Responsible Business Summit 2011 The 2011 Business Case for Continuous Stakeholder Engagement Dan Bena Senior Director Sus...
<ul><li>Everyone likes to be liked… </li></ul>… and so do companies!
<ul><li>“… one of the most important  ways to rebuild the system  stronger than before is to rebuild trust stronger than b...
Corporate reputation is now based on trust and transparency as much as quality <ul><li>B63.-72. How important are each of ...
It’s a stakeholder, not a shareholder, world— and stakeholders are crucial to business success  <ul><li>D83. When a CEO ma...
<ul><li>Over the years, the landscape of stakeholders has changed significantly </li></ul><ul><li>Due in large part to soc...
Stakeholder :  the general populace  Companies “held completely responsible for,” average of 32 countries
Stakeholder : PepsiCo’s Consumers <ul><li>Project Atlas: 9,000 PepsiCo consumers, 9 countries </li></ul>Minimizes use of p...
Stakeholder : Key Customers
Stakeholder :  the Investment Community <ul><li>534 institutional investors </li></ul><ul><li>$64 trillion in assets under...
Ideally, stakeholder dialog is about communicating, inspiring, engaging, and  turning your audiences into advocates … and ...
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Stakeholder

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Short panel introduction to Ethical Corporation\'s session on Stakeholder Engagement, 2011

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  • 01_EAB_Agenda
  • 01_EAB_Agenda
  • Stakeholder

    1. 1. Responsible Business Summit 2011 The 2011 Business Case for Continuous Stakeholder Engagement Dan Bena Senior Director Sustainable Development
    2. 2. <ul><li>Everyone likes to be liked… </li></ul>… and so do companies!
    3. 3. <ul><li>“… one of the most important ways to rebuild the system stronger than before is to rebuild trust stronger than before— and you do not have to wait for a new law to do that.”  </li></ul><ul><li>President Barack Obama, speech to financial community, Federal Hall, New York. September 2009 </li></ul>… and relationships are all about trust
    4. 4. Corporate reputation is now based on trust and transparency as much as quality <ul><li>B63.-72. How important are each of the following factors to the overall reputation of the company? Please use a nine-point scale where one means that factor is “not at all important” and nine means it is “extremely important” to overall reputation. (Top 2 Box, Very/ Extremely Important) Informed Publics ages 25-64 in 22 countries </li></ul>
    5. 5. It’s a stakeholder, not a shareholder, world— and stakeholders are crucial to business success <ul><li>D83. When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s business decisions? Informed Publics ages 25-64 in 22 countries </li></ul><ul><li>Which stakeholder should be most important to a CEO’s business decisions? </li></ul>
    6. 6. <ul><li>Over the years, the landscape of stakeholders has changed significantly </li></ul><ul><li>Due in large part to social media and e-communications, smaller stakeholder groups have gained power </li></ul>High Power Low Interest High Power High Interest Low Power High Interest Low Power Low Interest Critical lesson : It’s great to try to engage many diverse stakeholders—BUT—it’s also okay NOT to engage with everyone!! Power Interest
    7. 7. Stakeholder : the general populace Companies “held completely responsible for,” average of 32 countries
    8. 8. Stakeholder : PepsiCo’s Consumers <ul><li>Project Atlas: 9,000 PepsiCo consumers, 9 countries </li></ul>Minimizes use of preservatives & artificial ingredients in its products 65% 69% 70% 77% 75% Uses environmentally friendly packaging 65% 70% 75% 75% 73% Minimizes air and water pollution 63% 67% 71% 70% 74% Supports schools & community groups and charitable organizations 63% 64% 69% 65% 69% Works with local government/community organizations to reduce waste and litter 61% 64% 67% 66% 71% Supports farmers & suppliers and acts in their best interest 60% 64% 64% 65% 73%
    9. 9. Stakeholder : Key Customers
    10. 10. Stakeholder : the Investment Community <ul><li>534 institutional investors </li></ul><ul><li>$64 trillion in assets under management </li></ul>
    11. 11. Ideally, stakeholder dialog is about communicating, inspiring, engaging, and turning your audiences into advocates … and you must understand what is important to your stakeholders and why…

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