Shell is a traditional energy company. Due to global climate change, environmental problems have become the focus of public attention. It is very important for traditional energy enterprises to create a good corporate image. Look at Shell's sustainable development genes.
Shell's sustainable development gene 1, for a traditional energy enterprise like Shell, the greatest significance of corporate social responsibility lies in creating a good external environment for the development of the enterprise.
"Cultivating talents" is an important operation strategy of Shell in China. Its purpose is to train local employees, thus promoting the development of the company. This idea, originally aimed at internal employees,
With the continuous growth of Shell in China, it has been extended to the practice of corporate social responsibility (hereinafter referred to as CSR) in China. Shell advocates the concept of sustainable development to the society through long-term investment in education.
Communication concept
"As an employee of an energy company, I think we need to know all kinds of energy knowledge, and we also need to know about society and our neighbors by going into the countryside, and try our best to undertake corporate social responsibility."
This passage comes from the practical experience written by Fan, an employee of Shell, after attending the research project of Shell College Students' Energy and New Rural Society (referred to as "Shell College Students' Rural Energy Research").
The "Shell College Students' Rural Energy Survey" project has been held for 7 consecutive sessions since it was launched in 2004. At present, Shell China recruits 20 teams from universities in Beijing and Shanghai every year to help them investigate local energy use in rural areas.
At the same time, Shell China also recruited volunteers within the company to join the research team as ordinary team members to complete the research work with college students.
The theme of 20 10 focuses on the socialized service system of rural biogas in China. In a short period of nine days, five students from Qinghe Jiaotong University visited the 12 biogas service station in Anzu Town 13 Village, Huxian County, Shaanxi Province, and visited more than 200 farmers.
In the end, their research achievement-the investigation report on the construction of biogas service station in Anzu Town, Huxian County, Shaanxi Province won the second place in the 20 10 "Shell College Students Rural Energy Survey" project.
"Now many college students don't know much about the actual situation in China. Our original intention is to hope that students will go to the grassroots level and use their own eyes to understand what society is all about. "
Bi Lei, social performance manager of Shell's China Public Affairs Department, said, "We hope to indirectly promote rural improvement through students' reports, but our ultimate goal is still to educate students or cultivate people. "
In the CSR practice of Shell China, the education project is the core content, because in Shell's view, only through education can citizens truly establish the concept of environmental protection and realize the sustainable development of this society.
In addition to the "Shell College Students Rural Energy Survey" project, Shell has also carried out many other projects. For example, the "Shell Auto Environmental Marathon" for college students and the "American Action" for teenagers. Shell China has even developed a set of teaching materials to promote the concept of environmental protection, which has been promoted in primary and secondary schools in China.
The "Beautiful Environment Action" started at 1996, encouraging primary and secondary school students to design and implement environmental protection plans within their capabilities. In the past ten years, the activities have expanded from Guangzhou to more than ten cities in China, such as Beijing and Shanghai, with more than one million participants.
"At that time, it was the anniversary of the American Action10, and many children who participated in the first activity had already gone to work. When they came back,
He has become a very determined environmentalist, and some people even use the environmental protection bags we gave him in the past. Looking back on the development of "American Action" over the years, Liu Xiaowei, Director of Public Affairs of Shell China, said with emotion.
Landing ability
Shell has its own understanding of CSR. "Within Shell, we are not generally called CSR, we are called sustainable development, and we think the concept of sustainable development is broader than CSR."
Bi Lei introduced. In Shell's concept of sustainable development, society is a vital link, and Shell calls the contribution of enterprises to society social investment.
"In China, we divide social investment into two parts according to our own specialties, industry characteristics and domestic hot issues: one is education; The other part is capacity building. " Liu Xiaowei said.
If Shell's concern for education indirectly promotes the sustainable development of society and environment, then the role played by capacity building is direct.
The "New Economy China" project is the core content of Shell's capacity building, which aims at promoting investment and capacity building for small and medium-sized green enterprises in China to help them obtain financing opportunities in the field of sustainable development.
Beijing Lanjieshi Technology Development Co., Ltd. (hereinafter referred to as Lanjieshi) is an enterprise developed with the support of "New Economy China" project.
Lanjieshi is engaged in the research and development of environmental protection toilet technology and product promotion. At present, the company has developed into a leading enterprise in the domestic environmental protection toilet industry. Its flagship product, the washless toilet, was widely used during the 2008 Beijing Olympic Games and the 60th anniversary celebration of the National Day in 2009.
Since 2003, more than 400 green small and medium-sized enterprises have participated in the capacity building and financing docking activities of the "New Economy China" project. Focus on cultivating more than 60 enterprises, and 15 enterprises have obtained different forms of financing, with a total financing of more than 654.38 billion yuan.
"These two years have changed a lot. In the past, venture capitalists were not interested in these enterprises, but since the previous year, many venture capitalists have come to participate in the annual meeting of the project, and some have already gone online. " Bi Lei said proudly.
Shell's capacity building does not stop there. After the Wenchuan earthquake in 2008, Shell cooperated with the China Foundation for Poverty Alleviation to carry out micro-credit business in Shifang, Deyang and Mianzhu, Sichuan, which were severely affected, and provided financial assistance for local people to rebuild and resume production after the disaster.
From paying attention to education to promoting the development of green small and medium-sized enterprises, and then to micro-credit in disaster areas, Shell China has established a healthy and good corporate image.
Good image promotes enterprise transformation
In recent years, with the global climate change, environmental issues have increasingly become the focus of public attention. In this context, it is very important for traditional energy enterprises to create a good corporate image.
In Bi Lei's view, the purpose of Shell's social investment is not to bring direct benefits to the company, but to help Shell become an excellent corporate citizen and win some good reputation for Shell. "If you get along well with the surrounding communities and environment, it will be beneficial to the long-term development of the company." Bi Lei said.
It is undeniable that traditional energy will still play an irreplaceable role in human life for a long time to come.
According to Liu Xiaowei's forecast, even by 2050, the proportion of renewable resources in primary energy can only reach 30%, and 70% of human energy demand still depends on traditional energy. The idea of stopping using traditional fossil energy at this stage is unrealistic and lacks maneuverability.
Shell promotes the concept of sustainable development in CSR practice, which also creates a good external public opinion environment for the transformation of Shell's own business. At the same time, the external environment in turn promoted the transformation of enterprises.
In fact, Shell has been seeking a balance between company development and environmental protection. In Liu Xiaowei's words, "people need all energy solutions".
Shell's short-term goal is to use traditional fossil energy in a cleaner way. Specifically, Shell is increasing its investment in natural gas business, because natural gas is the cleanest of traditional fossil energy sources.
"Using natural gas to generate electricity is 50% cleaner and more efficient than using coal to generate electricity, which is also in line with China's current goal of energy conservation and emission reduction." Liu Xiaowei introduced that by 20 12, natural gas will surpass oil and occupy a major share of the fossil energy produced by Shell.
"In general, from the production of energy to the final consumption, each of us is responsible at every point in this process. From the perspective of energy enterprises, we look for cleaner energy, or use energy more effectively through better technology and more mature business models.
"In Liu Xiaowei's view, on the road of energy conservation and emission reduction, traditional energy enterprises have an unshirkable responsibility, but it is far from enough to rely solely on energy enterprises themselves, and it also requires the efforts of the whole society.
20 10 February, Shell signed a cooperation agreement with Cosan, the world's largest producer of sugar and ethanol, and the two sides integrated resources to form an ethanol and fuel joint venture company with a value of1200 million US dollars. This also means that Shell has taken an important step in the field of clean energy.
As a responsible traditional energy enterprise, what kind of social responsibility should Shell have? "On the one hand, we will minimize the impact on the environment and society during the operation; On the other hand, we must share our views on energy with more people through social investment. " Liu Xiaowei said firmly.
Shell's Sustainable Development Gene 2 What does sustainable development mean to Shell?
For Shell, sustainable development means providing necessary energy for the growing population, while respecting people, their safety and the environment.
The sustainable development of Shell involves all aspects of our business operation. We are committed to providing the energy needed by the growing population in a responsible way, while respecting people, their safety and the environment. Sustainable development is indispensable for the sustainable operation of our enterprises and our role as members of society.
Our sustainable development method has been integrated into all our business activities and is divided into three levels:
1. Run a safe, efficient, responsible and profitable enterprise.
This is the foundation of our approach, including the development of global standards, processes and tools for managing safety, environment and community participation.
We are committed to continuously improving our business methods, preventing accidents, and identifying, avoiding and minimizing the adverse effects of our projects and facilities on the environment and society. We report our achievements in the annual sustainable development report.
2. Share the wider interests of our region.
We made a long-term business plan. In the next few decades, we will all become part of the community. We will help develop the local economy by creating employment opportunities, purchasing from local suppliers and paying taxes and related fees. We provide strong support for community projects according to the needs of local communities.
3. Help shape a more sustainable energy future.
Faced with increasing environmental pressure, we may need more and cleaner energy in the next few decades if we want to achieve economic development. We are investing heavily in low-carbon energy solutions and advanced technologies, such as those that can improve energy efficiency and reduce emissions.
We will continue to make due contributions to the public dialogue on energy and climate policy. However, the scale of global challenges facing the world at present far exceeds the solution and response of an enterprise or an industry. We advocate that enterprises, governments and non-governmental organizations work together to better shape a more sustainable energy future.