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CSR Online Awards: the web as astrategic lever for corporateresponsibilityJames Osborne, Lundquist   Torino, Fiat Industri...
Corporate responsibility & the internet                 Reporting                             Communications09-11-2012 | 2
New approach to CSR communications                      Once-a-year                     Ongoing                         Si...
User-centred approach          Aim of research is to examine           how well companies are           responding to use...
Web as disruptive factor in the         company-stakeholder relationship09-11-2012 | 5
Time as a critical factor: responsiveness09-11-2012 | 6
Do you prefer a PDF report or online report?                                No preference                                 ...
What about a web-based approach?                                              Don’t know                                  ...
Current trends in reporting formats      Top 100 listed companies in      Europe by non-financial      report format in 20...
How are companies responding?         G. NAVIGABILITY & USABILITY                                                   60%   ...
What will the future hold for us?09-11-2012 | 11
Surely consumers won’t read a report?          They may not know what “CSR” and “sustainability” mean but           their...
Strategic approach to the web         The evolution in digital communications and corporate-stakeholder          relation...
Thank you      James Osborne      james.osborne@lundquist.it      Twitter: @jabosborne                                    ...
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The future of CSR reporting: the web as a disruptive factor

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My presentation from the plenary session of the CSR Online Awards Seminar. I introduced a session on "The debate: Will the web and integrated reporting join up to kill the standalone CSR report?"

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Transcript of "The future of CSR reporting: the web as a disruptive factor "

  1. 1. CSR Online Awards: the web as astrategic lever for corporateresponsibilityJames Osborne, Lundquist Torino, Fiat Industrial Village, 9 November 2012
  2. 2. Corporate responsibility & the internet Reporting Communications09-11-2012 | 2
  3. 3. New approach to CSR communications Once-a-year Ongoing Silos Embedded Disclosure and cut-and-paste Communications & storytelling Specialists Stakeholders One-way communications Engaging communications Generic Distinctive09-11-2012 | 3
  4. 4. User-centred approach  Aim of research is to examine how well companies are responding to user expectations and requirements through their online CSR communications  5th edition of the research  252 companies covered  68 criteria: max. 100 points  Input from 400 CSR experts, sustainability professionals and stakeholders in 52 countries  Supported by study of third- party surveying of consumers09-11-2012 | 4
  5. 5. Web as disruptive factor in the company-stakeholder relationship09-11-2012 | 5
  6. 6. Time as a critical factor: responsiveness09-11-2012 | 6
  7. 7. Do you prefer a PDF report or online report? No preference 10,1% PDF 37,6% Prefer both 30,9% Online 21,3% Source: Lundquist CSR Online Awards09-11-2012 | 7
  8. 8. What about a web-based approach? Don’t know 2,8% Depends on Don’t trust assurance online 11,3% information 4,0% Very useful 32,2% Total positive Only if replicated in response PDF 54.2% 19,8% Makes no difference Quite useful 7,9% 22,0% Source: Lundquist CSR Online Awards09-11-2012 | 8
  9. 9. Current trends in reporting formats Top 100 listed companies in Europe by non-financial report format in 201209-11-2012 | 9
  10. 10. How are companies responding? G. NAVIGABILITY & USABILITY 60% . SEARCH! C. ENVIRONMENT 59% = D. SOCIAL 58% A. OVERVIEW 52% = J. NEWS & RESOURCES 51% . STORY-TELLING! B. REPORTING 48% = E. ETHICS & GOVERNANCE 41% H. VISUAL COMMUNICATIONS 32% . VIDEO, DATA VISUALISATION! I. INTERACTIVITY 31% SOCIAL! K. DIALOGUE & CONTACTS 30% . ENGAGEMENT! F. SRI 24% 0% 10% 20% 30% 40% 50% 60% 70% Source: Lundquist CSR Online Awards09-11-2012 | 10
  11. 11. What will the future hold for us?09-11-2012 | 11
  12. 12. Surely consumers won’t read a report?  They may not know what “CSR” and “sustainability” mean but their expectations are closely aligned with “experts” TRUST • They don’t trust grand claims and generic commitments CREDIBILITY • They want credible data and concrete evidence of environmental performance INTEGRATION • They are keenly aware of the importance of sustainability to the core business of selling products & services PRIORITIES • They want to see how companies are ensuring the wellbeing of employees, suppliers and consumers ONLINE • They are connected, social, mobile… and impatient09-11-2012 | 12
  13. 13. Strategic approach to the web  The evolution in digital communications and corporate-stakeholder relationships require a strategic approach to the web for corporate responsibility “Once the consumer can hold up a QR code to a garment and find out its history, where it’s made and what its impacts are, that will be the next big step.” Vincent Stanley VP of Marketing, Patagonia09-11-2012 | 13
  14. 14. Thank you James Osborne james.osborne@lundquist.it Twitter: @jabosborne Lundquist Via S. Maurilio 23 20123 Milan, Italy Tel. + 39 02 36754123 Web: www.lundquist.it Blog: www.lundquist.it/blog Social media: Facebook, Twitter, LinkedIn, YouTube, Slideshare, Flickr2007-11-05 | 14
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