csr, ethics and sustainability communications -- then and now

CSR communication – a brief tour

Tobias Webb, founder, Ethical Corporation & Stakeholder Intelligence

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

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

Was the “Blood Sugar” boycott of the 1790s the first? Perhaps

Controversial from the 1790s onwards

Early Greenwashing…has much changed?

Benetton: 1980s/90s awareness raising

Possibly the worst green ad ever…

(2009) What not to do…

What not to do…

Innocent: Knitted hats for Age Concern 25p from each since 2003

Evolution…

A brilliant piece of engagement in complexity…

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

Coop Switzerland: Worth watching for Creative comms in an aware market…

Coop Switzerland: Ethical Corporation Award winner 2011

Launched in 2007: “Ten years of incrementalism leading to transformation”

2012/13: M&S : Raising $2.3 million for Oxfam, reducing environmental impacts

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!

Big news: New York Times Ad 25 November 2011

Procott? Buycott? Carrotmob supports progressive companies and ideas

250 campaigns in over 20 countries

Raising the bar for big brands? Yes, and No…

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”?

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

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