CSR AT BAUVEREIN AG

Corporate Social Responsibility has been considered as a major topic for many years – promoted by the management board and incorporated by all business units. In 2012, medium-term targets – such as increasing the percentage of barrier-free dwellings – were developed for all performance indicators in the CSR report. At the beginning of 2014, a CSR working group was established, that meets regularly in order to improve exchange between business areas, to further intensify the consideration of sustainability in the different departments and to raise awareness of the importance of sustainable operations. Bauverein AG has published CSR reports since 2009, and is now considering an external audit of its report. 

OBJECTIVE

To identify and prioritize stakeholders’ expectations to help adjust and improve the company’s CSR strategy as well as the communication towards stakeholders

CONTEXT

Sustainable management is based on an effective and efficient allocation of available resources. This requires knowing local demands and meeting these demands by selecting the most appropriate actions. Collecting and documenting stakeholder expectations in a systematic and transparent way enables the company to allocate resources to the most relevant topics.

In 2007, bauverein AG held a broad stakeholder conference, where participating stakeholders discussed the most relevant activities of the company. Results were directly integrated in the company’s first CSR report. In the continuation of this first initiative, bauverein decided to consult its stakeholders on a regular basis, to confront their expectations with the company goals and activities and further adjust activities to local demands so as to optimize the sustainable added value for the municipality and its stakeholders. 

DESCRIPTION OF THE GOOD PRACTICE

As a first step, stakeholders were identified by brainstorming and analysing various documents. The resulting list of stakeholders was checked and complemented by the company managers.

Then, stakeholders were extensively involved in two phases:

• Phase I: Stakeholder interviews with 35 stakeholders were conducted from December 2010 to April 2011. Interviewees included owners, management, works council, tenants’ advisory board, local tenant’s association, subcontractors and service-providers, city administrators, members of the city council, authorities, and diverse NGOs. Interviewees were asked to score topics and activities according to their importance to them. By combining stakeholder statements with the quantitative evaluation of topics, the most essential fields of activities could be identified, and the relative importance of activities for the stakeholders was documented, providing valuable indications for the company’s strategic orientations.
• Phase II: Around 1,400 stakeholders from all stakeholder groups were invited in September 2013 to take part in a web-survey on their expectations and their satisfaction with the company performance. More than 250 stakeholders answered the survey.

The goal of the second survey was to achieve a more ‘representative’ assessment by considering more stakeholders, and to better quantify and clarify needs for adjustments compared to actual performance.

Survey results emphasized the requirement to keep the three dimensions of sustainability in balance. Energy-efficient renovation should be considered in a socially and financially acceptable way. Financial pay-out was stated as being of minor importance. The results showed the importance of increased engagement in providing social housing. Furthermore, findings demonstrated that the desired form of interaction and information varies between stakeholder groups. Thus, a communication plan was elaborated to better consider the needs of the stakeholder groups.

The results of the stakeholder interviews were published in a project report sent to all participants and available for download. Stakeholders and journalists were invited to a stakeholder forum where interview results and subsequent actions were presented.

Key results and benefits

• Results of the survey supported the on-going negotiations with the municipality on an investment program on social housing
• Cooperation with an association for nature conservation arose from the interviews. First measures include the installation of nesting boxes on the company’s estates and considering biodiversity when choosing plants for green spaces
• Stakeholders gave positive feedback about their consultation and the content of the surveys. This type of involvement showed them that their opinion is appreciated
• Such consultation also contributes to greater transparency, accountability and visibility of the company’s actions. Several stakeholders mentioned it informed them on the various company activities

The CSR report was checked concerning the content of the presented topics, and several performance indicators and diagrams were added for the topics evaluated as most important by the stakeholders.