This presentation formed part of the Business and Brands module for students at Guildford Academy of Music. Their half term essay assignment is on Consumer empowerment. The aim was to teach students that CSR is an effective way to empower the consumer and encourage ways they can incorporate CSR strategies into their own future business ideas. It was presented on 5th January 2010

1. “IF YOU THINK YOU ARE TOO SMALL TO MAKE AN IMPACT TRY GOING TO BED WITH A MOSQUITO”

2. TODAY’S MENU WHO AM I? WHAT IS CSR? WHAT IS THE RELEVANCE OF CSR IN TODAY’S MARKET PLACE? WHAT IMPACT HAS CSR HAD ON BUSINESS? WHY IS IT IMPORTANT FOR CONSUMERS? SO HOW DOES HAVING A CSR STRATEGY EMPOWER CONSUMERS? HOW PR COMPANIES ARE USING CSR AS PART OF THEIR PITCHING STRATEGY? HOW WE CAN HELP? CLOSE

3. 1. WHO AM I?

4. A SCOUSER WITH A PASSION ENVIRONMENT | ENTERTAINMENT | EDUCATION | ENTREPRENEUR david@csrplus.co.uk

5. MISSION TO PLAY A LEADING ROLE IN THE NEW ECO REVOLUTION.

6. BIOGRAPHY. Arrived 1967 Bankfield Comprehensive School 1979 - 1984 H.M. Royal Marines Commando 1985 - 1992 Halton College 1993 - 1994 Liverpool John Moore's University 1994 - 1997 BSc hons University of Southampton 1997 - 1998 MSc University of Leeds 1999 - 2000 PhD Consultant Transport for London 2001 - 2003 Campaign Director Mayor of London 2003 - 2005 Created CSRPLUS 2005

7. CORPORATE SOCIAL RESPONSIBILITY PLUS

9. If the world decided to spend say $50 billion extra over the next 4 years to do good...where would you start? http://polls.linkedin.com/poll-results/71414/fatbx

11. CHILDREN STARTING SCHOOL NOW WILL BE RETIRING IN 2065.

12. 2. WHAT IS CSR?

13. CORPORATE SOCIAL RESPONSIBILITY is about maximising your social and environmental potential whilst maintaining a profit making focus.

14. Definitions are multiplying as we speak.

15. GOOD BUSINESS SOCIAL INNOVATION RESPONSIBLE BUSINESS SOCIAL ENTREPRENEURSHIP CORPORATE SOCIAL RESPONSIBILITY

16. But they all add up to one thing.

17. PEOPLE PLANET PROFIT.

18. 3. WHAT IS THE RELEVANCE OF CSR IN TODAY’S MARKET PLACE?

19. World events have meant consumers are now demanding changes in business practice.

20. Global challenges require unforeseen global collaborations.

21. “70% of European consumers say that a company's commitment to social responsibility is important when buying a product or service” (Source: CSR Europe/MORI, 2000)

22. “A legitimate and well executed CSR strategy represents a significant opportunity for brands” (Source: Havas Media, 2009)

23. 4. WHAT IMPACT HAS CSR HAD ON BUSINESS?

24. TUNING IN AND WAKING UP 1. avoid green wash 2. understanding 3600 green 3. tuning into green transmitters 4. not wearing green from head to toe 5. finding solutions together with customers 6. company vision aligned with green positioning

25. “94% of company executives believe the development of a CSR strategy can deliver real business benefits” (Source: Ernst & Young survey, 2002)

26. If you don’t measure it you can’t manage it.

27. For any business it’s all about the bottom line.

28. Looking at what YOU are currently doing?

29. But this time doing it better.

30. Which is a challenging journey for some.

31. A bit like learning to swim again.

32. Competitive advantage and greater brand eco-lasticity brings...

33. Eco-clout 1) Raise shareholder value 2) Improve profitability building on existing strengths3) Equip and provide fresh capabilities and eco-processes4) Create a detailed action plan, set targets and measurable goals5) Reduce danger, identify and seize quick win CSR opportunities 6) Innovate to develop low-carbon services, products and strategies 7) Safeguard brand reputation and improve long term competitiveness

35. 5. WHY IS IT IMPORTANT FOR CONSUMERS?

36. 80% of consumers engaged in climate change 3/4 recognise climate change will affect them and their families consumers are stopping buying environmentally damaging goods and buying more environmentally friendly goods incredible opportunity for brands passive and active self-seekers and altruists WWW.HAVASMEDIA.COM

37. understanding the ecolasticity of brands consumers would rather buy from companies doing their best to reduce impact on the environment than those not involved logicals, accepting and absolutes increasingly consumers are recognising the good and bad guys legitimate and well-executed green communication strategy represents a significant opportunity WWW.HAVASMEDIA.COM

38. Freedom of choice.

39. The value you place upon your own hierarchy of needs?

40. Enough is Enough.

41. Transparency and the full story.

42. 6. SO HOW DOES HAVING A CSR STRATEGY EMPOWER CONSUMERS?

43. PUT YOUR HANDS UP IN THE AIR. ORGANIC FOOD FAIRTRADE GOODS ORGANIC CLOTHING REDUCE, REUSE AND RECYCLE BUY LOCAL OR SEASONAL PRODUCE VOLUNTEER YOUR TIME OR CHARITY WORK TURN THE TAP WHEN BRUSHING YOUR TEETH WALK, CYCLE, USE PUBLIC TRANSPORT, CARE...

44. Most of us want to be part of a tribe.

45. People around the world are taking part.

46. You are the brand advocate and champions of the future.

47. You have a say in how business should be done.

48. You the consumer have the power to affect real change.

49. 7. HOW PR COMPANIES ARE USING CSR AS PART OF THEIR PITCHING STRATEGY?

50. PUTTING OWN HOUSE IN ORDER.

52. HOW DID THEY DO IT? 1. carbon re-think and energy use2. reduce, reuse, recycle and repair3. low carbon transport and active travel4. sustainable procurement, fit outs and fair trade5. staff health and exercise programme6. social investment, volunteering, charity7. water use and reduction

54. IMPROVED THE BOTTOM LINE.

55. WINNING NEW BUSINESS AND RETAINING CLIENTS.

57. 8. HOW WE CAN HELP?

58. TOOLS, TALENT AND PROCESSES

59. Eco Expert Service CSR Critical Pathway Model Carbon Footprint Management Tool Eco Profit Maximiser Audit Stakeholder Communication Programme

60. ECO EXPERT SERVICE.

61. EXPERT SECURE NEW CLIENT CONTRACTS | IMPROVE COMPETITIVE ADVANTAGE | ADD VALUE MIGRATION WWW.CSRPLUS.CO.UK

62. CSR CRITICAL PATHWAY MODEL.

63. A proven leadership model that successfully identifies and maximises your CSR opportunities.

64. 11. Reporting/feedback 1. Client enquiry 2. Consultation/brainstorm 10. Evaluation /review CSR CRITICAL PATHWAY MODEL 3. Stakeholder Communication 9. Monitoring 4. Scoping/baseline fact finding 8. Implementation 5. Research/analysis 7. Branding /communications 6. Impact prioritisation

65. CARBON FOOTPRINT MANAGEMENT TOOL.

67. ECO PROFIT MAXIMISER AUDIT.

68. Designed for maximum return linking your economic objectives to your social and environmental goals.

69. 1. carbon re-think and energy use assessment2. reduce, reuse, recycle and repair application3. low carbon transport and active travel schemes4. sustainable procurement, fit outs and fair trade5. staff health and exercise programme6. social investment, volunteering, charity planner7. water use and reduction action plan

70. STAKEHOLDER COMMUNICATION PROGRAMME.

71. Bring your clients, customers, staff and visitors onto the same page.

72. A SUCCESSFUL EDUCATION LEADERSHIP TOOL GIVING EMPLOYEES AND VISITORS GREATER INSIGHT AND UNDERSTANDING TO THE RISKS AND OPPORTUNITIES OF CLIMATE CHANGE

73. BUSINESS HAS A KEY ROLE TO PLAY CSRPLUS OFFER BOLD ACTION AND CLEAR LEADERSHIP.

74. © 2010 csrplus ltd All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by means, electronic, mechanical, photocopying, recording or otherwise, without the written permission of csrplus ltd.