Directions 2009 - Mapping the Landscape of European Corporate Responsibility

8/14/2019 Directions 2009 - Mapping the Landscape of European Corporate Responsibility

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DIRECTIONSTHE FULLREPORT 2009

aPPing THE LandscaPEF EUROPEanORPORaTE REsPOnsibiLiTy

Multi-diMensionalMulti-layeredMulti-speed

skh g: t

O evrometl ue, 36% o Europetrut evrometl proteto oto,18% trut oumer oto ol2% trut ompe.

rb mkg: avg51% o Europe ot trut TV vert 50% ot trut ewpper vert.

42% agriculture23% industry18% urban use

18% energy production

eg: ug c eEer ue ro Europe h ler plt. W: s kg wOver 100 mllo Europe l e toe r wter reult erl 40 hleth rom rrhoe ever .

100mno access to sae water

sb cm: lbgswee h reetl me ro emolel o oo mtor.


2/19

saLTERbaxTER directions 2009 saLTERbaxTER directions 2009

i reo me up o o m ttulture, lue pprohe thrl urpr tht th lpe th ut uorm.

it mult-meol: the ue morph he cR vewe eretlrom outr to o utr. it mult-lere:ue re oete ot, therere hllee opportute.a t mult-pee: outre, overmet,

ompe oumer ro Europere t eret pot o ther utltjoure or eret reo ome oo,ome ot o oo.

but ll o th jut me t more teret.

Weve e re o pelt tootrute ther thouht o ome o theer plte tht re mov uer thht lpe. The lt ovoul otee to e ehutve, ut weve pe:

Future eer

Wter

steholer loue

Repole mret

sutle oumpto

sO WHaT Has diREcTiOns UnEaRTHEd?compe overmet re o teret pee; ome ompe rem mpreve hew ut thereultor rmewor t there to hpethe uture ompe re ow rout or reultor ote; teholerre more mportt th ever, there remore w to ee wth them th evereore; the urret eoom lmte mtull prove to e the et evromet tohelp the utlt e loer termth ow ee eetl; trut ofee ue re tll truleut repolt mret mprov;wter loom the et mjor r the wter ootprt o Europe uerehe w eo the otet tel.

so th er dreto trt to mp outome o the re o teret cR roEurope ut t hue top we olrth the ure o let u ow whto o where ou re, wht ou le toee ete, wht the ue re ouroutr or wht ou th o wht we th.

a ever, plee et touh wththe cR tem t lterter,[email protected]

a ou lo ollow u o twtter,@lterter

MULTi-diMEnsiOnaL MULTi-LayEREd MULTi-sPEEd

diREcTiOns 2009

THis yEaR WE aRE bROadEning OURREacH TO cOVER THE WHOLE EUROPEanLandscaPE OF cORPORaTE REsPOnsibiLiTy.

2005Best in show othis years crop

2007Cutting through thenoise o the climatechange debate

2006Is CR in your blood?

2008Sustainabilitygets tough

FUTURE EnERgyWWF 2_4Z ab b 2040, h al?

e.on UK 5_6th eg tlmma

cArBon discLosUre ProJect 7_8o h pah ab u

sALterBAXter & MAPLecroF t 9Fa a map

WaTERsABMiLLer & WWF 10_12th mplx h wa hallg

sALterBAXter 13_14sp-b-p appah, a p l h f

sALterBAXter & MAPLecroFt 15Fa a map

sTakEHOLdER diaLOgUEteLeFnicA 16_17A pahp ml alu gagm

inteL 18_19t w w il j akhl l

sALterBAXter 20Ha u m swk?

sALterBAXter & MAPLecroFt 21Fa a map

REsPOnsibLE MaRkETingAsA 22_23sha g ag kpg al

cocA-coLA GB 24_25Wha h g ca-cla wrpbl Makg cha?

sALterBAXter 26Fa a map

sUsTainabLE cOnsUMPTiOnsUstAinABLe consUMPtion institUte 27_29th , bu a --a-lm ppu

UniLever 30_31Wha u hppg a abu u?

th l uaabl basALterBAXter & MAPLecroFt 32Fa a map

cOnTacT Us 33

n issUE LOcaTiOn

ABoUt directions

Directions is in its ninth year. It is widelyviewed as the leading annual publicationon trends in corporate responsibilityand communications. Salterbaxter alsoproduces regular supplements on keytopics throughout the year.

directions rePorts

Please contact us to request back issues,see page 33 or contact details.

OnTEnTs

The emerging stars

o sustainability

CR and Brands

Are you ocusing on the

issues that matter most?

GRI the third generation.

The guidelines grow upExTRa FacTs FROM saLTERbaxTER

W ha a xa a a pp mahughu h p mplm h al.

A FeW oF oUr sUPPLeMents


3/19


ero ro 2040,hetor or relt?

iTH aLL THE cLaMOUR aROUnd cOPEnHagEn, WHaT is acTUaLLy nEEdEdO MakE EUROPEs cOnTRibUTiOn TO TackLing cLiMaTE cHangE a REaLiTy?

RTicLEs by JasOn andERsOn, HEad OF EnERgy and cLiMaTE cHangE POLicy, WWF JEREMy daViEs, diREcTOR OF bRand and cOMMUnicaTiOns, E.On Uk JOanna LEE, diREcTOR, cOMMUnicaTiOns & cORPOR aTE PaRTnERsHiPs,

caRbOn discLOsURE PROJEcT

cTs and MaPs saLTERbaxTER and MaPLEcROFT

We ow tht we ee to ee lol roemo pe trt to ll the etee to vo rreverle oequee.

Let e olutel ler here: there huep etwee the rhetor relt. a lot ompe overmet outhow eroul the te the ue o lmtehe, ut we ee muh more to thwe re urretl ee oo.

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For emple, oo ett rewreor o to ther cEO we eeto vet 1 Euro to ompletel reft ourrefer eve thouh t wll ve 1.5 lloow the le. However, tht the ohe tht eee, o wthout leltowe ot ee tht there etve or cEO to volutrl ve tht o projetthe o-he.

POLicy cERTainTycompe le to pot out tht the ree e to me ft vetmetwthout ertt out the polrmewor eo fve or te er horzo.To eree, we mpthe wth tht poto.

However, the eerl trjetor o pol e plotte wth r eree o ofee thter emo tr, worlero pre o o.

noethele, the worl overmet prove more ertt throuh thecopehe reemet or t the ver letwe ee mjor pler uh the Us to me ouemet, whh woul lerl howtht the me h he or oo.

THE PRicE is WROngWe ee the EU Emo Tr sheme(ETs) to et ro pre where vetmetme ee omp hveofee tht the pre o ro wll reover tme. at the momet the pre o ro r too low to tmulte ufet to.a ome e there re ompe whore le to meet ther ommtmet m rl efe mprovemet.

The pot-2020 reuto trjetor the ETs lo ot teep eouh to rve the heeee. it ee to e touher. We ee tohve the power etor t zero ro 2040 tht ot too r w.

a the reet htor o ree ro retvew the mve ue o oeth ot eoure ompe to hether ow operto ft w.There lot tll to e oe.

ULTi-diMEnsiOnaL MULTi-LayEREd MULTi-sPEEd

FUTUREEnERgy

son Anderson,

ad o Energyd Climateange Policy,

WF

Europe needs to have a power sectorat 0% carbon output by 2040

2010 h mWWF

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4/19


The Eer Trlemm

The eer ete r rom trhtorwr.There ret m ujet tht uereter vo or eve ut o opo, oreome the tlt or o muh mpoerumet ee to.

it perhp ot urpr tht o mpeople hve opo whe t ome toeer. a the e uer, we re ll ete t to vr eree.

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The ru o the mtter le the omplet othe ue. We reer to the eer ete theulr, ut there re tull three tttr. Thee tr re terepeetut re e o m eprte vrle:ret the requre he thereorever hlle.

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0% b 2020.

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UsE LEss!The EU eer efe to pl toreue eer oumpto 20% 2020mple tht we re ot jut tl outro v ut lo out eer v.

Th ttvel oo ee. bul ewuppl epeve oe t ult, oure loe to u t. We welome the tepto eet lht ul, t repreet

rl reve pproh to p thelow-h rut eer efe. but tol oe o m tep tht ee to e te,lu eur tht our ul revtl more efet.

Mind THE cREdibiLiTy gaP

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The re qu to rthet up pre whe therot ree, the uppoe eefto lerlto re ot evet, o the lrelt wth oumer.

a to tht the wll proft the memeet the l ro threhol theEmo Tr sheme ou eewh there eptm out h outpul ue to eplore how to utemo throuh teholo, le ropture tore.

We re wll to etert ome ou the e ut we re utouout wht tht t ee to ome verloel le wth requremet or powerplt to vo emo ove ert level emo perorme tr (EPs).

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How the re heve ow to theuoute ll eperte o the people the power utr the EPs e rlot out wht teholo houl eue. but ommtmet to the EPs prple eee: we re frm elever tht t wllrell ou orporte m wll eheompe relt.

sO WHaT nExT?a mtou prormme ee to e reet copehe, ome wth etterEmo Tr sheme eerefe meure well roreuto eort. but perhp the ethurle et to lep or power ompeto reoe tht ther lo-term teretre et erve ulfll ther prt o lelte pol rmewor whh frmlroote the ol o eur ree,zero-ro eer etor 2040.


FUTURE EnERgyContinued...

Jeremy Davies,

Director oBrand andCommunications,

E.ON UK


5/19


O the pth to ro reuto

aro Europe m ompe hvero reuto tret ple. The motpopulr tret re cO2 equvlet reutotret, whh m to ut reehoue emo retl. Tret tpll pe olute or prouto-juteperete reuto over et pero otme t ele er. compelo opt eer efe or eeroumpto tret, whh wll mpt theoverll ro ootprt utt eerue. Thee m e omp-we, or mou o oe or more prt o the ue.

i 2009, cdP troue roperorme ore or the frt tme ollorto wth our lol v or,Prewterhouecooper, whh eeorporte repoe to the cro dloureProjet. allz, basF, no, Rettbeer, seme sw Re, ll howhh perorme emotrte reo qulte.

sO WHaT dOEs THE PaTH TO gOOdPRacTicE LOOk LikE?

WorLd-LeAdinG, BUt is it enoUGH?Wth Europe, we re ee ompele o perorme loure ome 20-25% he o ther peer otherprt o the loe. Europe ompe relo le o ett tret to reuereehoue emo. The frt ever cdPEurope Report, proue ca cheuvreu, e o the lret 300 Europeompe repoe to lmte he.it how tht lthouh Europe ompeoutperorm other worl reo term oett emo reuto pl, therolletve reuto tret wll ol elver vere emo reuto o 2.2% er. Uortutel, th level o perorme ot hh eouh to ht the EU ol o uttolute emo 20% 2020.

Joanna Lee,

DirectorCommunicationsand CorporatePartnerships,

Carbon DisclosureProject

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i the et two ee th wll ll he.coumer wll ue le , le petrol more eletrt. g or omet het wlle to e reple eletrt rvehet pump; the terl omutoee wll e ofe to htor petrol e to e reple, frtl hr the eletr r. bettermeuremet o eer oumptowll lo le to more efet ue.

so, the ht requre to reue the rooutput o our oet our eoome wllrequre more eletrt ot le lleer oure ee to e oere tomeet th ee: reewle, uler

leer ol uel. The le o vetmeteee to heve the eer he ol hppe wth the rht rmewor ple, lol level uo uh thoe copehe re olutel eerto hev th.

it lo mportt tht thee uoot top copehe, ut re hel oour treet our home. People eeto e ee the ue ommtteto pl ther prt.

E.On eleve tht ol hv ult-to-ult overto wth our utomer we trt to volve them me he t lol level. Weve trte theeoverto lre, our tet tovolve people reete our ltetvert. Weve lo trte to pot ourthouht o the eer trlemm, thoeo other eper t, o youTue (www.outue.om/tleer) were tvel people to let u ow ther vew too.

The oluto to the eer trlemm ote wll rel o teholo, lolooperto, ue overmetvolvemet ut ue wll lo requre ht vul reltohp wtheer, pul oet ftulturl he.

The ue rou eer ret ofe to oe outr. The three eer hlleetht we e ret jut hllee to the Uk,or eve Europe. Thee hllee re lol e ummre :

1. caRbOnit ler tht to mme the mpt olmte he ft reuto wth the evetul m o ompletelero our eer uppl tem ot ol ee e, ut eee uretl.

2. sEcURiTy OF sUPPLyWe ee eer or people to mt ert qult o le or utr to hvethe eer power to operte. Mtthe eurt o eer upple rtl toth provo. Fol uel ther ver turere fte lo-term utle olutoee to e ou.

3. cOsTThe lt eer hllee orlt.Eer ee to e pre rl o tht t vlle to evero, rerle oome level.

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b w cb.

Wth thee three hllee ef theete, we eleve tht we re moreo trlemm th lemm, prolemwhere oe o the three hllee eolve olto.

a mjor eer uppler, E.On reoetht t pl e prt olv thtrlemm, ut o orto o o ot ow. Were t pvotl momet to eee ot ol eer uppler, ut

lo uee, ngO, poltl leer oumer.

it ver mportt tht oumer werele we ll hve prt to pl help toolve the prolem too. For the pt 20 erwe hve ue three m orm o eer prett muh the me w eletrt topower our home, to het them petrol to ru our r.



A transparent approach to

climate change activities

and performance ompe mut report theremo t lmtehe trtee.

Establishing and achieving

emissions reductions plans

hh perorm ompe mutmplemet pl etl ro ut the hve heve o

r, how the te to otueto heve reuto.

Implementing innovative ideas to ptle olmte he opportute emotrteoo memet o r. Provo o low roteholoe, prout erve, wll eertelre reveue trem or thoe tht pot theeopportute erl.

Driving the business towards

climate change mitigation oer etve to emploee eoure ehvour he.seor memet f theeheme lo ehe trerutmet reteto.

Demonstrating Board

level involvement in

climate change

strategies how uert o themporte o the ue.

Demonstration of low carbonintensity ompe who reru the mot ro efetoperto wll e et potoe we move to low ro eoom.

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Km!


6/19



FacTs and MaPs

9%

mg cbc

gfccg kg cg.

Our t how tht, lthouh mompe re t he o reulto,89% o Europe ompe ett roreuto or eer efe tret reloo or ree reultor ertt.Th wll ele them to pl or the uture vet low ro teholoe, mo whh hve lo vetmet horzo.

ig, 90% h 300

cm h w

g .

sO HOW TO acHiEVE THE TaRgETsOncE THEy HaVE bEEn sET?

Emo reuto ro the ue e heve umer o w romro memet trtee throuh toeour ehvourl he emploeeto upport ro reuto.

Uk or emple h et tel tret to uppl the etre Uk ue wthreewle eer pl tomprove eer efe ote wthgHg emo ort rom eer eletrt ue tore 20% eeto lol le 2011.

Teleom omp h et tretto reue eer oumpto o t prout erve, or emple mole phoehrer. it h lo et reuto tretor uppler. Whle retrofttome o t proper te wth ulto h et tret o 2% olute reutoper um.

h vete ftl 2008to upport eer v tllto teoutre lu ch, the czeh Repul

Hur. i Hur tore olr pelre e tlle.

h et umer o reutotret lu m to row theue ot the ro t uephotovolt clor, olr-thermltllto Fre w ture

the Uk. M ompe hhlht themporte o mrt teholoe proe ovto to eree the mouto eer requre.

ue lre mp to re twree o evrometl mpt.h mlr pproh, tr emploee oeer ue.

eoure t to ve emo oer ree e to ommute rolrer ue mpue.

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suppl ch Prormme to wor wth theruppler to etter uert other mpt.

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There lerl lot o tvt rouemo reuto wth mjorEurope e ompe therere lo oerle opportute orthoe ompe who reue ther owemo, rom ot well leerhp efe perpetve. There re loopportute or ompe le to provelow ro oluto to evelop ewteholoe whh wll help other toftl reue ther emo.

it wll e throuh omto o ftterl emo reuto ouplewth the reto o ew eerto olow ro prout, uh mrt r,eer efet ul, veo-oere

oerle ree the ue oreewle, tht we wll heve the utrequre to prevet erou lmtehe. a emotrte throuh thester revew o 2007, the ter we methe trto to low ro eoom,the le t wll ot u ll.


F mimwww.maplecrot.com

C rk rk

Belarus 14/166 Extreme

Moldova 16/166 Extreme

Ukraine 17/166 Extreme

Estonia 18/166 Extreme

Netherlands 29/166 Extreme

Poland 30/166 Extreme

Belgium 32/166 ExtremeLuxembourg 37/166 Extreme

Czech Rep 38/166 High

Russia 43/166 High

There re m hllee multple ler to theEurope eer lpe. The row vl movemetrou lmte he h e to the oeu vew thtrp he eee to ht to low ro eoom. butthe romp or he otete mot mporttl worle rmewor or he oet et et. There repoet o hevemet wth efe teholo , lthouh Europe o t ret to heve t koto tret,the EU 2020 tret eem lo w o. The reeo hle to ut reehoue emo rou Europehow tht the ol o eoupl eer ue rom eoomrowth o loer. so, ll ee re o the worl overmet ll oe out or them to elver ler routreto, oe tht wll llow the mret to repo, hpeeer ompe eort lve to mo lltpe o eer uer.

The Uutle Eer ie (UEi) qutfe the level o uutle eer ue ehoutr. spefll, t evlute the r o e u le to oure eer rom low ro oure/or opert/vet/le eer teve eoom. Over the loer term, releo uutle eer m mpt the eoom o ome outre, prtulr thoe tht rehevl relt o mporte ol uel. The UEi orm oe o the our m ompoet oMplerot clmte che R Report 2009/10.

t 3Europe-based Bayer,BASF and HSBC are thetop 3 companies in the Carbon DisclosureProjects leadership index,all scoring above90 out o 100 or disclosure o climate risks

and perormance.

54%The EU currentlyimports 54% o itsenergy needs.This isset to increase to70% by 2030.

n.2In 2008,Germanyell to no.2 behindthe U.S.as thecountry with themost installed wind

power capacity.

59.9%Turnover oSpanish wind turbinmanuacturerGamesa has grownby 59.9% between2006 and 2008.

Danish Vestas hasgrown by 56.6% inthe same period.Wind power is

predicted to triplebetween 2008and 2013.

tHe MULti-diMensionAL LAndscAPe oF sUstAinABiLityin eUroPe is PLAin to see in tHe enerGy deBAte.

ub eg u ix

maplecroft

Extreme risk

High risk

Medium risk

Low risk

No data

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7/19

saLTERbaxTER directions 2009 1 saLTERbaxTER directions 2009

dy Wales,

oup Head ostainablevelopment,

BMiller

ve Tickner,

ad o Freshwaterogrammes,

WF UK

he omplet ohe wter hllee

Ver ew tvte our the worl totht o ot rel o rehwter oe wor other. Whether th epeee or perol utee, hee,row rop, prou eer,mutur oo or mteotem to eep the erth le hum e re etrl leto rehwter.

Facing THE cHaLLEngEsUle wter memet mproveftl, we wll e mjor hllee eur eouh wter to upport therow worl populto, to uerpeoom rowth to meet evrometlee. To te, the tr reor o mwter utlt m prt o theworl poor.

For mot overmet wter memet

ot, prte, prort oete lrell to vlue over ther rehwterreoure equtel. so epte fttre lelto wter-efeteholo reet er, wter rt wter polluto otue to e ll too ommoourree. clmte he wll to thehllee m prt o the worl, rre uertt over rll ptter ree lelhoo o etremewether evet, uh rouht.

WaTER FOOTPRinTing assEssing LiFEcycLE iMPacTsi to to th tret whh prmrlrelte to how e fetl wter ue wthrewere, t lo eom relmportt to uert evlute thew wter ue throuhout the vlue h.To o th, sabMller h prtere wthWWF to uerte wter ootprt o theeer vlue h south ar theczeh Repul.

Evrometl ootprt h ee rowor umer o er, prtulr wth theevelopmet o vlue h roootprt tool the lt three er. gvethe row wree o wter rt,wter ootprt hve ee oere turl et tep, lthouh there remportt eree.

For the otet o eer prouto, the eompoet o wter ootprt lue ropultvto (lu ret wter ue row rop, ret wter ue leto eer ue rm, rrto roptrportto) rop proe; rew ottl; wte pol.

Follow thee e ompoet u tool evelope the Wter Footprtnetwor, sabMller WWF hve oute

HOW aRE cOMPaniEs REsPOnding?i prllel, reult o etter wreeo the wter hllee, there rpree prvte etor reoto o themporte o wter or the welle ooet, the rowth o the eoom theproteto o the evromet. numeroureport tvte rou wter hveemere, whle ue orum uh theUn glol compt cEO Wter Mte the Worl Eoom Forum (WEF) hvehelpe to tl thee mportt ete.Orto uh the Wter Fo otprtnetwor (WFn) the alle or Wterstewrhp (aWs) hve lo eeetlhe to help meure ettr rou wter ue.

For omp uh s abMller, ve theture o the evere utr, the releo wter-teve rulturl reet

the t tht everl operto re wter-tree reo, the rt o wter well t qult re relrtl ue. i repoe to thee ue, novemer 2008, sabMller oue tret o utt the mout o wter ueper hetoltre o eer proue to vereo 3.5 hetoltre 2015 25% reutorom 2008.

two wter ootprt eere; oe osouth ar brewere (sab) south ar eo o Plze Przroj theczeh Repul.

The reult o the ootprt how tht theperete plt o wter ue ro the oure ompoet o the eer vlue h reomprle or south ar the czehRepul rewere. i oth tue ropproe, rew ottl wtepol out or mll perete othe totl wter ootprt, whle rop ultvto ee o 90% o the ootprt.

i term o olute umer, however, thesouth ar ootprt more th threetme tht o the czeh Repul ootprt; south ar the etmte wter ootprt ooe ltre o eer w 155 ltre where theczeh Repul t w etmte 45 ltre.

so wh the er reult? Ftor luethe reter evportve em o rop south ar ue to lmt oto; hher rele south ar o rrterop; eret level o rop mport orrew (south ar mport more th theczeh Repul); the eret tpe op ue.

aTER scaRciTy, and THE cHaLLEngE THis PREsEnTs TO aLL cOMPaniEs,FasT Rising UP THE c ORPORaTE agEnda. HOW aRE cOMPaniEs REsPOnding?

RTicLEs by: andy WaLEs, gROUP HEad OF sUsTainabLE dEVELOPMEnT, sabMiLLER, anddaVE TicknER, HEad OF FREsHWaTER PROgRaMMEs, WWF Uk

cR TEaM, saLTERbaxTER

cTs and MaPs: saLTERbaxTER and MaPLEcROFT

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8/19


a 2-3C gbmc

wcc v3b h .

step--tep pproh, ootprt ol the frt

i 2007, the iterovermetl Pel oclmte che tte tht 2-3c re lol temperture oul reult wterrt or over 3 llo people lmothl the worl populto. a peoplere hort o wter o re uee the potetl or ot over ue rhtelte mvel. The ou o wter ertl row wth ttve, report tool uh wter o otprt. yet ollow potve trt, the cEO wter mte hreetl ee rte or oterorporte otrol threte e

to wter. so how o we me ee o thewter ete?

Reetl there hve ee ll or wter,lmte he eer to e letoether t the cOP15 eotto copehe. i mple term ou eewter to eerte eer eer toprove wter; em or oth lore. so the two re eprle.a to th the prete mpt olmte he o wter upple, let loepopulto rowth, the lpe owter oe tht er tl o to he.

are ompe re to el wth thh lpe? some 40% o Fortue1,000 ompe the mpt o wterhorte o ther ue woul e evereor ttroph ut ol 17% thewere prepre or uh r*. so wh reo ew uee repo, wht othe ee to o?

diREcT and indiREcT aPPROacHa wth m hlle ue, the trtpot to uert the ue wor frto re where ue h ret otrol meur the opertol ootprt et efe mprovemet. Mppuppl h mpt ome et ote u wter ootprt. a oe the hh mptre hve ee etfe, uee prorte to orm wter reuto

* The Marsh Center or Risk Insights

pl. The mporte o meur upplh wter mpt well llutrte Ulever, whh etmte tht ol 5% o twter ootprt ome rom mutur.

The meure to me mtr ervewell wth wter. Phrmeutl t aottoute wter tre emet or 40o t mutur te e 2007 hreue wter oumpto over 1 lloltre 37% reuto ormle le,or 7% olute term.

a oe ue h rout wter

memet pproh, wht re the optoor ommuto? There o oe-ze-ft-ll pproh elow we oer ome othe ommuto opto.

a LOcaL issUE, a LOcaL aPPROacHThe Uk acca uet tht wter ueo ot ol poe ft r, ut loee eret repoe to tht requre orro. Ule ro, wter lol uewth r eterme the lol wtertuto. Wter mpt uh horte,rouht polluto re ote lerl vleso t mportt to ommute loll,how efe meure te lollto reure ommute tht ther wterreoure re e reull me.

a emet o 110 ompe reporto wter the Pf ittute howe thtlthouh 89% reporte wter ue t,reltvel ew prove t o reol orlol wter ue or otetul ormto whh ther wter ue /or mptoul e uertoo.


WaTERContinued...

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me wre o the omple ftrole o wter our lve eoome.For WWF sabMller, wter ootprt the e o proe e theero o whh meul to ete ojuto wth other teholer.

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The ue uture rou wter heo lt to uert, meure ee. The omple hllee urrouwter the 21t etur wll ol row the om er ompe mut eprepre to ee oute ther torte the trtol omort zoe to eure the lo-term vlt oth rtl reoure.

To help terpret the reult o the wterootprt or south ar the czehRepul, ull- worhop were hel eh outr. The worhop lueWWF epert, eor mer rom theprouremet, operto orporter uto o the lo l ure, well eor mer t the lol level.

i south ar, wter ue or rulturew hhlhte the et r re thewter ootprt. curretl, WWF south arh et projet evelop toolt orutle ur e ultvto. Followthe wter ootprt eere, sab Lt ow wor wth WWF to tlor th too ltor rle rm. Th wll omplemet sabLt et rulturl eteo worerwho ee wth rmer o ue uh el memet wter efe.

Loll the czeh Repul, sabMller lo oer projet to help uertthe r o lmte he o wter vllt how th m hve mpt o roprowth the uture. it lo revewhow leltve he m uee roprow re, wth prtulr reeree torouwter, trte l mt, ewth uppler the proe.

Loo to the uture, we eleve tht wterootprt wll otue to e ueul tool

or ompe, more people wll e

CR team,

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9/19

saLTERbaxTER directions 2009 saLTERbaxTER directions 2009 1


FacTs and MaPs

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insidE OUT aPPROacHOe o the retet ore or he efe mprovemet e ompow emploee. not eve the mot routwter trte wll e ue emploeeot upport t. aprt rom r wree help to etlh wter vulture, ommut to emploee help to et where wter e wte prove e or efe v.

TackLing THE issUEs TOgETHERWter h or ome tme ow ee ouor ngO, hrte reerh ttute.Wor o wter ootprt eere oe th, ut ue wor olto

wll ot e ufet to olve ll the ue. sowor ollorto, we hve ee wthsabMller WWF, e ver eetve.

commut prt o releprterhp wll ot ol oot the mpto our ommuto, t wll help to rehuee tht orporte ommutoloe m ot reh.

THE aWaRE and THE nOT sO aWaREa reet Eurorometer urve howe tht42% o Europe re worre out wterpolluto, the eo hhet ue o oerter lmte he. but oumerwree to re two ver eretth, the lelhoo tht wter mptre tore to -to- purheo , t et, low.

so ommuto wth oumer moreo eere euto th promot prout e o t wter ootprt. Whtrequre here ommuto to rethe moepto tht wter ree puloo to wth oumer oto the eo wter efe.

not urprl, utlt prover Veol hthe ue o wter e hllee o torporte home pe l to worlwter wee eto ot veo o elemet o prov le wter.

Mot ompe tht report o therevrometl mpt over wter oew or other. a le emple o well-terte wter ommuto netl.The oumer- Wter Zoe mp vlle rom the orporte homepe lue wter quz, wter t lto how netl m wter. a to ththe ou o wter e ue netlutlt prormme t how olpproh throuh oumer trorporte repolt ommutohel. netl lo eture tertveotet uh MP3 veo proue t-loe wter memetreport to to t ul utltreport oe sabMller.

but ot ll wter report th veor ro. The Pf ittute reerh owter loure ompe how therere poet o oo prte. but ot eouhompe re report otetl oret ret mpt wht there o to re the ue. Ol 15%o the 110 ompe urvee met ll othe rter o the reerh rmewor.Whle 89% reporte wter ue t 64% wter qult tor, ol 7%ere ther pproh to meuruppler wter perorme.

networ, prterhp, louewth teholer there re lot oommuto opto. but t eem thteve wth ll thee oppor tute, wter tlloet et the tteto tht t eerve.Worl Wter Wee pe l. Wterpl eetl role or oth uee oete the hllee rou theue re re. There o out theue reep up orporte e, utrul ot t eouh. a ueeee to ommute etter how the reo to tle th ue.

WaTERContinued...


Wter ote oere evelop worl ue. it lo Europe ue. ne outre Europe re oerewter tree the wter ootprt o Europe uetrethe ll over the worl v uppl h tre. Wter wter tre wll e more more ue the meorum ro lmte he. Thouh the ue hvether eree, the re trll le. The requreoth u- mult-lterl to to tle th em. bueewll e uer re preure to emotrte wtermemet. but the Ungc cEO Wter Mte h 58tore o whh 26 re Europe. it t proportoo ompe who wll hve to el wth th ue.

The Wter seurt ie profle 162 outre eplore the r poe the reltve vllto relle utle reh wter reoure or oth the lol populto utr. Mplerotrete the e to vette rtl wter ue tht uee outr populto, eoom,evromet, tol eurt tertol relto. Thee lue: e or humevelopmet (the proporto o the populto wth e to e r wter tto);vllt (the mout o reewle wter ele to eh outr t rele o eterlwter upple); wter tre (the reltohp etwee vlle wter uppl em); wtertet (the wter epee o the eoom o eh outr).

9There are 9 waterstressed countriesin Europe;Belgium,Bulgaria,Cyprus,Germany,Italy,Macedonia,Malta,Spain and the UK.

5hItaly is the 5th largestnet importer o virtualwater in the world(water used to growimported crops ormake imported

products).The UK isthe 6th.

100mOver 100 millionEuropeans lackaccess to saedrinking waterresulting in nearly40 child deathsrom diarrhoeaevery day.

40%o Europes resh water comes rom the Alps. Temperature in the

region has gone up 1.48 degrees and the way water is collectedand distributed by the mountains is changing.

WAter is A eUroPeAn, As WeLL As, A deveLoPinG WorLd issUe And tHere Are not MAny coMPAnies deALinG WitH it.

C rk rk

Moldova 31/162 High

Romania 45/162 High

Ukraine 59/162 High

Poland 79/162 High

Bulgaria 81/162 High

Hungary 83/162 High

Belgium 90/162 Medium

Portugal 96/162 Medium

Belarus 97/162 MediumGermany 102/162 Medium

W sc ix

Extreme risk

High risk

Medium risk

Low risk

No data

g ccc 0-50% h c

.

maplecroft


10/19


prterhp moel lue eemet

nETWORksat Tele, we hve et up etworwth tol mult-tol ttuto o-fe projet to promote olluo. M o thee tpe o projet help ompe eerte utomer loltor uover ew mret emet, ut themht ot e proftle the erl te.b wor toether, u u prove mult-lterl ttuto, ou luhttve tht woul ot hve otherweee pole, o o, overew ome trem.

EnHancEd sTakEHOLdER diaLOgUEite o vew teholer loue purel

metho o eh ormto, t lo e opportut to evelop o-retoormul luh jot ue veture.a emple woul e luh prout erve or people t r o eluo(e.. oler people, people wth lte,mmrt) ollorto wth theoto tht repreet ther teret.Wor th w help etlhprterhp tht re fll eeflto ll prte.

There re everl re where we hve putthe e o etwor o-reto toprte, wth ttve rou proutvt;euto; eer efe; helth oluto prout or oler people or peoplewth lte.

Loo t eer lmte he, weveollorte wth itel to help sME mprovether eer efe u eteerto equpmet; , toether wththe m erve prover or tele-meterweve helpe evelop tellet uloluto or eer memet, elthe otrol o multple ul memettem rom le loto.

We hve lo reetl tretheereemet wth hoptl peltttuto to help overt ther R&dtvte to prtl oluto or olerpeople. Wor sp wth peltorto tht oer re lte oroler people, Mpre Quvte, weevelope tele-te plot whhue mole phoe teholo to helpprove remote re ele mleto t touh wth ther reltve.

i loo or cR 2.0 ollorto thteeft our ue otrute tooet, there re other tpe o eefllle tht we eplore, uh etorl ollorto. Th tpe oprterhp rell help rve proreo ert ue, uh hl proteto orethl uppl h ue. not ol theoure el-reulto ut t loele the luh o ew ttve uh the tehto wete whh proveteher wth welth o reoure o ewteholoe whh re upporte

umer o teleommuto oletwor ompe.

i ummr, the joure towr cR 2.0 pve wth loue, overto o-reto o utlt oluto orelver vlue to our ue to oet.ater ll, oe o u et vuum.

sTakEHOLdERdiaLOgUE


Tick TO THE TRadiTiOnaL EngagEMEnT MOdEL OR LOOk TO PaRTnERsHiPs as anPPORTUniTy TO cREaTE VaLUE? WHERE nEx T FOR sTakEHOLdER EngagEMEnT?

RTicLEs by aLbERTO andREU PiniLLOs, diREcTOR OF cORPORaTE REPUTaTiOn,idEnTiTy and sUsTainabiLiTy, TELEFnica s.a.

sUZannE FaLLEndER, gLObaL ManagER cORPORaTE REsPOnsibiLiTy, inTEL cORPORaTiOn saLTERbaxTER and caRiEn dUisTERWinkEL OF csR EUROPE

cTs and MaPs saLTERbaxTER and MaPLEcROFT

berto Andreunillos,

rector o Corporateputation, Identityd Sustainability,

lenica S.A.

sueul cR 2.0 (o eo opertol

houeeep to evelop ue rowth utle prout erve) rele oollorto.

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there re ome umetl queto weee to oer. How cR eerte morereveue? c t reue ot or mmer? doe t mpt our proft mr orutomer tto level? Or help mproveemploee tto? Eetve prterhp help prove oluto to ome o theequeto. at Tele we hve eplore twopprohe to prterhp: etwor ehe teholer loue.


11/19


1.9mThe Justmeans site receives 1.9million

page views per month this site is usedby companies as a platorm to engagewith stakeholders on their approach and

progress in corporate responsibility.

100mEurope now has 100 millionFacebook users moreusers than the U.S.

To upport th reltohp-e pproh,itel wore to rete the rht m o pole,tr metr to ele emploeerou the worl to terte ol meteholoe to ther l tertowth utomer, vetor, prter theme. We rete sol Me cetre oEellee, pull vlle ol meuele, ompreheve terldtl iQ tr oure or emploeeterete prtpt ol meo ehl o the omp.

it w o th outo tht we eto ourelve how we oul eetvelorporte ol me to mprove thempt o our cR ommuto eemet. How oul we ue thee ewtool to mprove our cR report rehew uee? coul we etter eeemploee to te to to mprove o urevrometl perorme? coul weeepe our uert o teholeroer prorte etter etemer ue?

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There ret el o owlee to e e tvel lte to prtpt uo o csR top out our omp eterl ommute. Erler th er, wee prtpt the ol me csRommut, Jutme.om, whh we

reulrl re hre e thouhto emer ue et prte there o csR, ee th ormto to terl uo pl.

We hve lere ret el ur ourreltvel hort tme u ol meteholoe our csR ommuto.yet, the lpe otue to he. To eueul the lo-term, we wll ee tootue to hllee our ow umptorer our ojetve ue metr et orporte et prteto our tvte. Perhp mot mpor ttlwe wll ee to e le to reoze whe otto ue prtulr ol me tool, or evewhe to ot ue ol me t ll. someperorme t m e too omple toommute v tweet, or pol eve v lo pot. not ll o our teholer hveemre ol me, perhp omeever wll. cert fult overto mjut e etter ute to tt ro thetle rom eh other.

at the e o the , t wll ome ow to

mth the rht ommuto helwth eh uee. sol me, ppleeetvel, wll uover ftopportute or u to eepe urretreltohp evelop ew oe reltohp tht wll help u to otue tomprove our csR perorme over tme.

The rp opto rte o ol metool oumer the eerl pul u more ompe to t up,te ote, te to. Whle metrto evlute the mpt o ol meotue to e evelope refe, there re reoto tht ol meeemet rete rel ue vlue.it help ompe mprove utomerreltohp, ee motvteemploee, ete the reh o mretollr, e, eve mprove the

eetvee o ther cR ommuto teholer eemet.

at itel, we reoze ew er o thepotetl o ol me to umetllhe the w we ommute ee.To e eetve, we reoze tht our ue ool me oul ot e ometh eprte t eee to eome terl prt o ouroverll ommuto trte. it lo oulot jut e out the tool themelve lo, Twtter, Feoo, w, et. at tore, ol me out reltohp reltohp hppe etwee people.

TRansPaREncyi m-2007, we rete the csR@itello to re the p etwee our ulcsR report, prov oo upteo ew ttve, eh-the-eevew o m csR t itel, eeutve perpetve o csR utlt top.

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To eoure urther uo reerhp o the lo, we e uTwtter 2009 to promote pot wth otherloer the csR fel.

EngagEMEnTi aprl, we luhe ew terl oleommut to ee emploee to teto to reue our eer ue to helpu heve our orporte evrometlol. Emploee re lo eoure toehe e o w we reue ourevrometl ootprt to ommuteretl wth eor leer o itelevrometl perorme. The ommut gree itel h me ome 1,500memer jut three moth, m t thelret le emploee roup o o ur terlommut pltorm. Th orum h rete ret voe or emploee to prove puto utlt ue tem urretl evlut umtte e orpole mplemetto lter th er.i other emple, we rete the oleTeher Ee commut, ete

orum or teher erv trer or theitel Teh Prorm to hre reoure et prte, upport the otueepo o the prorm whh elemllo o teher rou the worl to moreeetvel orporte the ue o teholo 21t etur ll to ther lroom.


o tweet or ot to tweet tel jo t teholer ole

zanne Fallender,

obal Manager,rporatesponsibility,

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sTakEHOLdER diaLOgUEContinued...

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12/19

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Beopenandtransparent.Itpaysdividendsin

trustandcredibility.

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We woul to tht where motutle eeft e elvere.

so wht re the top tp to te the trteholer eemet moel to the etlevel? We th:

L the rouwor. There re o hortut.you o ee rout w to f out whoour e teholer re, et to rp wththe mterl ue et terl u-o the trte.

be ope. Oe ouve oe the rouwor,tr to e trpret pole,oth wth ormto our toeo elver. it p ve trut relt.

dp our toe . Eve the we worl ool me eemet teholerprterhp eem r ple, ou eeto trt omewhere. Tr the uow. strtmll ul up.

be pproprte. Weve ee o out th orer, ut t eteo o wht weve llow or whle oe ze oe ot ft ll(or tht re cR report). F w to tlorour mee, our ormto theommuto metho ou ue orteholer roup.

Tell other wht ou re o. Weve lo w to o eore th tu eomeeo ture o wh ot et the ret pot wht ou re up to o our wepe? itll help wth meur ourue mpt.

can TRadiTiOnaL MOdELs kEEPUP WiTH THE nEW WORLd OFsTakEHOLdER diaLOgUE?There w tme whe teholereemet met ll ew o ourloet utomer uppler, ett t o ee to how the reltohph ee reetl, the ew other quote preetto or memoto rulte terll. bo te.

it over-mplfto o oure (wehope!). but tr teholer eemetmoel re re t the em wheepete to elver rel vlue to the ue,to help elver prore t hlleutlt tret, to o eotrtol loue to prterhp ole loue. a proe volv mppteholer, e the ue the re,eterm whh re mterl how thehoul e ree, the roll out tloreteholer eemet wth meuremettthe et prte moel. but thoul lo e hee tor. T thteemet orwr to elver rel heto ue to oet, perhp eveelver t top level lol ol lethe Mlleum developmet gol tht where the hllee trul le.

There o out tht thee hllee wllrequre touh memet. The loer ouet to teholer the more oe ou hveto el wth. For emple goole h reetlluhe the sew tool, where uer pot ommet loe we pe.The oer t et the hrer t to utthrouh to mterl ue where ou

hve mot uee. cre duterwelrom csR Europe rhtl tte, ueuleemet oe ot mpl t theem o ll thee teholer, ut rther wlle to lte, rete loue he ehvour pole where pole erle.


ve ou ee m sew?

sTakEHOLdER diaLOgUEContinued...


C rk rk

DR Congo 1/183 Extreme

Chad 2/183 Extreme

Niger 3/183 Extreme

Aghanistan 4/183 Extreme

C A R 5/183 Extreme

Ethiopia 6/183 Extreme

Myanmar 7/183 Extreme

Burkina Faso 8/183 Extreme

Rwanda 9/183 Extreme

Burundi 10/183 Extreme

steholer re vre uh. Eh h pef teret oer, repo to ll o thee tht everhevle oo hllee. aro Europe there ul etwee the leer the lr who ol p lperve to eemet. a trut ompe tll eluve.The trtopher re o ol etwor h let mpoer how to ue the meum rele w or cRommuto. it oet prove m ullet or teholereemet, rther other ommuto hel to tothe m. The tl ve, llutrte elow, lo how thttl ommuto wll ot reh teholer ro muho the worl. We tll ee trtol metho o teholereemet tervew, quetore, routle,worhop. Prterhp moel o-reto re lo o there emotrt how ovtve prout erve e evelope tht multeoul rete reveue re utlt ue.

The dtl iluo R ie 2009 pture the reltve level o e to ormto ommuto teholo or 183 outre. Mplerot rete the mp u t rom theitertol Teleommuto Uo icT Opportut ie. Th e tr the tl ve meur the reltve eree icT Opportut level mo eoome. The e ompoteo 10 ore icT tor, whh over e to omputer, teret ro e, moletelepho fe le telepho. it ple pef emph o mole teholoe, whh re e rver o icT e evelop ou tre.

500,000The number o unique visitors to CR networkingsite Justmeans in 2008 was 500,000.The sitereceives 1.9million page views per month.

36%o Europeans trustenvironmental

protectionassociations,18% trust consumerassociations andonly 2% trustcompanies.

40,000+Accurate fguresare lacking,butit is estimatedthere are 40,000NGOs operatinginternationally.

At a national levelnumbers are muchhigher,Russia isthought to have227,000 NGOs.

60Anglo-AmericansSocio-Economic

Assessment Toolbox(SEAT),which is in

place at 60 sitesworldwide,is aleading example olocal stakeholderengagement.

tHe ProoF tHAt sUstAinABLe BUsiness BeHAvioUr GenerAtesreAL revenUe is BUiLdinG ALL tHe tiMe.

dg c k x maplecrof

Extreme risk

High risk

Medium risk

Low risk

No data


13/19


Peppermint green Spearmint green Algae green Bottle green Grass green

Not green at all

Questionably green

Wishy washy green

Would like to be green

More blue than green

Wanna be green Lettuce green Fresh apple green

Tries to be green Isnt really green Greeny green Slightly green Lime green

Not quite green O green Just green Shouldnt be green Green green

he o ree verteep t rel

REsPOnsibLEMaRkETing

iMPROVing TREndsLoo t evrometl lm 2008* the asa ou the omple rtew eour 94%, lthouh th tllome w hort o the 99% omple rteor lohol r vert**. alo, terthe pe omplt 2006/07 the asareeve 33% ewer omplt 2008.

cOMMOn PiTFaLLsThe mot mportt mte to vo overlm. The ol t shell oe l me thtt cO2 w e ue to row ower. Whleth w true, shell t meto tht ol0.325% o t totl cO 2 emo w eue. Fre o the Erth oere thto e mle, the asa uphelther omplt.

aother ptll m olute lm,le ree. suzu ret ree reetlreerre to ther cO2 emo e lowerth other r, ut the asa rule tht thmple tht the r whole w oo orthe evromet. ite, t houl hvehow the tht the lm ol ppleto the emo rom the prout.

U term where there o ommoreemet or uert o t me other mte. Th w lerl llutrte the o rom cotto Usa ellther otto utle. Wth the hueeree o opo o wht utleme prte, the asa ree wthomplt me out the vert.

kEEPing FOcUsRerle o mprov tre, the asa ot ret o t lurel. From 2007 to 200vetto to evrometl lm erl oule the umer o e roe 140%. iteretlthe m ulprt were rom the motor,utlte eer etor ompewth lre evrometl mpt.

it lo teret to ee tht motomplt ome rom oumer, rtherth preure roup who ou mhtme woul e eep t oorporte vert.

The asa oe ot wt to ueverter rom mret therevrometl potve; our m to eutht lm me re truthul e uttte. For th reo, top tp ve o vo the ommo ptll e ou o w ww.opve.or.u

The asa h eome tr erer tr ree termolo vert wll otue to repo tooumer oer, eur tht me , whether hele lm, mll-pror the overll eet, re ot mle orhrmul to oumer. it ooproe, ut overll, the uture or reelm loo rht.

*ASA Compliance Report: Environmental Claims Survey 2008

**ASA Compliance Report:Alcohol Advertising Survey 2008

About the ASA:

The ASA has been regulating non-broadcast ads since

1962 and now also regulates TV and radio advertising uncontract rom the UKs communications regulator,Ocom

via Campbell,mmunicationsd Policy,

vertisingandards Authority

Wth tro ure to re the ree oumerwve t w evtle tht mte woule me. betwee 2006 2007 therew fve-ol re omplt out

evrometl lm vert, up to reor 561 omplt, ree asa rul t verter. at the tme,oumer mtrut o ue erout the re o orporte reewheeme uertle.

i repoe to the re omplt, theasa commttee o avert Prte(caP) wore to etlh oure or theevolv re o ree lm. Prt o thproe out ett preeet or the o lm verter me. bef wht ert term worme how verter ue them,the asa ve verter reter lrt.

However, the asa wor h how thtmle ree lm ret wepre mht hve ee upete. a oe othe mjor reo wh evrometl lmhve ome uer the potlht e ue theree term ue re ew eftohve ot ee ull etlhe. averter the pul le re rull hv toler ew ree voulr.

i 1962 the Uk vert utr metoether ree tht vert houl elel, eet, hoet truthul. Theero prple re tll pple to

rul pet o ther ue tht thewor wth ll prout, etor, tretmret tpe o lm. so whetheroure vert hoe, r, lohol or oo,the rule re otrute rou thee eprple to eep vert repole.

The t tht the prple wor rerleo the tuto prtulrl ueul whet ome to ew tpe o vert, h ee ee mot reetl wthevrometl lm.

i reet er oer out theevromet h elte mrel, wththe ue roet up govermet me e. Wth the pul rowppette or leer, reeer ethlprout erve, uee hveee qu to verte ther evrometlreetl. Th ot lw trhtorwr ree lm vert hveree, o hve the umer o ompltto the avert str authort (asa ).

i ju the , the asa h oe

ee le the ro coe prple:promoto mut e reul ot to over-lmor mle, ether mplto or mut, verter mut eure the hol theoumetr evee to uttte lm me.

ay iT WiTH MEaning kEEPing MaRkETing REsPOnsibLE

RTicLEs by OLiVia caMPbELL, cOMMUnicaTiOns and POLicy, asa caTHRyn sLEigHT, MaRkETing diREcTOR, cOca-cOLa gb

cTs and MaPs saLTERbaxTER


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14/19



Wht the eret reet co-colew Repole Mret chrter?

i Ferur 2009, we luhe ourRepole Mret chrter. The chrterh lrfe our repole mretommtmet how how mret rem potve ore or oo theh tme he.

cetrl to our pproh to mret repet or the role o pret. beue oth we ot tret o our mret thlre uer the e o 12. We lw mto prove hoe we wt to empoweroth oumer pret to me therht hoe or themelve thermle. We reoe tht we hre therepolt wth pret or helphlre me the rht et hoe.so we te our r epolte th rever eroul.

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REsPOnsibLE MaRkETing in acTiOnThe chrter emotrte our pproh torepole mret to. We hve eeo repole mret or m erut our teto to eep our ommtmetup to te to e eplt out wht theme prte.

it tee to prove ommo ee relt pproh. We otue to revew mprove our pole to eep up-to-te wthoetl epetto the t-h

mret evromet ommerlworl. i to we hve ee lteto pret oer out ve ole mret.

We eel our chrter he o the me ot mpl eo omple ee.it prove lrfto o re re thtwe re ote hllee o whh lot oteholer reultor lue, prolee to et ther he rou themelve.

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We lo requre tht our eterl prter,lu me uer mretee, e our tr pole.

indEPEndEnT MOniTORing is kEyWe reoe t ll ver well m theettemet ommtmet o our ow.a t or th reo tht epeethe rtl elemet theeetvee o the chrter, or ulrelt. b Ferur 2010 we wll e le totl out the reult o our ew epeetut proe. ye there m e o owhere ometh h lppe throuh, utwe hope the reult wll how were 99%omplt wth our chrter. kow whereweve oe wro wll lo help u to otueto me mprovemet the uture.

kEEPing UP-TO-daTEaother e ue teholo how t o to he. We wll hve to revew the wour ut rre out 2010 we wllorporte ee rom teholer oumer to the hrter.

thryn Sleight,

arketing Director,

ca-Cola GB

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Oe e re o he o le mret.2009 w the er ole vert pe the Uk overtoo TV vert or the frttme. To re th ew t-hre, 2009 we etlhe RepoleMret Ole etwor prterhpwth the itertol bue LeerForum. The orum r toether reo mret epert thouht leerto u hllee th reo tht we wor to olve et

emer prolem toether.Our teto tht the chrter lveoumet tht otuoul mprove hoe to eure tht t epultell the ue oer re thmult-meol worl whh we operte.

WidER REsPOnsibiLiTiEs:dEsignaTEd dRiVER caMPaignTl the helth r ote wthlohol mve oetl hllee. Weow tht our r re rele ltertveto lohol we ee to ue our mretll eperte to rete mptht re potve motvt, or emplerewr rver or ot r lohol.

Were prett oo t uert whtmotvte oumer wht me themt ultmtel how to he ehvour.it qute lul rt ometh thtweve ee o or ee. betweethe chrter prormme uh o urt-r rv mp, we m toemotrte tht we wll lw o wht rht or the oumer we wll lwo t repol.

REsPOnsibLE MaRkETingContinued...


15/19


MULTi-diMEnsiOnaL MULTi-LayEREd MULTi-sPEEdULTi-diMEnsiOnaL MULTi-LayEREd MULTi-sPEEd

FacTs and MaPs

C %

Denmark 28Italy 32

Lithuania 34

Germany 35

Norway 38

Austria 38

France 39

UK 49

Spain 49

Turkey 51

outlh lm, le omplt etterert tht oumer re eouh out the

ue to ot e oole eerte lm prettture. O the e o t th re mprov wthpole mret. However Europe trutue tll low he to mret reeltvel reet pheome. it teret thtmple or lohol mret h mprove qulthe e o EU WHO preure rou lohol lth, ometh tht swee ou o tee o the EU the eo hl o 2009. The erollow the oottep o too o out pl

rt too. For trut mret to mprove ue eeprove to oumer leltor tht el-reultoor mret e le, ree truthul.

51%o Europeans donttrust TV advertisingand 50% dont trustnewspaper

advertising.

2/3o respondents,ages 25 to 64,i n nine EU-member countries reportthey are less trusting o business today than they were a t the samelast year.

18%o Europeanstrust consumerorganisations.

36%o Europeans trustscientists andenvironmentalNGOs.

2%o Europeanstrust companiesas a source oinormation aboutthe environment.

0mSince 2004 PepsiUK has not spentanything onadvertising the

ull sugar versiono Pepsi.

24%o consumerstrust text messageads,the leasttrusted orm o

advertising.

n tHe FAce oF it coMPAnies Are GettinGetter At Green AdvertisinG.

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sUsTainabLEcOnsUMPTiOn

Pro. Mohan Munasinghe,

Director-General,SustainableConsumptionInstitute (SCI)

TOO MUcH and nOT EnOUgH WHaT sHOULdsUsTainabLE cOnsUMPTiOn LOOk LikE?

aRTicLEs by PROFEssOR MOHan MUnasingHE, diREcTOR-gEnERaL,sUsTainabLE cOnsUMPTiOn insTiTUTE

sanTiagO gOWLand, VP bRand an d gLObaL REsPOnsibiLiTy,UniLEVER PLc

FacTs and MaPs saLTERbaxTER and MaPLEcROFT

Three re, ut oe---letme opportut

The mot vle hort-term [r] thelol reeo, trere the fl meltow.

Equll ut theprolem o povert whh how ee eerte eepe uemplomet.

Wepre evrometlerto lolwrm, threte to erlprore or eture.

3

2

1

poVerty

enVironMent

reCession

obally the nationsth the lowesterage level o trustall orms overtising are allropean countries,

th the exceptionChina with ael o 38%.

*Trust in Advertising,a global Nielsen consumer report.The Niels en Company,October 2007.

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16/19

saLTERbaxTER directions 2009

The worl the rp o three-olr, whh met the ler mptomo lol uutlt. The reteter tht thee three thret wll tertttrophll. The ue ommut,toether wth overmet vl oet,wll ee to pl m role vertuh outome.

Tl the lol reeo, lol povert lol wrm equee ree ther o lure, eh oe ee o the other.yet, whle overmet hve qul pleeover $4 trllo to retore h fltem, le th oe hure llo er evote to reuto o hro povert.

Moreover, the eoom r mpeethum or eve mml vetmet totle lmte he, we pproh thecopehe ummt deemer 2009.

FOR REcEssiOn, REad OPPORTUniTyThe rul queto how the trple er e ree multeoul theurret eoom r prove uquehe to o jut tht. The mjor eoomepl to pe hue um to temthe reeo.

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The eoom r, whh h prove themotvto or uh upreeete pe,

lo prove the poltl upport orvetmet tht mht hve ee touh torr out more orml tme. Reoth ope, t woul p to te o orteto three re vetmet, o let et pre pole w ththelp u to orot the trple er.

inVEsT WisELyFrt, we mut te etr re to euretht the ree pe ot uemerel to mt urret epeture,ut lo pet o vetmet whhupport rtruture olevelopmet. Uortutel, ro othevelop utrl outre th hot ee hppe. Moe e petprotet lre ue, whleqult vetmet uet wth hh mpto lo-term rowth re e lhe.

but wht etl qult vetmet? it true tht vetmet rtruture oeot utomtll eerte rowth ome

o the mot wteul pe h ee otruto. ivetmet euto,however, e ver eetve, prove t hh-mpt re le ll. but or qumpt, there premum o eetvelomplet mture projet rther thtt ew oe.

i to eoom owtur, we mut woreve hrer to promote ree teholoe.The ptl ot o hro, w, eotherml, olr hve ele, prov powerulreo to vet thoe reewleteholoe ow. improv uloe the efe o eer temwll help eve more. Prormme to rreteoretto or prove utlelvelhoo or the poor whle help to reuetmopher ro lo pl role.

cREaTE JObs and PROVidE saFETy nETsseo, prt o the fl epo, theremut e pel ou o ret jo.Promot tertol tre wll reover lo help to re te jo mutur ormto teholo eport.

Reover lo ee to e terte wthpovert reuto. We hve lere muhrom the truturl jutmet pole o the1980, whh were ml me t eoomreover ut o metme proue uteehrmul mpt o the poor. Povertreuto requre tteto to utlelvelhoo e to et or the poor.

sou ol et et wll e eeeor the mot vulerle. The eperee ooutre uh Meo brzl tell utht t p to prove ome to the pooretmle, ut otol o them vet helth euto. devot out oeperet o gdP or uh eort me llthe eree.

REFORM PRicing POLiciEsThr, th the momet to reorm v roupr pole to et mmum mpt romreter pe. suze eer pre qurter o trllo ollr 2005worlwe le to eer wte hrm to the evromet. Thee ue

ee to e phe out o tht eer prereet eoom ot lu thetertol ol pre, well the oto evrometl me v te or rpolluto ro emo.

iMPROVE gLObaL gOVERnancEimprovemet lol overe houllue mret reultor reorm, vmore weht to the evelop worl wththe iMF/Worl b, m the Un temmore repove, ht emph romthe g7 to the g20. it m e ueul or theg20 to rete two ew o e b20 c20,ot repetvel o ue vloet leer, who woul ve the g20.

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sUsTainabLE cOnsUMPTiOnContinued...

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17/19


The oto etwee r utlt oet hve the retettr reor. br re ue o rvoumerm, ret ee eo et o heot mterltvlue tlle throuh l mrettehque. a oumerm ot oluerme perol welle, ut loh hue mpt o evrometlerto. aor to WWF we woulee three plet the lol popultowere to oume t Europe level( fve plet we te Us level).

However, ot ll r mretpprohe re the me, t o oureeer to tuh ee romluur ulee, to out eroul o the oto etwee r utlt. i ot te to o tht th hort rtle. i jut wt to oer ew perpetve tht help eepethe l.

bRands THaT MEET inTRinsic nEEdsbr were rete to prove oumerwth urtee o wht the oul epetrom ve prout; the te elo trut etwee the prouer the uer.Ulever ouer, Wllm Lever, or emple,et h omp the ol o m heeommople. i orer to lt people to qult o le ot ele to them, hevete the frt hee r, sulhtsop. Th r te rlltmehm to mpl hoe, tr qult, me vlue.

a o o, he ot ol ple e role r helth level Vtor brt, utlo rove le vlue reto, ret ue tht eure to, ll over the worl.

ntiago Gowland,

Unilever Brand &obal Corporatesponsibility,

ilever

Eve to, hl e o rrhoel eeever 10 eo the worl eo etller o uer fve. a our Leuo r tll m hee ommople reu hl mortlt. b the e o lter Leuo swth chet prormme*h rehe 133 mllo people i urther 26 mllo south Et a ar. Mot h ever her out ermeore. M h ever ue o p. Tht thehve o ow ow to the power o prtol r.

Th r, other Ulever r thtpl role utrto rou the worl, hve potve oetl vlue/ootprt equtoeue o ther ele ret etteruture. Potoe mrete the rhtw, there e oerle oo r mehm o trut me torve potve ehvourl he.

OFFERing VaLUEs as WELL as bEnEFiTsTh mehm h eome eve moreeetve e the rupto trere the tl me tre tht h hte thele o power towr the oumer.

B h cv.

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Wht oe our hopp out ou?he role o utle r

e oute the re tht we retl otrol,or emple worer rht evrometlperorme o our uppler tore.br re ow epete to me v leremote re tht rem vle wheou u ommot.

sO WHaTs nExT FOR bRands?at Ulever we eleve the power or to pl role ret etteruture or vul, or ommute or the plet we hre. Four er o we

ee to terte ol, eoom evrometl trtee to ever revelopmet pl. We evelope proelle br imprt tht te tltto uel utle ovto our oreue proee. a we r brimprt ever teor mjor r the omp.

i the uture, the m hllee or rwll e the etet to whh the trt ew overto wth oumer rouutle oumpto, e o trvlue tht lt people everwhere to rewr qult o le whle preervthe evromet.

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-Respectfortheenvironment-Apositiveimpactoncommunities-Sourcedwithintegrity-Childlabourpolicy-Afairprice

HOW dOEs THis RELaTETO sUsTainabiLiTy?irel people re out the ol,eoom evrometl hllee theworl . sutlt eomprt o the overto, thereore, prto oumer epetto o r. We reuher ew er o mret whereutol emotol eeft wll eeto e reore ethl vlue lolr to uee.

bRands gREaTER REsPOnsibiLiTyi b h

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it te our er hue etoto uet polt emort temut r e etroe the muteore oumer ee ot to ut. so, the outlt tem repovee o r tll wor.ngO hve levere th to heueptle prte tht epeovermetl reulto or treetol roter lu ue uh hum rht, tertol tre eoretto. cmper hveueull hllee r frtl tohe ther prte, ut more mporttl,hve vote or ew rule o the meor whole etor o the eoom. compeot wt to e let eh eeompettve vte.

People epet r to ue ther powerto rete he throuh ther etre vlue

h, lu ret mpt. i Ulever,tpll more th 80% o the ol,eoom evrometl mpt

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sUsTainabLE cOnsUMPTiOnContinued...

* Swasthya Chetna means health awakening andthe programme spreads awareness amongst ruralcommunities about the importance o washing handswith soap.


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18/19



FacTs and MaPs


Extreme risk

High risk

Medium risk

Low risk

No data

rk rk

Angola 1/170 Extreme

ti 2/170 Extreme

zambique 3/170 Extreme

rundi 4/170 Extreme

Congo 5/170 Extreme

trea 6/170 Extreme

Zambia 7/170 Extreme

men 8/170 Extreme

Zimbabwe 9/170 Extreme

anda 10/170 Extreme

e ro to utle oumpto requre he ehvour, ue moel reultor rmewor. it touhe o m re o oet r to tr rele theotee etwee lv tr ro the worl ( how the oo eurte elow). Europe the Us re mo the lowet t r o oo eurt, ut the etlprt ret uutle oumpto. The urret eoom owtur m prove

uque evromet to ltte he wth ree wree o wte over-umpto. but or to nEF report, The coumpto Eploo, we wet too-et (the pot where we hve ue more o the erth reoure th t ut)l oe erler th er. The mult-meol, ottl ht ture o the

pe o Europe utlt lerl preet th ue.

e Foo seurt R e (FsRi) meure the vllt, tlt e to

o to, well the mpt o utrto helth tht reult rom oo eurt.plerot h rte eh outr e o perorme ro 19 e tor. Theelue: mport, eport prouto o erel, oo prouto per pt, rte o uerurhmet per pt, wter reoure, gdP per pt lol hpmet.

18%o Akzo Nobelsrevenue is now madeup o sustainable

products.Its targetis 30% by 2015.

HkAwarded Germanysmost sustainablebrand.

He roAd to sUstAinABLe consUMPtioneeMs LiKe An incrediBLy steeP HiLL.

sc ix

maplecroft

o eurt omple ue ete re o tor, lu rulturlvelopmet pt, tertol tre ow, povert ome truto, ore

, well mroeoom pole overmet prormme o utrto oortfto. ae to thee re the mpt o lol populto rowth lmte he.th the pul prvte etor wll rel e lle upo to mtte r rom oourt, orer to mt tle oetl otet ouve to evelopmet.

o Wrhurt, Eeutve chr, Mplerot

202 KensingtonChurch Street

London

W8 4DP

+44 (0)20 7229 5720www.salterbaxter.com

niGel [email protected]

ABoUt Usslterter ve ompe o trte,r, orporte ommuto e prov retve ommutoor ue ue.

We hve wore o over 180 orporterepolt utlt projet orover 60 ompe e we trte 1998.

We oer ull re o orporte repolt utlt ommuto erve rom trte oult to the e,wrt elver o prte oleommuto. a everth etwee.

sALterBAXter Advise coMPAnies on strAteGy,BrAndinG, corPorAte coMMUnicAtions And desiGn


cOnTacT Us

With special thanks to CTD Printers, an ISO 14001 certifed and FSC accredited company.TT-COC-2142 1996 Forest Stewardship Council A.C. www.ctdprinters.com

This brochure is printed on Think Bright which is FSC certifed material which contains100% ECF (Elemental Chlorine Free) virgin pulp. Supplied by Howard Smith

www.hspg.com or more inormation on FSC go to www.scpaper.co.uk

Thanks also to Adam Garunkel and James Greer.

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uKArcelorMittal

AXA UK

Bacardi

BAE Systems

Camelot

Coca-Cola GB & CCE

E.ON UK

Friends Provident

Land Securities

Morrisons

02 UK

Rolls-Royce

Vodaone

europeadidas Group

Carlsberg Group

E.ON Group

Fortum

H&M

ING Group

LEGO

Millicom International

Nokia

Orkla

Telenica 02 Europe

COur corporate

responsibility clients

are the leadingcorporations in multiple

sectors across the

whole o Europe.

Latest ones include:

contAct Us louise [email protected]

eMily [email protected]

saLTERbaxTER directions 2009 3coprht 2009 lterter dreto retere tremr o lterter.


19/19

202 Kensington Church Street

London W8 4DP

+44 (0)20 7229 5720

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Directions 2009 - Mapping the Landscape of European Corporate Responsibility

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