Corporate Social Responsibility (CSR) is how a corporation interacts with society and hopes to make society a better place. This includes working with the environment, against poverty, creating jobs through ethical labor practices, and includes education and human development (Khan, et al, 2012). Most companies have chosen to re-brand their company image and include CSR (Khan, et al, 2012). Google is no exception.
How Google Practices CSR
Carbon-free / energy Carbon Neutral Footprint
Google has always been a leader concerning environmental issues. Google became the first major company to become carbon neutral in 2007. In 2020 Google was able to offset its legacy carbon footprint and became the first major company to be carbon neutral since its founding.
Data Center
Google’s data centers are the heart of its operation. Google has been practicing sustainability at its data centers from construction and retooling, to equipment and energy usage. Google data centers have been continuously designed and redesigned to be the cleanest and most efficient and most reliable in the industry. Serving billions of end users worldwide in 21 countries creating sustainable jobs and development, cultural and environmental projects, and educational programs (The CSR Journal. 2021).
Workplaces
Google has been creating sustainability in its workspaces for its users and employees. By using the Internet of Things (IoT) Google has been able to track waste at its food facilities and eliminate 9.2 million pounds of food waste since 2014 (Google. n.d.). Google has also created living workspaces designed to evolve with the user and Google’s sustainability goals. The buildings are being designed to produce more power and water than they use (Google. n.d.). Google is helping employees through their shuttle services in the bay area, which have saved more than 43,000 metric tons of carbon dioxide emissions equivalent. That’s the same as taking 9,342 cars off the road every work day (Google. n.d.).
Devices & Services and Empowering technology
Google has created devices and services for the end user that helps low-income families and individuals (Google. n.d.). From smart thermostats to Google maps. These devices and applications help have a more efficient home and to be more efficient in operating a vehicle (Google. n.d.). Also, 100% of shipped end-user products are carbon neutral and made with recycled plastics (Google. n.d.).
Google is working to empower people, businesses, governments, and nonprofits, to become continuously sustainable. Google has created an air quality monitoring program at ground level to help individuals avoid irritable pollutants (Google. n.d.). At the end of 2019 Google’s project rooftop has mapped more than 170 million individual rooftops to help their owners understand what is needed to convert to solar energy (Google. n.d.).
Supplier Responsibility
Google has committed itself to an ethical supply chain. Google has the main goals of minimizing its environmental impact and improving the lives of manufacturing employees. Google enforces high ethical standards for its supply chain and promotes social change at work sites and partner communities (Google. n.d.).
CSR Stakeholders
The following groups’ Google considers as its major stakeholders, these stakeholders are listed in what Google considers prioritized, Users, Employees, Advertisers and other customers, Investors, Governments, and Communities (Meyer, 2017). Each one of these is important, but at Google, the most important is the end user. They do not pay Google but use Google. Google does have some pay services but they are not used by the majority of billions of end users. Without these Google could not make money later on (Meyer, 2017).
Google employees make the company run and expect compensation in return. Google tries to go beyond expectations with perks (free food, flexible hours, gyms, playing games, etc…). The advertisers and other employees directly affect Google’s financial situation (Meyer, 2017). As end users use their products they receive ads that pay for Google services. The advertisers and other customers also include the supply chain and they also directly benefit from Google’s programs.
Google’s investors became stakeholders in 2004 when Google went public (Meyer, 2017). The investors expect a return on their investment. The use of Google by end users makes Google profitable through ads and premium offerings. Governments are major stakeholders because they pass regulations that affect the corporation and its ability to do business in the government’s jurisdiction (Meyer, 2017).
Lastly, communities are included because communities receive direct and indirect benefits from Google. In addition to what we have discussed communities also look for grants and other investments from Google. The community’s perceptions of Google also affect Google’s end user perceptions (Meyer, 2017).
Summary
Google has created a wide range of CSR projects, incentives, and activities. They have become carbon neutral and are working on producing more carbon-free energy than they need. Their data centers are the most efficient and environmentally friendly in the world. They have created sustainable workspaces and buildings. Google has created services and devices in a sustainable way. They are empowering all levels of society to benefit from applications and devices to enable everyone to practice sustainability. They have incorporated an ethical supply chain with benefits for the supplier’s employees and communities.
Google has adopted a business cycle that starts and ends with the end user. The end user does not directly impact the financial situation of Google but is Google’s life’s blood. The user uses products and gets ads (there are some premium services). The advertisers pay Google to place ads based on the number of views. Investors have invested in Google expecting a return on investment. This helps Google to expand and innovate sustainability. Using revenue and (now) indispensable applications Google is able to influence government that may impact the way Google does business. Google also uses its revenue to build in other countries and create incentives for those communities. These communities affect end users’ perceptions and how likely they are to use Google. Thus, the cycle starts over.
References
Google. (n.d.). Sustainability. Sustainability Google. https://sustainability.google/progress/
Khan, M., Khan, N., Ahmed, S., & Ali, M. (2012). Corporate social responsibility (CSR) – Definition, concepts, and scope (a review). Universal Journal of Management and Social Sciences, 2(7), 41-52.
Meyer, P. (2017, January 28). Google stakeholders & corporate social responsibility (CSR). Panmore Institute. https://panmore.com/google-stakeholders-corporate-social-responsibility-csr-analysis
The CSR Journal. (2021, May 15). Global sustainability report: Google is first company to be carbon neutral through its entire operating history. https://thecsrjournal.in/global-sustainability-report-google-carbon-neutral/
Ron Writes N More 