr\u017eiteln\u00e9ho rozvoje<\/h3>\n\n\n\n<p>Zaveden\u00ed politiky udr\u017eiteln\u00e9ho zad\u00e1v\u00e1n\u00ed ve\u0159ejn\u00fdch zak\u00e1zek, na jej\u00edm\u017e po\u010d\u00e1tku stoj\u00ed mezin\u00e1rodn\u00ed norma ISO 20&nbsp;400, zapojuje do p\u0159\u00edstupu k&nbsp;soci\u00e1ln\u00ed odpov\u011bdnosti podnik\u016f v\u0161echny z\u00fa\u010dastn\u011bn\u00e9 strany. To znamen\u00e1, \u017ee spolo\u010dnos\u0165 nemen\u00ed veci len na svojej vlastnej \u00farovni. Podporovan\u00edm svojich dod\u00e1vate\u013eov, aby si osvojili podobn\u00e9 postupy riadenia, m\u00f4\u017ee poskytova\u0165 skuto\u010dne anga\u017eovan\u00e9 v\u00fdrobky alebo slu\u017eby, ktor\u00e9 prispievaj\u00fa k&nbsp;trvalo udr\u017eate\u013en\u00e9mu rozvoju a&nbsp;budovaniu lep\u0161ieho sveta.<\/p>\n\n\n\n<p>Tu u\u017e pozn\u00e1te k\u013e\u00fa\u010dov\u00e9 faktory \u00faspe\u0161nej strat\u00e9gie CSR. Ak sa chcete dozvedie\u0165 viac o&nbsp;krokoch, ktor\u00e9 treba podnikn\u00fa\u0165, a&nbsp;o&nbsp;k\u013e\u00fa\u010doch k&nbsp;anga\u017eovanej\u0161iemu pr\u00edstupu, stiahnite si na\u0161u bielu knihu CSR!<\/p>\n\n\n\n<center>\n<div class=\"wp-block-buttons\">\n<button class=\"newsletter-submit  wp-block-button__link\" type=\"button\" data-gsc-widget=\"493299\">Chcem si stiahnu\u0165 whitepaper o&nbsp;CSR<\/button><\/div>\n<\/center>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zachovanie zdrojov a&nbsp;udr\u017eanie glob\u00e1lneho otep\u013eovania pod hranicou Par\u00ed\u017eskej dohody mo\u017eno dosiahnu\u0165 len zapojen\u00edm a&nbsp;aktivitou v\u0161etk\u00fdch hospod\u00e1rskych subjektov. V&nbsp;tejto s\u00favislosti je spolo\u010densk\u00e1 zodpovednos\u0165 podnikov d\u00f4le\u017eitej\u0161ia ako kedyko\u013evek predt\u00fdm.<\/p>\n","protected":false},"author":2,"featured_media":1365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"slim_seo":{"title":"Soci\u00e1lna zodpovednos\u0165 podnikov: k\u013e\u00fa\u010d k \u00faspe\u0161nej strat\u00e9gii CSR - Manutan","description":"Zachovanie zdrojov a udr\u017eanie glob\u00e1lneho otep\u013eovania pod hranicou Par\u00ed\u017eskej dohody mo\u017eno dosiahnu\u0165 len zapojen\u00edm a aktivitou v\u0161etk\u00fdch hospod\u00e1rskych subjektov. V"},"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[401],"class_list":["post-1364","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nezarazene","tag-udrzatelnost"],"jetpack_featured_media_url":"https:\/\/www.manutan.sk\/magazin\/wp-content\/uploads\/2022\/04\/CSR2104013PIC2.jpeg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.manutan.sk\/magazin\/index.php?rest_route=\/wp\/v2\/posts\/1364","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.manutan.sk\/magazin\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.manutan.sk\/magazin\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.manutan.sk\/magazin\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.manutan.sk\/magazin\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1364"}],"version-history":[{"count":2,"href":"https:\/\/www.manutan.sk\/magazin\/index.php?rest_route=\/wp\/v2\/posts\/1364\/revisions"}],"predecessor-version":[{"id":1669,"href":"https:\/\/www.manutan.sk\/magazin\/index.php?rest_route=\/wp\/v2\/posts\/1364\/revisions\/1669"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.manutan.sk\/magazin\/index.php?rest_route=\/wp\/v2\/media\/1365"}],"wp:attachment":[{"href":"https:\/\/www.manutan.sk\/magazin\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1364"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.manutan.sk\/magazin\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1364"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.manutan.sk\/magazin\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1364"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}