corporate social responsibility: building trust through ...... what is corporate social...
Post on 27-May-2018
217 Views
Preview:
TRANSCRIPT
Corporate Social Responsibility:
Building Trust through Listening, Commitment and Transparency
March 21, 2018
https://www.youtube.com/watch?v=rIY7dX3B0M8
<iframe width="854" height="480" src="https://www.youtube.com/embed/rIY7dX3B0M8" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe>
WHAT IS CORPORATE SOCIAL RESPONSIBILITY?
Is it …
.. acting in an ethical manner?
.. producing quality products?
.. committing to a fair and diverse workplace?
.. using responsible sourcing strategies?
.. respecting people and communities?
.. being a good corporate citizen?
“Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large.”
The World Business Council for Sustainable Development
WHY COMMIT TO A RESPONSIBILITY PLATFORM?
It’s become table stakes…
“Consumers in developed markets are harder to influence and many consider it basic cost of entry. Brands have to
define a credible, relevant social purpose to deliver greater value.”
The 2016 Sustainability Imperative, The Nielson Company
70% of US companies said that social and environmental responsibility is a permanent part of their corporate agenda.
MIT
Responsible companies perform better…
Companies considered “leaders”
in environmental and social governance outperformed the
financial markets by 25%.
72% outperformed their peers.
Goldman Sachs
50% of CEOs believe company revenue has increased through stronger sustainability efforts.
CFO Research
WHY COMMIT TO A RESPONSIBILITY PLATFORM?
Customers prefer responsible brands…
77% of consumers say its important that the brands they do business
with are committed to environmental and social responsibility practices.
66% said they are likely to change brands based on
a company’s sustainability and social
responsibility
Landor
67% of consumers are willing to pay more for products from companies that are committed to social and environmental impact.
Nielson Global Sustainability Report
WHY COMMIT TO A RESPONSIBILITY PLATFORM?
Employees care…70% of millennials say a company’s commitment to social and environmental issues influences their decision to work there.
52% of employed adults feel that the companies they work for should do more for the environment.
Deloitte
Addeco
45% would take a pay cut (up to 15%) for a job that makes a positive environmental impact.
65% of MBAs want to work for a company that makes them feel like they will make an environmental/ social impact.
Net Impact
WHY COMMIT TO A RESPONSIBILITY PLATFORM?
Purpose-oriented employees:• Tend to remain with employers 20% longer• Are 47% more likely to be engaged promoters of the
companies they work for.NYU Study
WHO DECIDES WHAT IT MEANS FOR YOU?
You…
Your Stakeholders…
The Marketplace…
You Your Stakeholders The Marketplace
LISTENING:
CustomersFocus groups, interviews, surveys:
• Define wants & needs• Clarify brand expectations• Multi-channel outreach
• Residential/B-C• Commercial/B-B
Competitive Analysis of responsibility platforms for competitors:
• Foundational assets of CSR• Key program elements• Alignment• How do they tell their story
StakeholdersDiscussions with employees, including sales and operations, vendors & distribution:• Assess perceptions• Measure expectations• Identify gaps
Responsible Brands
1. Ethical
Practices
2. Innovation
3. Government/
Policy Advocacy
4. Environmental Stewardship
5. Community Citizenship
CUSTOMER EXPECTATIONS: COMMERCIAL VS. CONSUMER
Responsible Brands
1. Environmental Consciousness
2. Health and Wellness Advocacy
3. Community/ Humanitarian
Support
4. Ethical
Behavior
COMMITMENT & ALIGNMENT
Aligned Company Vision…• Your stakeholders want to know what you stand for:
• Consumers expect your brand values to align with their values, and it guides their buying habits
• Your employees want to know what you stand for• Commercial customers expect you to support their values
FOUR KEYS TO EFFECTIVE CSR COMMUNICATION
• Authenticity – Clear, thoughtful message(s) that conveys strategy, connects with constituents
• Consistent & Ongoing Outreach – Continually refresh content and sustain dialogue
• Multi-Channel Communications – Use all mediums and formats to reach constituents
• Communicate Results - Do things that can be measured, and continually report progress
CRITICAL ASPECTS OF AN AUDIT
• Are you delivering on your promise? • Gauge the connectivity between the purpose & the programs
• Assessing and evaluating alignment• Synergies between business & CSR strategies• Alignment with key constituents
• Are you successful in communicating your CSR commitment?• Assess transparency• Review the effectiveness of messaging & delivery
©2017, Eric Mower + Associates (EMA). Brand as Friend is a registered trademark of EMA and its methodologies are proprietary information. All ideas, concepts, strategies, recommendations, trademarks and materials presented in this document by EMA are provided to you to help make an informed decision regarding the use of our ongoing services, and will remain the property of EMA unless otherwise negotiated in a formal agreement with our agency. The use of any EMA presentation concepts and materials outside of a contracted relationship with our agency is prohibited, including the use of this material in-house or with other
agencies. By accepting this proposal, you agree to these terms and understand our ideas cannot be employed or further developed without a formal agreement between our agency and your organization.
THANK YOU
top related