Sustainability @ UBA,

an unifying topic

Expertise Centre Corporate Communication & PRJanuary, 15th 2009

Draft in progress – Nathalie Hublet

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Agenda

Objective

Project

Way of working in 2009

Action plan in 2009

Reminder concerning legal aspect on advertising

Terminology regarding sustainability

Roundtable

Introduction

“ Sustainability :

from an issue …

…to an actionable opportunity”

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Main objective

External : “To demonstrate to authorities and key stakeholders a concrete & voluntary commitment of advertisers regarding a sustainable and responsible communication, primarily in the areas of economy, social and environment”

Internal : “To integrate sustainability in the communication plan, to demonstrate effective communication”

Sustainable = on the long term, with real, actionable and measurable commitments in the area of environment to establish relationships of confidence with all audiences

Responsible = in respect with evolution of the society, with legal aspects and legislation, equivalent to ethical communication, social responsibility

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Project (1)

On the short term (deliverables for 2009),

Definition of the scope “Sustainability” within UBA

Charter/code of conduct/good practices based on insights coming from stakeholders and signed by advertisers (see UDA)

(eventually with the help of an external partner) Definition of a common UBA objective to work on :

e.g. about a real actual trend such as the “neutral carbon footprint”

e.g. the establishment of responsible behavior,

e.g. the taking into account the environmental impacts of print or the reduction of production costs (local instead of international production),

e.g. the establishment of the charter

Process : identification, action (reduction), measurement and evaluation

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Project (2)

On the long term,

Communication about the existence of the charter

Responsible communication, particularly in times of crisis, must be a response to public expectations (Stéphane Rozès, CSA France – December 2008)

Measurement and evaluation of advertisers’ commitments

Integration in a largest project (tbd)

Way of working in 2009

Launch of a TF « Sustainability » drived by Corp Com & PR but open to others UBA volunteers (e.g. Research, Communication Production, Media Committees)

Creation of a steering committee with internal & limited external experts (e.g. Climact, Quality Research, etc.)

Analyse of UDA document and first local draft + meeting with ONGs’ association (KAURI?)

Sharing of our draft conclusions with other UBA groups and ICB

Meeting with authorities (in collaboration with pilar “Represent”)

Final draft with real commitments (ready for end August)

Presentation of those results during the UBA 60th celebration (on Sept, 10th 2009)

Evaluation of advertisers’ commitments one year later

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Action plan in 2009Jan, 15th : first meeting, discussion about the scope, the objective and first experiences round table

Jan, 19th, first communication through UBA e-News (invitation to vulonteers)

Feb, XX, first analysis of UDA document (UBA + external partners?) and contact with UDA France

March, XX, first amendments (UBA + external partners?)

April, XX, second amendments (UBA + external partners?)

May, 5, plenaire meeting or TF? Third amendments (UBA + external partners?)

June, 19th : sharing of draft with ICB + amendments

July – August : latest amendments

August, 31 – final draft

September, 10th UBA 60 years - presentation - speaker : Jean-Pascal Van Yperseele?

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Legal aspects on advertising EU Directive

AMS (ex. TWF)

Commercial practices

Belgian Law

Belgian Law on Commercial Practices (14/07/1991modified on 05/06/2007 and into force on 01/12/2007) www.ejustice.just.fgov.be/doc/rech_f.htm

Privacy Law (08/12/1992)

Self-regulation (SR is fully recognised), e.g. :

ICC Consolidated Code on Advertising & Marketing = “one stop shop” for industry basic principles : all marketing communication should be legal, decent, honest and thruthfull (+ chapter E specific to eco)

Fevia/UBA code on food advertising

Febiac code (art. 4 & 5) + A.R September 5 2001 (part IV),

Agreement on alcoholic beverages

Code on ecological advertising (e.g use of labels, ISO, etc.)

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JEP (www.jep.be)

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ICC Code

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Terminology regarding sustainability

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DEVELOPPEMENT DURABLEDUURZAME ONTWIKKELING

SUSTAINABLE DEVELOPMENT

Quid ?

J-B Schrans

Definitions

Sustainable Development (SD) :

« Development that meets the needs of the present generation without compromising the ability of future generations to meet their own needs »

(Bruntland Report – World Commission for Environment and Development – UN - 1987)

This involves addressing economic, social and environmental elements in the corporate’s decision-making and activities (products, services and processes).

DefinitionsCorporate Social Responsibility (CSR) :

« Willingness of a company to take responsibility and be accountable for the impacts of its decisions and activities (products, services and processes) on society and environment, through transparent and ethical behaviour that• contributes to sustainable development, health and the

welfare of society• takes into account the expectations of stakeholders

within its sphere of influence. »

the aim of CSR is :– to contribute to SD and to the welfare of society– to achieve mutual trust with its stakeholders– to improve the long-term shareholder value.

Definitions

• CSR = become socially, environmentally and economically responsible towards employees, shareholders and the stakeholders involved.

« 3P » (People, Planet, Profit = Triple Bottom Line)

• Corporate’s performance in relation to the social environment in wich it operates, and its impact on the natural environment, has become a critical part of measuring its overall performance and its ability to continue operating effectively. « Licence to operate »

Definitions

• Stakeholders

Any individual or specific organization which may have an impact on the company activities or on which the company activities may impact directly or indirectly.

(Activities = products, services or processes).

Identification of and engagement with involved stakeholders are fundamental practices of CSRWhat are the relevant issues for them ?What is the impact of the corporate activities on the society ?

Thank youAny questions?