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

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



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Stakeholder Stakeholder Presentation Transcript

  • Responsible Business Summit 2011 The 2011 Business Case for Continuous Stakeholder Engagement Dan Bena Senior Director Sustainable Development
    • Everyone likes to be liked…
    … and so do companies!
    • “… 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.” 
    • President Barack Obama, speech to financial community, Federal Hall, New York. September 2009
    … and relationships are all about trust
  • Corporate reputation is now based on trust and transparency as much as quality
    • 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
  • It’s a stakeholder, not a shareholder, world— and stakeholders are crucial to business success
    • 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
    • Which stakeholder should be most important to a CEO’s business decisions?
    • Over the years, the landscape of stakeholders has changed significantly
    • Due in large part to social media and e-communications, smaller stakeholder groups have gained power
    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
  • Stakeholder : the general populace Companies “held completely responsible for,” average of 32 countries
  • Stakeholder : PepsiCo’s Consumers
    • Project Atlas: 9,000 PepsiCo consumers, 9 countries
    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%
  • Stakeholder : Key Customers
  • Stakeholder : the Investment Community
    • 534 institutional investors
    • $64 trillion in assets under management
  • 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…