Corporate social responsibility (CSR) has evolved in Ireland, with US multinationals demonstrating how it’s about more than presenting a smiling face. The concept has grown into a key part of demonstrating leadership in the business world, integrating it into the heart of product and service development.
“It’s a core part of how we deliver on our purpose to create technologies that drive human progress,” says Colman O’Flynn, Cork site lead at Dell Technologies Ireland. “Creating positive environmental and societal impacts aligns with our goals of modernising and growing our core business.
“Like traditional financial and operational performance, we see ESG [environmental and social governance] performance as a measure of our success and part of how we deliver long-term value to stakeholders.”
That delivery to stakeholders is key to making the CSR approach sustainable, according to O’Flynn. He says that no one company or sector can deliver on its own.
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“We’re committed to improving ESG performance through targeted investments and actions. But we know we can’t do it alone – partnerships are essential. Addressing today’s most complex challenges requires collaboration across industries, sectors, and communities,” says O’Flynn.
“In Ireland, we’ve built enduring relationships with national organisations like Barnardos and Special Olympics Ireland. Our employees play a central role, driving impact through volunteering, fundraising and skills-based support.”
While multinationals operate, by their very nature, on a global level, taking a local approach is vital to making any CSR policy work effectively.
“Locally, we start by listening. We engage with our neighbours and community groups to understand the challenges they face and identify where Google can offer meaningful support,” says Teresa Weafer, head of Community Engagement at Google Ireland.
“That’s led to the development of a number of focused community initiatives, such as our education taskforce and employment taskforce, which is now known as This City Works, which bring together local stakeholders to create practical solutions and opportunities.”
Weafer says that it’s this balance of global reach and local knowledge that enables CSR projects to succeed.
“Ultimately, while our scale as a global company gives us reach, it’s our local partnerships where we see day to day the direct impact of our CSR work. We’re proud to continue investing in Dublin and in Ireland, not just as a place where we work, but as a community we care deeply about,” she says.
That responsibility extends to educating businesses, Weafer says, to enable them to move in tandem with large multinationals as new technologies come on stream.
“Earlier this year, we signed a new strategic partnership agreement aimed at helping Irish businesses capitalise on the economic potential of AI,” she explains.
“The partnership with CeADAR, Ireland’s European Digital Hub for AI, is designed to help businesses navigate the challenges and opportunities AI brings, transforming how jobs are performed, creating new AI-focused roles and enabling businesses to thrive in an AI-powered economy.”
Mag O’Keeffe, vice-president of global additive technologies at Stryker, shares Weafer’s view that the blend of global influence and local knowledge is key to any CSR plan succeeding.
“While Stryker is a global company, our focus is firmly on the local communities where we operate. We believe meaningful impact comes from building strong relationships, engaging directly with local stakeholders and delivering initiatives that reflect the specific needs of each community,” says O’Keeffe.
“Our social impact efforts are shaped by this local-first approach, ensuring that our global values are reflected in positive, practical outcomes in Cork, Limerick and Belfast.”
Whatever CSR project a business engages in, finding the right fit is crucial. Amruta Vaidya, country manager of Coca-Cola Ireland, says thinking about what improvements a business would like to see in the community around it is a good starting point.
“The focus of the projects we support is around the themes of building life skills, enhancing employability and fostering leadership and social connection, key areas that will help young people unlock their potential and take meaningful steps toward a brighter future,” she says. “As we look to the future, we remain committed to supporting the communities that have supported us.”
In addition to bringing benefits to the communities in which they work, another issue is being addressed when companies engage in CSR: the world is evolving rapidly and businesses recognise a need to help the communities around them to develop in order for those companies to continue growing organically.
“With the World Economic Forum predicting that by 2030, 40 per cent of workers’ core skills will change dramatically and the demand for AI talent will grow rapidly, we’re on a quest to ‘Skill Up Ireland’ by providing people of all ages, backgrounds and experiences with the opportunity to develop the skills they’ll need to succeed in the era of AI,” says James O’Connor, Microsoft Ireland site leader.
“The future of business transformation and innovation lies in having a skilled workforce and diverse talent pool who can unlock the full potential of digital technology.”
O’Connor says adjusting for these AI evolutions will require a collective effort from businesses, communities and governments.
“The reality is that no one entity can equip Ireland’s current and future workforce with the in-demand skills that will shape our economy and society today and tomorrow. That’s why our team works directly with educators, communities, NGOs, industry and Government to make a real difference.”
