lundquist csr online awards 2009 james osborne presentation. 4 november 2009

8/14/2019 Lundquist CSR Online Awards 2009 James Osborne Presentation. 4 November 2009

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Online CSR AwardsGlobal Leaders 2009

Milan - 4 November 2009


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The rationale behind the research

Corporate website has emerged as most important vehicle for

CSR communications But public distrust has been generated by too much greenwash

and exploitation of CSR for purely PR goals

Need for a communications model that goes beyond the CSR

report and a way to measure the efficacy of messages on thecorporate website

Importance of reputation as intangible value of CSR

The leaders dilemma: how do I distinguish my genuine,integrated and committed CSR programme from those who are

just making empty proclamations?


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CSR c ommunications from global leaders

We studied the best companies in CSR globally to assess the

quality of their online CSR communications, discover strengthsand weaknesses and gather a database of best practiceexamples

The study evaluated how well 91 members of the DJSI use their

corporate websites as a platform for CSR communication Also country rankings in Italy, Switzerland, UK and Germany

A total of 76 criteria were used, divided into 18 sections andgiving a total of 100 points

The analysis included both CSR content and online presentation The criteria were developed on the basis of a survey of CSR

professionals and sector experts


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Criteria founded on users point of view

184 people answeredthe online survey

30 nationalities wererepresented

A wide range ofprofessional categories

included Respondents hadmany years ofexperience in CSR

They said they regularly

search for informationabout CSR online seven out of 10 at leastseveral times a week


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Main findings of the user survey

CSR is seen to havegained public attention

during the financial crisis Corporate websites

considered a key sourceof information

Priority content includes CSR report

Code of ethics

Environmental data

Corporate governanceviewed as corecomponent of CSR-related information


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Methodology

91 companies chosen on the basis of membership of the Dow JonesSustainability World 80 Index, plus 2008-09 supersector leaders

100 points maximum from 76 criteria, divided into 18 sections

The analysis included both CSR content (10 sections totalling 61.5points) and online presentation (seven sections totalling 37.5 points)

English language version of corporate websites assessed byLundquist in April-July 2009

Assessments restricted to the CSR (or equivalent) section of the

website and to content directly linked from section Contents of CSR reports excluded except whenever a direct, specific

link was provided to the relevant page or pages


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Top-performing sec tions related todisc losure and reporting

% on maximum score (CSR Online Awards 'Global leaders')

39%

45%

60%

68%

58%

30%

59%

56%

22%

18%

18%

60%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Overview

CSR policy

Reporting

Environment

Community

SRI

Human resources

Conventions & awards

News & events

CSR resources

Staff and contacts

WEB


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Industries with environmental impac t lead


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Europe outperforms US

Result may be explained by theattention European companies giveto corporate websites, while USfocus is more commercial

US companies more oriented to

communication of communitycommitment, providing newsreleases and integratingtechnological features

In Europe, and especially the UK,the approach is more rounded withcompanies focusing in an integrated

way on the various aspects of CSR


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Most c ompanies provide key information

but

Average score of

60% for reporting section

60% for report format

83% for report archives

89% for code of ethics

68% for environmental data

53% for environmental management system


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Still in offline mode of communic ations12% was the

average score for

providing details of aprofile from an SRIratings company

Average score forthe interactivity

section was 20%

Average score of18% for staff and

contact information

55% dont giveCSR targets of

any kind

13% was scored on

average for showinghow CSR staff fit intothe organisation chart

44% of companiesdont define their

stakeholders

62% dontpresent CSRhot topics forthe company

Only half of

companiespublishes CSR-

related news

91% dont publishCSR events


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Prac tic al test unveils dead-end of feedback


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Assumptions and rec ommendations of the research

Comprehensive

Integrated

Open

2

User friendly

1

Engaging5

Concrete6

3

4


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Thank you

James Osborne

[email protected]

lundquist csr online awards 2009 james osborne presentation. 4 november 2009

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