A conference titled “CSR Serbia – Pioneers of Social Responsibility,” organized by Color Media Communications since 2015, was held at the premises of the Serbian Chamber of Commerce
In the year of its inception, this topic was scarcely discussed, and it was the first place where representatives of state institutions, international organizations, companies, academic communities, and the non-governmental sector came together. Nine years later, the impact of this event confirms that it is the right place from which new ideas and actions for addressing sustainable issues and uniting the community will emerge. The conference was supported by UNICEF Serbia as an institutional partner and companies Heineken, Vega IT, AstraZeneca, and Delta Holding.
Brankica Janković, the Commissioner for the Protection of Equality, spoke at the conference opening and emphasized the need for collaboration and cooperation to bring about significant changes in society. “What used to be money and profit until recently is now trust. I think it is really difficult to gain and retain trust today. We all need to take care of that, especially companies. People have lost trust in institutions, companies, societies; it is a general condition. And how can we change that? Only together, walking towards a common goal,” said Janković.
As Dejana Kostadinova, the UNICEF Representative in Serbia, pointed out, “as we stand at a crossroads defined by key global challenges, it is clear that the business sector has a great ability to shape our common future. The decisions we make today have far-reaching consequences for children and families.” “Collaboration is the key word in an increasingly complex global landscape. Recognizing their key role, companies are joining forces in these efforts, investing their resources and influence to ensure sustainable solutions that benefit children and young people,” concluded Kostadinova.
The impact of this event confirms that it is the right place from which new ideas and actions for addressing sustainable issues and uniting the community will emerge
Siniša Mitrović, the Head of the Circular Economy Center at the Serbian Chamber of Commerce, presented the research conducted by the Chamber and emphasized the need to change the system to valorize individual actions of various stakeholders and to improve the order to meet the needs of future generations. “It is very important to say that we have made progress. There has been a change in the culture of the organization. Employees are no longer just an accounting expense; they become the greatest resource. New generations recognize the values of companies, whether there is room for empathy, inclusion, and community service. There has been a quantification of interests,” Mitrović emphasized.
Robert Čoban, the organizer of the conference, also greeted the attendees and added that “the continuity of discussing and dealing with a topic every year, as we do with CSR, shows that since 2015, we have been seriously addressing the topic of socially responsible business, and we have been doing it the longest in Serbia.”
The first panel, “How to Improve Corporate Reputation?” featured leaders of corporate communication and social responsibility in Serbia, including Marko Platiša from AstraZeneca, Uroš Gostović from Vega IT, Ivana Kostić from Air Serbia, Dragan Lupšić from Heineken Serbia, and Prof. Dr. Milica Kostić-Stanković from the Faculty of Organizational Sciences, University of Belgrade. The moderator was Tamara Grubiša from Serbia Business Run.
The companies participating in this panel have a wide range of projects, each of which contributes to improving the business environment. The projects discussed included environmental protection, raising awareness of relevant social issues among citizens, educating children and youth, and healthcare.
“Our new initiative, the book ‘Entrepreneur’s Life,’ was launched with the publication of a book written by our CEO, Saša Popović. We have decided to direct the entire proceeds from book sales towards providing scholarships for young people to facilitate their education and find their first job,” said Gostović from Vega IT.
“The three-year project ‘Boost Healthy Habits’ aims to raise awareness about obesity and promote healthy habits among children to improve their overall well-being. The peer education program in elementary schools is conducted in collaboration with the association ‘Always Healthy Attitude’,” noted Platiša from AstraZeneca.
Lupšić, representing Heineken, spoke about the Reservoir project, where they identified the problem of drinking water in Serbia and are raising awareness about the importance of preserving and restoring Serbia’s natural water resources, as well as the project “When the Tour Goes, the Gas Doesn’t,” which raises awareness about the dangers of driving under the influence of alcohol.
The conference was supported by UNICEF Serbia as an institutional partner and companies Heineken, Vega IT, AstraZeneca, and Delta Holding
The second panel, “Responsible Corporate Citizens – Have Companies Justified the Trust Placed in Them by Clients and Employees?” featured Vera Vuković from British Motors, Tijana Koprivica from Delta Holding, Željko Mitkovski from the Ana and Vlade Divac Foundation, Nikola Božić from the Faculty of Applied Ecology “Futura,” and Siniša Mitrović, the Head of the Circular Economy Center at the Serbian Chamber of Commerce. The panel was moderated by Olivera Stefanović Stanković from Proglas Public Relations.
Employees in companies are changing the business culture of our country. As Koprivica from Delta Holding mentioned, their employees eagerly participate in all actions of the company and support everything they do. Through the project “Our Village,” where they renew and modernize villages in Serbia, employees from various sectors have put their knowledge and skills at the disposal of the locals to teach them how to best utilize the new capacities they have received.
The significance of all socially responsible projects discussed at today’s conference is immense for the economy and society. With their good examples, we believe that other companies will be motivated to join in addressing pressing issues, all for the benefit of future generations.
