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8/14/2019 Lundquist CSR Online Awards 2009 James Osborne Presentation. 4 November 2009
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Online CSR AwardsGlobal Leaders 2009
Milan - 4 November 2009
8/14/2019 Lundquist CSR Online Awards 2009 James Osborne Presentation. 4 November 2009
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The rationale behind the research
Corporate website has emerged as most important vehicle for
CSR communications But public distrust has been generated by too much greenwash
and exploitation of CSR for purely PR goals
Need for a communications model that goes beyond the CSR
report and a way to measure the efficacy of messages on thecorporate website
Importance of reputation as intangible value of CSR
The leaders dilemma: how do I distinguish my genuine,integrated and committed CSR programme from those who are
just making empty proclamations?
8/14/2019 Lundquist CSR Online Awards 2009 James Osborne Presentation. 4 November 2009
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CSR c ommunications from global leaders
We studied the best companies in CSR globally to assess the
quality of their online CSR communications, discover strengthsand weaknesses and gather a database of best practiceexamples
The study evaluated how well 91 members of the DJSI use their
corporate websites as a platform for CSR communication Also country rankings in Italy, Switzerland, UK and Germany
A total of 76 criteria were used, divided into 18 sections andgiving a total of 100 points
The analysis included both CSR content and online presentation The criteria were developed on the basis of a survey of CSR
professionals and sector experts
8/14/2019 Lundquist CSR Online Awards 2009 James Osborne Presentation. 4 November 2009
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Criteria founded on users point of view
184 people answeredthe online survey
30 nationalities wererepresented
A wide range ofprofessional categories
included Respondents hadmany years ofexperience in CSR
They said they regularly
search for informationabout CSR online seven out of 10 at leastseveral times a week
8/14/2019 Lundquist CSR Online Awards 2009 James Osborne Presentation. 4 November 2009
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Main findings of the user survey
CSR is seen to havegained public attention
during the financial crisis Corporate websites
considered a key sourceof information
Priority content includes CSR report
Code of ethics
Environmental data
Corporate governanceviewed as corecomponent of CSR-related information
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Methodology
91 companies chosen on the basis of membership of the Dow JonesSustainability World 80 Index, plus 2008-09 supersector leaders
100 points maximum from 76 criteria, divided into 18 sections
The analysis included both CSR content (10 sections totalling 61.5points) and online presentation (seven sections totalling 37.5 points)
English language version of corporate websites assessed byLundquist in April-July 2009
Assessments restricted to the CSR (or equivalent) section of the
website and to content directly linked from section Contents of CSR reports excluded except whenever a direct, specific
link was provided to the relevant page or pages
8/14/2019 Lundquist CSR Online Awards 2009 James Osborne Presentation. 4 November 2009
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Top-performing sec tions related todisc losure and reporting
% on maximum score (CSR Online Awards 'Global leaders')
39%
45%
60%
68%
58%
30%
59%
56%
22%
18%
18%
60%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Overview
CSR policy
Reporting
Environment
Community
SRI
Human resources
Conventions & awards
News & events
CSR resources
Staff and contacts
WEB
8/14/2019 Lundquist CSR Online Awards 2009 James Osborne Presentation. 4 November 2009
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Industries with environmental impac t lead
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Europe outperforms US
Result may be explained by theattention European companies giveto corporate websites, while USfocus is more commercial
US companies more oriented to
communication of communitycommitment, providing newsreleases and integratingtechnological features
In Europe, and especially the UK,the approach is more rounded withcompanies focusing in an integrated
way on the various aspects of CSR
8/14/2019 Lundquist CSR Online Awards 2009 James Osborne Presentation. 4 November 2009
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Most c ompanies provide key information
but
Average score of
60% for reporting section
60% for report format
83% for report archives
89% for code of ethics
68% for environmental data
53% for environmental management system
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Still in offline mode of communic ations12% was the
average score for
providing details of aprofile from an SRIratings company
Average score forthe interactivity
section was 20%
Average score of18% for staff and
contact information
55% dont giveCSR targets of
any kind
13% was scored on
average for showinghow CSR staff fit intothe organisation chart
44% of companiesdont define their
stakeholders
62% dontpresent CSRhot topics forthe company
Only half of
companiespublishes CSR-
related news
91% dont publishCSR events
8/14/2019 Lundquist CSR Online Awards 2009 James Osborne Presentation. 4 November 2009
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Prac tic al test unveils dead-end of feedback
8/14/2019 Lundquist CSR Online Awards 2009 James Osborne Presentation. 4 November 2009
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Assumptions and rec ommendations of the research
Comprehensive
Integrated
Open
2
User friendly
1
Engaging5
Concrete6
3
4
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Thank you
James Osborne