Introduction

Corporate social responsibility (CSR) is expected of all companies. CSR is defined as a self-monitoring business model that assists firms to be socially accountable. The companies are responsible for the public, itself and its stakeholders (Chen, 2019). By implementing corporate social responsibility, businesses are aware of the level of impact they are having on many aspects of society like environmental, social and economic. By engaging in CSR, companies show that they are carrying out activities that enhance the environment and society in their ordinary course of business, rather than adding negatively to it. Companies release CSR reports after a certain period, usually annually detailing their results and actions on their CSR. It is a document that summarizes and publicly makes available all the information on the operations undertaken by an organization on their contribution towards the principles of sustainable advances.

Company overview

Canada is among the nations that strive to uphold social, engaging responsibilities by their companies. Shell Canada is one such company. Shell Canada has been sharing information about the social and environmental impacts of its activities in the country since 1997. The company aims to conduct business in a transparent, clear way and is committed to working hard in encouraging openness where possible throughout their operations.  In addition to this, Shell Canada is committed to supplying energy responsibly and safely, avoiding harm to the workers, local people, and the environment.For the company, sustainability is providing essential energy for an increasing population, while respecting the people, their safety and the surrounding. Social responsibility at shell Canada focuses on all avenues of their operations.The company not only considers Sustainability to be vital to the longevity of their business but also their role as members of society.  Shell Canada’s approach to sustainability is run across their business activities on three levels; operating a safe,efficient and responsible business, sharing extensive benefits where they operate by offering support to community projects on the basis of their needs. Also,Shell Canada is assisting in the shaping of a more sustainable energy future. The company is investing in advanced technologies and low-carbon energy solutions including those with minimal emissions and increased energy efficiency (Shell Canada, 2015).

Project Description.

Shell Canada is currently running multiple projects aimed at enhancing sustainability and social responsibility. Some of the initiatives that the company carries out in support of sustainability include; providing funding for community initiatives and projects that are close to the company’s facilities and exploration interests in the entire nation (Shell Canada, 2019). The company supports a number of national initiatives aimed at benefiting neighboring societies through funding. Communities are welcomed to apply for funds within a stipulated deadline. The funds which are offered by the company across Canada, run for a certain period. Once applicants have been selected, they are given capital to invest in responsible community projects relevant to their needs. Through these funds, Shell Canada invests inseveral themes that have a positive impact on society and addresses communities’ concerns. Some of the themes they are invested in include; safety by promoting good driver behavior, pedestrian safety, and swift emergency response.The environment is also another theme that the company invests in by improving the local environment and advancing conservation and biodiversity efforts.

Shell provides energy responsibly assisting the country and the entire globe move towards a future in which the energy consumption leaves no impact on the planet. The company has recognized this climate challenge and the role of energy in allowing a decent quality of life. The company believes that effective cultural change and policy guidelines are necessary to enhance low-carbon business plus consumer opportunities.  Shell Canada is in support of the establishment of the government-led carbon pricing strategies that promote a significant cost on carbon emissions. The company supports the initiative as it believes it is necessary to develop transitions to reduced carbon power and fuel alternatives.

Another key initiative that is undertaken by Shell Canada in promoting sustainability is conserving biodiversity. The company is aware that their projects and activities can affect local biodiversity and the communities that depend on it. With this in mind, Shell Canada applies strict standards to minimize the impacts their actions may have especially in critical habitats. The company is keen to see areas rich in biodiversity protected. In addition to this, Shell Canada collaborates with multiple conservation organizations such as Earthwatch,The Nature Conservancy, Wetlands International and the International Union for Conservation of Nature (Chen, 2019). Some of the biodiversity projects they are undertaking with these partners include; working to rehabilitate natural habitats and ecosystems close to their activities.

Critical Analysis

When reviewing a company’s CSR efforts and projects, it is essential to analyze the success or failure of their initiatives critically.  Shell Canada is running several projects aimed at enhancing sustainability and social developments. Most of these projects are working and serving as expected. As highlighted in their oil sands performance report, a report published annually highlighting the progress of their sustainability initiatives, Shell Canada’s social responsibility projects are working.  The report indicates the details on efforts and progress by the company in developing Alberta’s oil sands in an environmentally,economically and socially responsible manner. An excellent example of their success is the Shell Scotford site implemented on the Adopt-a-crew program in the 2016 spring and fall turnarounds. The program aimed to build relationships between Shell’s contractor workforce and its staff. This was achieved by pairing contractor leadership and shell to bring a positive impact on safety culture. The results of the program were outstanding as the participants in the program experienced 50% fewer injuries and fewer incidents compared to those who did not participate (Shell Canada Limited, 2017). Also, during the 2016 wildfire that occurred in northern Alberta that destroyed large portions of Wood Buffalo Regional Municipality, Shell Canada contributed to the safety operations undertaken to protect the community at the time.  The company took a temporary suspension of their mining activities to direct their resources on the safety of the citizens and the broader community. They safely evacuated 9920 employees and community members from their Albian airstrip with no incidents reported plus also provided shelter and food to the displaced individuals at the company’s Albian Village work camp(Shell Canada Limited, 2017). Shell Canada was recognized for its efforts in responding and recovery during the wildfire by the Alberta Premier with an award. The “Heroes of the Wildfire” award.

Suggestions for Improvement                                                                 

Shell Company anticipates recording a goal zero performance in the total recordable case frequency safety performance measure. Although the company’s safety reports indicate a decrease in the number of overall injuries recorded this year in comparison to the previous year, shell Canada is yet to achieve zero staff injuries. For them to accomplish this, they could implement specific strategies;one includes emphasizing on hazard revealing and reporting plus investigating on all incidents.  The company could also set targets to avoid repeat accidents and reinforcing safety behaviors (Barbara Turley-McIntyre, 2016).  Shell Canada should also ensure they are complying with health and safety standards by employing up to date processes and equipment in their activities.

Summary

Corporate Social Responsibility is an ethical initiative that can only be carried out through a company’s self-drive. Organizations may not reap the benefits of participating in sustainable projects in terms of profits, but the advantages to the communities and the entire globe are critical. Shell Canada is among the leading companies in the country carrying out social responsible and sustainable projects. From funding individuals with ideas towards improving sustainability and safety efforts in the society to voluntarily participating in rehabilitation and disaster recovery activities, Shell Canada continuously assists in socially responsible agendas.  If all companies and organizations in Canada and internationally could emulate the ways of Shell in pursuing CSR, then the impacts of their operations on the planet would be less adverse.

References

Barbara Turley-McIntyre, A. M. (2016). Sustainability reporting in Canada’s Financial Institutions. Journal of Co-operative Accounting and Reporting , 35-52.

Chen, J. (2019, February 11). Corporate Social Responsibility (CSR). Retrieved from investopedia: https://www.investopedia.com/terms/c/corp-social-responsibility.asp

Shell Canada. (2015). GREENHOUSE GAS EMISSIONS. Retrieved from Shell Sustainability Report: http://reports.shell.com/sustainability-report/2015/our-performance/environment/greenhouse-gas-emissions.html

Shell Canada. (2019). Environment. Retrieved from Shell canada: https://www.shell.ca/en_ca/sustainability/environment.html

Shell Canada Limited. (2017, April 21). OIL SANDS PERFORMANCE REPORT 2016. Retrieved from Shell Canada: https://www.shell.ca/en_ca/promos/sustainability/oil-sands-performance-report-2016/_jcr_content.stream/1492796826047/d5deec7e0bb630e389a8b21da7df2cfa849d43d762bd587bda6815015e9c43be/2016-oil-sands-performance-report-shell-canada-limited-final.pdf

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