trends in digital sustainability communication
DESCRIPTION
Tommy Borglund and Miriam Thunborg, KW Sustainability ServicesTRANSCRIPT
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CSR2012
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Agenda
• A transparency revolution
• Findings in the KWD Webranking
• Trends and Best Practice
• Challenges and opportunities
• Going forward
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Corporate responsibility towards stakeholders
Company
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All companies communicate CSR/Sustainability
• 97 % of the 150 largest listed European companies have a CSR section on their website
• 80 % of the 150 largest European companies have a Sustainability report
Source: KWD Webranking 2011
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This is confirmed by the KPMG study on CR reporting
• 95 % of the largest 250 global companies have CR reporting
• It is a dramatic increase over the years
• All (!) of the 100 largest UK companies have CR reporting
Source: KPMG International Survey of Corporate Responsibility Reporting 2011
19931996199920022005200820110
10
20
30
40
50
60
70
80
90
100
1218 21
28
41
53
64
35
45
64
83
95
N100 G250
Pe
rce
nt
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It is a transparency revolution
>85%
of the largest 750 European companies have a CSR
section on their corporate website
95%
of the largest 250 global companies have CR reporting100
%of the 100 largest companies in UK
have a sustainability report
80%
of the largest 150 European
companies have sustainability
report, 35% have a digital report
97%
of the largest 150 European companies have a CSR
section on their corporate website
Source: KWD Webranking 2011, KPMG International Survey of Corporate Responsibility Reporting 2011
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From
4%in the KWD Webranking 2010
CSR more important in KWD Webranking 2011
To
8%in the KWD Webranking 2011
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20110
5
10
15
20
2 24
7 810 11
13
16 1517 18Number of data points
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Financial markets demand for CSR– Top 5
1 Environmental targets and achievements
2 Sustainability/CR report
3 Supply chain standards
4 Social data
5 CR initiatives and memberships
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CSR criteria in KWD Webranking 2011
1 Strategy
2 Code of conduct
3 Supply chain standards
4 CR initiatives and memberships
5 Environmental targets and achievements
6 Certified environmental management systems
7 Social data
8 Social targets and achievements
9 Community involvement and charity
10 Sustainability/CR report
11 Reporting standards
12 Sustainability index
13 CR contacts
New!
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…and the top companies in Europe
Enel
L’Oréal RepsolRWESnam Rete Gas
Coca Cola Hellenic
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Rank Country Score
1 (1) Finland 66%
2 (8) Spain 59%
3 (3) Sweden 58%
4 (7) Italy 54%
5 (2) Denmark 52%
5 (4) UK 52%
5 (5) Netherlands 52%
8 (6) Germany 50%
9 (10) France 44%
10 (9) Switzerland 39%
11 (11) Belgium 37%
12 (13) Turkey 18%
13 (12) Russia 17%
14 (-) Poland 13%
· Finish companies still in the lead as most transparent in Europe
· Almost all countries get a higher score compared to last year
Spanish and Italian companies improve most
Source: KWD Webranking 2011
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Top 10 companies in Italy and Spain
Rank
Italien companies Score
1 Enel 100%
1 Snam Rete Gas 100%
3 Fiat 97%
4 Eni 91%
4 Telecom Italia 91%
6 Saipem 88%
7 Intesa Sanpaolo 84%
7 Terna 84%
7 UniCredit Group 84%
10Banca Monte Dei Paschi Siena 78%
Source: KWD Webranking 2011
Rank
Spanish companies Score
1 Repsol 100%
2 Acciona 84%
3 Ferrovial 78%
3Red Eléctrica de España 78%
5 BBVA 72%
6 ACS 69%
6 Telefónica 69%
8 Iberdrola 66%
9 Banco de Sabadell 63%
9 Gas Natural 63%
9 Mapfre 63%
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Community involvement and charity most common information…
92%of 150 largest European
companies
65%of 750 largest European
companies
Source: KWD Webranking 2011
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…as well as having a Code of conduct
86%of 150 largest European
companies
69%of 750 largest European
companies
Source: KWD Webranking 2011
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A majority have a Sustainability Report
80%of 150 largest European
companies,
35% have digital report
51%of 750 largest European
companies, 14% have digital report
Source: KWD Webranking 2011
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But: Few have contacts (!)
Source: KWD Webranking 2011
48%of 150 largest European
companies
34%of 750 largest European
companies
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Why?
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Responsible investments increase rapidly
Company Specialized funds PRI signatories
Nordic Large Cap < 1% 30%
Nordic Large Cap Renewable 6% 50%
Nordic Mid Cap 1% 45%
0
200
400
600
800
1,000
159280313354375388437
537683
879
2002 2005 2007 20090
1,000
2,000
3,000
4,000
5,000
6,000
3361,033
2,665
5,000
Source: Vigeo 2010, Eurosif 2010, KW IR 2011
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Many act in the name of sustainability
950> $30 trillion
20%
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Against a background of scandals, protests and volatility
950> $30 trillion
20%
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Who and what?
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One size fits no one!
Customer
Consumer
Society
Employees
Suppliers
Investors
NGOs
Digitalmedia
Traditionalmedia
Company
“The many”
Experts
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Experts; e.g. investors and NGOsDigital sustainability report
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The many; e.g. consumers and employeesCampaign site on CSR
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Customer
Consumer
Society
Employees
Suppliers
Investors
NGOs
Digitalmedia
Traditionalmedia
Company
Customers otherstakeholders
Financial institutions
Politicians
Industry organizationScientists
Owners stakeholders
Experts
Student organizations
Consumer organizationsPublic
Media
NGOs
Industry analysts
Future employees
Unions
Local community
Bloggers
Consumers
Customers customers i.e. retailGovernment
Investors
Customers
Employees
Owners
Regulatory authorities
Suppliers
Competitors
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is now used by1 in 9 people on earth 250
millions
40 millions
120 millions
800 millions
85% of the European and North American companies on the Dow Jones Sustainability Index are using social media, but only 42% to communicate CSR.
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2 perspectives:Challenge and opportunity
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1)
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2)
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Going forward
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A trend that seems to last into 2012Which part of the website do you plan to improve next year?
Investor Relations sector
CSR section
Press room
About Us section
Career section
Social media connection*
Online annual report
Corporate Governance section
Contact information
Other
Risk and debt related information
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
43%
37%
32%
29%
28%
27%
23%
17%
12%
9%
6%
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One concept for all
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Strategic concept and a business plan
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Selecting channels; report, website, social media…
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CSR2012
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APPENDIX
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Rank Top 10 sectors Score
1 (1) Gas, water & multiutilities 67%
2 (10)Pharmaceuticals & biotechnology
60%
3 (2) Automobiles & parts 59%
4 (3) Industrial engineering 58%
5 (14)Technology equipment & defence
57%
6 (5) Beverages & Tobacco 56%
7 (8) Chemicals 55%
8 (11) Retail 52%
9 (7) Large international banks 51%
9 (4) Oil & gas producers 51%
Sectors; top and bottom 10
Source: KWD Webranking 2011
Rank Bottom 10 sectors Score
17 (19) Media 44%
20 (24) Oil equipment & services 41%
20 (21)Basic industries (Mining, metals, paper & pulp)
41%
20 (9) Food producers 41%
20 (23) Household & luxury goods 41%
24 (15) Insurance 38%
25 (27) Local banks 31%
25 (25) Software & computer services 31%
27 (26)Healthcare equipment & services
27%
28 (28) Holding companies 22%
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Decide on message and target group, and
1 Listen!
2 Learn!
3 Test!
4 Plan!
5 Implement!
6 Engage!
7 Evaluate!
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GRI becomes the standard for reporting
60%of 150 largest European
companies
32%of 750 largest European
companies
Source: KWD Webranking 2011
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CR reporting has gained ground within the Top 100 companies in each country 100% of the 100 largest companies in UK report on
Sustainability
Källa: KPMG International Survey of Corporate Responsibility Reporting 2011
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Top 10 Companies in Germany
Rank
Company Score
1 RWE 100%
2 BASF 97%
3 Deutsche Post DHL 91%
3 Henkel 91%
3 Volkswagen 91%
6 Merck Kgaa 88%
7 Bayer 84%
7 BMW 84%
7 Man 84%
10 Daimler 81%Source: KWD Webranking 2011
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Top 10 Companies in Italy and Spain
Rank
Company Score
1 Enel 100%
1 Snam Rete Gas 100%
3 Fiat 97%
4 Eni 91%
4 Telecom Italia 91%
6 Saipem 88%
7 Intesa Sanpaolo 84%
7 Terna 84%
7 UniCredit Group 84%
10Banca Monte Dei Paschi Siena 78%
Source: KWD Webranking 2011
Rank
Company Score
1 Repsol 100%
2 Acciona 84%
3 Ferrovial 78%
3Red Eléctrica de España 78%
5 BBVA 72%
6 ACS 69%
6 Telefónica 69%
8 Iberdrola 66%
9 Banco de Sabadell 63%
9 Gas Natural 63%
9 Mapfre 63%
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Top 10 Companies in Netherlands
Rank
Company Score
1 DSM 88%
1 KPN 88%
3 Arcelormittal 81%
3 Heineken NV 81%
3 Royal Dutch Shell 81%
6 Akzo Nobel 78%
7 Ahold 69%
7 ASML 69%
7 Unilever 69%
10 Philips Electronics 63%Source: KWD Webranking 2011
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Top 10 Companies in Spain
Rank
Company Score
1 Repsol 100%
2 Acciona 84%
3 Ferrovial 78%
3Red Eléctrica de España 78%
5 BBVA 72%
6 ACS 69%
6 Telefónica 69%
8 Iberdrola 66%
9 Banco de Sabadell 63%
9 Gas Natural 63%
9 Mapfre 63%
Source: KWD Webranking 2011
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Top 10 companies in Sweden
Rank
Company Score
1 ABB 91%
1 Electrolux 91%
1 SKF 91%
4 AstraZeneca 81%
5 Atlas Copco 78%
5 SCA 78%
5 SSAB 78%
5 Swedbank 78%
5 TeliaSonera 78%
10 Ericsson 75%Source: KWD Webranking 2011
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Top 10 Companies in UK
Rank
Company Score
1 Xstrata 97%
2 ARM Holdings 91%
2 BP 91%
2British American Tobacco 91%
2 Centrica 91%
6 Anglo American 84%
6 BG Group 84%
6 BT Group 84%
6 Tullow Oil 84%
Source: KWD Webranking 2011