CSR expert shares tips on managing 'good' project
With an MSc in Environmental Planning and an MBA, Brigit Fung started out as a environmental officer in a construction company before becoming a CSR consultant...
What drives you to work in the field of corporate social responsibility (CSR)?
CSR is about creating competitive edge to businesses with consideration to their social and environmental sustainability. My mission is to advocate CSR to companies in formulating and implementing business strategies which bring positive societal impact, a better environment, and to ensure better distribution of resources in terms of money, time and skills. Companies could look into ISO26000, which offers guidance on how to work in socially responsible ways.
What keeps you inspired?
My interest in sustainability started when I was an undergraduate student. My motto is “be the change that you wish to see in the world”, by Mahatma Gandhi. What motivates me is to keep learning and doing the right things in issues related to CSR. Another thing that motivates me is to meet people related to the field. They are passionate about their work, and we share ideas about what we could do together for a better world. Environmental issues need to be solved by a common effort.
Describe an ordinary working day in CSR?
CSR is about communicating with different functions, departments and offices; so emailing is a crucial part of the day. There are many conference calls, meetings and video conferencing with different stakeholders. Industry benchmarking is also important. We need to look at what is happening in the market and what other companies are doing in related fields. There are also regular global webinars among member firms around the world where CSR directors and managers can share experiences.
In 2012, I worked as a CSR consultant, and we put together a CSR guide for small- and medium-sized companies. The project (www.csrsme.com.hk) was supported by the HKSAR Government Sustainable Development Fund. It also involved public forums and training workshops, and brought mindset change to SME owners, helping them to understand the needs of society and the environment. It made a real difference for SMEs.
What keeps you awake at night about your job?
I seldom need to loose sleep over problems at work, but when I hear about natural disasters, that keeps me awake. First thing the next day, I need to find out the severity of the affected area and the business impact related to the disaster. Then I discuss with non-governmental organisation (NGO) partners and our business leader how to respond in a timely and effective manner and whether to initiate a staff donation campaign in response to the disaster relief efforts. It is even worse if one of our colleagues is on a service trip to the affected area at the time. Then, I get really worried, but I trust that our risk management team will ensure the safety of our people at all times.
How do you launch a new programme?
It depends on the firm’s direction, the staff’s interest and the needs of the community. Many colleagues enjoy relating staff volunteering experience with their professional skills. For example, as a professional services firm, we have introduced financial literacy classes for high-school students as one of the activities in our community service day.
Why did you decide to join an MBA programme?
While working with different groups of people, including business people, government and NGOs, they kept asking “what is the business case for this project?” You might not have an idea how businesses look at CSR but the MBA helps you understand what they are looking for. From the first step of writing my statement for the programme application to taking CSR related courses, internships, hosting a student-organised CSR event and networking with like-minded business people and alumni during my MBA, all that has prepared me for a meaningful career.
