Safeway - Corporate Social Responsibility Audit and Recommendations
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An analysis on Safeway's Corporate Social Responsibility (CSR) campaign, Heart of Safeway, and recommended communications strategies. Includes company background, landscape analysis, platform/content audit and recommended tactics for campaign optimization.
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Safeway - Corporate Social Responsibility Audit and Recommendations
- 1. Safeway CSR Strategy Margot Smirniotopoulos July 6th 2015
- 2. Background • Celebrating its centennial • Founded in Idaho, now headquartered in California • Fortune 67 in 2014 (formerly #62) • $42.9M Revenue (2014) • Merged with Albertsons in January *2013 Safeway Sustainability Report Highlights
- 3. Heart of Safeway • Branded campaign • Ranked #84 of the 2013 Reputation Institute’s Top 150 Most Reputable Companies • Founded on four pillars: • People • Products • Community • Planet *2015 Safeway CSR Website
- 4. CSR Competitor Landscape *2013 Most Reputable U.S. Companies, Reputation Institute
- 5. 2013 Highlights *2013 Safeway Sustainability Report Highlights
- 6. Insights on the 2013 Report *2013 Safeway Sustainability Report Highlights
- 7. External •Website [csrsite.safeway.com] •Social media •Safeway Foundation Communications Components Internal •Training programs •Wellness programs •Stakeholder engagement Both •Volunteerism •Product recalls •Community engagement •Pledge programs
- 8. Closer Look: Web • Repurposes 2013 CSR Report – creative and formal • Links to social media • Includes product recalls and position statements *2015 Safeway CSR Website
- 9. Closer Look: Social Media • Consistent campaign across all platforms • Facebook, Twitter, Instagram • Opportunity for additional engagement and responsiveness *2015 Safeway Twitter, Facebook and Instagram accounts
- 10. Closer Look: Seafood Sustainability • Industry-leading goal • 100% of seafood to be responsibly caught/farmed by the end of 2015 • Partnership with FishWise • Recognized by Greenpeace USA *2015 Safeway CSR Website
- 11. Closer Look: Video • One Heart of Safeway branded video • Opportunity to leverage other content *2015 Safeway Inc. YouTube Account
- 12. Closer Look: Programs Health and Wellness •Healthy Measures •JumpStart •One Simple Change •Safety Committees •Programs •Right to Know •Noise Control •Exposure Control •Protective Equipment Diversity •Employee Resource Groups •Diversity is embedded into performance appraisals for leader accountability •Incentive programs •Partnership with Wounded Warrior Foundation Leadership •Partnership with Lean In •Training at all levels •Industry education programs Misc. •Safeway Foundation •Safeway Health •Stakeholder engagement *2015 Safeway CSR Website
- 13. A Note About External Assurance Why Assure? •Increase trust and credibility •Reduce risk •Strengthen internal reporting •Improve stakeholder communication with ongoing dialogue *2013 The external assurance of sustainability reporting, Global Reporting Initiative
- 14. Competitor: Whole Foods • 35 years old • 410 stores with over 88k employees • Fortune 218 • Multiple Foundations • Whole Kids • Whole Cities • Whole Planet • Possibly greenwashing (lovely descriptions, lack of serious meat) • No consistent branding *2015 Whole Foods Website * 2012 Whole Food’s Green Mission Report
- 15. Recommendations for Safeway 1. Have some humility 2. Provide context [percentages, year over year] 3. Create internal hub for employees 4. Upgrade “What You Can Do” 5. Stay engaged 6. Stay current 7. KEEP BRANDING
Editor's Notes
- The challenge is to create a consistent modular brand system to raise awareness and take ownership over all Safeway's Corporate Social Responsibility intitatives. The brand system developed is warm, genuine and give a sense of the 4 pillars - people, products, community, planet. Tagline: Creating better lives, vibrant neighborhoods, and a healthier planet.
- Competitor Randkings BJ’s #22 Whole Foods #23 Kroger #36 Costco #48 Safeway #84
- - Sustainability vs Responsibility vs. Green vs. Environmental - Report is informed by the Global Reporting Initiative (GRI) G3 Guidelines, a set of internationally recognized non-financial reporting standards. - Industry-leading goal to responsibly source all of its fresh and frozen seafood by the end of 2015. People. Employees are the Heart of Safeway. From wellness services to providing new skills and career opportunities through leadership training, employee well-being is a top priority for the company. Products. Because many of our customers want to make choices that are healthier for them and the planet,Safeway has a growing selection of wholesome and natural products, locally grown produce andsustainable seafood. Community. Safeway is committed to improving the communities we serve. Through fundraising, food donations, volunteer efforts, and other charitable activities, Safeway stores provide localized support in their neighborhoods. Planet. Safeway always considers its environmental impact and actively seeks new ways to minimize its footprint. The company also encourages employees and customers to do the same.
- Explain how you’ll close the gab Why is the volunteering goal so modest – lack of connection to business which makes a true impact on what hours and dollars an organization can dedicate to a CSR effort Why no external assurance (more on that later) Provide some context to data
- Stakeholders = Suppliers, ensuring diversity, etc Wellness – hired a chief medical officer in 2012, responsibilities = adding value, providing insight and being a collaborator for health and wellness Foundation – focus on Health and Human services, hunger relief, education and helping people with disabilities. Donates on average $200M/year in grants and donations Pledge Program: https://www.youtube.com/watch?v=KSDG0ZWrjJY Pledge program
- Not interactive Not media room/ press release room No forums for conversation Lackluster, generally – not updated
- Don’t interact with online users even when they proactively reach out to Safeway Should have better leveraged the Supreme Court equal marriage ruling a few weeks ago – play your strenghts Better brand CSR efforts since the campaign already exists
- Seems like a half-baked effort
- Seems like a half-baked effort
- - Loves Stakeholder Interdependence