csr, ethics and sustainability communications -- then and now
Post on 13-Sep-2014
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DESCRIPTION
A presentation that looks at how corporate CSR, sustainability and ethics communications have evolved to the present day, and where they may be headed next. Used to based a talk on for an upcoming conference rather than as a stand alone...TRANSCRIPT
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CSR communication – a brief tour
Tobias Webb, founder, Ethical Corporation & Stakeholder Intelligence
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Founded 2001 Business magazine Based in London, global network of writers 8000 articles on Ethicalcorp.com Serving 3000 companies Hosts Conferences Publishes Reports Interview hundreds of managers every year More at: www.ethicalcorp.com
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External CSR communication: Today’s key audiences
Stakeholders Consumers
“Opinion formers”: NGOs Academics Business media Communities Government/Civil Servants Institutions/Investors
Traditional Middle Classes: (ABC1’s) Consumer media Other demographic groups: Luxury market Lower income groups
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Was the “Blood Sugar” boycott of the 1790s the first? Perhaps
Controversial from the 1790s onwards
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Early Greenwashing…has much changed?
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Benetton: 1980s/90s awareness raising
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Possibly the worst green ad ever…
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(2009) What not to do…
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What not to do…
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Innocent: Knitted hats for Age Concern 25p from each since 2003
Evolution…
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A brilliant piece of engagement in complexity…
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Unilever: Aiming to change a billion lives for the better By 2015 Launched in 2010 Mission: Cut the 1000 a day deaths in under 5’s
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Coop Switzerland: Worth watching for Creative comms in an aware market…
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Coop Switzerland: Ethical Corporation Award winner 2011
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Launched in 2007: “Ten years of incrementalism leading to transformation”
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2012/13: M&S : Raising $2.3 million for Oxfam, reducing environmental impacts
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Earthkeepers product line: 10% of sales: Over $1 billion Inspired by Greenpeace’s “Slaughtering the Amazon” 2009 report 20,000 emails to CEO inspired Innovation!
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Big news: New York Times Ad 25 November 2011
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Procott? Buycott? Carrotmob supports progressive companies and ideas
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250 campaigns in over 20 countries
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Raising the bar for big brands? Yes, and No…
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What does all this mean?
• Ethics debate is not new: Boycotts go back to 1790s
• Companies communicating more about values from 1960s
• 1960-2000’s:“Broadcast”
• No eco-label represents
more than 10% of ‘market’ (FSC, MSC etc)
Kimberly-Clark: “$5 Billion in eco-sales by 2020”?
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What does all this mean?
• Social media: Opportunity and major risk (Nestle/Greenpeace)
• CSR issues not yet
‘mainstreamed’ with consumers: Mostly response to NGO/Media pressure
• Today’s communication about engagement and response: Timberland, Patagonia, niche brands…increasing sophistication in approaches
• Can Unilever/M&S etc take it mainstream? We will find out…
GP supporters adopted this as FB profile pic
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Want to know more?
Online Training Module on CSR Communications
Regular "Smarter Business Blog“
Visit: www.ethicalcorp.com
Free presentations on CSR and Communication
Email me: [email protected]