More Related Content Similar to Reputation and responsibility (mattias iweborg enact sustainable strategies 24 mar2011) Similar to Reputation and responsibility (mattias iweborg enact sustainable strategies 24 mar2011) (20) More from NGO Responsible Future More from NGO Responsible Future (11) Reputation and responsibility (mattias iweborg enact sustainable strategies 24 mar2011)1. Energy and Climate – Strategic Impact
on Corporate Organisations
REPUTATION AND RESPONSIBILITY
(CSR + PR = TRUE?)
Mattias Iweborg, Managing Director
Enact Sustainable Strategies
© Enact Sustainable Strategies 2011
2. Key messages
• Reputation and responsibility are two sides of the same coin
• A company does not itself what its responsibility is;
it is defined by its stakeholders
• There needs to be a match between walk and talk
• Successful management of responsibility and stakeholder
relationships can be transformed into brand equity and
business success
• There is money to be made here!
© Enact Sustainable Strategies 2011
4. Definitions
“Responsibility of an organization for the impacts of its decisions and activities on society and the
environment, through transparent and ethical behaviour that
⎯ contributes to sustainable development, including health and the welfare of society;
⎯ takes into account the expectations of stakeholders;
⎯ is in compliance with applicable law and consistent with international norms of behavior; and
⎯ is integrated throughout the organization and practised in its relationships“
(ISO 26000 guidelines on social responsibility)
“Operating a business in a manner that meets or exceeds the ethical, legal, commercial and public
expectations that society has of business“
(Business for social responsibility)
“A concept whereby companies decide voluntarily to contribute to a better society and a cleaner
environment. A concept whereby companies integrate social and environmental concerns in their
business operations and in their interaction with their stakeholders on a voluntary basis“
(European Commission)
“Corporate Social Responsibility is the continuing commitment by business to behave ethically and
contribute to economic development while improving the quality of life of the workforce and their
families as well as of the local community and society at large“
(The World Business Council for Sustainable Development
in its publication "Making Good Business Sense)
6. AGlobal challenges
possible approach
Responsibility
Sustainability Reputation
Decreasing natural Brand trust and
resources (eco system reputation are formed
services) and societal by others based on
need for sustainability action and interaction
changes market
Business conditions Brand
Market specific Company specific
© Enact Sustainable Strategies 2011
7. Societal need for sustainability
changes market conditions (for all)
Global
and local generates societal
challenges response
changing market
conditions
© Enact Sustainable Strategies 2011
8. Brand trust and reputation are formed by
others based on actions and interaction
Corporate behaviour
…forms trust and
reputation (brand)
© Enact Sustainable Strategies 2011
10. – GBP 60 – 100 million
© Enact Sustainable Strategies 2011
11. Stakeholders form the perception of
the brand Society
Clients
Employees Owners
Vision &
Brand
Values &
Mission
Government,
Suppliers & NGOs
Retailers
Media © Enact Sustainable Strategies
© Enact Sustainable Strategies 2011
12. In came Janne Josefsson and
Mission Investigation…
© Enact Sustainable Strategies 2011
13. …and the share price plummeted
OMXS
Hakon
Invest
Uppdrag
Granskning
© Enact Sustainable Strategies 2011
15. – USD 320 million
© Enact Sustainable Strategies 2011
16. Levels of Corporate Responsibility
© Enact Sustainable Strategies 2011
© Enact Sustainable Strategies
17. Levels of WALK
Leader
ambition
Dark Horse Icon
Policy,
TALK TALK Communication
Laggard Leader & External
Engagement
Whistler in
Pretender
the dark
WALK
Laggard
Implementation
& Outcome
Adapted from Ford Motor Company
© Enact Sustainable Strategies 2011
20. • One of the worlds largest
companies (around 2
million employees!)
• Mission: ”Help our
customers to save
money so they can live
better.”
• Poor reputation, under
high pressure from
NGOs, mainly regarding
poor labour practices
© Enact Sustainable Strategies 2011
21. • Started their proactive
approach around 5 years
ago, strongly led by the
CEO Lee Scott
• Now very much focusing
on business opportunities
connected to
sustainability
© Enact Sustainable Strategies 2011
22. Three overall goals
• To be supplied 100 percent by
renewable energy
• To create zero waste
• To sell products that sustain our
resources and the environment
© Enact Sustainable Strategies 2011
23. • Starting to
communicate in stores
• Good in engaging
employees – everyone
has made personal
commitment in the
sustainability area
© Enact Sustainable Strategies 2011
24. Examples
• Has created ”Sustainable Value Networks” on a range of
products (e.g. jewellery) and processes (e.g., waste).
Led by business responsibles, engaging various external
experts.
• Developing a product Sustainability Index – collaboration
with universities, researchers etc
• Strong push on suppliers – e.g. working closely with
selected Chinese suppliers to reduce energy use
• Begun to advocate for health care reform in the United
States, partnering with trade unions
• More about Walmart’s sustainability work
http://walmartstores.com/Sustainability/
© Enact Sustainable Strategies 2011
25. Launched
Plan A in 2007
“because there
is no plan B”.
100 commit-
ments in 5
areas.
© Enact Sustainable Strategies 2011
26. Working with Oxfam to
close the loops
Return system for used clothing (an soon furniture)
established in co-operation with Oxfam
© Enact Sustainable Strategies 2011
27. The first year was a huge
success!
• 3 million garments handed in by customers
• Customers are given a 5 GBP voucher for
each garment that could be used for each
purchase over 35 GBP
• Oxfam sold the clothing
and generated 2,2
million GBP
• Average ticket 50%
higher than average for
customers using the voucher.
© Enact Sustainable Strategies 2011
28. • Has really managed to integrate
sustainability in core business
• Strong in communication &
engaging the customers,
especially the in-store
communication.
• Excellent Sustainability
Report
© Enact Sustainable Strategies 2011
29. Engaging in public policy
• Supporting a strong deal
in Copenhagen
• Consumers can add their
own message to a virtual
patchwork quilt
• More info see
http://plana.marksandspencer.com/you-can-do/climate-change/cop15
© Enact Sustainable Strategies 2011
30. Key messages
• Reputation and responsibility are two sides of the same coin
• A company does not itself what its responsibility is;
it is defined by its stakeholders
• There needs to be a match between walk and talk
• Successful management of responsibility and stakeholder
relationships can be transformed into brand equity and
business success
• There is money to be made here!
© Enact Sustainable Strategies 2011
31. Дякую эа увагу!
Большое спасибо!
Mattias Iweborg
mattias.iweborg@enact.se
Enact Sustainable Strategies
Tel. +46 70 593 43 60
www.enact.se
© Enact Sustainable Strategies 2011