Corporate Responsibility Communications Trends. Conference Board June 2010
1. Mike Lawrence
Is the Sustainability Message
Chief Reputation Officer
Sustainable?
June 11, 2010
2. Agenda
• The CSR Landscape
– Despite Wavering Economy Companies Not Backing Off
Economy,
– CR is Starting to Drive Core Changes That Lead to
Innovation and Business Value
– Companies Becoming Smarter About Using Data
– Stakeholder Engagement Increasing and Broadening
– Empowered Citizens are Driving CR via Social Media
• Key CR Lessons for Companies Today
• What’s Next?
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3. How Has the
CSR Landscape
Changed/Shifted?
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5. Consumer Expectations Remain High
Expectations of Companies to Make and Sell Environmentally
Responsible Products and Services During an Economic Downturn
Lower
15%
Same
S
50%
85%
Say expectations are
Higher the same or higher
35%
2009 Cone Consumer Environmental Survey
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6. Companies Report Steady Investment in CR
86% say investment is the same or higher
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9. Setting Bold Goals
“Energy efficiency and carbon
Energy
reduction are central issues in
the world today. We’ve been
working to make a difference in
these areas, both in our own
footprint and our supply chain
chain.
We know that we have an
opportunity to do more and
the capacity to do more.”
- Mike Duke
Walmart president & CEO
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11. Achieving Bold Goals
2012 Deadline
62 of Original
2010 Commitments Achieved;
80 New Commitments
Established for 2015
39 Commitments Reached;
Plan A Becomes Cost
2009
Positive
Original “Plan A”
2007 Commitments Made:
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100 Over 5 Years 11
14. Companies Driving CR Down to Suppliers
“[IBM will require its 28,000 suppliers in more than
IBM]
90 countries t install management systems t gather
t i to i t ll t t to th
data on their energy use, greenhouse gas emissions and
waste and recycling.”
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15. CR is Starting to Drive Core
Changes That Lead to Innovation
and Business Value
16. Allsup:
Allsup: Service Innovation
• Provides help with
p
Social Security
Disability Approval
• Identified
de t ed
Additional Demand
for Financial
Services
• Created Allsup
Medicare Advisor
Program in
Response
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21. Putting Data to Use: Nestle Waters North America
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22. Putting Data to Use: Nestle Waters North America
Most in-depth study on
environmental impact of
drinking water & alternative
d i ki t lt ti
beverages
Findingsg
• Water is best beverage
option for the environment
• Bottled water is best
packaged beverage option
based on environmental
impact
• Nestle Waters’ Eco-Shape
bottled water has lightest
footprint among all packaged
beverages
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24. Importance of Stakeholder Engagement
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25. Vodafone: Engagement and Dialogue
• Share results of focus
groups with experts
and key opinion leaders
• Commissions
independent research
on key issues
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26. Starbucks Data Dashboard: Interactive Reporting
Icons delineate key performance
indicators; rollover to get key
statistic/progress against g
/p g g goals
Overview of 2009 activities in
key CR pillars
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30. American Consumers Want a Voice
44%
would buy or boycott a
company’s products
compan ’s p od cts to
help influence corporate
social/environmental
practices and initiatives
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31. New Media is a Viable Way to Reach Them
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39. Key CR
Lessons
for Companies Today
p y
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40. Lessons:
• Corporate Responsibility activity is growing despite a
negative economy
g y
• It is sustainable because “social responsibility” is
increasingly being approached as “social opportunity”
that creates tangible value as well as reputation value
• Robust stakeholder engagement is a must do and needs
to be built into the planning and execution of programs
• The public/end users are demanding to be “part of the
game” and will reward and punish accordingly
• Corporate communications about CR/sustainability
should evolve beyond “broadcasts” (one-way) and
beyond dialogue (two-way) to true engagement (co-
creation of ideas)
)
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42. Shared Responsibility
Shared Responsibility is a business
p y
strategy that addresses issues material
to a company’s business growth, while
p y g ,
meeting the expectations and needs of
stakeholders and society.
y
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43. BP –When CR is Marketed But Not Core to Business
“…we produced a
solution that
2010
2005
preserved wetlands.”
d l d ”
“Environment - T provide h t
“E i t To id heat,
power and mobility for the U.S.,
new pipelines have to be built. In
Louisiana, BP pioneered a new
standard for pipeline construction.
pp
Working with environmental
groups, community leaders, even
loyal oystermen, we produced a
solution that preserved wetlands.”
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