What is CSR?
Corporate Social Responsibility (CSR) is the
principle where companies should contribute to the welfare of
society and not be solely devoted to maximizing profits. It is a
concept that organizations have an obligation to consider the
interests of customers, employees, shareholders, communities, and
ecological considerations in all aspects of their operations.
Socially responsible companies can act in a number of ways to
benefit society, be it by giving money to the arts, funding
academic scholarships, supporting community-building initiatives,
and so on.
CSR is closely linked with the principles of Sustainable
Development, which argues that enterprises should make decisions
based not only on financial factors such as profits or dividends,
but also based on the immediate and long-term social and
environmental consequences of their activities.
The contribution of companies can, however, go beyond charitable
works by providing mechanisms for addressing root causes, with a
view on the long-term. To that end, du seeks to invest its effort
and resources in providing tools, skills, and information to
members of the community aimed at creating powerhouses of
knowledge, and translating challenges into opportunities.
Since its inception, du has placed an emphasis on corporate
citizenship by establishing a clear strategy and outlining a
detailed programme with the aim of contributing to the enrichment
of the UAE society, while celebrating its heritage and
diversity.
Recognising that its employees can positively impact their local
communities, the du corporate citizenship programme has been
developed and implemented with their involvement.
In addition, du aims to instill values of social commitment and
responsibility among its staff by encouraging employees to
participate in community work. It is crucial that while making
decisions, a responsible company takes into full account its impact
on the general public, the environment and the economy as a
whole.
To that end, the identification and nurturing of innovative
ideas from creative minds figures prominently in du’s strategy,
which is premised on the belief that innovation is key to promoting
sustainable economic growth in the UAE.
Friendly. Surprising. Confident. Honest. Those are the core
values which drive every action and initiative taken by du. The
values are evident in its commitment to its community by empowering
others (friendly), taking on exciting new initiatives (surprising),
having faith in the steps it takes in addressing the issues
(confident) and being open and transparent when taking a stand on
the issues that matter (honest).
Ultimately, du’s slogan, ‘Add Life to Life’, is a simple line
with a powerful message exemplifying our company’s dedication to
empowering the UAE community by investing optimal resources and
expertise into education and other important social
institutions.