The emotional appeal of CSR can have tremendous benefits on corporate identity and integrity when done in a sustainable way. "We live in a very interconnected world. It should not be a give-and-lose situation but a win-win one," said Valentino.

The SPDB began its initiatives to conserve natural resources in 1997 by introducing advanced technologies to create an online, paperless office. It also set up a care website through which it collects donations for HIV patients. Money collected from the website was donated to 142 orphans with HIV in Henan Province for treatment. And the bank plans to give another 1 million yuan (US$126,670) to children with HIV in the next three years through the website. "We have invested a lot of money, but we have also reduced our costs and risks and improved management efficiency. We also enhanced our image and branding, which would have a long-term effect," said Ma.

Long-term process

As the China CSR Survey 2006 shows, many Chinese companies still have misconceptions about CSR although they are aware of its significance. CSR needs more public attention as well. Of the 12 sectors investigated, service industries including banking and telecommunications are more sensitive to CSR, while the steel and energy industries are less conscious of the negative impact their activities have on society and the environment. "For them it is a long road ahead," said Tong.

"Chinese corporations are waking up as they realize CSR is necessary for their companies' long-term sustainability," Ma said. "They are beginning to have innovative plans and actions to improve the environment. And they realize it's an ongoing process too, not just giving money away."

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