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The scope of our survey
• Fourth annual review of CSR reports
• Second year in partnership with PricewaterhouseCoopers
• Looked at over 600 companies: – S&P/TSX Composite, S&P 500, Europe 350, Global 100 and
Australia S&P/ASX100
– Private companies and Crown corporations
– CSR indices in search for best practices
• We looked at print and HTML reports as well as websites
The scope of our survey
• We collected data on 423 companies for our Big Picture:– 222 Canadian
– 100 U.S.
– 101 Europe, Japan, Australia
The big picture
• No longer just nice to do; CSR has become a core business value
As at July 15, 2010
The big picture
• Canada and the United States
continue to lag
As at July 15, 2010
The scope of our survey
• Detailed survey of 75 reports / websites
• 13 employees from Craib and PricewaterhouseCoopers
• Over 100 content items and design features: – Structure and medium
– Design and production values
– Key elements of content
– Performance
– Website treatment
• Average time to review each report: 110 minutes
Benchmarking content and accessibility
Focus Credibility Context Performance Accessibility
• Covers• Materiality• Organizational profile
• Message to stakeholders• Governance & management systems• Stakeholder engagement• Assurance
• Reporting on the issues• Climate change• Case studies and testimonials• Visuals and design
• Objectives and targets• Understanding performance
• Websites• Integrated communication• New reporters
What did we find out?
• 8% first CSR report– Canadian: 24%
– U.S.: 0%
• What were they called?– Sustainability report: 36%
– Corporate responsibility report: 28%
– CSR report: 13%
• How long were they?– Canada: 42 pages
– U.S.: 54 pages
– Europe, Japan and Australia: 82 pages
Five significant trends: One
• CSR reports are tightly focused on what matters
Five significant trends: One
• What matters tends to be identified and tracked
Five significant trends: Two
• Climate change is the dominant issue and depth of information is becoming deeper
Five significant trends: Three
• CSR efforts are reaching further – upstream and downstream
Five significant trends: Four
• Companies are working harder to engage stakeholders– Micro sites: 48%
– Videos: 35%
– Social networks: 24%
– Interactive maps, diagrams or games: 23%
– Blogs: 15%
Five significant trends: Five
• Formal stakeholder engagement is part of the process– 88% identified major stakeholder groups
– 97% described specific stakeholder engagement methods
– 59% provided results of engagement
Covers:What did the best practice companies do?
Daimler AG 360º Magazine and Fact book
• They used their covers to sell
readership while conveying
their corporate culture, priorities
and accomplishments:– 69% had a cover theme or
message
– 8% used the back cover to support the front cover or deliver other significant messages
– 57% linked the CSR and AR through theme and design
Report scope – materiality:What did the best practice companies do?
Campbell Soup Company
• They identified the company’s
key issues, the materiality
process, key stakeholders and
the report’s parameters:– 85% explained the
report scope
– 83% used the GRI guidelines
– 37% discuss the materiality process
Organizational profile:What did the best practice companies do?
Exxon Mobil Corporation
• They provided an
organizational profile providing
context for their company’s
CSR strategy, initiatives
and performance:– 80% published a
corporate profile
– 79% described their CSR strategy, policy and/or vision
Messages to stakeholders:What did the best practice companies do?
Nike, Inc.
• They feature a candid and
strategic message intensely
focused on the company’s
CSR issues, priorities and
challenges:– 100% publish a letter
from the CEO
– 24% publish a second message
Governance and management systems:What did the best practice companies do?
ArcelorMittal
• They explained how the tenets
of corporate responsibility are
entrenched in the culture
policies, codes and principles:– 89% contained a dedicated
discussion of governance
– 79% explained CSR management systems
– 65% reported on risk management
Assurance:What did the best practice companies do?
Nexen Inc.
• They had their CSR reports
verified by sustainability
consultants, stakeholder panels
and/or accounting firms:– 20% of Canadian companies
provided an assurance report compared to 65% of non-North American companies
– 61% by accounting firms or CSR consultants
– 43% of assurance reports contained recommendations
Reporting on the issues:What did the best practice companies do?
Ford Motor Company
• They structure their report
around the issues that had –
or could have – the most
impact on operations: – 95% had a separate section
on environmental performance
– 80% provided information on their supply chain
– 97% provided information on community investment
Case studies and testimonials:What did the best practice companies do?
Enbridge Inc.
• They provided balanced
testimonials and case studies
from credible, relevant
stakeholders to emphasize
messages:– 47% provided testimonials
or commentary
Visuals and design:What did the best practice companies do?
Total S.A.
• They used photographs,
illustrations, graphs, diagrams
and maps to help convey
complex messages, capture
attention and pique curiosity.
Objectives and targets:What did the best practice companies do?
Wm Morrison Supermarkets PLC
• They identified the company’s
sustainability goals, their
importance and strategies in
place for achieving new targets:
– 65% published objectives in scorecards
– 27% of those objectives were quantified
– 88% set future targets
Understanding performance:What did the best practice companies do?
British Land PLC
• They explain CSR performance
with the same diligence used to
report financial and operating
performance:– 55% provided summary
performance tables or graphs
– 24% of Canadian companies identify which performance indicators are key compared to 44% of non-North American companies
– 69% provided a GRI index table
Websites:What did the best practice companies do?
Marks and Spencer Group PLC
• They took full advantage of
the internet’s capabilities by
including interactive features,
video and feedback tools:– 81% of all companies have
CSR information on their websites
– 50% draw attention to the information on the corporate home page
Websites:What did the best practice companies do?
Stora Enso OYJ R
Integrated communication:What did the best practice companies do?
• They acknowledge that CSR has a much wider audience than
an annual report, and that different stakeholders require different
amounts and kinds of information.
Integrated communication:What did the best practice companies do?
Full PDF report
Supplementary reports
SABMiller PLC SAM reporting portal
Sustainable development website
Integrated communication:What did the best practice companies do?
Intel Corporation
Full and summaryinteractive PDF reports
CR website
CSR blogHTML report
Taking that first step:Acknowledging new reporters
Agnico-Eagle Mines Limited
• 67% had scorecards;
100% of those scorecards set
future targets
• 83% used the term “sustainability”
• 67% used the GRI guidelines