- 1. Companies integrating CSR into businessstrategy: Some case
studiesOctober 2012Toby Webb, Founder, Ethical Corporation and
Stakeholder IntelligenceLecturer, Corporate Responsibility,
Birkbeck College, University of
[email protected] / tobywebb.blogspot.com
2. Marks & Spencer Plan A 3. Marks & Spencer Plan A
(2007)Goal: Worlds most sustainable major retailerPlan A: 180
environmental/ethical commitments by 2015Focus: Climate change,
Waste, Natural resources, Health andbeing a Fair partner Cost
neutral/positive Award winning Growing customer trust Now launching
new products and campaigns: Energy,customer loyalty (Shwopping) 4.
Unilever Sustainable Living Plan (2010) Ten year journey towards
sustainable growth with 50 targets Aim to bring safe drinking water
to 500 million people 2011: Increased the proportion of portfolio
that meets highestnutritional standards from 22% in 2010 to 25% in
2011 Aim: Halve the greenhouse gas impact of products across
thelifecycle by 2020 2020 aim: Source 100% of agricultural raw
materialssustainably Sustainably sourced raw materials increased
from 14% in 2010 to24% in 2011 5. Golden Agri Resources and Palm
Oil 6. Golden Agri Resources and Palm Oil (2010) March 2010 Nestl
dropped Golden Agri-Resources (GAR) as supplier of palm oil after
Greenpeace campaign Collaboration with The Forest Trust won Nestles
business back with partnership and plan towards sustainabilityKey
steps: Forest Conservation Policy goes beyond RSPO demands Adapted
supply chain to allow Nestl to get guaranteed Palm oil from a
particular plantation Move towards direct traceability for the Palm
Oil industry is a firstGARs shares rose 3% after the announcement
by Nestl"GARs sustainability commitments are now the strongest in
the palmoil industry Greenpeace 7. Timberland and Earthkeepers 8.
Timberland and Earthkeepers (2007) 2007 looking "desperately" to
try and grow the business Developed successful "Earthkeeper" line
of footwear and apparel Designed with a core philosophy of
environmental stewardship Objective: "make our values valuable" :
Mike Harrison, ChiefBrand Officer Earthkeepers product line is now
10% of sales Gone from one boot in 2007 to entire line sold around
the world: Engaged heavily with customers online and using social
media 9. Skanska and greener construction 10. Skanska and greener
construction (2009) Empire State building: Ambitious $500m
renovation plan,paid for with savings from deep green retrofit
Skanska: 57% reduction in energy consumption.Reduction of 15-18%
employee absenteeism Renovation costs recouped in as little as five
years By 2015: Buildings owners say they are confident they
willsave $4.4m a year: A 38% reduction of energy use Development
business unit focusing on green: 10% of thecompanys overall $17bn
annual revenues, 1% deep green 11. Vodafone in Turkey 12. Vodafone
and Turkish Farmers (2011)Vodafone/ Accenture 2011 research:
Mobile-based agri services could boostagricultural income by $34bn
by 2020Vodafone Farmers Club offers special rates & info to
farmers: Mobile tech toimprove incomes & increase
efficiency/sustainability 500,000 signed up to the Farmers Club so
far. Participating farmers haveincreased productivity by about
100mSMS alerts with government information on: New regulations and
financial support Weather forecasts Market price quotes linked to
location and productionPartnership with Sekerbank: Farmers pay
mobile phone bills post-harvest,annually. Benefits to Vodafone:
Customer loyalty, mass revenue streams 13. Conclusions
CSR/Sustainability/Responsible business = Smarterbusiness Consumers
want to trust brands, not products Leading companies turning CSR
into opportunity all overthe world: New products / motivated people
/ cost savings It is early days! But 9 billion people means less
resourcesand innovation will be essential: CSR = risk reduction
Corporate roles in changing inefficient systems will be vital:The
winning companies recognise CSR is systems change 14. Further
resourcesThe Smarter Business Blog: tobywebb.blogspot.comEthical
Corporation: www.ethicalcorp.comEabis.org / Caseplace.org / Harvard
Kennedy School CSRInitiative:
http://www.hks.harvard.edu/m-rcbg/CSRI/Doughty Centre for Corporate
Responsibility:http://doughtycentre.infoMIT/Sloan Management
Review:http://sloanreview.mit.edu/innovation-hubs/sustainability/