COMUNICARE LA CSR ATTRAVERSO IL BILANCIO

SOCIALETesi di Laurea di Marta Berti

Comunicazione Professionale e Multimedialità

Index• Starting point: ethical capitalism

• Make people know

• Sustainability Report

• Improve the Engagement

• One Report

• They do it better!

• Open issues

Ethical capitalism

Capitalism

Ethic

CSR

Make people know

Reporting: the CSR core

CSR Strategy

Stakeholder

SharingReporting

Feedback

Improve the Engagement

Stakeholder Engagement

Stakeholder theory

Dialogue

AccountAbility

Engagement process

Stakeholder map

Engage for success

Improve the Engagement

AccountAbility, AA1000 Stakeholder Engagement Standard

Sustainability ReportGuidelines and Standard

• Global Reporting Initiative (G3.1 –G4)• GBS• ISO 26000• Copenhagen Charter

Economic

Environmental

Social

One Report

ONE REPOR

T

Sustainability Report

Financial

Report

One Report - Creating Shared Value

• Reconceiving Products and Markets

• Redefining Productivity in the Value Chain

• Enabling Local Cluster Development

source: Nestlè.com

One Report - Content

Operating context

Guna

Natura

Governance

Basf

Altech

Risk and opportuni

ties

Murray &

Robert

Altron

Vision and

strategy

Pöyry

AXA

Business model

Eni

National Grid

Performance

Marks and

Spencer

BC Hydro

Future Outlook

AEP

AngloGold

Ashanti

They do it better!

Best Practices

Stakeholder Engagement

• Discuss CSR topics with stakeholder

• Identify report contents

• Call for feedback

source: Amec.com

Shell TimberlandAuchan BPAmec Baxter

Corporate Identity

We’re not in the business of making soap, we’re in the business of saving lives.

Paul Polman – CEO of Unilever

source: Unilever.com

Unilever Ikea

Online and offline reporting

Mobile apps are the main point of contact between old and new media

source: Deutsche Telekom

Lockheed Martin Alcatel-LucentVodafone ItaliaDeutsche Telekom

Continuous ReportPeople first

Share your view

Dialogue

Real Time

CiscoSAPMicrosoft

Creativity

VIDEOINTERACTIVE MAPS

GAMES and QUIZ

General Mills AT&TCentrica ExperianHenkel Novo NordiskTrelleborg Walt Disney

Open issues

• Is “One Report” the future?

• Is there an ethical conversion?

• Which business perspectives are coming?

• Which relation will rise between CSR and marketing?

…