01. State Of Citizenship In Morocco - Findings

Citizenship that Matters in Morocco An enquiry on the state of corporate citizenship in Morocco

Principal Author Richard Seshie Ahedor Freelance Consultant & Researcher in Sustainability Former Community Affairs Coordinator for MS North Africa [email protected] | www.linkedin.com/in/sustain

AGENDA BACKGROUND ON THE STUDY

I. CITIZENSHIP OVERVIEW IN MOROCCO II. KEY FINDINGS

III. COMPANY PROFILES IV. BEST PRACTICES V. KEY RECOMMENDATIONS

AGENDA BACKGROUND ON THE STUDY I. CITIZENSHIP OVERVIEW IN MOROCCO II. KEY FINDINGS III. COMPANY PROFILES IV. BEST PRACTICES V. WHAT WE DO & KEY RECOMMENDATIONS

In early Q2 2009, the Education department of MS Morocco initiated a study to understand the social & environmental case promoted by companies in Morocco.

Our intention was to: Bring refreshing ideas on the table to inspire our citizenship programs Identify companies where there could be mutual

benefit in twining our programs Research metrics that positively differentiate Microsoft

from other players with the potential to be publicized.

We shortlisted 45 companies out of a list of 330 companies drawn from the Casablanca Stock Exchange, recipients of the label RSE-CGEM and other international rankings on corporate social responsibility.

We focused our research methods on secondary research (500 MB+ of web-based literature, annual

reports, CSR reports, news articles) and limited primary research (interviews).

CISCO SYSTEMS ERICSSON - SONY ERICSSON IBM Corp. INTEL Corp. ITISSALAT AL MAGHRIB MEDITELECOM ATTIJARIWAFA BANK BMCE BANK ACCIONA TRANSMEDITERRANEA ACCOR AKWA HOLDING AXA BANQUE CENTRALE POPULAIRE CENTRALE LAITIÈRE CIMENT DU MAROC

COSUMAR DELL Inc. EQDOM ERAMEDIC GFI GTR HEWLETT-PACKARD HOLCIM INDITEX SA LAFARGE LGMC Industries L'Oreal LYDEC MANAGEM NABC Coca Cola NOKIA

NORSYS AFRIQUE OCP ONE Office National des Aéroports ONA Procter & Gamble SAP MAGHREB SNEP SONASID SOTHEMA TANGER FREE ZONE TOTAL UNILEVER MAGHREB VEOLIA ENVIRONNEMENT

For each company, we looked at their way of doing citizenship; their programs related to education and

Information technology; their governance model and wrote extensively about that.

We researched metrics & generated charts

comprehensive

AGENDA BACKGROUND ON THE STUDY

CITIZENSHIP OVERVIEW IN MOROCCO KEY FINDINGS COMPANY PROFILES

BEST PRACTICES KEY RECOMMENDATIONS

The Government of Morocco set a goal of bringing the contribution of renewable energy (solar, wind…) to 20% of the electricity balance and 10% of the national energy balance by 2012.

Since 2005, the National Initiative for Human Development (INDH), a $2 billion social development

plan strives to address poverty and unemployment and to improve the living conditions of the country's urban slums.

A number of special tax-alimented funds such as the Social housing fund (Fonds sur l’habitat social) or the Telecoms and Internet access fund (Fonds sur le Service Universel) and several public private partnerships characterize the way social needs are tackled at the country-level apart from the regular social infrastructure.

73.6% of respondents consider CSR as a serious and promising issue for Moroccan companies, against 19.2% who believe it is an irrelevant matter for Moroccan companies and emerging countries retrieved from a survey on CSR perceptions conducted among over 1,000 companies of different nationalities based in Morocco. (2005, the Moroccan Investment Department )

We could clearly identify 4 organizational profiles of

citizen companies in Morocco: •Subsidiaries of multinational or foreign corporations ‘importing’ their

citizenship programs and practices •Big-sized Moroccan home-grown companies taking the international route and promoting an image of community activism

•Businesses that are suppliers to foreign retailers or clients of foreign suppliers brought to comply with international or sector based codes of conduct or certifications •The feel-good contribution of small and medium businesses

Formally-introduced corporate citizenship offers a history of less than a decade in Morocco but with ample evidence of ‘do good’. Morocco set world-class examples such as the first telecom infrastructure site to be solar-powered or the first cement factory powered by wind energy.

Overall, the citizenship demonstrated by companies in Morocco has passed the nascent cap but it remain to be seen how they embrace the international existing best practices.

AGENDA BACKGROUND ON THE STUDY CITIZENSHIP OVERVIEW IN MOROCCO

KEY FINDINGS COMPANY PROFILES BEST PRACTICES KEY RECOMMENDATIONS

Distribution by Sector 8 7 7 6 5 5

5

4 4

4

3 3

3

2 2

2

2

2

1 1

1

1

1

1

1

0

The 45 companies benchmarked originate from 17 sectors with a focus on the IT sector. Nearly all fundamental sectors of the Moroccan economy vest an interest into citizenship as we documented the agro industry, the mining (phosphates) and the financial sector efforts. Real estate companies contribute a compulsory 4% of their net revenue to a social housing fund. The notable exception is the tourism Industry.

Existence of a Citizenship Signature Citizenship Signature 13%

No Citizenship Signature 87%

Signature

French

English

AXA Maroc

Mascot

Si Kayiss

Si Kayiss

DELL Inc.

Line

TechKnow

Techknow

GFI MAROC

Line

La Confiance durable

Trust that last

HOLCIM MAROC

Line

Construction Durable

Construction that last

NORSYS AFRIQUE Line Procter & Gamble NWA Line

Easymakers

Easymakers

Vivre, Apprendre et S'épanouir

Live, Learn and Thrive

Microsoft

Unlimited Potential

Unlimited Potential

Line

Fig. 1 Si Kayiss, the AXA mascot on a leaflet

Proof of ESG strategy integrated to the core strategy or part of the long-term strategic plan

No Evidence 42%

Evidence 58%

26 companies consider Environmental, Social and Governance (ESG) issues as valuable intangible assets (e.g. just like a brand) that should be managed. Clear statements can be found in the company identity and a long term plan to address ESG issues exists.

Pillar(s) of Sustainability evidenced in Citizenship 14

12 12 10 10 8 7

6

7

4 4 3

2

1

1

0

Community & Stakeholders Relations

Community & Stakeholders Relations and Profitability

Environment

Environment Environment, and Profitability Community & Stakeholders Relations

Environment, Community & Stakeholders Relations and Profitability

Environment, Profitability

Not Applicable

Some companies have generated profit from their citizenship. Examples include L’Oreal responsible purchasing agreement with argan oil suppliers; Groupe Banque Populaire with the Micro credit Foundation and Industrials setting up private wind farms. Arguably, Maroc Telecom offers the best examples of integrated citizenship profitability in Morocco with initiatives such as mobile phones using the Tamazight local language commercialized to the berbère population to phone shops (teleboutiques) run by small entrepreneurs.

Citizenship themes addressed and publicly promoted 30

25

26

20 19 15 15 10

5

1

1

1

1

1

1

1

1

1

1

1

1

1

2

2

2

2

2

2

2

2

2

3

3

3

3

4

4

4

4

4

0

31 themes are repeated 123 times. Environment is tackled by over half of the companies (26) when HIV/AIDS as an example, seems to be of least concern (1).

Citizenship themes addressed and publicly promoted by Company 7 6

6 6 6 6 6 6 6 5 5 5 5 4 4 4 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 0 0

1 1 1 1 1 1 1 1

0

BMCE Bank and 5 other companies present the highest number of topics said to be addressed 6. Dell and SAP run citizenship activities at the global level but not at the countrylevel in Morocco.

Existence of a flagship program, green product or service publicized as such

No Flagship 49%

Flagship 51%

23 companies run a big-scale citizenship program. Examples include MEDERSAT.COM for BMCE Bank or MOROCCO INNOVATION INITIATIVE FOR IBM.

Flagship programs by Themes 4,5 4 4 3,5 3 3

3

2,5 2 2

2

1,5 1 1

1

1

1

1

1

1

1

1

0,5 0

1 in 3 of all flagship programs (8/23) relate to Education and/or Digital inclusion.

Education-related Citizenship Programs

12 10

10

8 6

6 6

4 2

0

1 1 1 1 1 1 1 1 1 2 2 2 2 2

3 3 3 3 3 3 3

4 4 4

The 28 education themes are repeated 81 times. Building or upgrading schools is considered of highest priority. Multimedia centers in schools and E-literacy programs are respectively ranked at the 3rd and 5th position.

7

Education-related Citizenship Programs by Company 10 9 9 8 8 7 7 6 6

6

6

6

5 4 4

4

3

3

3

2 2

2

2

2

2

2

1 1

1

1

1

1

1

1

0

Microsoft and Holcim Maroc top the number of corporate education programs run in Morocco, 9 each. The ICT companies the closest to this score are Meditelecom and Intel.

9

Digital inclusion-related Citizenship Programs 7 6 6

5 4

4 3 3

3

3

2 2

2

2

2

1 1

1

1

1

1

1

1

1

1

0

The 18 digital inclusion themes are repeated 36 times. Setting up multimedia centers in schools by donating computers and providing other forms of assistance is the most prominent program.

Digital-inclusion related Citizenship Programs by Company 8

7 7 6 6 5 4 4

4

3 3

2 2

2

2

1 1

1

1

1

1

0

Meditelecom run the highest number of digital inclusion programs in Morocco, 7. The company flagship program coincides with a digital inclusion initiative

7

Digital Inclusion and Educational main partners by Company 12

10 2 5

5

8

6 2 0

2

4

8 1 3

4

1

0

5

2

4 0 2 10

0

0

10

10

10

10

10

10

10

1 0

0 2

0

1

3

4

3

3

4

4

3

2 1 0

0

Digital Educational

Microsoft, Meditelecom and BMCE Bank partner with a large number of highly visible organizations.

Preferred Digital Inclusion and Educational partners 12 10 10 8 6 5

4 3

2 2

2

2

2

2

2

2

2

3

3

2

0

The Ministry of National Education is the partner of choice both for education and ICT in education initiatives.

Citizenship Programs run In-house or by a Foundation Foundation 9%

In-House and Foundation 15%

In-House 76%

Citizenship Programs run: In-House 34 In-House and Foundation 7 Foundation 4 With 11 foundations in existence, the ratio is 1 foundation for every 4 companies.

Board Committee(s) dedicated to Citizenship

Dedicated Board Committee 7%

Not applicable 29%

Foreign-controlled companies 64%

3 out of 16 Moroccan companies have a dedicated Board Committee overseeing quality, hygiene, security, environment and/or community relations matters

Management Structures for Sustainability Dedicated Department / Manager 17%

Delegated Department / info not available 83%

Only 7 out of the 41 companies which run all or part of their citizenship departments in house have hired a manager or created a dedicated department. If this is not the case, departments such as Communications, Marketing or HR are usually delegated those responsibilities.

Citizenship Budget

disclosed; 1

undisclosed; 44

Companies in Morocco do not disclose how much they spend on citizenship. The only case is BMCE Bank which sets aside 4% of its gross profit to citizenship (résultat brut d’exploitation hors normes IFRS). Our own calculation points that sum at 100 Millions MAD or 12.5 US$ M in 2007 (latest annual report available).

Participation in national sustainability or social welfare working groups 1

SIDA Entreprises maroc (HIV/AIDS)

1

Planet Finance Maroc

2

Fondation Academia

5

Pacte Mondial (Global Compact) Maroc

7

Fondation Mohammed VI pour la protection de l’environnement

0

1

2

3

4

5

6

7

The General Confederation of Moroccan Enterprises (CGEM) has adopted a corporate social responsibility charter in 2006 and has a number of commissions working on citizenship issues. The cement industry is the only industry that adopted a sustainable development charter with all companies collaborating on some industry-wide initiatives. A majority of national industry working groups are unable to translate sustainability issues into collaborative action.

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AGENDA BACKGROUND ON THE STUDY CITIZENSHIP OVERVIEW IN MOROCCO KEY FINDINGS

COMPANY PROFILES BEST PRACTICES KEY RECOMMENDATIONS

DELL Inc. Citizenship Overview Core Business Citizenship Pillars Citizenship Themes for Morocco Management Structures for Sustainability Number of Citizenship Programs Number of education and ITrelated Programs Main partners Citizenship Budget Impact Participation in sustainability working groups Awards/Recognition Contacts Flagship Program Recent Program with a high potential -

Information Technology -

Description Description

Period Period

Results Results

-

-

-

A profile offering more detail on each company citizenship can be read from the final report in the .docx format.

AGENDA BACKGROUND ON THE STUDY CITIZENSHIP OVERVIEW IN MOROCCO KEY FINDINGS COMPANY PROFILES

BEST PRACTICES KEY RECOMMENDATIONS

7 best practices from 5 IT companies and 2 non-

IT companies have been explicitly documented.

We present the example of ERICSSON MOROCCO S.A.R.L here.

Companies

Flagship Program

Theme

Short Description

ATTIJARIWAFA BANK ‘JAMIATI’

Education

Student ID card Jamiati, web portal to access information on Moroccan universities

BMCE BANK

‘MEDERSAT.COM’

Education

Network of rural schools

CISCO MAROC

‘E-Parité’

INTEL Corp.

Gender Promotion CISCO CCNA certification for women made easy Solar-powered telecom ICT in the Solar-powered telecom infrastructure site infrastructure site Community Morocco Innovation Initiative Innovation Supporting an Innovation Ecosystem in Morocco ‘Intel Teach Program’ ICT Education IT skills for teachers

ITISSALAT AL MAGHRIB

Association Maroc Telecom for Enterprise Creation

ICT Entrepreneurship

Support in opening phone shops, entrepreneurship fund, scholarships

MEDITELECOM

‘LIAJLICOM’

ICT Entrepreneurship

Support in opening community phone shops as micro enterprises

ERICSSON - SONY ERICSSON IBM

ERICSSON TELEPHONE AB - SONY ERICSSON

Citizenship Overview Ericsson and Sony Ericsson are both represented by Ericsson Morocco S.A.R.L in Morocco. Ericsson is a leading provider of technology and services to telecom operators. In 2000, Ericsson realized in Morocco the 1st solar-powered telecom infrastructure site worldwide, on the request of

Maroc Telecom looking at that time at ways to expand its customer base in rural areas. Ericsson is supporting ''Lumière de Rhamna'' (Light of Rhamna), a 2009 initiative that aims to offer ehealth and e-education services to the schools of the Rhamna area in the North of Marrakech.

Sony Ericsson is a mobile phone manufacturer owned equally between Sony Corporation and Ericsson. Sony Ericsson designed the 1st mobile phone using the Tamazight alphabet and marketed in 2000 by Maroc Telecom. Good Case Practices •''Lumière de Rhamna'' Program •Solar-powered telecom infrastructure site

Core Business Citizenship Pillars

Information Technology Environment, Community & Stakeholders Relations and Profitability

Citizenship Themes for Morocco

Environment, Education, Healthcare, Employee Diversity

Management Structures for Sustainability

-

Number of Citizenship Programs

3

Number of education and IT-related Programs

3

Main partners

Maroc Telecom, Ministry of National Education, Ministry of Health, National Initiative for Human Development, Rhamna Foundation for Sustainable Development (FRDD) -

Citizenship Budget Impact Participation in sustainability working groups Awards/Recognition Contacts

RABAT - HEAD OFFICE CENTRE D'AFFAIRES AILE SUD - LOT 1B/S3 HAY RIAD RABAT MOROCCO; Phone: +212 37 57 99 00 Fax: +212 37 56 31 15

Flagship Program Solar-powered telecom infrastructure site

Description Period a network optimization program, including a 2000 complete turnkey GSM radio network, RBS, passive antennas, MINI-LINK™, solar panels, battery back-up and anti-collision lights.

Results -

Recent Program with a high potential Lumière de Rhamna''

Description

Period

Results

e-health and e-education services to schools

2009

-

LUMIERE DE RHAMNA I. Original Motives Reduction of schools drop out rate in the region of Rhamna II. Description

Ericsson Morocco partnered with the Ministry of National Education, the Ministry of Health and the Foundation Rhamna for Sustainable Development (FRDD) to offer e-education and e-health services to the schools of the Rhamna area in the North of Marrakech; by providing 3G network coverage for that purpose. Since May 2009, students in this province benefit from distant learning via interactive tools with options to connect to 3G mobile internet and health services provided by a mobile unit offering tooth and eyes checking services for pupils. This allows young people to benefit from new technologies, fight against school drop outs and establish means for the improvement and modernization of teaching techniques. The 3G network should also facilitate new activities in the region such as internet cafes.

III. Value Model Ericsson Business consulting played an active role in defining the scope of ‘’Lumière de Rhamna’’ project and calculated the business case including investments needed and gains in terms of school drop-out reduction and job creation in the region.

A steering committee directed by the FRDD president will ensure the follow-up of the agreement implementation for a period of 4 years."

Ericsson Business consulting draft the business plan for the 3G network in Rhamna

Deployment of the 3G network and schools equipment

Students enjoy eeducation and ehealth services

Follow-up by the steering committee

IV. Impact Ongoing, figures not available V. Main Partners & Role

Ministry of Education: access to schools Rhamna Foundation for Sustainable Development: implementation and follow-up of the program Ministry of Health; undisclosed The National Initiative for Human Development; undisclosed VI. Main Locations Schools in the region of Rhamna VII. Communication Not available VIII. Budget Not available IX. Direct or Indirect Benefits for Ericsson This is the first big-scale community program undertaken by Ericsson Morocco still in an early

application phase; benefits remain to be seen

AGENDA BACKGROUND ON THE STUDY CITIZENSHIP OVERVIEW IN MOROCCO KEY FINDINGS COMPANY PROFILES BEST PRACTICES

WHAT WE DO & KEY RECOMMENDATIONS

MICROSOFT

Citizenship Overview Microsoft citizenship in Morocco kicked off since 2003. Microsoft is committed to transform education, foster local innovation and enable jobs and opportunity. In Morocco, Microsoft is particularly invested in the field of education supporting the Moroccan government flagship programs on education; GENIE and NAFID@ with software accessibility, IT curriculum and advisory services. Microsoft championed a number of initiatives to address the growing concern of child online safety with the production of a comprehensive guide, offering information channels online and supporting the children’s right national watchdog (ONDE). Through its community access centers, Microsoft has provided IT literacy to a significant number of youth, women and micro entrepreneurs.

Good Case Practices •AjialCom •Innovative Teachers Program

Core Business Citizenship Pillars Citizenship Themes for Morocco

Information Technology Community & Stakeholders Relations ICT Education, Digital Inclusion, Gender promotion, Entrepreneurship, Child online protection, Sponsoring & Donations

Management Structures for Sustainability Number of Citizenship Programs Number of education and ITrelated Programs Main partners

Education & Citizenship Manager, Community Affairs Coordinator

Citizenship Budget Impact Participation in sustainability working groups Awards/Recognition

15 15 Ministry of National Education, Ministry of Youth and Sports, Ateliers sans Frontières, Al Jisr, ICTDAR/UNDP, UNESCO, ONDE X See the program description page -

Flagship Program AjialCom

Description Creation of community access centers (CACs) hosted within Youth Houses

Period 2004 2007

Results See the program description page

Recent Program with a high potential

Description

Period

Results

-

-

-

-

PAST PROGRAMS Name

Short Description

Impact

AjialCom

Creation of community access centers (CACs) hosted within Youth Houses

X

Nafid@

Nafida facilitates the acquisition of laptops to over 100,000 members of the Moroccan education family. Availability of Microsoft ABC e-learning course, pre-loaded on each laptop to support teachers IT skills self-training. Al Jisr set up computer maintenance centers and we offered the training of the first batch of technicians, patronage of the high school Abou Bakr Esseddik with a multimedia room and IT trainings, availability of UP curriculum, Al Jisr as a Microsoft Authorized Refurbisher

X

Tarbiya.ma

Creation of an educational portal for the education family in Morocco www.tarbiya.ma

WOMEN IN TECHNOLOGY

Training in business planning, professional development and information technology for women in the MENA region. In Morocco, training sessions were organized in Rabat, Azrou, Oujda, Jerrada et Marrakech An IT center set up within the Center for Development of Renewable Energies (CDER) premises; providing IT skills and an e-learning platform to Moroccan ‘green’ micro entrepreneurs Participation of Moroccan researchers to Microsoft Academic Days, Summer School 2006 of the ‘Inspire’ Program promoting interaction between universities in Africa, Europe and the Middle East

X X

Al Jisr

Centre d’Appui aux Maisons Energie Support to the Research community

X

X X

(*In green: Microsoft designed programs, ** we mapped on-ground programs irrespective of the department or unit responsible for the implementation

PRESENT/ONGOING PROGRAMS

GENIE

GENIE is a government initiative to mainstream ICT into the education system by (1) equipping all 8600 schools in Morocco with a multimedia center, (2) train the education family of 300,000 persons and (3) support the development of digital educational content in the curriculum. Our support ranged from facilitating the affordability of MS productivity tools, the availability of UP curriculum to train teachers and camping credible advisory role

X

ASSOCLIC (1) and (2)

(1) IT skills trainings to NGO management, creation of IT maintenance centers offering job opportunities to disadvantaged youth and refurbishing computers; (2) Distribution of an IT pack comprised of a refurbished computer, MS software, UP curriculum, a year free maintenance.. to NGOs following a national call for applications.

X

Child Online Safety Program

Production of a guide 'P@rents! in the Digital Era' that provides practical advice and solutions for Child Cyber-Protection Technical support in setting up the virtual network of ONDE, the national watch body on children's right Creation of a web site dedicated to Child Online Safety in Morocco www.cpe.ma Basic computing skills training for clients of micro credit associations who run micro enterprises

X

MTIC

X

ANNUAL BASIS

Software or software/cash donation Innovative Teachers Program

Imagine Cup Morocco

Donation to prominent NGOs such as Association Bayti, L’heure Joyeuse, UNDP Morocco, Ateliers Sans Frontières Maroc

X

A national competition to showcase innovative projects that make the use of ICT in education. An annual forum recognizes and reward teachers (10+) who create the best digital-based educational projects or solutions. Creation of a Network of Innovative Teachers in 2009. Global student technology competition focused on finding solutions to realworld issues – selection phase in Morocco

X

X

RECOMMENDATIONS Clearly, navigating through the current economic crisis is challenging. Our catalogue of recommendations however looks beyond the grim picture for citizenship in FY10 and hold the promise of better days.

More ways of doing Citizenship - X

Strategic Internal Profit Opportunities - X

Strategic External Profit Opportunities - X

CITIZENSHIP THAT MATTERS EVERYDAY

THANK YOU.