CSR, Ethics and Sustainability Communications -- Then and Now
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A presentation that looks at how corporate CSR, sustainability and ethics communications have evolved to the present day, and where they may be headed next. Used to based a talk on for an upcoming conference rather than as a stand alone...
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CSR, Ethics and Sustainability Communications -- Then and Now
- 1. CSR communication – a brief tour Tobias Webb, founder, Ethical Corporation & Stakeholder Intelligence
- 2. Founded 2001 Business magazine Based in London, global network of writers 8000 articles on Ethicalcorp.com Serving 3000 companies Hosts Conferences Publishes Reports Interview hundreds of managers every year More at: www.ethicalcorp.com
- 5. External CSR communication: Today’s key audiences Stakeholders Consumers “Opinion formers”: NGOs Academics Business media Communities Government/Civil Servants Institutions/Investors Traditional Middle Classes: (ABC1’s) Consumer media Other demographic groups: Luxury market Lower income groups
- 6. Was the “Blood Sugar” boycott of the 1790s the first? Perhaps Controversial from the 1790s onwards
- 7. Early Greenwashing…has much changed?
- 8. Benetton: 1980s/90s awareness raising
- 9. Possibly the worst green ad ever…
- 10. (2009) What not to do…
- 11. What not to do…
- 12. Innocent: Knitted hats for Age Concern 25p from each since 2003 Evolution…
- 13. A brilliant piece of engagement in complexity…
- 14. Unilever: Aiming to change a billion lives for the better By 2015 Launched in 2010 Mission: Cut the 1000 a day deaths in under 5’s
- 15. Coop Switzerland: Worth watching for Creative comms in an aware market…
- 16. Coop Switzerland: Ethical Corporation Award winner 2011
- 17. Launched in 2007: “Ten years of incrementalism leading to transformation”
- 18. 2012/13: M&S : Raising $2.3 million for Oxfam, reducing environmental impacts
- 19. Earthkeepers product line: 10% of sales: Over $1 billion Inspired by Greenpeace’s “Slaughtering the Amazon” 2009 report 20,000 emails to CEO inspired Innovation!
- 21. Big news: New York Times Ad 25 November 2011
- 23. Procott? Buycott? Carrotmob supports progressive companies and ideas
- 24. 250 campaigns in over 20 countries
- 25. Raising the bar for big brands? Yes, and No…
- 26. What does all this mean? • Ethics debate is not new: Boycotts go back to 1790s • Companies communicating more about values from 1960s • 1960-2000’s:“Broadcast” • No eco-label represents more than 10% of ‘market’ (FSC, MSC etc) Kimberly-Clark: “$5 Billion in eco-sales by 2020”?
- 27. What does all this mean? • Social media: Opportunity and major risk (Nestle/Greenpeace) • CSR issues not yet ‘mainstreamed’ with consumers: Mostly response to NGO/Media pressure • Today’s communication about engagement and response: Timberland, Patagonia, niche brands…increasing sophistication in approaches • Can Unilever/M&S etc take it mainstream? We will find out… GP supporters adopted this as FB profile pic
- 28. Want to know more? Online Training Module on CSR Communications Regular "Smarter Business Blog“ Visit: www.ethicalcorp.com Free presentations on CSR and Communication Email me: Tobias.Webb@stakeholderintel.com