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The most influential thought leaders in the sustainability arena from over sixty countries, to explore the biggest sustainability challenges.
Citation preview
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Contents
2
3
4
5
6
7
12
--
--
About the Globescan / SustainAbility Surveys
Introduction
Survey Methodology
Key Findings
Institutional Leaders on Sustainability
Corporate Leaders on Sustainability
Spotlight on Corporate Leaders in Emerging Markets
Spotlight on Rising Corporate Leaders
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
About the GlobeScan / SustainAbility Surveys
3
The GlobeScan / SustainAbility Surveys offer a unique, collaborative platform that uses research-driven insights, including targeted surveys of the most influential thought leaders in the sustainability arena from over sixty countries, to explore the biggest sustainability challenges.
The thousands of stakeholders surveyed include leading sustainable development experts and practitioners from five sectors:
• Corporate• Government (including multi-lateral institutions)• NGOs• Institutional (e.g., academics)• Service (e.g., consultants, media)
The GlobeScan / SustainAbility Surveys are in field around six times each year, and provide a regularly updated expert perspective on a range of timely topics.
You can download all the latest surveys from the GlobeScan or SustainAbility websites.
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Introduction
4
Another year has passed and the results of the latest GlobeScan/SustainAbility opinion survey on leadership look startlingly similar: Unilever on top. That’s not the whole story of course - Patagonia continues its impressive rise in the eyes of our sustainability experts, Puma has entered the “top ten” for the first time ever, and our global expert pool proves that leadership is often best recognized when it’s familiar, with respondents most likely to cite leaders headquartered in the regions they are based in. Even Unilever as #1 rises above the status quo, bucking the trend of leadership companies “coming back to Earth” as time passes between the launch of ambitious commitments or initiatives. In fact, Unilever has only continued to rocket past its peers since it first launched the Sustainable Living Plan in 2010.
“If we achieve our sustainability targets and no one else follows, we will have failed.” Paul Polman - CEO, Unilever
And therein lies the rub of “leadership as usual,” broadly exemplified in “The 2013 Sustainability Leaders” survey: it’s not nearly enough. Only national governments - whose paltry leadership on sustainability was recognized by all stakeholder respondents, including experts in government - rank lower than corporate leaders in advancing the sustainability agenda. This is an all too familiar theme in the global workshops and research GlobeScan and SustainAbility have conducted for The Regeneration Roadmap.
So in celebrating Unilever and other business leaders’ ambition, achievement and engagement (alongside its fellow changemakers in social enterprise, science and the NGO space), let’s remember the quote (above) from Unilever CEO Paul Polman: leaders are only as successful as those who are inspired to follow in their path.
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Survey methodology
5
• 1,170 qualified sustainability experts completed the online questionnaire from February 20 to March 14, 2013.
• Respondents were drawn from: corporate, government, non-governmental, academic/research, service/media, and other organizations.
• Experts surveyed span 73 countries in Asia, Africa / Middle East, Europe, North America, Latin America / Caribbean, Australia / New Zealand, and comprise a highly-experienced respondent pool:
• 53 percent have more than ten years of experience working on sustainability issues.• 30 percent have five to ten years of experience.• 16 percent have three to four years of experience.• Respondents with less than three years of sustainability experience have been excluded from the results.
Demographics Government NGOAcademic / Research Corporate
Service / Media Other Total
Asia
Africa / Middle East
Europe
North America
Oceania
Latin America / Caribbean
DK/NA
Total
8
3
10
29
2
5
2
59
9
8
31
61
4
8
0
123
26
12
64
115
13
16
4
250
36
17
99
217
12
19
2
402
21
11
84
110
12
19
3
260
2
3
21
39
4
5
0
74
102
56
310
571
47
73
9
Note to ReadersAll figures in the charts and tables in this report are expressed in percentages, unless otherwise noted. Total percentages may not add to 100 because of rounding.
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Key findings
6
• National governments are seen as demonstrating the poorest leadership on sustainability over the last year.
• While social entrepreneurs have rebounded in 2013 and are now perceived as the sector advancing the sustainability agenda most, opinion of NGOs remains low compared to where it ranked two years ago.
• Experts find only national governments’ performance in advancing sustainability poorer than corporate leaders.
• There is broad consistency in leadership opinions across the world; Social entrepreneurs are perceived as the leading actors advancing sustainability in all regions but Africa / Middle East.
• Unilever captures the top spot for third year in a row, while Patagonia catapults to #2 position on back of strong gains in last year; Puma has entered the top ten after not appearing on the list in 2011.
• Unilever has not only been able to sustain its leadership position since the launch of the Sustainable Living Plan in 2010, but increase it considerably. This is even more impressive when compared to other leadership companies who have “come down to Earth” after an initial bump from the launch of ambitious commitments or initiatives.
• Experts in developing countries are most likely to cite leadership companies from the regions in which they are based (for example, Natura in the Latin American/Caribbean region). This largely holds for experts in Europe and North America as well. In fact, when asked to name leadership companies headquartered in developing countries, Natura and Tata are the only companies that garner more than 1% of mentions in Europe and North America.
• A commitment to sustainable values remains the primary reason a company is cited as a sustainability leader, while transparency and communication, integration into core business model and environmental, waste, and water management have risen in importance in 2013.
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Institutional Leaders on Sustainability
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
20
National governments are seen as demonstrating the poorest leadership on sustainability over the last year.
8
QuestionPlease rate the overall performance of each of the following types of leaders in advancing the sustainability agenda over the past year?
Social Entrepreneurs
Leaders in the Scientific Community
NGO Leaders
Leaders of Multilateral Organisations
Corporate Leaders
13 44 28 3
5 (Excellent) 4 1 (Poor) DK / NA
Nationally Elected Government Leaders
3 2
10 1
8 36 37 15 2 2
6 36 42 12 2 2
20 42 23 5
40 30 7 1
16 42
2
2
9
38 13
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
While social entrepreneurs’ leadership has rebounded in 2013, opinions of NGO leadership remain lower than in years past; Government leadership has declined every year since 2010.
9
“Excellent” (4+5)
0
10
20
30
40
50
60
2010 2012 20132011
Social Entrepreneurs
Leaders in the Scientific Community
NGO Leaders
Leaders of Multilateral Organisations
Corporate Leaders
Nationally Elected Government Leaders
QuestionPlease rate the overall performance of each of the following types of leaders in advancing the sustainability agenda over the past year?
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
There is broad consistency in leadership opinions across the world; Social entrepreneurs are perceived as the leading actors advancing sustainability in all regions but Africa / Middle East.
13
10
35Leaders in Scientific Community
29
33
Social Entrepreneurs
Leaders of Multilateral Organisations
NGO Leaders
32Corporate Leaders
Performance on Sustainability Leadership by Different Types of Leaders
59
QuestionPlease rate the overall performance of each of the following types of leaders in advancing the sustainability agenda over the past year?
Government Leaders
55
23
52
32
45
40
20
35
20
54
47
20
46
20
62
47
43
47
47
30
49
22
51
3 3 3 34
9
Total “Excellent” by Region, 2013
AsiaAfrica / Middle East
Europe North America OceaniaLatin America / Caribbean
9
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Government leadership is consistently rated lowest across all stakeholder audiences, including by experts in government.
11
41Leaders in Scientific Community
20
32
Social Entrepreneurs
Leaders of Multilateral Organisations
NGO Leaders
19Corporate Leaders
Performance on Sustainability Leadership by Different Types of Leaders
31
QuestionPlease rate the overall performance of each of the following types of leaders in advancing the sustainability agenda over the past year?
Government Leaders
46
22
50
20
57
48
26
47
17
57
40
19
37
24
58
47
43
23
61
64
38
20
16
46
5 3 3 75
21
Total “Excellent” by Stakeholder, 2013
Government NGOAcademic / Research
CorporateMedia / Service
Other
2
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Corporate Leaders on Sustainability
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Unilever captures the top spot for third year in a row; Patagonia catapults to the #2 position on the back of strong gains in the last year.
13
QuestionWhat specific companies do you think are leaders in integrating sustainability into their business strategy?
% of Total Mentions, All Respondents, 2013
Unilever
Patagonia
Interface
Walmart
GE
14
11
8
25
Marks & Spencer
Puma
Nike
5
4
Coca Cola
Natura
IBM
3
Nestlé
Novo Nordisk
5
4
4
3
3
3
3Arrows denote movement since 2012 (+/- 3% is threshold)
+8
+7
+3
+3
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Unilever and Patagonia show significant gains in 2013; Puma has entered the top ten after not appearing on the list in 2011.
14
Unilever
Patagonia
Interface
Walmart
GE
Coca Cola
15
2517
147
12
1110
11
8
127
41
2013 2012 2011
5
7
QuestionWhat specific companies do you think are leaders in integrating sustainability into their business strategy?
% of Total Mentions, All Respondents, 2013
Puma4
1
2
5
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Unilever is rated strongest by corporate peers, NGOs and service/media; Patagonia is the highest-rated company among academics/researchers and tied with Walmart among government experts.
15
QuestionWhat specific companies do you think are leaders in integrating sustainability into their business strategy?
% Total Mentions, Unprompted, 2013
Leaders by Stakeholder Type
Government NGOAcademic / Research Corporate Service / Media
Unilever
Patagonia
Interface
Walmart
GE
Marks & Spencer
8
12
7
12
2
7
26
10
11
6
3
8
16
20
12
6
6
2
29
12
11
10
5
5
30
14
10
7
6
6
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Unilever’s leadership status is consistent across geographies, with particular resonance in Europe and Asia. Interface also enjoys great geographical breadth and is cited as a leader in every geography except Africa/Middle East. Interestingly, GE is mentioned as “top 3” leader in Asia and Oceania, but is not regarded among top leaders in North America.
16
Unilever
Sustainability Leaders by Region
QuestionWhat specific companies do you think are leaders in integrating sustainability into their business strategy?
26
% Total Mentions, Unprompted, 2013
Asia
8
7
6
6
ITC
GE
Novo Noridsk
Nestlé
Woolworths 20
Africa / Middle East
18
13
9
7
Unilever
Nedbank
Salsol
Anglo American
Unilever 32
Europe
12
10
6
Marks & Spencer
Patagonia
Patagonia 23
North America
22
17
12
6
Unilever
Interface
Walmart
Nike
Unilever 15
Oceania
13
9
6
Westpac
GE
Natura 42
Latin America / Caribbean
29
10
7
5
Unilever
Nestlé
WalmartSiemens
Interface 6 Interface
Novo Noridsk
Interface
5
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Spotlight on Corporate Leaders in Emerging Markets
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Experts in developing countries are most likely to cite leadership companies from the regions in which they are based (for example, Natura in the Latin American/Caribbean region); Natura and Tata are the only companies that garner more than 1% of mentions from experts in Europe and North America.
18
11
Anglo-American
Companies in the Developing World who are Leaders at Integrating Sustainability into Strategy
QuestionWhat specific companies that are headquartered in emerging economies (e.g., in Africa, Asia, and Latin America) do you think are leaders in integrating sustainability into their business strategy?
Unprompted, by Region, 2013
AsiaAfrica / Middle East
Europe North America OceaniaLatin America / Carribean
Cemex
ITC
Natura
Nedbank
Petrobras
SAB Miller
Sasol
Tata
Unilever
Vale
Woolworths
Other
DK /NA
12
2
1
28
41
5
2
21
14
22
4
9
2
5
9
4
2
1
66
12
1
1
1
1
11
1
70
8
12
1
1
1
5
80
17
2
18
53
1
1
1
5
5
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Spotlight on Rising Corporate Leaders
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
The combination of relative ambition, effective communications and follow-through is vital to capturing and holding the imagination of sustainability experts, as Unilever proves; even where follow-through is robust, experts still exhibit “what have you done for me lately?” thinking.
20
Unprompted, Combined Mentions, Trends 2007 - 2013
QuestionWhat specific companies do you think are leaders in integrating sustainability into their business strategy?
Companies with the Greatest Commitment to Sustainability
0
10
20
30
20072009
20112010
20122013
2008
Unilever25
14November 2010
Unilever Launches “Sustainable Living Plan”
May 2009 GE Launches
“Healthy Imagination”
November 2011 Patagonia
Launches “Don’t Buy This Jacket”
Campaign
0
10
20
30
20072009
20112010
20122013
2008
Walmart
0
10
20
30
20072009
20112010
20122013
2008
GE
0
10
20
30
20072009
20112010
20122013
2008
Patagonia
5
8
July 2009 Walmart announces
its sustainable product index
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
CEO leadership on confronting shareholder short-termism
Unilever has evolved from targeted, issue-based efforts to broad-based ambition and rhetorical leadership that confronts systemic challenges.
21 2010 2011 2012
QuestionWhat specific companies do you think are leaders in integrating sustainability into their business strategy?
Respondent Feedback, Unilever, 2010 - 2013
0
5
10
15
20
25
30
2007 2008
Reason a Company Is Considered a Sustainability Leader
2009 2010 2011 2012 2013
2013
Setting ambitious goals through the Sustainable Living Plan
Developing more sustainable food
Paul Polman their CEO
25
Launches Sustainable Living Plan
Ambitious plans and goals that will force the company to stretch
They totally understand sustainable business
Focus on evidence-based metrics for impact
CEO Paul Polman is a visionary
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Commitment and transparency are consistent hallmarks of Patagonia’s leadership, but a significant rise occurred after “Don’t Buy This Jacket” provocation and campaign.
22 2010 2011 2012
QuestionWhat specific companies do you think are leaders in integrating sustainability into their business strategy?
Respondent Feedback, Patagonia, 2010 - 2013
0
5
10
15
20
25
30
2007 2008
Reason a Company Is Considered a Sustainability Leader
2009 2010 2011 2012 2013
2013
They drill down further and communicate in a highly creative & professional manner
It is a cause-driven business model: first planet & people, then profit
Openly discuss success and challenges
The company has been leading sustainability & CSR initiatives for many years, before sustainability become “trendy”.
Honest and transparent about their footprint to all stakeholders
14
Launches Footprint
Chronicles
Highly open, been walking the walk for a long time
Launches “Don’t Buy This
Jacket” Campaign
Re-launches Footprint
Chronicles Website
Honest and transparent about their footprint to all stakeholders.
Transparency on initiatives and challenges
“Don’t Buy This Jacket” campaign
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Puma’s rise in the eyes of experts can solely be attributed to releasing its Environmental Profit & Loss (E P&L) statement.
23 2010 2011 2012
QuestionWhat specific companies do you think are leaders in integrating sustainability into their business strategy?
Respondent Feedback, Puma, 2010 - 2013
0
5
10
15
2010
Reason a Company Is Considered a Sustainability Leader
2011 2012 2013
2013
Footprint measurement to include ecosystem services
Externalities in P&L accounts
Releases Environmental Profit & Loss
(E P&L) Statement
Recent release of Environmental P&L
Lifecycle analysis
Environmental Profit and Loss
4
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
A commitment to sustainable values remains the primary reason a company is cited as a sustainability leader.
QuestionWhy do you think [INSERT COMPANY #1 FROM ABOVE] is a leader in integrating sustainability into their business strategy?
% of Total Mentions, All Respondents, 2013
Commitment to Sustainability Values
Transparency / Communication
Part of Core Business Model
Environment / Waste / Water
Executive Leadership has Strong SD Values
14
13
26
Supply Chain
Sustainable Products / Services
Renewable Energy / Lowering Emissions
5
Industry Leader
Reason a Company Is Considered a Sustainability Leader
Innovation / Research & Development
24
11
5
9
9
9
6
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Transparency/communication, integration into core business model
and environmental/waste/water management are more important
factors in 2013 for determining corporate sustainability leadership.
25
2631
1412
1310
11
112013
2012
6
% of Total Mentions, All Respondents, 2012 - 2013
9
97
96
8
8
Reason a Company Is Considered a Sustainability Leader
Commitment to Sustainability Values
Transparency / Communication
Part of Core Business Model
Environment / Waste / Water
Executive Leadership has Strong SD Values
Supply Chain
Sustainable Products / Services
Renewable Energy / Lowering Emissions
Innovation / Research & Development5
6
QuestionWhy do you think [INSERT COMPANY #1 FROM ABOVE] is a leader in integrating sustainability into their business strategy?
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
Experts identified a number of reasons why they consider other top companies sustainability leaders, reflecting the three points of the “leadership triangle”.
26
QuestionWhy do you think [INSERT COMPANY #1 FROM ABOVE] is a leader in integrating sustainability into their business strategy? Please enter up to two responses in the spaces provided.
Vision / Strategy
Engagement /Communication
Integration / Performance
Goals consistent with business opportunities and consumer base
Nike
They put their money where their mouth is & invest in big projects instead of just making incremental improvements to be “less bad“
One of the few companies to identify closed loop systems as appropriate
GlaxoSmithKline
Responsible food supply chain work and use of science
Marks & Spencer
Aligning compensation with meeting sustainability goalsNovo Nordisk
Their own staff helps spread the word - not just corporate PR
Interface
Stopped being [so] secretive
Coca Cola
Sustainability Leaders
The 2013
A GlobeScan/SustainAbility Survey
For more information, contact:
Chris CoulterPresident, GlobeScan [email protected]
GlobeScan IncorporatedToronto: +1 416 962 0707London: +44 20 7253 1450San Francisco: +1 415 874 3154
www.globescan.com
Chris GuentherResearch Director, [email protected]
SustainAbility, Ltd.Washington: +1 202 315 4150New York: +1 718 210 3630London: +44 20 7269 6900
www.sustainability.com
27
Mohammed Al-ShawafManager, [email protected]