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My presentation from the plenary session of the CSR Online Awards Seminar. I introduced a session on "The debate: Will the web and integrated reporting join up to kill the standalone CSR report?"
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CSR Online Awards: the web as a strategic lever for corporate responsibility
James Osborne, Lundquist Torino, Fiat Industrial Village, 9 November 2012
Corporate responsibility & the internet
09-11-2012 | 2
Reporting
Communications
New approach to CSR communications
09-11-2012 | 3
Once-a-year Ongoing
Silos
Disclosure and cut-and-paste
Specialists
One-way communications
Generic
Embedded
Communications & storytelling
Stakeholders
Engaging communications
Distinctive
User-centred approach
Aim of research is to examine
how well companies are
responding to user expectations
and requirements through their
online CSR communications
5th edition of the research
252 companies covered
68 criteria: max. 100 points
Input from 400 CSR experts,
sustainability professionals and
stakeholders in 52 countries
Supported by study of third-
party surveying of consumers
09-11-2012 | 4
09-11-2012 | 5
Web as disruptive factor in the company-stakeholder relationship
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Time as a critical factor: responsiveness
Do you prefer a PDF report or online report?
PDF 37,6%
Online 21,3%
Prefer both 30,9%
No preference 10,1%
Source: Lundquist CSR Online Awards
09-11-2012 | 7
What about a web-based approach?
Very useful 32,2%
Quite useful 22,0%
Makes no difference
7,9%
Only if replicated in
PDF 19,8%
Don’t trust online
information 4,0%
Depends on assurance
11,3%
Don’t know 2,8%
Source: Lundquist CSR Online Awards
Total
positive
response
54.2%
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Current trends in reporting formats
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Top 100 listed companies in
Europe by non-financial
report format in 2012
How are companies responding?
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24%
30%
31%
32%
41%
48%
51%
52%
58%
59%
60%
0% 10% 20% 30% 40% 50% 60% 70%
F. SRI
K. DIALOGUE & CONTACTS
I. INTERACTIVITY
H. VISUAL COMMUNICATIONS
E. ETHICS & GOVERNANCE
B. REPORTING
J. NEWS & RESOURCES
A. OVERVIEW
D. SOCIAL
C. ENVIRONMENT
G. NAVIGABILITY & USABILITY
=
.
.
.
. =
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Source: Lundquist CSR Online Awards
SEARCH!
SOCIAL!
ENGAGEMENT!
VIDEO, DATA VISUALISATION!
STORY-TELLING!
What will the future hold for us?
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Surely consumers won’t read a report?
They may not know what “CSR” and “sustainability” mean but
their expectations are closely aligned with “experts”
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• They don’t trust grand claims and generic commitments
TRUST
• They want credible data and concrete evidence of environmental performance
CREDIBILITY
• They are keenly aware of the importance of sustainability to the core business of selling products & services
INTEGRATION
• They want to see how companies are ensuring the wellbeing of employees, suppliers and consumers
PRIORITIES
• They are connected, social, mobile… and impatient
ONLINE
Strategic approach to the web
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The evolution in digital communications and corporate-stakeholder
relationships require a strategic approach to the web for corporate
responsibility
“Once the consumer
can hold up a QR code
to a garment and find
out its history, where it’s
made and what its
impacts are, that will be
the next big step.”
Vincent Stanley
VP of Marketing,
Patagonia
2007-11-05 | 14
Thank you
James Osborne
Twitter: @jabosborne
Lundquist
Via S. Maurilio 23
20123 Milan, Italy
Tel. + 39 02 36754123
Web: www.lundquist.it
Blog: www.lundquist.it/blog
Social media: Facebook, Twitter, LinkedIn, YouTube, Slideshare, Flickr
