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  • 1. Online CSR Awards ‘Global Leaders’ 2009 Milan - 4 November 2009
  • 2. The rationale behind the research • Corporate website has emerged as most important vehicle for CSR communications • But public distrust has been generated by too much ‘greenwash’ and exploitation of CSR for purely PR goals • Need for a communications model that goes beyond the CSR report and a way to measure the efficacy of messages on the corporate website • Importance of reputation as intangible value of CSR • The “leaders’ dilemma”: how do I distinguish my genuine, integrated and committed CSR programme from those who are just making empty proclamations?
  • 3. CSR communications from global leaders • We studied the best companies in CSR globally to assess the quality of their online CSR communications, discover strengths and weaknesses and gather a database of best practice examples • The study evaluated how well 91 members of the DJSI use their corporate websites as a platform for CSR communication • Also country rankings in Italy, Switzerland, UK and Germany • A total of 76 criteria were used, divided into 18 sections and giving a total of 100 points • The analysis included both CSR content and online presentation • The criteria were developed on the basis of a survey of CSR professionals and sector experts
  • 4. Criteria founded on users’ point of view • 184 people answered the online survey • 30 nationalities were represented • A wide range of professional categories included • Respondents had many years of experience in CSR • They said they regularly search for information about CSR online – seven out of 10 at least several times a week
  • 5. Main findings of the user survey • CSR is seen to have gained public attention during the financial crisis • Corporate websites considered a key source of information • Priority content includes • CSR report • Code of ethics • Environmental data • Corporate governance viewed as core component of CSR- related information
  • 6. Methodology • 91 companies chosen on the basis of membership of the Dow Jones Sustainability World 80 Index, plus 2008-09 supersector leaders • 100 points maximum from 76 criteria, divided into 18 sections • The analysis included both CSR content (10 sections totalling 61.5 points) and online presentation (seven sections totalling 37.5 points) • English language version of corporate websites assessed by Lundquist in April-July 2009 • Assessments restricted to the CSR (or equivalent) section of the website and to content directly linked from section • Contents of CSR reports excluded except whenever a direct, specific link was provided to the relevant page or pages
  • 7. Top-performing sections related to disclosure and reporting % on maximum score (CSR Online Awards 'Global leaders') 0% 10% 20% 30% 40% 50% 60% 70% 80% Overview 39% CSR policy 45% Reporting 60% Environment 68% Community 58% SRI 30% Human resources 59% Conventions & awards 56% News & events 22% CSR resources 18% Staff and contacts 18% WEB 60%
  • 8. Industries with environmental impact lead
  • 9. Europe outperforms US • Result may be explained by the attention European companies give to corporate websites, while US focus is more commercial • US companies more oriented to communication of community commitment, providing news releases and integrating technological features • In Europe, and especially the UK, the approach is more rounded with companies focusing in an integrated way on the various aspects of CSR
  • 10. Most companies provide key information •Average score of • 60% for reporting section • 60% for report format • 83% for report archives • 89% for code of ethics • 68% for environmental data • 53% for environmental management system but…
  • 11. Still in offline mode of communications Average score for 12% was the average score for 44% of companies the interactivity providing details of a don’t define their section was 20% profile from an SRI stakeholders ratings company Only half of 13% was scored on Average score of companies average for showing 18% for staff and publishes CSR- how CSR staff fit into contact information related news the organisation chart 62% don’t 91% don’t publish 55% don’t give present CSR CSR events CSR targets of hot topics for any kind the company
  • 12. Practical test unveils dead-end of feedback
  • 13. Assumptions and recommendations of the research 1 Comprehensive 2 Integrated 3 Open 4 User friendly 5 Engaging 6 Concrete
  • 14. Thank you James Osborne james.osborne@lundquist.it