1.
Effective CSR Reporting &
Communications
Presented by
Wayne Dunn
President & Founder, CSR Training Institute
Former Prof. of Practice in CSR (McGill University)
wayne@csrtraininginstitute.com
Ta’atheer 2017
The Address Dubai
Marina
May 15, 2017
Dubai, UAE
Executive Masterclass Bootcamp

2.
Who/What is
• Canadian based with global delivery
(focus on Americas, Gulf Region and
Africa)
• Social Responsibility Partner: Free
Zones of the Future
• Trained hundreds of executives,
leaders and practitioners in CSR
Strategy and Practice
• Focus on CSR strategy, Value
Creation and Impact
• Public programs and customized
corporate and organizational
programs
• Consulting and strategic
assignments
• National/regional partnerships in
UAE, Ghana, Greece, Zambia, East
Africa, India
Wayne Dunn
• Founder & President of CSR Training Institute
• Master of Science in Management, Stanford Business School
• Stanford University Sloan Fellow
• Former Professor of Practice in CSR, McGill University
• Entrepreneur & Organizational Strategist
• Social Responsibility Leader: Free Zones of the Future
• Chairman, Ta’atheer 2016
• 25+ years of practical CSR experience (40+ countries, every continent, public
and private sector)
• Frequent speaker on strategy and sustainability at events worldwide
• Numerous awards (1st private sector winner of World Bank Development
Innovation Award, Stanford Case Study, etc.)
• Advisor to corporations, governments, NGOs and international organizations
worldwide
• Consulted across industries, geographies and sectors on Strategy, CSR,
Sustainability and Operations
• CSR Awards Jury duty throughout MENA & Africa

3.
Agenda & Objectives
Agenda
• Popular myths about CSR & Sustainability
• Why report and communicate?
• Guest Lecture – Emirates NBD Bank
• Compliance vs Strategic
• Communication & reporting framework
• Case Studies: Analyze and review
• Emerging issues and trends
Objectives
• Understanding of CSR
Reporting and
Communication
Landscape
• Strategic framework for
planning, assessing and
analyzing CSR reporting
and communications
•UN Global Compact
•GRI
•CDP
•SDGs
•CSR/Sustainability Reports
•Videos (project/docu-video)
Websites
•Social Media
•Media publicity

4.
The Rules!!!
• Stay curious and engaged
• Think, don’t memorize
• Create energy, the learning path will follow it
• Ask questions (no dumb questions, just dumb people that hold back
their questions)
• All slides, videos and materials will be made available so no need to
try and take extensive notes
Think about strategy, efficiency and value – this will lead you to ask
smarter questions and produce better results

5.
Caution: Language is
‘under development’
• Corporate Social Responsibility (CSR)
• Sustainability
• Corporate Citizenship
• Corporate Responsibility
• Social Responsibility
• Environment, Social and Governance
(ESG)
• Shared Value
• Social License
• Social Impact
• ???? And more….

6.
Corporate Social Responsibility
& Sustainability Myths
• CSR is charity, philanthropy and do good stuff
• CSR is a cost, not a value driver
• CSR is something extra done when budgets allow
• CSR is not part of core business activities
• Sustainability is a cost to business
• Smart business will minimize sustainability and CSR to
maximize profits
• CSR Reporting and communication is all Social-Wash

7.
CSR Communications (quick thoughts)
✓Focus on the value created.
✓Share the credit – your company didn’t do it alone
✓Be honest. Don’t be afraid to mention the value to
the company.
✓Tell a story – don’t be boring. Make it interesting.
✓Be honest. Don’t oversell. Perfection isn’t
necessary. Acknowledge shortcomings.
✓Focus on issues, interests and stakeholders, not
the company.
Tell honest, interesting stories. Don’t brag!

8.
The world changed
• Isolated world gave more power and
influence to large institutions (government,
business, etc.)
• More focus on local issues, standards and
expectations
CSR & Sustainability
aren’t optional
• Globalized inter-connected world
• Emerging global standards and norms
• Increased democratization of power and
influence
• Anywhere is everywhere

9.
Financing & Investing Changed
• Impacts beyond financial returns
• Social and environmental
performance key to financial
performance
• Some investors still see financial,
social and environmental returns as a
trade-off (but number is shrinking)
• 84% of millennials are interested in
sustainable investing.
• Assets utilizing sustainable investing
criteria have grown 76 percent in
2014-15 to $6.57 trillion*
* Morgan Stanley Institute for Sustainable Investing

10.
Dubai Investment Forum
• Sustainable Investment was a key theme of Dubai Investment
Forum, Oct 2016

11.
GCC Investment Funds are
Focussing on Sustainability

12.
Increasing mandatory and voluntary compliance
• ICMI - International Cyanide Management Institute (ICMI)
• Conflict Free Gold Standard
• Voluntary Principles on Security and Human Rights
• EITI
• CDP
• ISO26000
• Global Compact
• Global Reporting Initiative
• Voluntary Principles
• ICMM
• National CSR Policy
• IFC
• Equator Principles
• ILO
• Accountability
• Many, many more

13.
IFC Performance Standards

14.
Equator Principles

15.
Global Reporting Initiative

16.
Echo Chamber of Social Media

17.
Arab Spring
Social Media driven
• In the 21st century, the revolution may
not be televised – but it likely will be
tweeted, blogged, texted and
organized on Facebook
• Avg tweets from 2,300/day to
230,000/day!
• 5.5 million video views on top 23
videos

18.
Increasing societal expectations
and influence on business
0
50
100
150
200
250
300
1975 1980 1985 1990 1995 2000 2005 2010 2015
SocietalExpectations&Influence
Applies to organizations of all
types, but especially business
*directionally indicative data derived from SWAG analysis
The expectations of society and
government are increasing rapidly in
GCC/MENA

19.
Evolution of CSR & Sustainability
• Business response to these global changes took time and is still
evolving
• Some businesses are still resisting and waiting for something
magical to happen

20.
Business’ Response
Evolved over time (and still evolving)
• Beads and trinkets
• Throw money at problems
and issues
• Philanthropy, Charity &
disconnect
• Zero Sum CSR
• Strategic CSR – value
proposition alignment

21.
Social value & sustainability imperative applies
across industries, sectors and geography

22.
Growth of Sustainability Reporting
• KPMG Video Goes Here

23.
Top Four GCC Sustainability Reports*
• Dubai Customs Sustainability
Report
• Qatar Airways Sustainability
Report
• Zain Sustainability Report
• NBAD Sustainability Report
*Gulf Sustainability Awards
Will do a groupwork assignment with them later

24.
Who, What, Why of CSR Communications
Know your business case
•Why do you want to
communicate?
•Who do you want to
communicate to
•What do you want to
say?

25.
So, you want to report/communicate?
Your reporting & communication
needs to be heard

26.
Who, What, Why of CSR Communications
Know your audience
• Who is your reporting and
communication directed
at?
• What methods, media and
communication strategies
will be the best to reach
them?
• Why is your message
important to them?
Recipient
Channels Interests
Sender
Message Objectives

27.
Part of Apple’s Response

28.
Who, What, Why of Apple’s Video
• Why did Apple want to communicate
• Who did they want to communicate to
• What did they want to say
• Is the message important to that audience
• Why would Apple have decided to use video

29.
Ms. Michele Wong
• Assoc. VP, CSR | Emirates NBD Bank, UAE
• Corporate Philanthropy and Sustainability Strategist
• MA, BA and other academic accomplishments.
• Extensive experience in CSR Reporting and
Communications, Strategy and Execution
• Responsibilities and experience across public, private and
charitable domains
• Founded and led a social purpose NGO
• Organized international events
• Lived and worked in North America, Asia and Africa
• Solid understanding of strategic CSR and able to put theory
into practice in a pragmatic and effective manner
Guest Faculty

30.
Case Study, Emirates NBD
• To access a PDF copy of Michele Wong’s slides on the Emirates NBD
Case Study click here

31.
Reporting and Communications Framework
Compliance
• GRI
• Global Compact /
Communication on Progress
• Carbon Disclosure
• ISO 26000
• IFC Performance Standards /
Equator Principles
Strategic
• Annual Reports
• Videos
• Website
• Third Party (videos, interviews,
articles, etc.)
• Direct to stakeholder
• Internal briefings
• Social media
• Etc.
Sustainable Development Goals

32.
Compliance Reporting & Communications
• Complex, growing and important
• Know your business case for doing it
• Research which ones will best serve
your interests
• Avoid check the box approach to
compliance reporting and
communications
• If you decide to do it, figure out
how to capture and create
the most value from it
Don’t blindly check
boxes and jump
through hoops

33.
United Nations Global Compact
• Established about 2017
• Ten Principles / SDG Impacts
• Simple application
• Annual Report on Progress
Value
• Brand: United Nations association
• Network & Learning: Most major
corporations and development
players are engaged
• Entry point for partnerships &
collaboration
• Partial proxy for future aware
management (investors)

34.
Communication on Progress
Three Minimum Requirements
The COP Policy sets out key information including the
minimum requirements for each COP:
• A statement by the chief executive expressing
continued support for the UN Global Compact and
renewing the participant’s ongoing commitment to
the initiative.
• A description of practical actions the company has
taken or plans to take to implement the Ten
Principles in each of the four areas (human rights,
labour, environment, anti-corruption).
• A measurement of outcomes

35.
Communication on Progress
Differentiation Levels
• Based on a company’s self-assessment, each COP falls into one
of the following differentiation levels:
• GC Advanced: COPs that qualify as GC Active and, in addition,
cover the company’s implementation of advanced criteria and
best practices
• GC Active: COPs that meet the minimum requirements
• GC Learner: COPs that do not meet one or more of the
minimum requirements

36.
Global Reporting Initiative
• Independent international organization
(established 1997)
• Developed globally accepted standards for
sustainability reporting
• Partner with many global organizations (UN,
ISO, Global Compact, etc.)
• 76% of the world’s 250 largest corporations
report to GRI Standards
Value
• Used by investors (some funds and Indices
require it)
• Forces systematic review/analysis of key
issues and sustainability risks
• Becoming ‘table stakes’ for large companies

37.
PG&E GRI Case Study
Review PG&E GRI Report
• Why would they produce this
report? VALUE
• Who is it aimed at? AUDIENCES
• What are they trying to
communicate? MESSAGES
• Thoughts on tactics?

38.
CDP (Carbon Disclosure Project)
• Global disclosure system that enables
companies, cities, states and regions to
measure and manage their environmental
impacts.
• The most comprehensive collection of self-
reported environmental data in the world
• Over $100 Trillion worth of investment assets
use it for decision making
Value
• Used by investors (some funds and Indices
require it)
• Forces systematic review/analysis of key issues
and sustainability risks
• Becoming ‘table stakes’ for large companies

39.
Sustainable Development Goals (SDGs)
• Globally accepted development
framework, unanimously adopted by all
UN member nations and used by all
major development actors
• Great framework for building
public/private/foundation collaboration
• Flexible – simple to complex (simple
matrix to Credit Suisse detail)
Value
• Compliance & Strategic
• Great communication framework
• Facilitates alignment-understanding
with key stakeholders
• Brand/image value

40.
Gulf Business Leader’s on the SDGs
• 92% of respondents believe working towards the SDGs will positively
impact their business sustainability.
• 80 percent believe in the power of multi-stakeholder collaborations to
move the SDG agenda forward,
• 86% agree the SDGs are a useful framework for Gulf sustainability
action
• 64% claimed that their company has made a commitment towards the
SDGs.
• However, only 20% of the respondents believed that a majority of
regional companies will be effectively implementing initiatives to
progress the SDGs in the next 5 years.
Survey of senior business leaders across all six Gulf States – Oct 2016 (Pearl Initiative)

41.
Gulf Business Leader’s on the SDGs
Survey of senior business leaders across all six Gulf States – Oct 2016 (Pearl Initiative)
Most Relevant
For Companies
• Reducing
environmental
impact
• Benefitting youth
• Improving labour
standards
Most Relevant
Personally
• Alleviating
poverty
• Improving health
• Access to
education
Business Outcomes
from SDG Action
• Stronger brands
• Expanded CSR
practices
• Improved
operational
efficiency

42.
Public, private and foundation usage

43.
…
…
The Sustainable Development Goals and you
17
Business
& Activities
Goal 1 End poverty in all its formseverywhere ✓ ✓ ✓
Goal 2 End hunger, achieve food security and improved nutrition and promote sustainable agriculture ✓ ✓
Goal 3 Ensure healthy lives and promote well-being for all at all ages ✓
Goal 4 Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all ✓ ✓ ✓
Goal 5 Achieve gender equality and empower all women and girls ✓
Goal 6 Ensure availability and sustainable management of water and sanitation for all ✓ ✓ ✓ ✓
Goal 7 Ensure access to affordable, reliable, sustainable and modern energy for all ✓ ✓
Goal 8 Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all ✓ ✓ ✓
Goal 9 Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation ✓
Goal 10 Reduce inequality within and amongcountries ✓
Goal 11 Make cities and human settlements inclusive, safe, resilient andsustainable ✓ ✓ ✓ ✓
Goal 12 Ensure sustainable consumption and production patterns ✓ ✓
Goal 13 Take urgent action to combat climate change and itsimpacts*
Goal 14 Conserve and sustainably use the oceans, seas and marine resources for sustainabledevelopment
Goal 15
Protect, restore and promote sustainable use of terrestrial ecosystems, sustainably manage forests, combat desertifcation, and
halt and reverse land degradation and halt biodiversity loss ✓ ✓ ✓
Goal 16
Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective,
accountable and inclusive institutions at all levels ✓
Goal 17 Strengthen the means of implementation and revitalize the global partnership for sustainable development ✓
SDGImpactAreas

44.
SDG Reporting Formats
Bank

45.
SDG Reporting Formats
• Remember Credit Suisse Handout (☺ note to Wayne!)

46.
• From simple to complex
• Easily adaptable to meet
organization’s
requirements
SDG Reporting Formats

47.
Enel’s SDG Report
Review Enel’s SDG Report
• Why would they produce this
report? VALUE
• Who is it aimed at? AUDIENCES
• What are they trying to
communicate? MESSAGES
• Thoughts on tactics?

48.
Compliance Reporting & Communications
• Complex, growing and important
• Know your business case for doing it
• Research which ones will best serve
your interests
• Avoid check the box approach to
compliance reporting and
communications
• If you decide to do it, figure out
how to capture and create
the most value from it
Don’t blindly check
boxes and jump
through hoops

49.
Reporting and Communications Framework
Compliance
• GRI
• Global Compact /
Communication on Progress
• Carbon Disclosure
• ISO 26000
• IFC Performance Standards /
Equator Principles
Strategic
• Annual Reports
• Videos
• Website
• Third Party (videos, interviews,
articles, etc.)
• Direct to stakeholder
• Internal briefings
• Social media
• Etc.
Sustainable Development Goals

50.
Dubai Investments’ CSR Report
Review Dubai Investment’s
CSR Report
• Why would they produce this
report? VALUE
• Who is it aimed at?
AUDIENCES
• What are they trying to
communicate? MESSAGES
• Thoughts on tactics?
Handout Dubai Investments’ CSR Report

51.
Annual Sustainability Reports
• Becoming standard practice
for leading businesses and
organizations
• Some trending towards
integrated reports
• Often annual report is
‘multi-purposed’ (GRI, COP,
SDG, CDP, etc.) Groupwork – Rapidly analyze the report
you were given (2-3 points only – no
time for thorough analysis)
Use the above framework to analyze
and discussHandout Full CSR Reports

52.
Project Videos
• Expensive
• Can be effective
• Promotional vs Third Party
issues
Groupwork – Rapidly analyze the video
(2-3 points only – no time for thorough
analysis)
Use the above framework to analyze
and discuss

53.
Project Videos
• Expensive
• Can be effective
• Promotional vs Third Party
issues
Groupwork – Rapidly analyze the video
(2-3 points only – no time for thorough
analysis)
Use the above framework to analyze
and discuss

54.
Docu-Videos – 3rd Party
• Lose some control on content
and editorial
• Expanded distribution platforms
• Enhanced credibility and
‘believability’

55.
Website Communications
• du – great sustainability report, but
nothing on the website
• Emirates NBD (full section including
commitments and examples)
Groupwork – why would du have
nothing on CSR their website and
Emirates NBC have a full, high level
section on it?
Use the above framework to analyze
and discuss

56.
• Think through the questions
• Make a plan and know which platforms
you will use, why & frequency
• Be proactive AND be prepared to
respond/react to social media
• Ensure you have the people and
resources to manage your plan
• Don’t forget to think internal!
Social Media

57.
Internal Communications & Reporting
• Internal business case issues

58.
Dubai Sustainable City – Media Communication
• Why would they facilitate this
feature? VALUE
• Who is it aimed at? AUDIENCES
• What are they trying to
communicate? MESSAGES
• Thoughts on tactics?

59.
Social/Env. Value
• Carbon impact/climate change
• Model new environmental
living technologies and
systems
• Socially engaging and
environmentally benign living
• Environmentally efficient
economic growth
Business Value
• Unique market
positioning
• Appeals to growing
market segment
• Optimization of
operating, environment
and capital costs

60.
Emerging issues/trends
will drive new reporting and communication expectations
Circular Economy Natural Capital

61.
Who, What, Why of CSR Communications
Know your business case
•Why do you want to
communicate?
•Who do you want to
communicate to
•What do you want to
say?

62.
Who, What, Why of CSR Communications
Know your audience
• Who is your reporting and
communication directed
at?
• What methods, media and
communication strategies
will be the best to reach
them?
• Why is your message
important to them?
Recipient
Channels Interests
Sender
Message Objectives

63.
CSR Communications
✓Focus on the value created.
✓Share the credit – your company didn’t do it alone
✓Be honest. Don’t be afraid to mention the value to
the company.
✓Tell a story – don’t be boring. Make it interesting.
✓Be honest. Don’t oversell. Perfection isn’t
necessary. Acknowledge shortcomings.
✓Focus on issues, interests and stakeholders, not
the company.
Tell honest, interesting stories. Don’t brag!

64.
Summary
Agenda
• Popular myths about CSR & Sustainability
• Why report and communicate?
• Guest lecture, Emirates NBD Bank
• Compliance vs Strategic
• Communication & reporting framework
• Case Studies: Analyze and review
• Emerging issues and trends
Objectives
• Understanding of CSR
Reporting and
Communication
Landscape
• Strategic framework for
planning, assessing and
analyzing CSR reporting
and communications
•UN Global Compact
•GRI
•CDP
•SDGs
•CSR/Sustainability Reports
•Videos (project/docu-video)
Websites
•Social Media
•Media publicity

65.
Wayne Dunn
President & Founder, CSR Training Institute
Former Professor of Practice in CSR, McGill University
wayne@csrtraininginstitute.com
www.csrtraininginstitute.com
WhatsApp +1.250.701.6088
Thank you for listening
Questions & Follow-up
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