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CSR, Ethics and Sustainability Communications -- Then and Now
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CSR, Ethics and Sustainability Communications -- Then and Now

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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 …

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...

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  • 1. CSR communication – a brief tourTobias Webb, founder, Ethical Corporation & Stakeholder Intelligence
  • 2. Founded 2001Business magazineBased in London, globalnetwork of writers8000 articles onEthicalcorp.comServing 3000 companiesHosts ConferencesPublishes ReportsInterview hundreds ofmanagers every yearMore at:www.ethicalcorp.com
  • 3. External CSR communication: Today’s key audiencesStakeholders Consumers“Opinion formers”:NGOsAcademicsBusiness mediaCommunitiesGovernment/Civil ServantsInstitutions/InvestorsTraditional Middle Classes:(ABC1’s)Consumer mediaOther demographic groups:Luxury marketLower income groups
  • 4. Was the “Blood Sugar” boycott of the 1790s the first? PerhapsControversial fromthe 1790s onwards
  • 5. Early Greenwashing…has much changed?
  • 6. Benetton: 1980s/90s awareness raising
  • 7. Possibly the worst green ad ever…
  • 8. (2009) What not to do…
  • 9. What not to do…
  • 10. Innocent: Knitted hats for Age Concern25p from each since 2003Evolution…
  • 11. A brilliant piece of engagement in complexity…
  • 12. Unilever: Aiming to changea billion lives for the betterBy 2015Launched in 2010Mission: Cut the 1000 a daydeaths in under 5’s
  • 13. Coop Switzerland:Worth watching forCreative comms inan aware market…
  • 14. Coop Switzerland:Ethical CorporationAward winner 2011
  • 15. Launched in 2007: “Ten years of incrementalism leading to transformation”
  • 16. 2012/13: M&S : Raising $2.3 million for Oxfam, reducing environmental impacts
  • 17. Earthkeepers product line:10% of sales: Over $1 billionInspired by Greenpeace’s“Slaughtering the Amazon”2009 report20,000 emails to CEO inspiredInnovation!
  • 18. Big news:New York Times Ad25 November 2011
  • 19. Procott? Buycott? Carrotmob supports progressive companies and ideas
  • 20. 250 campaigns in over 20 countries
  • 21. Raising the bar for big brands? Yes, and No…
  • 22. What does all this mean?• Ethics debate is not new:Boycotts go back to 1790s• Companiescommunicating moreabout values from 1960s• 1960-2000’s:“Broadcast”• No eco-label representsmore than 10% of‘market’ (FSC, MSC etc) Kimberly-Clark:“$5 Billion in eco-sales by 2020”?
  • 23. What does all this mean?• Social media: Opportunity andmajor risk (Nestle/Greenpeace)• CSR issues not yet‘mainstreamed’ withconsumers: Mostly response toNGO/Media pressure• Today’s communication aboutengagement and response:Timberland, Patagonia, nichebrands…increasingsophistication in approaches• Can Unilever/M&S etc take itmainstream? We will find out…GP supporters adopted this as FB profile pic
  • 24. Want to know more?Online Training Module on CSR CommunicationsRegular "Smarter Business Blog“Visit: www.ethicalcorp.comFree presentations on CSR and CommunicationEmail me: Tobias.Webb@stakeholderintel.com

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