leveraging mobile technology for worker voice and real-time data
TRANSCRIPT
LEVERAGING MOBILE TECHNOLOGYFOR WORKER VOICE AND REAL-TIME DATA:
Lessons and Opportunities from ETI Members Experimenting with Mobile
LEVERAGING MOBILE TECHNOLOGYFOR WORKER VOICE AND REAL-TIME DATA:
Lessons and Opportunities from ETI Members Experimenting with Mobile
Mobile ownership is at an all-time high. With nearly 7 billion mobile subscriptions globally, that’s nearly one for every person on the planet. In China, the world’s manufacturing hub, there are 1.2 billion mobiles and 89% mobile penetration. That’s not to say that every person has a phone, but access through a friend or family member is common, even in the most remote regions.
What does this mobile access mean for Ethical Trading Initiative (ETI)1 members and others with a shared vision of a world free of exploitation and discrimination? It’s nothing short of a paradigm shift—from top-down monitoring of working conditions to a more worker-centric approach. Mobile technology opens a new channel for direct and authentic two-way dialogue with workers, 365 days a year. Labour rights groups have said for years that workers are the best monitors of their workplaces. Now that vision is possible.
Vodafone and Accenture estimate that this new mobile-enabled worker engagement has the potential to boost livelihoods by $2.1 billion annually, through improved pay and working conditions, and benefit 18 million workers globally. In the report Connected Worker: How Mobile Technology Can Improve Working Life in Emerging Economies2, they describe six disruptive opportunities for mobile to enhance the lives of workers in global supply chains, and the business value for each. One, called the “Worker Panel,” enables improved working conditions through real-time data.
Several ETI members have already been experimenting with the Worker Panel concept profiled in the Connected Worker report. In this approach, companies and NGOs use mobile to capture anonymous, real-time data directly from workers about their working conditions and then use that data to drive improvements, by a combination of new policies and practices, supplier dialogue, and worker training.
It’s nothing short of a paradigm shift—from top-down monitoring ofworking conditionsto a more worker-centric approach.
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1 To learn more, visit: www.ethicaltrade.org2 http://www.vodafone.com/content/dam/sustainability/pdfs/vodafone_connected_worker.pdf
3 Lessons and Opportunities from ETI Members Experimenting with Mobile
Benefits for Workers
Mobile benefits workers by enabling faster resolution of issues raised through an anonymous
reporting channel. Internally, it can facilitate better working relationships with supervisors
and management through improved communication channels. According to the Vodafone
report, this type of intervention can “encourage worker empowerment, wellbeing and
loyalty.” The two-way channel also supports so-called “m-learning” capabilities—that is,
delivering educational content via mobile phones—so workers can receive information
about their rights or local services, or reminders of training curriculum on wellbeing topics
like financial literacy.
Value to Buyers and Suppliers
The Worker Panel also has these tangible benefits for buyers and suppliers:
∞ Overcoming the limitations of auditing, especially where workers are coached on what
to say during interviews and audits are too infrequent to monitor sensitive issues;
∞ Helping minimise supply chain risk by capturing more reliable information on high-risk
issues and addressing them quickly; and
∞ Using data to engage in a new kind of conversation with suppliers. Connected Worker
describes the potential “to have more proactive discussions with suppliers on workforce
management and move quickly to address problem situations, invest to enhance working
conditions or even deselect suppliers with persistent issues.”
Two-way communication tools can also deliver educational content, so workers can give AND receive information
INFO PUSH: Two-Way Communication tools
Survey Findings
Employer Updates
Training Messages
Rights & Services
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4 Lessons and Opportunities from ETI Members Experimenting with Mobile
ETI Member Case Studies
In 2012, Marks & Spencer (in the UK)
and Eileen Fisher (in the US) took the
lead in using mobile technology to hear
directly from workers and enhance
supply chain visibility. Since then, several
other ETI member companies—including
Primark and Boden—have applied mobile
technology in their own supply chains
to give voice to over 85,770 workers
across six countries: Bangladesh, India, Sri
Lanka, China, Peru and the UK. Surveys
have covered diverse topics, including
Working Hours, Grievance Mechanisms,
Worker-Management Communication,
Community Needs, and Financial Literacy.
Specifically, ETI member companies have
used mobile surveys to:
1. Capture real-time data to support
commitments to follow the ETI
Base Code;
2. Give workers a voice in a way that
complements FOA & grievance
mechanisms;
3. Share educational information with
workers to help them understand their
rights and access local services; and
4. Validate assumptions about what
workers actually experience in the
workplace.
All of these companies have used a
tool called Labor Link, developed by
California-based nonprofit Good World
Solutions. The platform uses simple,
voice-based technology called Interactive
Voice Response (IVR) to enable two-way
communication between workers, their
employers, and buyers.Cisco / Photo by Arjun Kartha
5 Lessons and Opportunities from ETI Members Experimenting with Mobile
TOPICS
In China, Marks & Spencer used the Labor Link platform to survey managers
and workers at 24 M&S suppliers manufacturing a diverse range of products.
Surveys covered topics related to Ethical Trading Initiative’s Base
Code, worker-management communications, working environment,
health and safety, and working hours. Labor Link surveys targeted both
workers and managers, with an average response rate across factories of 44%.
Respondents were 73% female and on average 33 years old.
FINDINGS
Mobile survey data revealed
interesting differences in knowledge
among workers in areas such as
workplace communications. For
example, when asked the question
“Is there a way workers can submit
a written complaint when they have
a work related-problem?” 78% of
factory management responded
affirmatively, and only 48% of
workers said the same. M&S will
use this data to develop training
programmes on Workplace
Communications and align the
company’s business practices
more closely with worker needs.
Q: Is there a way workerscan submit a written complaint when they havea work-related problem?
CASE STUDY: Marks & Spencer
In the last year, Marks & Spencer (M&S) has scaled up its use of mobile
technology in the supply chain to poll 64,230 workers across 46
manufacturing locations in 5 countries (China, India, Bangladesh, Sri Lanka
and the UK)—exceeding its 2013 target of 22,500 workers in 30 factories
by more than double.
6 Lessons and Opportunities from ETI Members Experimenting with Mobile
Marks & Spencer
This is the first time these workers have had an anonymous channel to
report on sensitive issues like harassment and bullying, working hours, and
communication with their supervisors. With more detailed data, M&S is able
to go beyond auditing to engage in a new kind of conversation with suppliers.
“With 44% of workers choosing to participate voluntarily, we see a higher
degree of trust and scalability in anonymous mobile surveys, compared to
more traditional methods of connecting with workers through interviews,”
said Heather Franzese, Executive Director of Good World Solutions, the
organisation behind the Labor Link platform.
RECOGNITION
M&S and Good World Solutions were recently shortlisted for “Best Business/
NGO Partnership” in Ethical Corporation’s Responsible Business Awards 2014.
Through this work, M&S has sought to inspire a movement of leading
brands and retailers in the US and UK that are now using mobile to
connect with workers for deeper supply chain transparency. The strategy
is aligned with the company’s Plan A 2020 values of being in touch, doing
business with integrity, and supporting innovation across the business.
Listening to workersin this way helps us connectthe dots between qualityof life issues like workplace health and safety and business issues in manufacturing,such as worker retentionand productivity.”
“
Fiona SadlerM&S Head of Ethical Trading
photo: Good World Solutions
7 Lessons and Opportunities from ETI Members Experimenting with Mobile
TOPICS
Working Conditions, Progress Out of Poverty Index (PPI), Community Needs
PURPOSE
To compare supplier performance (SA8000-certified and not certified) on gender
equity, recruitment practices, awareness of labour standards, worker-management
communication, job satisfaction, livelihoods and community needs.
FINDINGS
Housing: At one factory, one in four
workers identified inadequate housing
as the greatest need facing the
community. Migrant workers in North
India travel from other states and
live in temporary housing with other
workers.
Recruitment: 32% of workers
surveyed reported paying a recruitment
fee to get their job. This data provided
a starting point for Eileen Fisher and its
suppliers in India to understand what
workers experience, even before they
begin work.
Supplier Response: Suppliers may at first be reluctant to allow direct worker
communication. Framing the business case of anonymous worker feedback is
essential to build buy-in.
CASE STUDY: Eileen Fisher
Eileen Fisher was the first ETI member to use Labor Link, in India in 2012.
The company has strong values around Human Rights and Women’s
Empowerment and wanted to hear directly from workers on these key issues.
photo: Holly McKenna
8 Lessons and Opportunities from ETI Members Experimenting with Mobile
OUTCOME
Eileen Fisher partnered with Social Accountability International (SAI) to facilitate
an on-site workshop for workers to co-create solutions to their priority
issues identified in the first survey. Women prioritized child care, resources
for substance abuse, and financial literacy training. Men wanted improved
transportation and financial literacy training. EF is using results from Labor
Link to formulate their factories’ corrective action plans, and will be
using the results to help guide their human rights grant giving in supply
chain communities; so that it is more in line with workers’ wishes.
Labor Link data hasbeen really valuable to us in terms of understanding vulnerability and risk and hearing worker voices.It also helps us target our resources better in areas that matter to our workers.”
“
Luna Lee, Human Rights Leader, Eileen Fisher, Inc.
NEXT STEPS
The company wants to expand mobile worker engagement to other key
countries, including China and the US, to compare worker wellbeing across
countries. The next phase will use a standardised survey inspired by the
OECD Better Life Index or similar measure of wellbeing.
Eileen Fisher
photo: Good World Solutions
9 Lessons and Opportunities from ETI Members Experimenting with Mobile
TOPICS
Worker-Management Communication,
Job Satisfaction, Opportunities for
Advancement
PURPOSE
Given the high worker turnover in China,
Boden and its suppliers wanted to dig
deeper into job satisfaction and worker-management communication and
quantify the business case for investing in workers.
LEARNING
The top response when asked
“Why did you choose to work at this
factory over others in the area?” was
“better working conditions” (39%).
That was followed closely by “higher
wages” (26%). These responses
show the extent to which treating
workers well can benefit business
as well through improving
recruitment and retention.
OUTCOME
Boden is using the data to continue dialogue with suppliers on understanding workers’ needs both inside and outside the workplace and to help shape future support and training programs in the region.
CASE STUDY: Boden
Boden was one of the first companies to test Labor Link in China, where
workers are especially tech-savvy and eager to use technology to engage
with local employers and outside groups.
Q: Why did you choose towork at this factory over others in the area?
photo: Good World Solutions
10 Lessons and Opportunities from ETI Members Experimenting with Mobile
FINDINGS
Across HERfinance brands and factories in India, Labor Link measured a
21% boost in women who say they manage their own salaries—instead of
giving it over to their husband or other family member. Among the workers
that finished all six training modules, 73% feel more confident talking about
financial matters, and the number of workers with their own bank account
increased by 16%.
CASE STUDY: Primark
Primark was the first company to use Labor Link on the topic of grievance
mechanisms. The company polled workers in Bangladesh about grievance
channels and their preferred communication modes to support the
development of a pilot project there. Labor Link data is informing the design
of the pilot and next steps.
Primark has also used Labor Link as part of Business for Social Responsibility
(BSR)’s HERfinance program, to capture monitoring and evaluation (M&E)
data before and after financial literacy training to measure the degree of
knowledge retention and behavior change.
Among the workers that finished all six HERfinance training modules,
73% feel more confident talking about financial matters.
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Cisco / Photo by Arjun Kartha
11 Lessons and Opportunities from ETI Members Experimenting with Mobile
Lessons Learned
• Building trust is key. Voluntary participation rates of 30-40% among workers show a high degree of trust in the anonymous channel. Local trainers build a rapport with workers through factory site visits, explaining who is behind the survey and the purpose. The same is true for management, who may at first be reluctant to allow direct contact with workers’ phones. Phone use is often restricted on the factory floor, so the platform is accessible 24/7. Workers can call from home or in transit to or from work. Participation is strictly voluntary and workers always have the ability to opt out of informational messages.
• Mobile complements other channels. Mobile is not meant to replace other sources of information, such as audit data, face-to-face interviews or NGO advocacy. It is additive and can capture more timely or sensitive information from a critical mass of workers, in a way that’s cost-effective. For example, if audit findings indicate a risk of sexual harassment, a follow-up mobile survey can focus specifically on that issue to understand the problem and indicate options for a more targeted intervention to address it.
• Culture drives differences in technology use. Labor Link is flexible enough to reach workers with different technology preferences, and manufacturing almost any product type. In Bangladesh, workers use basic feature phones and can access pre-recorded questions in Bengali to address low literacy rates. In China, smartphone penetration ranges from 40-80%, depending on factory type, so Labor Link is available through a WeChat application that’s accessible by workers with smartphones. This gives workers the option to use the technology they prefer. At the moment, we see about one-third of workers in China choosing WeChat and two-thirds choosing voice-based surveys.
• The mobile gender gap is real. GSMA and Cherie Blair Foundation for Women estimate that women are 21% less likely to have a mobile phone than men.3 Differences can be even more pronounced in an area like North India, where workers in apparel manufacturing are predominantly male. Labor Link’s community training methodology specifically targets women and teaches them to be comfortable using phones in a new way (and enables them to share phones with friends or family, so personal mobile subscription is not a barrier). Custom local language materials and hands-on demonstration make it accessible to illiterate women with basic feature phones. Labor Link offers incentives for participation in the form of free airtime and, in some cases, handsets. One female respondent in India said, “It’s easy to use, like playing a game.”
3 “Women & Mobile: A Global Opportunity.” http://www.gsma.com/mobilefordevelopment/wp-content/uploads/2013/01/GSMA_Women_and_Mobile-A_Global_Opportunity.pdf
12 Lessons and Opportunities from ETI Members Experimenting with Mobile
• Closing the feedback loop is essential. Similar to employee opinion surveys in an office environment, it is essential to communicate back to respondents after a mobile survey. Labor Link has experimented with different ways of sharing information with workers. These include delivering highlights of survey findings via SMS or voice-recorded messages, or asking factory management to post findings in the factory. Buyers and factory management need to set appropriate worker expectations about how quickly they should expect to see changes based on the new information.
• Educational features are under-utilised. Companies are most interested in capturing data from workers, and less concerned with sending educational information back. There’s huge potential to leverage this channel to share educational information with workers about their rights, life skills and local services through their phones, but we need to partner with NGOs, social enterprises and trade unions to achieve it. Future enhancements to the technology could also enable peer information sharing among workers or some form of social networking.
Opportunities & Next Steps
This is a new field and there are still untapped opportunities for a number of actors to leverage mobile to support workers’ rights:
• NGOs and social enterprises: NGOs and social entrepreneurs with localised content can use the platform to broaden their reach and deepen their impact by sharing customized educational messages. Labor Link has the capability to send voice-recorded (IVR) or SMS messages to targeted workers on topics such as financial inclusion, health and nutrition, or education.
• Trade unions & labour rights groups: Unions and advocacy groups can use mobile data to get anonymous feedback from a larger number of workers and serve workers better. Unions are already using social networking technology such as WhatsApp and Weibo to reach workers in some regions. Advocates can also benefit from the ability to send mobile messages to workers about their rights.
• Donors and conveners: International donors such as DFID and “mobile for good” actors can support initiatives to drive improved performance in ethical trading via mobile. For example, Cherie Blair Foundation for Women is using mobile to connect women to mobile financial services. There’s an opportunity to extend this work to factory workers, in connection with in-factory training programs on financial literacy.
About Good World Solutions
Good World Solutions, the nonprofit social enterprise behind Labor Link, develops
innovative technology solutions to serve millions of vulnerable workers in global supply
chains. Since 2010, Good World’s award-winning Labor Link platform has reached
150,000+ workers, farmers and artisans in 16 countries. The tool has been recognized
by Ashoka Changemakers and Feedback Labs, GSMA Global Mobile Awards, the Global
Social Benefit Institute at Santa Clara University’s Center for Science, Technology, and
Society, and the Gratitude Network. By increasing transparency in global supply chains,
Good World Solutions drives systemic change in company buying practices and catalyzes
economic empowerment for the people that make popular consumer products.
.
www.goodworldsolutions.org1500 Broadway Ave, Suite 400, Oakland, CA 94612
p. 510.844.1693 | e. [email protected]
Realising the Full Potential of Mobile
How is mobile data driving real impact? It’s still early days but opening a new channel for worker voice gives workers a seat at the table and introduces a new accountability mechanism to drive improvement. Repeat surveys can track progress over time. Unlike audits, or surveys that use outside technology, this follow-up “pulse” information can be collected in a way that is cost-effective and does not interfere with production.
In addition to the examples above, we’re seeing companies use worker input to inform corporate policy. For example, one electronics company is setting a new Working Hours policy and polled workers about their preferences so that the company can set a policy that meets legal requirements while taking into account worker needs. Working hours and wages should, according to the ETI Base Code, be negotiated through collective bargaining, but using mobile can support and complement the process.
We invite additional ETI members to experiment with mobile technology. As more brands and NGOs collect standardised data from key sourcing countries, there will be more opportunities to benchmark performance, speak the same language to suppliers, and drive real improvement.
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