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Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
Elaine Wyatt -  CSR TRENDS 2010 Survey
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Elaine Wyatt - CSR TRENDS 2010 Survey

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  • 1.  
  • 2. The scope of our survey
    • Fourth annual review of CSR reports
    • Second year in partnership with PricewaterhouseCoopers
    • Looked at over 600 companies:
      • S&P/TSX Composite, S&P 500, Europe 350, Global 100 and Australia S&P/ASX100
      • Private companies and Crown corporations
      • CSR indices in search for best practices
    • We looked at print and HTML reports as well as websites
  • 3. The scope of our survey
    • We collected data on 423 companies for our Big Picture:
      • 222 Canadian
      • 100 U.S.
      • 101 Europe, Japan, Australia
  • 4. The big picture
    • No longer just nice to do; CSR has become a core business value
    As at July 15, 2010
  • 5. The big picture
    • Canada and the United States continue to lag
    As at July 15, 2010
  • 6. The scope of our survey
    • Detailed survey of 75 reports / websites
    • 13 employees from Craib and PricewaterhouseCoopers
    • Over 100 content items and design features:
      • Structure and medium
      • Design and production values
      • Key elements of content
      • Performance
      • Website treatment
    • Average time to review each report: 110 minutes
  • 7. Benchmarking content and accessibility
    • Websites
    • Integrated communication
    • New reporters
    • Objectives and targets
    • Understanding performance
    • Reporting on the issues
    • Climate change
    • Case studies and testimonials
    • Visuals and design
    • Message to stakeholders
    • Governance & management systems
    • Stakeholder engagement
    • Assurance
    • Covers
    • Materiality
    • Organizational profile
    Accessibility Performance Context Credibility Focus
  • 8. What did we find out?
    • 8% first CSR report
      • Canadian: 24%
      • U.S.: 0%
    • What were they called?
      • Sustainability report: 36%
      • Corporate responsibility report: 28%
      • CSR report: 13%
    • How long were they?
      • Canada: 42 pages
      • U.S.: 54 pages
      • Europe, Japan and Australia: 82 pages
  • 9. Five significant trends: One
    • CSR reports are tightly focused on what matters
  • 10. Five significant trends: One
    • What matters tends to be identified and tracked
  • 11. Five significant trends: Two
    • Climate change is the dominant issue and depth of information is becoming deeper
  • 12. Five significant trends: Three
    • CSR efforts are reaching further – upstream and downstream
  • 13. Five significant trends: Four
    • Companies are working harder to engage stakeholders
      • Micro sites: 48%
      • Videos: 35%
      • Social networks: 24%
      • Interactive maps, diagrams or games: 23%
      • Blogs: 15%
  • 14. Five significant trends: Five
    • Formal stakeholder engagement is part of the process
      • 88% identified major stakeholder groups
      • 97% described specific stakeholder engagement methods
      • 59% provided results of engagement
  • 15. Covers: What did the best practice companies do?
    • They used their covers to sell readership while conveying their corporate culture, priorities and accomplishments:
      • 69% had a cover theme or message
      • 8% used the back cover to support the front cover or deliver other significant messages
      • 57% linked the CSR and AR through theme and design
    Daimler AG 360 º Magazine and Fact book
  • 16. Report scope – materiality: What did the best practice companies do?
    • They identified the company’s key issues, the materiality process, key stakeholders and the report’s parameters:
      • 85% explained the report scope
      • 83% used the GRI guidelines
      • 37% discuss the materiality process
    Campbell Soup Company
  • 17. Organizational profile: What did the best practice companies do?
    • They provided an organizational profile providing context for their company’s CSR strategy, initiatives and performance:
      • 80% published a corporate profile
      • 79% described their CSR strategy, policy and/or vision
    Exxon Mobil Corporation
  • 18. Messages to stakeholders: What did the best practice companies do?
    • They feature a candid and strategic message intensely focused on the company’s CSR issues, priorities and challenges:
      • 100% publish a letter from the CEO
      • 24% publish a second message
    Nike, Inc.
  • 19. Governance and management systems: What did the best practice companies do?
    • They explained how the tenets of corporate responsibility are entrenched in the culture policies, codes and principles:
      • 89% contained a dedicated discussion of governance
      • 79% explained CSR management systems
      • 65% reported on risk management
    ArcelorMittal
  • 20. Assurance: What did the best practice companies do?
    • They had their CSR reports verified by sustainability consultants, stakeholder panels and/or accounting firms:
      • 20% of Canadian companies provided an assurance report compared to 65% of non-North American companies
      • 61% by accounting firms or CSR consultants
      • 43% of assurance reports contained recommendations
    Nexen Inc.
  • 21. Reporting on the issues: What did the best practice companies do?
    • They structure their report around the issues that had – or could have – the most impact on operations:
      • 95% had a separate section on environmental performance
      • 80% provided information on their supply chain
      • 97% provided information on community investment
    Ford Motor Company
  • 22. Case studies and testimonials: What did the best practice companies do?
    • They provided balanced testimonials and case studies from credible, relevant stakeholders to emphasize messages:
      • 47% provided testimonials or commentary
    Enbridge Inc.
  • 23. Visuals and design: What did the best practice companies do?
    • They used photographs, illustrations, graphs, diagrams and maps to help convey complex messages, capture attention and pique curiosity.
    Total S.A.
  • 24. Objectives and targets: What did the best practice companies do?
    • They identified the company’s sustainability goals, their importance and strategies in place for achieving new targets:
      • 65% published objectives in scorecards
      • 27% of those objectives were quantified
      • 88% set future targets
    Wm Morrison Supermarkets PLC
  • 25. Understanding performance: What did the best practice companies do?
    • They explain CSR performance with the same diligence used to report financial and operating performance:
      • 55% provided summary performance tables or graphs
      • 24% of Canadian companies identify which performance indicators are key compared to 44% of non-North American companies
      • 69% provided a GRI index table
    British Land PLC
  • 26. Websites: What did the best practice companies do?
    • They took full advantage of the internet’s capabilities by including interactive features, video and feedback tools:
      • 81% of all companies have CSR information on their websites
      • 50% draw attention to the information on the corporate home page
    Marks and Spencer Group PLC
  • 27. Websites: What did the best practice companies do? Stora Enso OYJ R
  • 28. Integrated communication: What did the best practice companies do?
    • They acknowledge that CSR has a much wider audience than an annual report, and that different stakeholders require different amounts and kinds of information.
  • 29. Integrated communication: What did the best practice companies do? Full PDF report Supplementary reports SABMiller PLC SAM reporting portal Sustainable development website
  • 30. Integrated communication: What did the best practice companies do? Intel Corporation Full and summary interactive PDF reports CR website CSR blog HTML report
  • 31. Taking that first step: Acknowledging new reporters
    • 67% had scorecards; 100% of those scorecards set future targets
    • 83% used the term “sustainability”
    • 67% used the GRI guidelines
    Agnico-Eagle Mines Limited
  • 32.  

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