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Trends in Digital Sustainability Communication

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Tommy Borglund and Miriam Thunborg speaking af KWD Webranking Forum 2011 in London

Tommy Borglund and Miriam Thunborg speaking af KWD Webranking Forum 2011 in London

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  • 1. Agenda• A transparency revolution• Findings in the KWD Webranking• Trends and Best Practice• Challenges and opportunities• Going forward
  • 2. Corporate responsibility towardsstakeholders Company
  • 3. All companies communicate CSR/Sustainability • 97 % of the 150 largest listed European companies have a CSR section on their website • 80 % of the 150 largest European companies have a Sustainability reportSource: KWD Webranking 2011
  • 4. This is confirmed by the KPMG study on CR reporting 100 • 95 % of the largest 250 global 90 95 companies have CR reporting 80 83 • It is a dramatic increase over the 70 years 60 64 64 Percent 50 53 • All (!) of the 100 largest UK 40 45 companies have CR reporting 41 30 35 20 28 21 10 18 12 0 1993 1996 1999 2002 2005 2008 2011 N100 G250Source: KPMG International Survey of Corporate Responsibility Reporting 2011
  • 5. It is a transparency revolution 97% of the largest 150 European >85% of the largest 750 European companies have a CSR section 95% of the largest 250 global companies have a CSR section on their corporate website companies have CR reporting on their corporate website 80% 100% of the largest 150 of the 100 largest companies in UK have European companies a sustainability report have sustainability report, 35% have a digital reportSource: KWD Webranking 2011, KPMG International Survey of Corporate Responsibility Reporting 2011
  • 6. CSR more important inKWD Webranking 2011From To 4% in the KWD Webranking 2010 8% in the KWD Webranking 201120 Number of data points15 17 18 16 1510 13 10 11 5 7 8 2 2 40 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  • 7. Financial markets demand for CSR– Top 5 1 Environmental targets and achievements 2 Sustainability/CR report 3 Supply chain standards 4 Social data 5 CR initiatives and memberships
  • 8. CSR criteria in KWD Webranking 2011 1 Strategy 2 Code of conduct 3 Supply chain standards 4 CR initiatives and memberships 5 Environmental targets and achievements 6 Certified environmental management systems 7 Social data 8 Social targets and achievements 9 Community involvement and charity 10 Sustainability/CR report 11 Reporting standards 12 Sustainability index 13 CR contacts
  • 9. …and the top companies in EuropeCoca Cola Hellenic EnelSnam Rete Gas L’Oréal RWE Repsol
  • 10. Spanish and Italian companies improve most Rank Country Score Finish companies still in the lead as 1 (1) Finland 66% most transparent in Europe 2 (8) Spain 59% 3 (3) Sweden 58% Almost all countries get a higher score 4 (7) Italy 54% compared to last year 5 (2) Denmark 52% 5 (4) UK 52% 5 (5) Netherlands 52% 8 (6) Germany 50% 9 (10) France 44% 10 (9) Switzerland 39% 11 (11) Belgium 37% 12 (13) Turkey 18% 13 (12) Russia 17% 14 (-) Poland 13%Source: KWD Webranking 2011
  • 11. Top 10 companies in Italy and SpainRank Italien companies Score Rank Spanish companies Score 1 Enel 100% 1 Repsol 100% 1 Snam Rete Gas 100% 2 Acciona 84% 3 Fiat 97% 3 Ferrovial 78% 4 Eni 91% 3 Red Eléctrica de España 78% 4 Telecom Italia 91% 5 BBVA 72% 6 Saipem 88% 6 ACS 69% 7 Intesa Sanpaolo 84% 6 Telefónica 69% 7 Terna 84% 8 Iberdrola 66% 7 UniCredit Group 84% 9 Banco de Sabadell 63% Banca Monte Dei Paschi 9 Gas Natural 63% 10 Siena 78% 9 Mapfre 63% Source: KWD Webranking 2011
  • 12. Community involvement and charity mostcommon information… 92% of 150 largest European companies 65% of 750 largest European companiesSource: KWD Webranking 2011
  • 13. …as well as having a Code of conduct 86% of 150 largest European companies 69% of 750 largest European companiesSource: KWD Webranking 2011
  • 14. A majority have a Sustainability Report 80% of 150 largest European companies, 35% have digital report 51% of 750 largest European companies, 14% have digital reportSource: KWD Webranking 2011
  • 15. But: Few have contacts (!) 48% of 150 largest European companies 34% of 750 largest European companiesSource: KWD Webranking 2011
  • 16. Why?
  • 17. Responsible investments increase rapidly Company Specialized funds PRI signatories Nordic Large Cap < 1% 30% Nordic Large Cap Renewable 6% 50% Nordic Mid Cap 1% 45% 1,000 879 6,000 5,000 800 5,000 683 537 4,000 600 437 3,000 2,665 354 375 388 400 280 313 2,000 159 1,033 200 1,000 336 0 0 1999 2001 2003 2004 2005 2006 2007 20082009 2010 2002 2005 2007 2009Source: Vigeo 2010, Eurosif 2010, KW IR 2011
  • 18. Many act in the name of sustainability 950 > $30 trillion 20%
  • 19. Against a background of scandals, protestsand volatility 950 > $30 trillion 20%
  • 20. Who and what?
  • 21. One size fits no one! Traditional “The many” Customer media Digital Consumer media Company NGOs Society Experts Investors Employees Suppliers
  • 22. Experts; e.g. investors and NGOsDigital sustainability report
  • 23. The many; e.g. consumers and employeesCampaign site on CSR
  • 24. Public Experts Consumer organizations NGOs Consumers Media Politicians Competitors Customers customers Bloggers Government i.e. retail Traditional Customer Customers other media Customers Regulatory stakeholdersLocal community Digital authorities Consumer media Suppliers Scientists Industry organization Company NGOs Society Employees Financial institutions Investors Employees Unions Owners Suppliers Future employees Investors Student organizations Owners stakeholders Industry analysts
  • 25. 85% of the European and North American companies on the DowJones Sustainability Index are using social media, but only 42% tocommunicate CSR. 800 250 millions millions 120 40 millions millions
  • 26. 2 perspectives:Challenge and opportunity
  • 27. 1)
  • 28. 2)
  • 29. Going forward
  • 30. A trend that seems to last into 2012Which part of the website do you plan to improve next year? Risk and debt related information 6% Other 9% Contact information 12% Corporate Governance section 17% Online annual report 23% Social media connection* 27% Career section 28% About Us section 29% Press room 32% CSR section 37% Investor Relations sector 43% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
  • 31. One concept for all
  • 32. Strategic concept and a business plan
  • 33. Selecting channels;report, website, social media…
  • 34. APPENDIX
  • 35. Sectors; top and bottom 10 Rank Top 10 sectors Score Rank Bottom 10 sectors Score 1 (1) Gas, water & multiutilities 67% 17 (19) Media 44% 2 (10) Pharmaceuticals & biotechnology 60% 20 (24) Oil equipment & services 41% Basic industries (Mining, metals, 3 (2) Automobiles & parts 59% 20 (21) 41% paper & pulp) 4 (3) Industrial engineering 58% 20 (9) Food producers 41% 5 (14) Technology equipment & defence 57% 20 (23) Household & luxury goods 41% 6 (5) Beverages & Tobacco 56% 24 (15) Insurance 38% 7 (8) Chemicals 55% 25 (27) Local banks 31% 8 (11) Retail 52% 25 (25) Software & computer services 31% 9 (7) Large international banks 51% 27 (26) Healthcare equipment & services 27% 9 (4) Oil & gas producers 51% 28 (28) Holding companies 22%Source: KWD Webranking 2011
  • 36. Decide on message and target group, and 1 Listen! 2 Learn! 3 Test! 4 Plan! 5 Implement! 6 Engage! 7 Evaluate!
  • 37. GRI becomes the standard for reporting 60% of 150 largest European companies 32% of 750 largest European companiesSource: KWD Webranking 2011
  • 38. CR reporting has gained ground within the Top100 companies in each country 100% of the 100 largest companies in UK report on Sustainability 120 100 100 99 98 97 93 91 91 88 88 80 85 83 82 79 78 74 74 72 70 69 68 60 66 63 63 62 60 59 59 52 40 45 44 20 26 24 17 0 0 Brazil Kingdom Netherlands Hungary Portugal Canada Sweden Nigeria France Italy Denmark Spain Finland Mexico Japan South Africa United States UnitedKälla: KPMG International Survey of Corporate Responsibility Reporting 2011
  • 39. Top 10 Companies in GermanyRank Company Score 1 RWE 100% 2 BASF 97% 3 Deutsche Post DHL 91% 3 Henkel 91% 3 Volkswagen 91% 6 Merck Kgaa 88% 7 Bayer 84% 7 BMW 84% 7 Man 84% 10 Daimler Source: KWD Webranking 2011 81%
  • 40. Top 10 Companies in Italy and SpainRank Company Score Rank Company Score 1 Enel 100% 1 Repsol 100% 1 Snam Rete Gas 100% 2 Acciona 84% 3 Fiat 97% 3 Ferrovial 78% 4 Eni 91% 3 Red Eléctrica de España 78% 4 Telecom Italia 91% 5 BBVA 72% 6 Saipem 88% 6 ACS 69% 7 Intesa Sanpaolo 84% 6 Telefónica 69% 7 Terna 84% 8 Iberdrola 66% 7 UniCredit Group 84% 9 Banco de Sabadell 63% Banca Monte Dei Paschi 9 Gas Natural 63% 10 Siena 78% 9 Mapfre 63% Source: KWD Webranking 2011
  • 41. Top 10 Companies in NetherlandsRank Company Score 1 DSM 88% 1 KPN 88% 3 Arcelormittal 81% 3 Heineken NV 81% 3 Royal Dutch Shell 81% 6 Akzo Nobel 78% 7 Ahold 69% 7 ASML 69% 7 Unilever 69% 10 Philips Electronics Source: KWD Webranking 2011 63%
  • 42. Top 10 Companies in SpainRank Company Score 1 Repsol 100% 2 Acciona 84% 3 Ferrovial 78% 3 Red Eléctrica de España 78% 5 BBVA 72% 6 ACS 69% 6 Telefónica 69% 8 Iberdrola 66% 9 Banco de Sabadell 63% 9 Gas Natural 63% 9Source: KWD Webranking 2011 Mapfre 63%
  • 43. Top 10 companies in SwedenRank Company Score 1 ABB 91% 1 Electrolux 91% 1 SKF 91% 4 AstraZeneca 81% 5 Atlas Copco 78% 5 SCA 78% 5 SSAB 78% 5 Swedbank 78% 5 TeliaSonera 78% 10Source: KWD Webranking 2011 Ericsson 75%
  • 44. Top 10 Companies in UKRank Company Score 1 Xstrata 97% 2 ARM Holdings 91% 2 BP 91% 2 British American Tobacco 91% 2 Centrica 91% 6 Anglo American 84% 6 BG Group 84% 6 BT Group 84% 6Source: KWD Webranking 2011 Tullow Oil 84%