Man’ Mission Interview of Mr. Uchita de Zoysa on CSR (April-June 2007 Issue)
Uchita de Zoysa is Managing Director of D&D Strategic Solutions (Private) Limited, a CSR and cause based strategic communications agency. Prior to establishing D&D, he was Executive Director of Blitz Advertising and Head of Roland PR, and has two decades of experience working with large companies, governments and international agencies. Uchita commenced his professional life in 1987 as an investigative environmental journalist. In 1991 he created and lead a large environment & development NGO coalition in Sri Lanka and edited the countries first Citizens’ Report on Environment & Development and presented it to the United Nations Earth Summit in Rio de Janeiro. Uchita was a member of the International NGO Steering Committee of the Earth Summit which organized the Global Forum. In 2004 he was appointed UNEP as head of the Asian programme, and conducted a regional review in 11 Asian countries for a large project called “Sustainable Consumption Asia”. He is also the Executive Director of the Centre for Environment and Development and has traveled widely across the world as a speaker at many UN summits, conferences and workshops. Currently he is engaged in developing and implementing CSR projects and sustainability plans for corporate and international organizations especially in the Asia Pacific region. Uchita is a strong advocate for creating a better world.
Describe your career - how you started, how you reached the position you are in now etc.
I started as a free-lance journalist working in the in print and radio media. Proudly I can claim that environmental journalism was introduced in Sri Lanka during my time. However, after three years in journalism, I move out to create and lead the largest environmental movement in the country that produced the Citizens’ Report to the United Nations Conference on Environment and Development in 1992. I was selected to be a member of the International NGO Steering Committee of this UN Earth Summit held in Rio de Janeiro. Since then I have been part of the global movement for sustainable development, contributing to making this a better world to live in. At the same time I manage the country’s first specialized Corporate Social Responsibility communications agency now in operation for nearly a decade.
How long have you worked in this field?
I started as a journalist in 1987, just out of school and as a twenty year old young idealist. Twenty years later, I am still the idealist dreaming to create that better world. However, from starting as a campaigner for environmental justice, I believe today I am more a strategist for creating sustainable futures for all stakeholders at local and global levels. During these twenty years I have been able to help promote environmental and consumer policy and legislation in Sri Lanka and many parts of the world, especially in the Asia pacific region. During the past seven years out of this, I have been able to make Corporate Social Responsibility a better understood, appreciated and adopted tool for the business and industry sector, which makes the dream easier to achieve.
Describe the concept of CSR.
CSR means responsibility of a company to behave fairly and responsibility towards ensuring its stakeholders wellbeing and conserving the environment. CSR is defined as operating a business in a manner that meets or exceeds the ethical, legal, commercial and public expectations that society has of business. CSR should be seen by leadership of companies as more than a collection of discrete practices or occasional gestures, or initiatives motivated by marketing, public relations or other business benefits. As a main stakeholder of the global and national processes for human wellbeing, the corporate sector has an inherent and uncompromising responsibility towards ensuring sustainable development.
Why are companies suddenly showing lot of interest in CSR?
There are a whole heap of reasons; rise of consumer awareness and activism; social pressure to protect the environment; growing regulatory framework; emphasis on good employee relations and human rights; critical role of supply chain & supply chain relations; recognition of stakeholder participation; public endorsement becoming more vital to operate business; business interest in assuming leadership role in society and economy; strategic capacity for building and maintaining image/reputation, etc. If corporate leadership can appreciate the above factors, then he or she will automatically understand that strategic CSR is a great win-win solution for securing a sustainable business future.
Is CSR practiced well in Sri Lanka?
Unfortunately CSR seem to be used as another marketing opportunity by a majority of companies in Sri Lanka and also around the world. I see four categories of companies who use CSR. First group use CSR for white washing or to cover up their bad practices; I call them the “Bad Corporates”. Second group use CSR as publicity and image building tool; they are the “Opportunist Corporates”. Third group wants to do something for the community; they are the “Philanthropic Corporates”. Fourth group understands, appreciates and uses CSR as a Sustainability Strategy; they are the “Smart Corporates”. Most companies range from group 1-3. The few who are moving from category three to four obviously have lot to offer to the society and will have a strategic advantage in corporate sustainability as well. It is sad to see marketing departments and advertising agencies rushing to redefine CSR to suite their own ends and making a complete mockery of it. It is not only resulting in CSR sadly becoming a tool for image building, but companies have yet to realize that they are not getting value and results for the investment they make on mock social responsibility projects.
So what do you offer your clients as “Strategic CSR”?
My company “D&D” offers complete planning to implement corporate sustainability strategic solutions. We have a group of top experts from various sectors such as law, engineering, social science, economics, marketing, public out-reach, environment, health, public service, communications, etc. that puts in the holistic approach. We insist that the corporate leadership, especially the CEO, head of corporate affairs and head of finance is involved in the planning and integrates the entire cross-section of the company as well. Today, most companies would have a designated like minded management team sitting around a table, short circuiting a strategic process to a brainstorm, and deciding on a project within their inherent limitations. Next you would find them justifying the project and making loads of noise in the media, while rest of the stakeholders a too bitter and disappointed even to comment on it.
There is no short circuiting in strategic CSR planning and implementation. Hardly can you find the diversity, exposure and expertise within corporate management to the levels required for social and environmental sensitivity and understanding. That is why it is vital to bring in the CSR expertise, which can essentially provide you the picture that is often missing within the corporate world. The true picture on business and industry amongst communities, government and civil society are not as rosy as it is portrayed through advertising. It is always healthy to discover the true picture which will provide the company a reality check that can offer a new lease of corporate life. Most companies will invest in CSR and corporate sustainability once they have been brought down by the realities. We offer sustainable futures to corporates clients that also guarantee wellbeing of their stakeholders and the environment. To satisfy the investment, the service includes indicator development for goal achievement and progress tracking as well. A good example is our recent engagement with Fonterra, the largest diary provider in Sri Lanka better known as the Anchor Company. Here we were able to conduct extensive research and develop a comprehensive CSR and corporate sustainability plan, with the full engagement of the CEO, board of directors, senior management and full cross section of the staff.
What attracted you to this profession?
I would not call this a profession, but an engagement of compassion and commitment. The simple proposition of changing the world and making it a better place for all attracts me most in doing what I do. Knowing that my work will enable my child and all other children have a better chance to live in a world that offers quality life encourages me. Seeing changes at various levels inspires me to continue.
What do you like best about your work?
Meeting compassionate people all over the world and having the opportunity to share with them the power of vision, strategy and collective action; spending endless sessions in brainstorming and strategizing to create policy and social instruments; conducting lectures and training to people with influence with hope that changes will be enforced; assisting leaders in the corporate world to realize better and sustainable business paths; working with communities in villages like Madampagama who were tsunami victims and to empower them to help themselves out of poverty; Truly there are so many challenges that inspires me to continue my work.
What do you consider to be your greatest achievements?
The feeling that the world is more receptive and sensitive towards environmental conservation and sustainable development! When I first started my writings as a journalist 20 years ago Sri Lanka did not even have a separate ministry for environment; today we have much commendable legislation even though we till need to implement them better. When I first attended a United Nations meeting seventeen years ago civil society were fighting to at least gain observation privileges; today the UN is championing stakeholder participation and often engage them as partners in global to national programmes. When I first set-up D&D as a CSR communications agency Sri Lankan companies had not heard about it; today every company even for namesake wants to be seen doing something for the society. Well, writing the first Sinhala environmental column in for a news paper, writing the first citizens’ report in the country, being the youngest International NGO steering committee member of the UN Earth Summit in Rio, Writing the civil society chapter for the National Report to the World Summit on Sustainable Development in Johannesburg, conducting the Asian review on sustainable consumption in 11 Asian countries, are some highlights in my life, if they are to be considered as achievements. But, being a good person and living a righteous life everyday and continuing to face the challenges that campaigner has to meet equals to all achievement as well.
What are your future plans?
During the next five years my core efforts would be in shaping sustainable consumption and production systems, which is one of the main priority programmes in the world. At the same time I would like to engage companies in Sri Lanka, specially the top leadership, in realizing the benefits of cleaner production, green growth, life cycle management, circular economy and other well developed business processes that are adequately backed by sustainable design and technology. This is where real CSR also comes into focus. It would be helpful to create more awareness among the corporate sector on CSR guidelines and standards as well as strategies and tools.
What advice do you have for a young person interested in entering your field?
Be a people oriented person. Commitment to the cause of wellbeing of the society should become part and parcel of your life. Honesty and sincerity should not be for showcasing, but essentially to govern your conscience. Cultivating the ability to translate vision to reality in the form of results is a good competency. Travel, read, engage, think, dream …. Believe in your dreams and believe in your people. There are many young people from Europe who come and spend there internships with me and they show tremendous aptitude in making change. Youth are the future and the future has to be better.
Tell me about your personal life.
I am married to Shani, a lawyer by profession, who is my eternal caretaker. She simply cares about my personal wellbeing than I ever do. I have a daughter of seven years. She is the inspirational source of life to continue. My mother lives with us, and extends the religious corner in our home. I love music with oriental and African percussion influence, and since recently have started writing meaningful songs as well. I spend most of my time engaging in thought processes and evolving them into reality mechanisms. Traveling across the world to engage in such processes has become part of my life for the past twenty years. But, I spent quality time with my family doing the simple duties, trying to achieve inner happiness.
(Mr. Uchita de Zoysa can be contacted at uchita@sltnet.lk)
Uchita de Zoysa is Managing Director of D&D Strategic Solutions (Private) Limited, a CSR and cause based strategic communications agency. Prior to establishing D&D, he was Executive Director of Blitz Advertising and Head of Roland PR, and has two decades of experience working with large companies, governments and international agencies. Uchita commenced his professional life in 1987 as an investigative environmental journalist. In 1991 he created and lead a large environment & development NGO coalition in Sri Lanka and edited the countries first Citizens’ Report on Environment & Development and presented it to the United Nations Earth Summit in Rio de Janeiro. Uchita was a member of the International NGO Steering Committee of the Earth Summit which organized the Global Forum. In 2004 he was appointed UNEP as head of the Asian programme, and conducted a regional review in 11 Asian countries for a large project called “Sustainable Consumption Asia”. He is also the Executive Director of the Centre for Environment and Development and has traveled widely across the world as a speaker at many UN summits, conferences and workshops. Currently he is engaged in developing and implementing CSR projects and sustainability plans for corporate and international organizations especially in the Asia Pacific region. Uchita is a strong advocate for creating a better world.
Describe your career - how you started, how you reached the position you are in now etc.
I started as a free-lance journalist working in the in print and radio media. Proudly I can claim that environmental journalism was introduced in Sri Lanka during my time. However, after three years in journalism, I move out to create and lead the largest environmental movement in the country that produced the Citizens’ Report to the United Nations Conference on Environment and Development in 1992. I was selected to be a member of the International NGO Steering Committee of this UN Earth Summit held in Rio de Janeiro. Since then I have been part of the global movement for sustainable development, contributing to making this a better world to live in. At the same time I manage the country’s first specialized Corporate Social Responsibility communications agency now in operation for nearly a decade.
How long have you worked in this field?
I started as a journalist in 1987, just out of school and as a twenty year old young idealist. Twenty years later, I am still the idealist dreaming to create that better world. However, from starting as a campaigner for environmental justice, I believe today I am more a strategist for creating sustainable futures for all stakeholders at local and global levels. During these twenty years I have been able to help promote environmental and consumer policy and legislation in Sri Lanka and many parts of the world, especially in the Asia pacific region. During the past seven years out of this, I have been able to make Corporate Social Responsibility a better understood, appreciated and adopted tool for the business and industry sector, which makes the dream easier to achieve.
Describe the concept of CSR.
CSR means responsibility of a company to behave fairly and responsibility towards ensuring its stakeholders wellbeing and conserving the environment. CSR is defined as operating a business in a manner that meets or exceeds the ethical, legal, commercial and public expectations that society has of business. CSR should be seen by leadership of companies as more than a collection of discrete practices or occasional gestures, or initiatives motivated by marketing, public relations or other business benefits. As a main stakeholder of the global and national processes for human wellbeing, the corporate sector has an inherent and uncompromising responsibility towards ensuring sustainable development.
Why are companies suddenly showing lot of interest in CSR?
There are a whole heap of reasons; rise of consumer awareness and activism; social pressure to protect the environment; growing regulatory framework; emphasis on good employee relations and human rights; critical role of supply chain & supply chain relations; recognition of stakeholder participation; public endorsement becoming more vital to operate business; business interest in assuming leadership role in society and economy; strategic capacity for building and maintaining image/reputation, etc. If corporate leadership can appreciate the above factors, then he or she will automatically understand that strategic CSR is a great win-win solution for securing a sustainable business future.
Is CSR practiced well in Sri Lanka?
Unfortunately CSR seem to be used as another marketing opportunity by a majority of companies in Sri Lanka and also around the world. I see four categories of companies who use CSR. First group use CSR for white washing or to cover up their bad practices; I call them the “Bad Corporates”. Second group use CSR as publicity and image building tool; they are the “Opportunist Corporates”. Third group wants to do something for the community; they are the “Philanthropic Corporates”. Fourth group understands, appreciates and uses CSR as a Sustainability Strategy; they are the “Smart Corporates”. Most companies range from group 1-3. The few who are moving from category three to four obviously have lot to offer to the society and will have a strategic advantage in corporate sustainability as well. It is sad to see marketing departments and advertising agencies rushing to redefine CSR to suite their own ends and making a complete mockery of it. It is not only resulting in CSR sadly becoming a tool for image building, but companies have yet to realize that they are not getting value and results for the investment they make on mock social responsibility projects.
So what do you offer your clients as “Strategic CSR”?
My company “D&D” offers complete planning to implement corporate sustainability strategic solutions. We have a group of top experts from various sectors such as law, engineering, social science, economics, marketing, public out-reach, environment, health, public service, communications, etc. that puts in the holistic approach. We insist that the corporate leadership, especially the CEO, head of corporate affairs and head of finance is involved in the planning and integrates the entire cross-section of the company as well. Today, most companies would have a designated like minded management team sitting around a table, short circuiting a strategic process to a brainstorm, and deciding on a project within their inherent limitations. Next you would find them justifying the project and making loads of noise in the media, while rest of the stakeholders a too bitter and disappointed even to comment on it.
There is no short circuiting in strategic CSR planning and implementation. Hardly can you find the diversity, exposure and expertise within corporate management to the levels required for social and environmental sensitivity and understanding. That is why it is vital to bring in the CSR expertise, which can essentially provide you the picture that is often missing within the corporate world. The true picture on business and industry amongst communities, government and civil society are not as rosy as it is portrayed through advertising. It is always healthy to discover the true picture which will provide the company a reality check that can offer a new lease of corporate life. Most companies will invest in CSR and corporate sustainability once they have been brought down by the realities. We offer sustainable futures to corporates clients that also guarantee wellbeing of their stakeholders and the environment. To satisfy the investment, the service includes indicator development for goal achievement and progress tracking as well. A good example is our recent engagement with Fonterra, the largest diary provider in Sri Lanka better known as the Anchor Company. Here we were able to conduct extensive research and develop a comprehensive CSR and corporate sustainability plan, with the full engagement of the CEO, board of directors, senior management and full cross section of the staff.
What attracted you to this profession?
I would not call this a profession, but an engagement of compassion and commitment. The simple proposition of changing the world and making it a better place for all attracts me most in doing what I do. Knowing that my work will enable my child and all other children have a better chance to live in a world that offers quality life encourages me. Seeing changes at various levels inspires me to continue.
What do you like best about your work?
Meeting compassionate people all over the world and having the opportunity to share with them the power of vision, strategy and collective action; spending endless sessions in brainstorming and strategizing to create policy and social instruments; conducting lectures and training to people with influence with hope that changes will be enforced; assisting leaders in the corporate world to realize better and sustainable business paths; working with communities in villages like Madampagama who were tsunami victims and to empower them to help themselves out of poverty; Truly there are so many challenges that inspires me to continue my work.
What do you consider to be your greatest achievements?
The feeling that the world is more receptive and sensitive towards environmental conservation and sustainable development! When I first started my writings as a journalist 20 years ago Sri Lanka did not even have a separate ministry for environment; today we have much commendable legislation even though we till need to implement them better. When I first attended a United Nations meeting seventeen years ago civil society were fighting to at least gain observation privileges; today the UN is championing stakeholder participation and often engage them as partners in global to national programmes. When I first set-up D&D as a CSR communications agency Sri Lankan companies had not heard about it; today every company even for namesake wants to be seen doing something for the society. Well, writing the first Sinhala environmental column in for a news paper, writing the first citizens’ report in the country, being the youngest International NGO steering committee member of the UN Earth Summit in Rio, Writing the civil society chapter for the National Report to the World Summit on Sustainable Development in Johannesburg, conducting the Asian review on sustainable consumption in 11 Asian countries, are some highlights in my life, if they are to be considered as achievements. But, being a good person and living a righteous life everyday and continuing to face the challenges that campaigner has to meet equals to all achievement as well.
What are your future plans?
During the next five years my core efforts would be in shaping sustainable consumption and production systems, which is one of the main priority programmes in the world. At the same time I would like to engage companies in Sri Lanka, specially the top leadership, in realizing the benefits of cleaner production, green growth, life cycle management, circular economy and other well developed business processes that are adequately backed by sustainable design and technology. This is where real CSR also comes into focus. It would be helpful to create more awareness among the corporate sector on CSR guidelines and standards as well as strategies and tools.
What advice do you have for a young person interested in entering your field?
Be a people oriented person. Commitment to the cause of wellbeing of the society should become part and parcel of your life. Honesty and sincerity should not be for showcasing, but essentially to govern your conscience. Cultivating the ability to translate vision to reality in the form of results is a good competency. Travel, read, engage, think, dream …. Believe in your dreams and believe in your people. There are many young people from Europe who come and spend there internships with me and they show tremendous aptitude in making change. Youth are the future and the future has to be better.
Tell me about your personal life.
I am married to Shani, a lawyer by profession, who is my eternal caretaker. She simply cares about my personal wellbeing than I ever do. I have a daughter of seven years. She is the inspirational source of life to continue. My mother lives with us, and extends the religious corner in our home. I love music with oriental and African percussion influence, and since recently have started writing meaningful songs as well. I spend most of my time engaging in thought processes and evolving them into reality mechanisms. Traveling across the world to engage in such processes has become part of my life for the past twenty years. But, I spent quality time with my family doing the simple duties, trying to achieve inner happiness.
(Mr. Uchita de Zoysa can be contacted at uchita@sltnet.lk)
