sustainability storytelling in a digital age - james osborne

La nascita di un nuovo modello di comunicazione per i professionisti Come sono cambiate le esigenze di investitori, giornalisti e esperti SRI

Milano, aprile 2013

24° BREAKFAST MEETING

SIX DIGITAL BITES

TO KEEP UP WITH THE ONLINE

CORPORATE AGENDA

#DIGITALBITES

@JABOSBORNE

SUSTAINABILITY STORYTELLING IN A

DIGITAL AGE

JAMES OSBORNE

THE RISK OF A SUPERFICIAL, ONE-SIDED STORY

Source: Lundquist CSR Online Awards survey 2013 (165 non-corporate responses)

52% “extremely” or

“very” frustrating

78%

Stakeholders’ and experts’ experience is severely impacted

by the way companies choose to communicate online

21/03/2014 | 2

5%

10%

4%

11%

23%

28%

28%

26%

50%

26%

0% 25% 50% 75% 100%

Self-promotion & PR style

Too brief / superficial

Least frustrating Most frustrating

“extremely” or “very”

frustrating

WHAT INFURIATES READERS?

21/03/2014 | 3

“Cherry picking; lack of

performance data; bla bla”

“I hate it when companies stick to GRI

and do not communicate in an

appealing and educational fashion”

Fonte: Lundquist CSR Online Awards survey 2012

Readers put on their “anti-PR goggles”:

What does this mean? Is this all? What are they NOT telling me?

Does this really matter? What about the future?

BUT SURELY “AUNT AGATHA” WILL NEVER READ A

SUSTAINABILITY REPORT?

21/03/2014 | 4

They may not know what “CSR” and “sustainability” mean but consumers’

expectations are closely aligned with “experts

•They don’t trust grand claims and generic commitment

TRUST

•They want credible data and concrete evidence of environmental performance

CREDIBILITY

•They are keenly aware of the importance of sustainability to the core business of selling products & services

INTEGRATION

•They want to see how companies are ensuring the wellbeing of employees, suppliers and consumers

PRIORITIES

•They are connected, social, mobile… and impatient

DIGITAL

HOW SOME COMPANIES PITCH CSR

2014-03-21 | 5

CASE STUDY: SNAM (BEFORE)

2014-03-21 | 6

CASE STUDY: SNAM (AFTER)

2014-03-21 | 7

Via San Maurilio, 23 | 20123 Milano

Website: www.lundquist.it/

Blog: www.lundquist.it/blog/

James Osborne

Partner Lundquist

Head of CSR & content

james.osborne@lundquist.it

@jabosborne

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