CSR Reporting & Communications

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 Follow, engage, learn, perform LinkedIn Profile http://bit.ly/Wayne-Profile LinkedIn Author Page http://bit.ly/Wayne-LinkedIn YouTube Channel http://bit.ly/CSR-YouTube Strategic CSR Video Playlist: http://bit.ly/Strategic-CSR SlideShare http://bit.ly/Wayne-SlideShare CSR Training Institute on LinkedIn http://bit.ly/CSR-LinkedIn Twitter @Zingmore / https://twitter.com/ZINGmore Website http://www.csrtraininginstitute.com/ Newsletter - http://eepurl.com/XWCy5