the state of sustainability in europe - james osborne and daniele righi
TRANSCRIPT
16TH EUROPEAN SEMINAR ON
DIGITAL CORPORATE COMMUNICATIONS
JAMES OSBORNE AND DANIELE RIGHI
“THE STATE OF SUSTAINABILITY IN EUROPE:
DIGITAL IS DEFINING A NEW ERA”
THE STATE OF SUSTAINABILITY
IN EUROPE:
DIGITAL IS DEFINING A NEW ERA
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
SUSTAINABILITY’S NEW ERA: TWO TRANSFORMATIONS
• Focus on business impacts
• Sustainable Development Goals (SDGs)
• Integrated thinking & reporting
• “Post-materiality”
• Pervasiveness of digital
• Personalisation of social media
• Trust shifting away from “institutions”
• Generational shifts
Integration
WHAT MATTERS TO THE BUSINESS WHAT MATTERS TO THE USER
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
STAKEHOLDER TRENDS: 4 TREND FROM OUR USER SURVEY
1. Decline in report reading
Users look for strategic approach to
challenges and evidence of action
3. Post-materiality
Users expect greater focus on most
material issues, not to treat all
topics equally
2. Digital turn-offs
Users are most frustrated by
superficial, “siloed”
communications
4. Social impact
Social media mix personal and
professional domains, stress
importance of relationships
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
HOW ARE EUROPE’S LEADING COMPANIES RESPONDING?
Three key trends:
1. Attention (finally) turns to the
digital stakeholder
2. Unlocking storytelling to
underpin stakeholder trust
3. What a data-driven approach
tells us: engagement on social
media
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
ATTENTION (FINALLY) TURNS TO THE DIGITAL STAKEHOLDER
Source: Lundquist CSR Online Awards
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
LESS IS MORE, BUT…
On the one hand, beware the risk of emptying
websites of their core function:
• An increasing proportion of companies are
failing our “core” test of online ESG disclosure,
driven by the desire to optimise content to
mobile devices and shrink content
On the other hand, sustainability leaders
aren’t always the best examples:
• They are behind the curve in terms of
distinctive communications
• They overkill reporting and invest precious
resources in digital replicas of their reports Source: Lundquist CSR Online Awards
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
UNLOCKING “STORYTELLING” TO UNDERPIN TRUST
Source: Lundquist CSR Online Awards
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
THREE SECRETS TO SUSTAINABILITY STORYTELLING
Illustrate a company’s
action on priority
issues, showing impact
on the business:
2 out of 10 use
video to talk about
context and trends
Take content to where your
audiences are: be coherent
and interconnected across
the digital ecosystem:
53% of companies have
sustainability stories
beyond dedicated section
Bring human stories to
life and show what
commitment means in
reality through image and
video:
7 out of 10 don’t use
video on environmental
topics
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
A WINNING COMPANY: BASF
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
A LEADER: UNILEVER
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
FANS AND FOLLOWERS:
HOW SUSTAINABILITY CAN
REINFORCE YOUR SOCIAL MEDIA
PRESENCE
FANS AND FOLLOWERS:
HOW SUSTAINABILITY CAN
REINFORCE YOUR SOCIAL MEDIA
PRESENCE
HOW UNDERSTANDING
SUSTAINABILITY CAN MAKE
YOUR COMMUNICATION ON
SOCIAL MEDIA MORE EFFECTIVE
PUTTING SUSTAINABILITY
TO THE (SOCIAL) TEST
PUTTING SUSTAINABILITY
TO THE (SOCIAL) TEST
1SUSTAINABILITY =
MATERIAL KEYWORDS
2SOCIAL
Mar 2016 Mar 2017
Mar 2016 Mar 2017
Mar 2017
24,368
7,330157
25,789
9,284104
Mar 2016
3
200 words
Environment Community HR Economy and Governance
CSR
SustainabilityCommitment
YouthPartnership
ClimateChangeWaste
EthicsSustainableInvestment
WelfareDiversity
Sustainability Everything else
Sustainability Everything else
38%
Sustainability
409,559 people like this page
+2 million people like this page
Sustainability Everything else
27%
Sustainability
56,300 people like this page
SO WHAT?
SUSTAINABILITY IS A TOPIC
WITH A RELEVANT ROLE IN THE
CORPORATE COMMUNICATION
AGENDA
DOES IT WORK?
17%
2.6%
CSR CONTENT
Share of CSR content Share of CSR Engagement
Environment Community HR Economicsand Governance
CSR
Environment Community HR Economicsand Governance
CSR
Share of CSR content Share of CSR Engagement
DOES IT WORK?
YES IT WORKS, IF…
IT IS NOT ABOUT YOU
Noel Quinn, Chief Executive, Global Commercial Banking, said:
“Now more than ever it’s vital that we show our solidarity with LGBT colleagues and customers around the world. We are proud to support all our customers’ hopes, dreams and ambitions, and that so many of our colleagues are getting involved in Pride events.”
TAKEAWAYS FROM 7TH CSR ONLINE AWARDS
16TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Reporting is not enough. A strategic approach has to put the business and stakeholders at the
centre
Integration holds the key. Successful sustainability communications can’t survive in a silo for
specialists
Be data-driven. Social media offer an opportunity to join the conversations about the
issues that matter
BUSINESS TRANSFORMATION:
COMMUNICATING WHAT MATTERS
&
WEBRANKING AWARDS 2017
ITALY & SWITZERLAND
16TH EUROPEAN SEMINAR ON
DIGITAL CORPORATE COMMUNICATIONS