PA and Corporate Social Responsibility (CSR)
Perhaps the world’s best example of effective Corporate Social Responsibility is Royal DSM. The Dutch leading life sciences company combats malnutrition jointly with United Nations organizations and its CEO co-chairs the UN Scaling-Up Nutrition effort (SUN). PA is part of SUN and, as such, it organized a series of high-level conferences and seminars. Additionally, the PA International Foundation established the Outreach Therapeutic Infant Food Agency (OTIFA) jointly with University Siliwangi and University Muhammadiyah Tasikmalaya, to directly save children’s lives.
Royal DSM tripled its shareholder value with its CSR approach. Then President of the European Council Herman Van Rompuy demonstrated the enormous benefits of combating (child) malnutrition for both governments and society.
On 13-14 December 2010, PA CSR in cooperation with the Office of the Special Envoy on MDGs to the President of the Republic of Indonesia and with Paramadina University organized an event in Jakarta titled “International Conference on Corporate Social Responsibility (CSR) and Combating Malnutrition: Obtaining MDGs in Indonesia”. The conference was opened by then Minister for Women’s Empowerment and Child Protection Linda Amalia Sari Gumelar and uniquely addressed by then Industry Minister Mohamad S. Hidayat, then Health Minister Dr Endang Rahayu Sedyaningsih, former Special Envoy on MDGs for the President Nila Moeloek, Dr. Dewi Motik Pramono, then President of KOWANI (The National Council of Women’s Organizations in Indonesia), and former Rector of Paramadina University (now Governor of Jakarta) Anies Baswedan. The conference produced a practical consensus on a new win-win CSR definition with potentially global applications and a principle agreement between the Indonesian authorities, industries, and NGOs that a CSR-based public private partnership is required to effectively combat malnutrition on a sustainable basis.
Today PT. PA CSR actively focuses on supporting the introduction of high-tech manufacturing, agricultural, and husbandry solutions among less educated and underutilised groups in cities and farming communities. These cases feature a unique volunteers-based cooperative approach between professors, lecturers, as well as university and vocational students. Particularly the 150 students involved in the OTIFA project are inspiring hundreds of other students to follow their example. In fact, this is a new way for Boomers, Millennials, and Zoomers to bridge the generational divide and find ways towards meeting their interwoven challenges.