Multinationals: defeated in Moldova?

In my previous post, I said that CSR is not a very widespread concept in Moldova. It does not mean that companies do not do charitable actions or engage in sponsorship. They do but few people know about such actions. Even fewer understand that such actions are part of a increasing global trend towards more sustainable business.

I've been telling companies that to increase the impact (both on their profits and community) of their various CSR programs they must make them public, talk and write about them in the most convincing way. This is where the role of companies' communication departments is most important. This sounds so cliche yet few companies in Moldova seem to do well in this area. For instance, although very explicit in their CSR practices worldwide, the Moldovan branch of the international electricity provider, Union Fenosa, hasn't even finished building their site yet, although they are known as a quite socially active company in this country. Union Fenosa Moldova has repeatedly reported significant customer-related issues and it seems obvious that small but smart investment in presenting the more humane side of its work has a potential to solve some of those issues. I wish I could list here some of the projects they've funded since they first came to Moldova in 2001 and even give links to these projects but, unfortunately, I can't do that and that looks to me as lost opportunity or, worse, a bad-managed investment.

So my point is: companies working in Moldova - particularly the multinationals with their experience and budgets - need to promote their CSR programs here as actively as they do it in other countries. Some will say they won't do this because the government does not encourage it. I'll respond with a saying: where there is a will, there is a way. Once the decision to invest in Moldova has been made, why let a self-centered and incompetent government discourage the internationally-renowned excellency and performance? It sounds like an easy defeat. And in such a small market?!