What drives Sustainability? Reputational risks, Operational risks/benefits, Market growth opportunities, Regulatory requirements, Investor interest, Talent recruitment and employee engagement/retention, Product/ process innovation, Consumer demand, CEO interest, Budget/Cost reduction

1. Marketing, Communications
&
Corporate Social Responsibility
Aglaia Ntili
Managing Director, Sustainability Knowledge Group
aglaia@sustainabilityknowledgegroup.com
www.SustainabilityKnowledgeGroup.com
Joint seminar with the Swiss and Canadian Business Council
October 24th 2016
Sheraton Mall of the Emirates, Dubai

2. What drives Sustainability?
BSR/GlobeScan, 2016, State of Sustainable Business Survey 2

3. The Shift
CSR = MARKETING
CSR + MARKETING = VALUE
From
To
3

4. Communicate
Why
To whom
What
How
4

5. Business Must Lead to Solve Problems
Edelman, 2016, Trust Barometer 5

6. Pay More for Sustainable Goods
Nielsen, 2015, The Sustainability Imperative, Nielsen Report 6

7. Consumers Reward & Punish Companies
CONE COMMUNICATIONS, 2015, GLOBAL CSR STUDY 7

8. Employee Advocacy in Socially Active Companies
Edelman, 2016, Trust Barometer 8

9. Which Stakeholders Impact Companies
the Most on Sustainability?
BSR/GlobeScan, 2016, State of Sustainable Business Survey 9

10. Be Aware of Greenwashing
10

11. The Impact of CSR in UAE
ATTRACTS THE BEST
TALENT
75%
More likely to work for a
company that actively
contributes to a cause
INCREASES SALES
72%
More likely to purchase
from a company that
actively contributes to a
cause
YouGov, 2015, The impact of CSR on UAE residents 11

12. Communicate
Reward & recognise people
Innovate & lead
Philanthropy / charity
Set higher expectations
Empower others
YES
NO
Achievements
No facts / no message
12

13. Use facts to
highlight your
commitment to
social &
environmental
issues
Win with Sustainability
Use Claims &
Marketing
Develop a
Strategy/plan
Prioritise & focus
on what matters
Focus on the right
audience
VISION
PURPOSE
&
SOUL
13

14. Aglaia Ntili
Managing Director
Sustainability Knowledge Group
M: +30 6972031126, +971 553231190
Email: aglaia@sustainabilityknowledgegroup.com
Thank You!

15. Aglaia is the Managing Director of Sustainability Knowledge Group, providing
Sustainability and CSR advisory and training services at international corporate level. She
is the founder of CSR Coaching, supporting professionals in Corporate Responsibility and
Sustainability, and the founder of the CSR & Sustainability meetup, the 1st and only open
platform to support active learning and knowledge sharing on CSR and Sustainability in
the UAE. Aglaia is the Chair of the UAE Chapter of the International Society of
Sustainability Professionals (ISSP), the only professional body for Sustainable Professionals
in the region.
With over 12 years’ experience in the fields of Sustainability Strategy, Reporting, Training, CSR Programs,
Stakeholder Engagement, SROI, Quality, Performance, Environmental Management and Systems
Implementation, Aglaia has made important contributions as practitioner, trainer, coach and advisor.
To date, she has trained over 450 professionals from the Middle East, Europe, Asia, Africa, and North America
on sustainability topics including: Strategy, Reporting, CSR Programs, Stakeholder Engagement, SROI, Quality,
Performance and Environmental Management. She has led Sustainability projects in Construction, Consulting,
Banking, FMCG, Education, Local Authorities, Oil & Gas, Telecommunications, Pharmaceuticals, NGOs,
Cosmetics, Technology, Shipping, Facility Management, Concessionaire and Hospitality
Aglaia developed the Middle East and Greek local standard version of GRI G3.1, G3.1 & G4 Bridging Module
and G4 Training for local providers. Her qualifications include: MBA• MSc in Total Quality Management &
Business Excellence • ISO 9000 Lead Auditor • EFQM Accredited Excellence Assessor • Institute of
Environmental Management & Assessment (IEMA), Global Reporting Initiative (GRI), Institute of Leadership &
Management (ILM) approved trainer.
About Aglaia Ntili
16

16. Our clients include*
• Banking
• Construction
• Consulting
• Concessionaire
• Cosmetics
• Education
• FMCG
• Facility Management
• Local Authorities
• Oil & Gas
• Pharmaceuticals
• NGOs
• Shipping
• Telecommunications
• Technology
* sample clientele
About Sustainability Knowledge Group
17

17. SUSTAINABILITY
AWARENESS
AND
TRAINING
ASSESSMENT
AND
STRATEGY
STAKEHOLDER
MANAGEMENT
IMPLEMENTATION
MEASUREMENT
& REPORTING
EVALUATION &
IMPROVEMENT
Our approach
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