csr, ethics and sustainability communications -- then and now
Post on 13-Sep-2014
2.031 views
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
CSR communication – a brief tour
Tobias Webb, founder, Ethical Corporation & Stakeholder Intelligence
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
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
Was the “Blood Sugar” boycott of the 1790s the first? Perhaps
Controversial from the 1790s onwards
Early Greenwashing…has much changed?
Benetton: 1980s/90s awareness raising
Possibly the worst green ad ever…
(2009) What not to do…
What not to do…
Innocent: Knitted hats for Age Concern 25p from each since 2003
Evolution…
A brilliant piece of engagement in complexity…
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
Coop Switzerland: Worth watching for Creative comms in an aware market…
Coop Switzerland: Ethical Corporation Award winner 2011
Launched in 2007: “Ten years of incrementalism leading to transformation”
2012/13: M&S : Raising $2.3 million for Oxfam, reducing environmental impacts
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!
Big news: New York Times Ad 25 November 2011
Procott? Buycott? Carrotmob supports progressive companies and ideas
250 campaigns in over 20 countries
Raising the bar for big brands? Yes, and No…
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”?
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
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]