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How digital is shaping the future of sustainability JOAKIM LUNDQUIST & JAMES OSBORNE Lundquist Srl Stockholm, 16 October 2014 @Lundquist
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How digital is shaping the
future of sustainability
JOAKIM LUNDQUIST & JAMES OSBORNE
Lundquist Srl
Stockholm, 16 October 2014
@Lundquist
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REPORTING IS NOT ENOUGH
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SPOT THE DIFFERENCE? …THE NEED FOR DIFFERENTIATION
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THE IMPORTANCE OF RELATIONSHIPS
SIX VIEWPOINTS FROM THE CSR ONLINE AWARDS SEMINAR
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Presentations available at:
bit.ly/Lundquist-event
THE CONTEXT FOR SUSTAINABILITY COMMUNICATIONS
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IS REPORTING ENOUGH FOR A BETTER FUTURE?
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AN ACCELERATING TREND IN UN-READ REPORTS
6th CSR ONLINE AWARDS
HOW TO GET YOUR CONTENT TO THE PEOPLE WHO MATTER?
6th CSR ONLINE AWARDS
SHARABLE CONTENT
6th CSR ONLINE AWARDS
DIGITAL DISRUPTION IN CORPORATE TRANSPARENCY
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THE RISE OF SOCIAL MEDIA
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* Figures refer to
proportion indicating
“likely” or “very likely” to
follow or engage.
HOW ARE COMPANIES RESPONDING?
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MEASURING LEVEL OF ONLINE TRANSPARENCY
2% 5% 7%
21% 21%
10%
76% 74% 83%
0%
20%
40%
60%
80%
100%
Europe 100** Nordic 40* Germany 30
Finalists
Below the basics
Not reporting
* Non-reporting companies are holding companies referring to disclosure of
invested companies
** Total does not equal 100 due to rounding
Source: Lundquist CSR
Online Awards 2014
6th CSR ONLINE AWARDS
EVALUATION BASED ON 7 PILLARS
ZURICH SEMINAR
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HOW WELL TOP NORDIC COMPANIES COMMUNICATE
0%
10%
20%
30%
40%
50%
60%
70%
Concrete
Exhaustive
Ongoing
User friendlySocial
Integrated
Distinctive
Nordic average (top 29)
Europe average (top 76)
Source: Lundquist CSR
Online Awards 2014
6th CSR ONLINE AWARDS
CONCRETE
ZURICH SEMINAR
Best in Nordic:
AstraZeneca
6th CSR ONLINE AWARDS
EXHAUSTIVE
ZURICH SEMINAR
Best in Nordic:
Danske Bank
H&M
6th CSR ONLINE AWARDS
ONGOING
ZURICH SEMINAR
Best in Nordic:
Novo Nordisk
6th CSR ONLINE AWARDS
USER FRIENDLY
ZURICH SEMINAR
Best in Nordic:
Electrolux
6th CSR ONLINE AWARDS
SOCIAL
ZURICH SEMINAR
6th CSR ONLINE AWARDS
INTEGRATED
ZURICH SEMINAR
6th CSR ONLINE AWARDS
DISTINCTIVE
ZURICH SEMINAR
Best in Nordic:
Novozymes
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• At a time when sustainability reporting has become mainstream
and audiences remain sceptical, pro-active communications allows
you to:
• Take the message to your stakeholders
• Explain it in a way that they can understand, relate to and remember
• Involve your stakeholders in your sustainability agenda
BENEFITS:
• License to talk & to engage
• Improved stakeholder relations
• Employer branding
• Reputation in capital markets
• Perceptions among business partners
• Positive brand association for customers
• “Immunity” against risks and crisis
• …
SO WHAT?
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UNITED WE STAND, DIVIDED WE FALL A new model for sustainability…
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• Better understand users to see how digital is transforming the
company-stakeholder relationship (measurement)
• Draw up a shared strategy to overcome silos internally and ensure a
coherent approach
• Develop a lucid story about what sustainability means to the business,
why it is relevant both internally and to external stakeholders
• Change mentality about what constitutes “engagement”: more
informal acts of engagement (140 characters), less formal
• Reassess skills & capabilities in the team (or internal organisation)
WHAT CHANGES?
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HOW WE WORK: FIAT
Integrated storytelling
Distinctive, visual
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HOW WE WORK: NOVARTIS
Concrete & material
Integrated
Ongoing
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HOW WE WORK: SNAM
Aligned with
priorities
Exhaustive & clear
Case study format
User friendly
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WHITE PAPER:
bit.ly/Lundquist-whitepaper
FIND OUT MORE
USER SURVEY:
bit.ly/Lundquist-survey
SEMINAR PRESENTATIONS:
bit.ly/Lundquist-event
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Email:
Twitter:
@JoakimLundquist
@jabosborne
Website:
www.lundquist.it
Via San Maurilio, 23
Milan 20123
Italy
t. (+39) 02 - 3675 4126
f. (+39) 02 - 9287 8792
LUNDQUIST SRL CONTACTS
SOCIAL PRESENCE
Lundquist company page
@Lundquist
Lundquist page
Lundquist channel
Slideshare account
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