Surviving a Seismic Shift in Employee Attitudes: How HR, Sustainability and Company Leaders Can Partner to Embed Purpose throughout an Organization

1. Abi Todd
O2 Telefónica UK
Surviving
a
Seismic
Shi/
in
Employee
A6tudes:
How
HR,
Sustainability
and
Company
Leaders
Can
Partner
to
Embed
Purpose
throughout
an
OrganizaDon
Rosie Warin | @RosieWarin
Global Tolerance
Alexandra van der Pleog
SAP
Colm Coffey | @kpmguk
KPMG UK
Liz Vossen | @LSEnews
London School of Economics & Political
Science (LSE)
Juan José Litrán | @CocaColaCo_es
Coca-Cola Spain

2. Surviving a Seismic Shift in Employee Attitudes
How HR, Sustainability and Company Leaders Can Partner to
Embed Purpose throughout an Organisation

3. @GlobalTolerance
@RosieWarin
Welcome to the #ValuesRevolution

4. @GlobalTolerance
@RosieWarin
78%
of 18-24 year olds would
be more motivated and
committed at work if they
felt their employer had a
positive impact on society

5. @GlobalTolerance
@RosieWarin
78%
of 18-24
year olds
70%
of 25-34
year olds
64%
of 35-44
year olds
59%
of 45-54
year olds
55%
of 55-64

6. @GlobalTolerance
@RosieWarin
69% of 18-24s
60% of 25-34s
would leave their job for a
similar one at an
organisation that had more of
a positive impact

7. @GlobalTolerance
@RosieWarin
76%
of participants think
organisations should have
ethics, values and
sustainability across all areas
of operations

8. @GlobalTolerance
@RosieWarin
How?

9. @GlobalTolerance
@RosieWarin
Employee
engagement
Desired feeling
I know the story

10. @GlobalTolerance
@RosieWarin
Employee
engagement
Desired feeling
I know the story
I believe the story

11. “I would seek to leave an organisation if their actions
contradicted their words”
@GlobalTolerance
@RosieWarin
53%
of 18-24
year olds
56%
of 25-34
year olds
57%
of 35-44
year olds

12. @GlobalTolerance
@RosieWarin
Employee
engagement
Desired feeling
I know the story
I believe the story
It’s MY story

13. @GlobalTolerance
@RosieWarin
74% of 18-24s
70%of 25-34s want to
use their actual work skills and
qualifications to have a
positive impact, not just their
volunteer time
67%of 18-24s
66% of 25-34s
want to be actively involved in
making a positive impact
themselves - they don’t just
want to be told what the
company’s policy is

14. @GlobalTolerance
@RosieWarin
Welcome to the #ValuesRevolution

15. Thank you
@GlobalTolerance
@RosieWarin

16. Sustainable Brand …
A question of Trust
SBLondon 2015

17. consumercompany
category
COMPANY
APPROVAL
CATEGORY
ACCEPTANCE
BRAND
LOVE
TRUST

18. CSR IS CHANGING
SOCIAL RESPONSABILITY
From Consumer to Citizen
Digital world makes citizens more engaged: increasing participation and social activism
Crisis of values in organizations leads to a “ lack of leadership” perception
Citizens demand more Responsibility, Social Commitment, Integrity and
Transparency
New values, growing interest for environment and concern for a better lifestyle
New generations demand from companies proposals that promote personal growth

19. It is about how you earn your money
Not only about how you are socially committed
CSR IS CHANGING
SOCIAL RESPONSABILITY

20. SUSTAINABLE BUSINESS SOCIAL COMMITMENT
BOTH ARE WHAT IS CALLED CSR: CORPORATE SOCIAL RESPONSABILITY
YOU-WIN WIN-WIN
Quality products
Our Brands
Human and Workplace rights
Environmental impacts of Manufacturing
Industry leader, performance
Well managed, governance
Cares about the planet
Active member of the community
Jobs and economic development
Cares about wellbeing
Woman
Source: (Inspired in) IPSOS - Reputation Snapshot for the Food and Beverage Sector

21. What you Love
What you
do well
What the
world
needs
Why you get paid
for
Passion Mission
Profession Vocation
This must be the scope to be Sustainable

22. CONTENT
We need a multi-functional approach

23. youth empowerment

24. Alignment of value chain, brand
experience and social needs
consumer
company
category

25. The reality
This data is even worst
when it comes to young
people without resources
Spain is leading school
dropout and youth
unemployment
79%53.1%
Youth unemployment in Spain is
53,1% -almost double Europe´s
data (23.1%)-.

26. The essence
empowerment + employment

27. NGO &
Employee
coaching
Value Chain &
Brand Assets

28. A holistic value/ A unique experience

29. Results
2.100
young people
27%
Find a job
200
Job experiences
38%
Women7
NGO
145.000
hours of education
73%
continue their education

30. thanks