Social Issues

ESG and SDG’s

MODULE I
ESG Reporting
ESG Framework
 Environmental, Social, and Governance (ESG) is a comprehensive framework that organizations, investors,
and other stakeholders use to evaluate a company’s performance in terms of sustainability, ethical practices, and
long-term value creation. ESG provides a structured way to assess how a company addresses key challenges
related to environmental impcat, social responsibility, and corporate governance. It consists of following Pillar
 1. Environmental (E):
 This pillar focuses on a company’s impact on the natural environment and its strategies to mitigate environmental
risks and challenges. It encompasses:
• Climate Change and Carbon Emissions: Policies to reduce greenhouse gas emissions and transition to a
low-carbon economy.
• Energy Efficiency: Adoption of renewable energy sources, energy-saving technologies, and sustainable
energy practices.
• Waste Management: Strategies for reducing, reusing, and recycling waste, including hazardous waste
disposal.
• Biodiversity and Resource Conservation: Efforts to preserve ecosystems, reduce deforestation, and manage
natural resources sustainably.
• Water Use and Management: Efficient use of water resources and efforts to minimize water pollution.
 These factors are critical in assessing a company’s resilience to climate-related risks and its alignment
with global sustainability goals like the Paris Agreement.
 2. Social (S):
 This pillar examines a company’s interactions with employees, customers, suppliers, and the wider community. It
focuses on:
• Employee Well-being: Fair labor practices, health and safety measures, employee benefits, and
opportunities for skill development.
• Diversity, Equity, and Inclusion (DEI): Commitment to creating a diverse workforce and
ensuring equal opportunities for all.
• Human Rights: Upholding human rights in the workplace and throughout the supply chain,
avoiding child or forced labor.
• Community Engagement: Contributions to local communities, philanthropy, and stakeholder
collaboration.
• Customer Relations and Product Responsibility: Ensuring product safety, quality, and ethical
marketing practices.
 The social aspect highlights how a company manages relationships and creates value for its workforce and
society.
 3. Governance (G):
 This pillar evaluates how a company is governed, including its leadership structure, ethical standards, and
transparency. It includes:
• Board Composition and Independence: A diverse and independent board of directors with effective
oversight.
• Executive Compensation: Fair and transparent remuneration aligned with company performance and
stakeholder interests.
• Ethics and Compliance: Strong policies to combat corruption, bribery, and unethical practices.
• Risk Management: Robust systems for identifying and managing operational, financial, and reputational
risks.
• Shareholder Rights: Transparent communication with shareholders and protection of their rights.
 Governance ensures accountability, integrity, and long-term sustainability in business operations.
 ESG is not merely a compliance requirement but a strategic imperative that integrates sustainability into the core
of business decision-making. It helps companies align with global standards, meet stakeholder expectations, and
achieve long-term growth.
What is an ESG framework?
 ESG frameworks are systems for standardising the
reporting and disclosure of ESG metrics. They are
often voluntary, but may be required by a certain
investor or by regulations in some countries.
 For example, one of the most commonly used ESG
frameworks is the Global Reporting Initiative
(GRI) framework, a set of standards for
responsible environmental, social, economic, and
governance conduct covering a wide range of
topics. 73% of the world’s 250 largest
companies report on sustainability using the GRI
framework.
Why are ESG frameworks important?

 ESG frameworks help companies make a positive impact on the world. In

addition, reporting on ESG has been shown to have other benefits for the
organisation. For example:
 Strong ESG policies can help companies reduce energy, water, and waste costs
and drive more strategic resource allocation.
 Consumers are putting more and more pressure on businesses to be socially
and environmentally responsible.
 Investors are increasingly considering ESG as a standard aspect of the
investment process.
 Employees are also invested in corporate responsibility, so ESG reporting can
contribute to employee morale/productivity and help attract talent.
How many ESG frameworks are there?
 There are more than a dozen very popular frameworks, and many more that are used by smaller numbers of organisations
in certain industries and regions.

 SG reporting is typically done by publishing a sustainability report through webpages that showcase the companies ESG
performance

Some popular ESG Frameworks include:

 Carbon Disclosure Project (CDP)

 Climate Disclosure Standards Board (CDSB)
 Global Reporting Initiative (GRI)
 Science Based Targets initiative (SBTi)
 Sustainability Accounting Standards Board (SASB)
 Task Force on Climate-related Financial Disclosures (TCFD)
 UN Principles for Responsible Investment (PRI)
 World Economic Forum (WEF) Stakeholder Capitalism Metrics

The 2 most commonly used reporting frameworks are

 Global Reporting Initiative (GRI) and
 Sustainable Accounting Standards Board’s standards (SASB).
What ESG Matrics should track &
report...?
ESG frameworks are used by companies for the purpose of ESG reporting, which
is the process of companies tracking, documenting, and publicly disclosing
their progress regarding ESG goals. This includes:
 Environmental metrics such as greenhouse gases and air, water and ground
pollution emissions. How a company ensures that from cradle to grave the
maximum material in their product is cycled back into the economy rather
than ending up in a landfill. this is the most complex pillar.
 Social metrics such as gender pay ratio and community investment
management of employee development and labour practices.
 Governance metrics such as incidents of fraud and executive compensation.
hareholders rights, board diversity, how executives are compensated and
how their compensation is aligned with the company’s sustainability
performanc
ESG reporting is a way for companies to communicate their efforts on corporate
social responsibility and sustainability in order to be accountable to society.
Why is ESG reporting important?

 Better brand storytelling

 Increased accountability
 Greater trust
 Better access to capital
ESG frameworks typically cater to three stakeholders — investors,
government, and management.
Investors
 These ESG frameworks focus on helping investors make wise decisions
regarding a potential investment's sustainability-related performance. In
addition, they tend to focus on financially visible activities.
Government
 These ESG reporting frameworks, such as the United Nation’s Sustainable
Development Goals (UN-SDGs), serve as guidelines for national and
regional governments, helping them provide sustainability-related services
and support to their constituents.

Management
 These ESG frameworks target operating organizations, translating
sustainability-related concepts into tangible activities and outcomes that
organizations can influence or impact.

How to make ESG real
 How to make ESG real | McKinsey
https://www.mckinsey.com/capabilities/sustainability/our-insights/how-to-
make-esg-real
ESG Relation with SDG
GLOBAL ENVIRONMENTAL MANAGEMENT- SUSTAINABLE
DEVELOPMENT
What are the Sustainable Development Goals?

 The Sustainable Development Goals (SDGs), also known as the Global Goals, were adopted
by the United Nations in 2015 as a universal call to action to end poverty, protect the
planet, and ensure that by 2030 all people enjoy peace and prosperity.
 The 17 SDGs are integrated—they recognize that action in one area will affect outcomes in
others, and that development must balance social, economic and environmental
sustainability.
 Countries have committed to prioritize progress for those who're furthest behind. The SDGs
are designed to end poverty, hunger, AIDS, and discrimination against women and girls.
 The creativity, knowhow, technology and financial resources from all of society is necessary
to achieve the SDGs in every context.
17 SDGs
1. No Poverty (SDG 1)
•Government Initiative: Pradhan Mantri Jan Dhan Yojana (PMJDY) – Financial inclusion for low-
income families.
•Corporate Initiative: Tata Trusts – Various rural development programs to alleviate poverty.
2. Zero Hunger (SDG 2)
•Government Initiative: National Food Security Act (NFSA) – Provides subsidized food grains to
eligible households.
•Corporate Initiative: ITC's e-Choupal – Empowering farmers through technology for better
agricultural yields.
3. Good Health and Well-being (SDG 3)
•Government Initiative: Ayushman Bharat – Providing healthcare insurance to underprivileged
citizens.
•Corporate Initiative: Biocon Foundation – Health programs for rural and urban populations.
4. Quality Education (SDG 4)
•Government Initiative: Sarva Shiksha Abhiyan – Universalizing elementary education in India.
•Corporate Initiative: Infosys Foundation – Scholarships and infrastructure development for schools.
5. Gender Equality (SDG 5)
• Government Initiative: Beti Bachao Beti Padhao – Promoting the welfare of the girl child.
• Corporate Initiative: Hindustan Unilever – Initiatives for women's empowerment through
Project Shakti.
6. Clean Water and Sanitation (SDG 6)
• Government Initiative: Swachh Bharat Mission – A nationwide campaign for sanitation and
hygiene.
• Corporate Initiative: Tata Projects – Implementing water conservation and sanitation
projects.
7. Affordable and Clean Energy (SDG 7)
• Government Initiative: UJALA – Promoting energy-efficient LED lighting.
• Corporate Initiative: Reliance Industries – Investments in renewable energy projects like
solar and wind.
8. Decent Work and Economic Growth (SDG 8)
• Government Initiative: Make in India – Boosting employment and economic development.
• Corporate Initiative: Mahindra Group – Providing skill development programs.
9. Industry, Innovation, and Infrastructure (SDG 9)
•Government Initiative: Digital India – Promoting digital infrastructure and connectivity.
•Corporate Initiative: Larsen & Toubro (L&T) – Infrastructure development projects.
10. Reduced Inequality (SDG 10)
•Government Initiative: Pradhan Mantri Mudra Yojana – Financial assistance for small businesses.
•Corporate Initiative: HCL Foundation – Programs aimed at empowering marginalized communities.
11. Sustainable Cities and Communities (SDG 11)
•Government Initiative: Smart Cities Mission – Developing sustainable urban infrastructure.
•Corporate Initiative: Godrej Properties – Green building projects.
12. Responsible Consumption and Production (SDG 12)
•Government Initiative: Perform, Achieve, and Trade (PAT) – Promoting energy efficiency in industries.
•Corporate Initiative: ITC – Leading efforts in sustainable packaging and resource efficiency.
13. Climate Action (SDG 13)
•Government Initiative: National Action Plan on Climate Change (NAPCC) – Strategies to combat climate
change.
•Corporate Initiative: Tata Power – Investments in renewable energy solutions.
14. Life Below Water (SDG 14)
•Government Initiative: National Fisheries Policy – Sustainable marine and inland fisheries
management.
•Corporate Initiative: Adani Group – Marine ecosystem conservation programs.
15. Life on Land (SDG 15)
•Government Initiative: Green India Mission – Forest and ecosystem conservation.
•Corporate Initiative: JSW Steel – Afforestation and biodiversity conservation initiatives.
16. Peace, Justice, and Strong Institutions (SDG 16)
•Government Initiative: Digital Governance initiatives like Aadhaar and e-Governance.
•Corporate Initiative: Tata Group – Ethical business practices and CSR programs.
17. Partnerships for the Goals (SDG 17)
•Government Initiative: India’s collaboration with the United Nations Development
Programme (UNDP).
•Corporate Initiative: Wipro – Partnering with global institutions to support sustainable
initiatives.
 Finland (Best Performer in SDGs Progress)
• SDG Index Score (2023): ~86.8/100
 Other high-performing countries include:
• Denmark
• Sweden
• Norway
• Germany
 The SDG India Index 2023-24, is 110 out of 193.
 Areas of Progress:
• SDG 7 (Affordable and Clean Energy);SDG 13 (Climate Action);SDG 9 (Industry, Innovation,
and Infrastructure):
The Concern about sustainable development is
paramount because….. (The Challenges)

Natural resources are depleting more in the developing countries because of:

1. High pressure of population

2. Increasing poverty

3. Exploitation of natural resources to meet the immediate resource needs like fuel.

4. Natural capital (the sum total of nature's resources) is used up faster than it can be
replenished.

5. Increase in use of technology in the production process & agriculture.

 https://youtu.be/7Lc_dlVrg5M
Case study 1

 The compliance manager of a medium-sized manufacturer based in Stoke is in no doubt that applying the
energy management standard ISO 50001 has cut energy costs. For example, solar panel installation at the
company’s premises has seen an eight-year payback period, while in some areas of the site LED lighting has
seen a payback period of less than one year. He comments, “As a company, we are committed, and this is
linked to return on investment. ISO 50001 gives the structure and justification for spending money, and
then it calculates the actual savings made.” The standard has also helped to win new business: “Many
customer visits take place throughout the year and we can showcase our improvements, such as the solar
panels and LED lighting. At the early stages of a tender or request for quotation, we are evaluated, and ISO
50001 has been mentioned specifically.” He adds, “An increasingly important contributing factor to being
awarded business is sustainability, and ISO 50001 demonstrates an important part of our approach to
sustainability.”
Case study 2

 The founder and managing director of a Yorkshire-based small business says, “ISO 14001 shows our
customers and staff that we care about the environment, and that we operate an effective
environmental management system. It addresses the delicate balance between reducing our overall
environmental impact and maintaining profitability.” He continues, “ISO 14001 shows that we comply
with legal requirements and that any potential environmental impact is assessed, measured,
monitored and improved. Its benefits include savings in the consumption of both energy and materials,
and reduced cost of waste management, which helps us remain commercially successful as well as
environmentally responsible.”
Social Issues and Role of business in social degradation
Introduction to Social Issues
1. Economic Issues
•Poverty and Income Inequality: Unequal distribution of wealth and resources.
•Unemployment: Lack of job opportunities and job insecurity.
•Homelessness: Inadequate access to affordable housing.
•Economic Exploitation: Exploitation of labor, including child labor and sweatshops.
•Debt Crisis: Overwhelming personal or national debt burdens.
2. Social Inequality
•Gender Inequality: Discrimination and unequal opportunities for women and non-binary individuals.
•Racial and Ethnic Discrimination: Prejudice and systemic racism.
•LGBTQ+ Discrimination: Lack of rights and social acceptance.
•Caste and Class Inequality: Social stratification leading to unequal access to opportunities.
•Disability Rights: Inadequate support and accessibility for people with disabilities.
3. Health Issues
•Access to Healthcare: Inequities in healthcare availability and affordability.
•Mental Health: Stigma, lack of awareness, and insufficient resources for mental health support.
•Substance Abuse: Addiction to drugs, alcohol, and other substances.
•Hunger and Malnutrition: Food insecurity affecting millions globally.
•Pandemics and Diseases: Global health crises like COVID-19 and HIV/AIDS.
4. Education Issues
•Access to Education: Barriers to quality education, especially in rural and marginalized areas.
•Illiteracy: High rates of illiteracy in certain populations.
•Student Debt: Rising costs of higher education leading to financial burdens.
•Quality of Education: Lack of resources and trained teachers in underprivileged areas.
5. Cultural and Social Issues
•Cultural Erosion: Loss of traditional practices and identities due to globalization.
•Media Bias and Misinformation: Spread of fake news and propaganda.
•Decline in Community Engagement: Erosion of social ties in modern societies.
•Crime and Violence: Gang violence, domestic abuse, and organized crime.
•Bullying and Cyberbullying: Social harm in schools, workplaces, and online platforms.
6. Technological Issues
•Digital Divide: Inequal access to technology and the internet.
•Data Privacy and Security: Misuse of personal data by corporations or governments.
•AI and Automation: Job displacement due to technological advancements.
•Cybercrime: Hacking, phishing, and online fraud.
7. Ethical Issues
•Animal Rights: Cruelty in factory farming, experimentation, and poaching.
•Bioethics: Ethical dilemmas in cloning, genetic modification, and organ trade.
•Corporate Accountability: Unethical practices like tax evasion and greenwashing.
•Censorship and Free Speech: Limits on individual expression.
 Question ?

• IS THERE A CONNECT BETWEEN SOCIAL PROBLEMS & BUSINESS GROWTH OF ORGANIZATIONS OR MNCs
(Indian/ Foreign)???

• IN WHAT WAY???
Role of Business in Social Degradation/Issues
1. Exploitation of Labor
• Unfair Labor Practices: Low wages, poor working conditions, and exploitation of vulnerable workers (e.g.,
women, children, and migrants) can lead to inequality and social unrest.
 Example: Fast Fashion Industry
Many fast-fashion brands outsource production to developing countries where workers are underpaid, face unsafe
working conditions, and work excessively long hours, often violating labor laws.
• Gig Economy: While offering flexibility, it often lacks job security, benefits, and worker protections
 Example: Zomato/Zepto/Blinkit
Lack of Legal Protection & Social Security Gig workers in India are not covered under labour laws, leaving them without
legal protection against discrimination, unfair termination, or workplace harassment.
3. Consumerism and Materialism
•Marketing Manipulation: Aggressive advertising promotes overconsumption and fosters a culture of
materialism, often leading to debt and mental health issues.
•Planned Obsolescence: Encourages a "throwaway culture" that contributes to environmental harm and
consumer dissatisfaction.
•Example: Planned Obsolescence by Electronics Companies
Companies like Apple have faced criticism for designing products with limited lifespans or making repairs difficult,
encouraging frequent replacements and fostering overconsumption.
4. Economic Inequality
•Concentration of wealth among corporations and their executives widens the gap between the rich and poor,
creating social divides.
•Tax avoidance strategies by multinational corporations limit government revenue for public services like
education and healthcare.
•Example: Amazon and Wage Disparities
Amazon's CEO earning billions annually while many warehouse workers struggle with low wages,
insufficient benefits, and poor working conditions exemplifies the widening income gap fueled by some
corporate structures.
5. Cultural Erosion
•Globalization driven by multinational corporations often undermines local cultures and traditions, replacing
them with homogenized global culture.
•Commodification of indigenous knowledge and resources without fair compensation or respect.
•Example: Globalization of Food Chains
The global expansion of fast-food chains like McDonald's often leads to a decline in traditional culinary
practices, contributing to cultural homogenization and a loss of local food heritage.
own to lobby against stricter regulations on cigarette advertising and sales, prioritizing profits over public health.
6. Political Influence and Corruption
•Businesses with excessive influence on policymakers may prioritize profits over public interests,
undermining democracy.
•Lobbying for deregulation can reduce protections for workers, consumers, and the environment.
•Example: Tobacco Industry Lobbying
Major tobacco companies have been kn

7. Health and Well-being Impacts

•Promotion of harmful products (e.g., tobacco, fast food, sugary drinks) contributes to public health crises.
•Work cultures that prioritize productivity over employee well-being can lead to burnout, stress, and mental health
issues.
8. Monopoly Power
•Anti-competitive behavior stifles innovation, reduces consumer choice, and can lead to job losses in smaller businesses.
•Monopolistic practices often intensify inequalities by marginalizing small enterprises and local businesses.
https://www.youtube.com/watch?v=Z5KZhm19EO0&t=51s
GE Case study on Ultrasound machines & Child Sex Ratio
Imbalance https://www.livemint.com/Home-
Page/gDxT3iyzd71Ubr9VegEsQP/Skewed-sex-ratio-puts-GE-in-the-spotlight.html

(Summary- This case study details the

problem around the ever declining
Child Sex Ratio & the role played by
GE in further worsening the problem)

The falling child-sex ratio denotes

female infanticide and a strong
preference for a male child (George et
al., 2021).
Women have a biological advantage
when it comes to longevity and
survival, yet the Indian population has
more men than women.
An Ever Imposing & Serious Social Problem

 The overall sex ratio (OSR) at nationwide (the number of females per 1000 males) in 2011
Census has improved by seven percentage points to 940 against 933 in census of 2001. This is
the highest sex ratio at the national level since census of 1971 and a shade lower than
1961.However, the area of grave concern remained the lowest ever child sex ratio(CSR) of 914.
The provisional data in 2011 Census showed that the child sex ratio (0 to 6) come down to 914
females per 1000 males against 927 in 2001 .It showed a continuing preference for male
children to female children in the last decade. Rapid decline in child sex ratio is a serious
problem with severe socio-economic, demographic and cultural implication.
Role of Business in Social Degradation

• Child Labour
Business • Gender Discrimination
organisations • Pollution
• Less expenditure on CSR by organizations
are • Poor working environment
responsible • Very less emphasis on social security
measures
for social • Bribes and corruption
degradation • Habitat destruction
• Global climate change
 Sustainable Business Practices
 Current generation of humans should conduct themselves in a manner that does not
harm future generations.

 Take care of people and the planet in the present, we'll leave the world in better
shape for those who come after us.

 The U.N. has established a set of 17 (SDGs), widely used to help focus the efforts of
businesses who want to maximize the "goods" and minimize the "bads."
Responsibility of Business in Social Degradtion

Findings from a Research paper titled – “A critical examination of the social impacts of large multinational
corporations in the age of globalization.”

 Giant MNCs have benefited from favourable conditions in the past three decades and currently dominate the
global scene. In general, the rising corporate profits come not to the benefit, but to the detriment of workers.
Large MNCs benefit from their immense resources to develop sophisticated competitive advantages against
smaller rivals. They impede small entrepreneurs from scaling up their operations and increasing their market
shares. Furthermore, large MNCs often take advantage of their power to shape national and international
policies in ways that enable them to enhance their profitability. Overall, large MNCs aggravate the rising
economic inequality in different ways, thus contributing to social and financial instability. Furthermore, large
MNCs erode state sovereignty and enormously contribute to environmental degradation.
(Source- https://www.emerald.com/insight/content/doi/10.1108/cpoib-01-2019-0001/full/html?skipTracking=true)
Business Social Responsibility - Alex Edmans - Highlights
https://www.youtube.com/watch?v=V-lPbJnHQKs

The social responsibility of business | Alex Edmans | TEDxLondonBusinessSchool

https://www.youtube.com/watch?v=Z5KZhm19EO0

The Pie-Growing Mindset | Alex Edmans | TEDxManchester

https://www.youtube.com/watch?v=iM67YJtYo6k
 Case Study of Facebook in India
Case Study: Integrity or Influence? Facebook’s Governance Trade-offs in India and the
Power of the Press
https://shorensteincenter.org/case-study-integrity-influence-facebooks-governance-trade-
offs-india-power-press/
 Facebook, as a global social media giant, has faced allegations of enabling social
fragmentation and societal harm, particularly in India—a key market with over 400
million users.
 Spread of Misinformation(2019)
 Amplification of Hate Speech
 Facebook's engagement-driven algorithms prioritize sensational and divisive content,
inadvertently encouraging the spread of polarizing narratives.
 Data Privacy Concerns
 Mental Health and Addiction
List of Useful Links….. (Module I)

 https://www.youtube.com/playlist?list=PLw4bKChGXwK9AzmGWBhKETElm0x3f6ZQr

 https://www.facebook.com/What.If.science/videos/2483409321884373/
 https://inhabitat.com/top-6-environmental-issues-for-earth-day-and-what-you-can-do-to-solve-them/
 https://inhabitat.com/nine-chinese-cities-more-polluted-than-beijing/
 https://www.seventhgeneration.com/
 https://timesofindia.indiatimes.com/city/nagpur/Radiation-from-mobile-towers-affect-birds-MoEF-
study/articleshow/10487141.cms
 Changes in global temperature, NASA:
 https://climate.nasa.gov/vital-signs/global-temperature/
 Global Footprint Network:
 http://www.footprintnetwork.org/en/index.php/GFN/
 The water crisis:
 http://news.bbc.co.uk/2/hi/science/nature/7821082.stm
Some Useful Links Contd…..

 Naomi Klein, This Changes Everything (2014):

 http://www.truthdig.com/arts_culture/item/one_way_or_another_everything_changes_20140917
 Climate Change and Human Security (a European Union report, 2008):
 http://www.consilium.europa.eu/uedocs/cms_data/docs/pressdata/en/reports/99387.pdf
 Intergovernmental Panel on Climate Change:
 http://www.ipcc.ch/#
 CAIT Climate Data Explorer
 https://www.wri.org/resources/data-visualizations/cait-climate-data-explorer
 https://cait.wri.org/ (Very Important for Climate Change)
 Need for a Revolution:
 http://billmoyers.com/segment/wendell-berry-on-his-hopes-for-humanity/
 ON CLIMATE CHANGE
 https://youtu.be/iw2AHyMmGT8
 https://www.youtube.com/watch?v=y2euBvdP28c