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The world’s heightening awareness of our impact on the environment has resulted in an increased sense of personal responsibility. The priorities of individual consumers affect corporate decision-making, and the past decade has seen every company under the sun communicating its socially responsible development, both locally and globally. Consumers are demanding sustainable products from responsible companies, and companies are responding. A lot of them are. So many and so quickly, in fact, that people are overloaded with messages- from the proliferation eco-labels, to the naming of reports and campaigns, to the specific messaging- customers are confused. This crowded landscape has created uncertainty around which claims to trust and how best to make environmentally-friendly and socially-responsible purchases. by Burson-Marsteller China CEO Chris Deri
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CSR & SustainabilityWhat we’re seeing, and what it means
for companies
C O M M U N I T Y
O U T R E A C H
C O M M I T M E N T G L O B A L I Z A T I O N
E C O - L A B E L S
S U S T A I N A B I L I T Y
T R A N S P A R E N C Y
Corporate Responsibility
Global Responsibility
Sustainable Value
Sustainable Development
Soul
Sustainability
Corporate Social Responsibility:
Making a Difference
Citizenship
Corporate Responsibility and
Sustainability
CSR
Understanding Expectations
SUSTAINABILITY
Resource Constraints
Intelligence
Two Way Communication
Transparency Social License
Trust
Strategic Lens
Efficiencies
Operational Excellence Competitiveness
Technical Innovation
Traditional Influencing Model
Real Engagement Cloud
Real Engagement ROI
Insight InnovationCollaboration
Our people believe passionately that what we do makes
a difference for customers and our society as a whole.
CSR Messages
We are committed to being a great place to work,
a thoughtful steward of the environment and a caring
citizen in the communities where we live and work. We
are passionate about sustainably connecting people and
places and improving the quality of life around the world.
To us, CSR means taking steps to improve the
quality of life for our employees and their families as
well as for the community and society at large.
Participate in the ACTUAL debate…
2004 2005 2006 2007 2008 2009
0
20
40
60
80
100
NIKE and S.H.A.P.E.
NIKE and SWEATSHOPS
What it means
“…the past is over and it is the
future that beckons to us now.”
“We choose to go to the moon”
“New Beijing, Great Olympics”
Vision
Narrative
Differentiation
Leadership
Foundation
Supply Chain
Health & Safety
Raw Materials
Regulatory Environment
Chemical Use
Employees
Philanthropy
Climate Change
Materiality Assessment
Packaging
CSR Report
Statement of Commitment
Standards, Guidelines, etc.
Ideas … participate in the dialogue and test
new ideas around the most complex societal
issues connected to Ford’s business activities
The Ingredients
Action … provide financial support and
access to Ford’s social network to individuals
and organizations taking action around
Ford’s CSR priorities AND challenges
(Ideas) + (Action) = Real Engagement
The Equation
…advancing the most powerful and innovative ideas
and action across businesses, governments and
communities to enable the sustained development of
the markets & communities where we operate.
