Digital disruption and the future of your eco- system JAMES OSBORNE Partner & Head of CSR @lundquist Zurich, 14 October 2014
Jan 24, 2015
Digital disruption and the future of your eco-system
JAMES OSBORNEPartner & Head of CSR@lundquist
Zurich, 14 October 2014
ZURICH SEMINAR
IS REPORTING ENOUGH FOR A BETTER FUTURE?
ZURICH SEMINAR
AN ACCELERATING TREND IN UN-READ REPORTS
6th CSR ONLINE AWARDSHOW TO GET YOUR CONTENT TO THE PEOPLE WHO MATTER?
6th CSR ONLINE AWARDS
SHARABLE CONTENT
6th CSR ONLINE AWARDSDIGITAL DISRUPTION IN CORPORATE TRANSPARENCY
ZURICH SEMINAR
SUPERFICIALITY AND VARIETY OF FORMATS AND CHANNELS ARE MOST FRUSTRATING
ZURICH SEMINAR
DIFFICULTY IN UNDERSTANDING AUDIENCE PREFERENCES
ZURICH SEMINAR
FRAGMENTATION OF REPORTING
TRENDS IN 2014:• Rapid decline of standalone sustainability reports
• Continued retreat from investment in online reports
• Emergence of hybrid report (esp. for integrated reports)
• Slow increase in web-based disclosure
ZURICH SEMINAR
EXAMPLE 1: BRITISH AMERICAN TOBACCO
ZURICH SEMINAR
EXAMPLE 2: ROCHE
ZURICH SEMINAR
Focus on user/reader/stakeholder/follower… (not on disclosure itself)
Don’t wait for audience to come to your content…
Variety of entry points are specific to stakeholder categories…
Move towards data-driven information architecture
SHIFT TO AN ECO-SYSTEM MENTALITY
ZURICH SEMINAR
TRANSPARENCY + ENGAGEMENT = ACCOUNTABILITY
Reporting
Communications
ACCOUNTABILITY
ENGAGEMENT(OR ADVERTISING)
BASIC DISCLOSUREONLY
TRANSPARENCY
ZURICH SEMINAR
• 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?
DIGITAL TRANSFORMATION IS NOT ABOUT ADOPTING THE LATEST TECHNOLOGY…
…BUT ABOUT DEVELOPING THE RIGHT MINDSET