Jan Noterdaeme, Senior Director of CSR Europe 

The EU Multi-Stakeholder Forum has a mandate until summer 2004. What concrete achievements would you like to see in its final conclusions?

I would like to see three major outcomes.

First, that we agree a set of principles that are recognised internationally. We can then examine their practical implementation in the light of what has enabled success and what has created obstacles for implementing corporate social responsibility in the past.

Second, that understanding the link between these principles and their practical implementation, we can analyse the reasons for the gap between them.

I would like each stakeholder organisation to develop a list of actions that it plans to take to help close this gap, and I would like the Forum to develop a list of actions that we are going to take together. All our action needs to demonstrate a change in our fundamental approach to implementing CSR.

And third, the Forum should challenge the European Union to mainstream corporate social responsibility in its three main functions as of policy development, fund allocation and in its role as a catalyst for the development of stakeholder organisations.

Finally, I would add that 2004 is only a first step. This type of stakeholder dialogue and involvement should become the way forward for the European Union to improve and develop policy that impacts upon Europe's social and economic performance.

What more radical changes relating to CSR would you support?

I would support any initiative that is aimed at improving skills - anything that can better equip middle managers and business leaders to implement corporate social responsibility and sustainable development in the private, public and civil sectors.

How do you see the 10 accession countries feed into the CSR debate?

There is a danger that these countries are only seen as being in a "catch-up" role, whereas actually, with regard to CSR they may be better positioned to move ahead of existing EU countries. The change that they are experiencing as an accession country makes them fertile ground for new ideas and new ways of working.

What is ahead for CSR in Europe at the policy level in the next 10 years? Will reporting be mandatory or voluntary then?

First, it will be about getting the principles of social responsibility and social entrepreneurship into the European Convention. The broad principles of the convention do include sustainable development, but we need to have it articulated in more detail.

Second, I believe it will be EU trade and the European internal market that will be the two policy areas where CSR will be developed and have an impact.

Finally, what is more important than whether a report is mandatory or voluntary is the mass of best practice that is available to companies to help them report effectively. If legislation is introduced but there is not enough best practice or skills available to implement it effectively then it will not have the effect people want. I believe building this critical mass of knowledge and skills is the key to more and, crucially, better reporting.

In your view, how can European companies' social performance and international competitiveness be improved simultaneously?

This is too big a question to answer in a few short sentences; there are just so many ways - and this is what we are hearing from the cases presented at the Forum.

For example, we have heard how small and medium-sized enterprises have combined competitiveness and responsibility through management commitment, applying total quality management, by investment in staff training, and by stakeholder dialogue.

What kind of a formal system is necessary within compani es to ensure that CSR reports are not for PR purposes only, but that the findings of the social audit are implemented?

Why not let a company start with a report that they think is for PR purposes? They will soon realise that this is inadequate, from the reaction they will receive from stakeholders. Such criticism can sometimes be the best kickstart for a company to take the issues seriously and see what really has to be done.

The whole field of social auditing really is in its infancy and companies are still learning how to combine measurement and implementation. We need to focus on the development of managers' skills.

Where should accountability for CSR activities rest within companies?

With those responsible for corporate governance.