CSR is servant leadership, says Filipino entrepreneur

Corporate social responsibility (CSR) is servant leadership, according to an Abu Dhabi resident-entrepreneur.

“It is not a marketing tool. It reflects how a business treats its people. It operates ethically and contributes to the community it serves,” said Rolly Brucales, in the UAE since 2003, initially as a real estate agent of a Philippine-based diversified conglomerate.

He believes that CSR, which had become a buzzword over 30 years back and in the process, had been reported to be mis-used and abused, such as through green-washing, “must start from within a company,” regardless of size.

The components are “fair treatment of employees and responsible operations,” anchored on value-laden daily decisions.

Genuineness is another absolute factor: “CSR loses credibility when the motivation is company image rather than impact. Sincerity is critical because intention shapes impact.”

“When individuals or organisations like us enter CSR with genuine motives, the focus shifts from visibility to value, from how it looks to whom it truly helps,” stressed the salesman-turned-entrepreneur who implements a built-in financial literacy programme for an over 90 personnel of the various food establishments he had founded across the UAE, the incubator of which is a nationwide chain of creole-inspired seafood restaurants, set up as a small business venture 10 years back in Abu Dhabi.

“People must act as stewards; not as sponsors. This means aligning support with real community needs and long-term empowerment rather than short-term relief or publicity.”

Brucales was asked about CSR in connection to a new employment retention scheme he shall launch this 2026 – the UAE Year of the Family – and which shall not only elicit the best among the plantilla but, more importantly, shape the youth.

“Our scholarship for the eligible children of our top employees, which shall be determined through staff performance ratings, is a way to give back. It is a morale booster,” he said.

The programme covers high school to college students with outstanding academic grades from any educational institution in the Philippines.

On another CSR, last December 23, Brucales’ team took part in the basic needs “wish-list granting” at the 2004-established non-profit organisation Senses Centre, the first regional residential care facility for people of determination, some of who have been abandoned or orphaned.

That giving back factor is essential to Brucales, thankful to the UAE leadership which has spawned the entrepreneurial desire of locals and expatriates: “We are here because of that strong support and sensible guidance.”

In another aspect of entrepreneurship and on the January 8 Malacanang (Presidential Palace)-announced January 13 to 14 working visit of Philippine President Ferdinand “Bongbong” Marcos Jr. to Abu Dhabi, for the Republic of the Philippines-United Arab Emirates Comprehensive Economic Partnership Agreement (CEPA) Signing, Brucales said: “The CEPA signing is a real opportunity for entrepreneurs like us who have built businesses on the ground.”

“With lower trade barriers and stronger economic ties, we can think beyond single outlets and start building scalable, regional Filipino brands from the UAE. The agreement empowers us to move from survival mode to growth mode. From operators to brand builders,” he added.

“It means easier access to authentic Filipino ingredients, better cost control, and the ability to standardise quality as we grow. More importantly, it gives us a stronger platform to compete; not just within our community, but in the mainstream,” Brucales also said.

He encouraged greater collaboration among the over 3,000 Filipino businessmen across the UAE.

The CEPA of the Philippines with the UAE is historic among the seven-country Gulf Cooperating Council. Talks began during the Expo2020Dubai.

Philippine Trade and Industry Secretary Cristina Roque was quoted in the December 29 Manila Bulletin news portal: “It is envisioned to expand Philippine exports of goods and services to the UAE.”

Manila is looking at “attracting fresh investments” particularly in the export-oriented manufacturing sector.

On January 8, The Philippine Star and Philippine Daily Inquirer reported that historic as well in the working visit is the formalisation of military technology sharing between the Philippines and the UAE through a Memorandum of Understanding on Defence Cooperation.