- 1. N RE OOWPO NRT AL S E HOW TO EMBED CORPORATE RESPONSIBILITY
ACROSS DIFFERENT PARTS OF YOUR COMPANY Winning methods for
encouragingand monitoring corporate responsibility REPORT
SUMMARYFull report available at:www.ethicalcorp.com/csr Ethical
Corporation 2009 Call to order on +44 (0) 20 7375 7500
2. How to embed corporate responsibility across different parts
of your company ABOUT THE REPORT This report describes winning
methods for encouraging and monitoring corporate responsibility
(CR) in operational departments.In this essential management guide
youll find: Five practical guides that you can share with other
departments, covering: Procurement Human Resources Communications
and Marketing Finance and Accounting Facilities, Logistics and
Operations Methods for engaging internal stakeholders through
leadership and reporting Instruction for designing CR metrics that
are department-specific Expert advice on tackling common challenges
faced by senior CR managers, including: working with minimal
budgets, getting buy-in, decentralising CR and coordinating
disparate data In-depth case analysis on strategies from leading
companies including: Alliance Boots, BT, Campbell Soup, Green &
Blacks, HP, Innocent Drinks, Man Group, Novo Nordisk, PepsiCo,
Sedex, Starbucks, Tata and Vodafonebb HERES WHAT PEOPLE ARE SAYING
ABOUT OUR REPORTS Our expectations of the report were exceeded by
its focusedcontent and relevance to the issues we were facing. Dr.
Kevin R Gordon, Chief Research Officer, Xynto Ltd bb[The report]
has helped to define what current good practice is,enabling us to
develop processes to exceed it. bb Oliver King, Sustainable
Development Group, Faber Maunsell Ethical Corporations China report
is a huge help for companies doing business in China,or companies
intending to enter the Chinese marketIt gave me helpful insights
and case studies and itprovides tools to maintain and improve your
compliance standards in such a difficult market. Tonnis J. Poppema,
Director of Compliance, Hasbro International Holdings B.V.Whenever
I need to research CR issues, I always include EC and its
invaluable resources. bb The alternative is to be less informed
than I could or should beand I owe it to my company, employees,
customers and other stakeholders to be totally informed. bb Jeff
Curtis, Director of HR Shared Services, MTS A detailed report
giving an overview of tactics for engaging different business
units, then drilling downspecifically into five typical departments
and what within their operations they should focus on relevantto
CR. Each section provides real case studies to illustrate points.
Naden Exter, Manager, Doughty Centre, Cranfield University School
of BusinessCall to order on +44 (0) 20 7375 7500 3. How to embed
corporate responsibility across different parts of your company A
FEW OF THE REPORTS KEY FINDINGS Our research indicates a number of
key steps that companies are taking to embed corporate
responsibility and sustainability in different departments and
functions. Companies who have proven to successfully embed
responsible practices into their operations recognise that the
following basic steps must be met:Include corporate ethics, and a
focused strategy to develop sustainable practices, in the companys
legal structures Get senior management on board as early as
possible and try to develop CR champions at the top of the company
For global companies operating in different countries and cultures,
regional relevance to employees is crucial developing a one size
fits all approach will be less effective Spell out how CR
programmes and a sustainable agenda benefit your colleagues:
explain whats in it for them Move from risk avoidance to taking
advantage of the opportunities available from CRBy decentralising
CR activities, CR professionals can access the diverse skill set
required for a successful corporate approach to responsible
business. Ethical Corporation asked our delegates a range of senior
CR professionals and executives from multinational companies Which
topics will you need to learn more about to succeed in your job?
Results indicated that corporate responsibility requires a very
diverse skill- and knowledge-base. KNOWLEDGE AREAS CR PROFESSIONALS
NEED TO DEVELOP (level of need indicated per topic area) I
Performance measurement & reporting13%11%I CR reporting 2% I
Partnerships & collaboration2%10%I Community engagement3%I
Assessing environmental & CR risk 3% I Internal marketing &
employee engagement 9% 4% I Rebuilding corporate reputationI
Managing supply chainsI External marketing & consumer
engagement 4% I Energy efficiency7%I Water ethics &
stewardship4%I Compliance with legislation 4% 6%4%I Dealing with
climate change 5% 5% 6%I Anti-corruption & business ethicsI
Gender & diversity in the workplaceI OtherI Resource efficiency
& waste Source: Ethical Corporation survey, May/June 2009. I
Biodiversity Furthermore, 46% of respondents to our survey have a
CSR team of between 2 and 4 people, while nearly half, 46%, have
recently experienced a budget reduction. A small team and budget
makes it even more pertinent that other departments be accountable
for implementing corporate responsibility practices. SIZE OF
BUDGET24% I over 30,000I 20,000 to 30,0008%I 10,000 to 20,000I
5,000 to 10,000 20%I 1,000 to 5,000I under 1,00020%Source: Ethical
Corporation survey, May/June 2009. Results from the 50%
ofrespondents willing to respond to the question, for the 12
months, beginningJune 2009. 28%Ethical Corporation survey results
indicated a significant division between CR departments, with a
distinct disparity between CR professionalsbudgets: 48% falling
under 5,000 and 24% budgeting over 30,000.Order at
www.ethicalcorp.com/csr 4. How to embed corporate responsibility
across different parts of your company Measurement and
accountability are critical. Vodafones Joaquim Croca says Reporting
our efforts and committing to doing something inthe following year
pushes everyone in the company. Yet, only32% of respondents to a
recent Ethical Corporation survey have a company-wide framework for
monitoring social or CR impacts per department. REAL EXAMPLES OF
SUCCESSFUL METHODS FOR EMBEDDING CR IN OPERATIONAL DEPARTMENT
ACTIVITIES This is the one and only report on the topic of on
embedding responsible practices into daily operations, presenting
information in department-specific, stand-alone guides. Learn about
successful strategies from leading multinational companies. Here
are a few excerpts from the report:The next step for Alliance Boots
was to split the companys CR into fourNovo Nordisk has revised
their employee CR objectives in order to better-strands: community,
environment, marketplace and workplace. Because the reflect their
job responsibilities. For example, they recognised that
focusingcompany seeks to respond to local requirements, they manage
a process ofthe production department on patients, the end-users of
the products, is anongoing stakeholder dialogue. They started a CR
Action Group in eachappropriate way of tying CR objectives into
production goals.country that meets on a quarterly basis to review
ongoing programmes.Current year and five-year objectives are
established, with responsibilityresting on operational staff and
directors.Ian Wood, performance and reporting manager in BTs
corporateresponsibility unit says: Communicating with 100,000
colleagues acrossthe world is a challenge You can talk about BT
saving millions of tonnesMany companies are making certification
easier for their suppliers by joining of carbon, but if you can
demonstrate the savings from someone turning offmultistakeholder
initiatives: If you can make it easier and less resource- the
lights at a particular office then you are showing people that they
toointensive for suppliers to provide data, then you and they can
concentratecan make a worthwhile change.on the real work of getting
them to improve and make the corrective actionplans required says
Tom Smith of Sedex. Jorgette Marinez, seniormanager, global
supplier CSR assurance, PepsiCo, global procurement saysthat there
was a collective lightbulb moment for a lot of companies.To
overcome the difficulties of language and cultural differences,
BonnieMany of our peers were addressing the same issues as us We
wereNixon, HPs director of sustainability says, the local human
resourcesasking similar questions in terms of labour standards,
health and safety, department was able to help refine the
sustainability message and ensureenvironmental standards and
integrity. it was delivered in a sensitive and effective manner.
Read more about metrics, incentives, enforcement, and coordination
of disparate data in Part I of the full
report.DEPARTMENT-BY-DEPARTMENT GUIDES Everyone is taking about it,
but what does corporate responsibility (CR) mean for an HR
professional? A procurement manager? A marketing expert? A floor or
store manager? An accountant? Find out about winning approaches by
companies that have had proven, positive impacts.Raise corporate
responsibility to the top of everyones agenda in your company.
Share this information with other department managers, and they
will receive simple tactics and strategies that they can implement
tomorrow. THE PROCUREMENT DEPARTMENT GUIDE TO CR THE COMMUNICATIONS
AND MARKETING Procurement professionals can learn how responsible
business GUIDE TO CR practices can help to achieve consistent
quality, reliable shipments and This guide on CR and communications
addresses key questions by top notch suppliers. Find out how
leading companies have introducedcommunications, marketing and PR
professionals. How can I obtain more processes and tactics such as
fair contracting terms, air tight verification interest and
feedback from our stakeholders and customers? How do I get system,
and streamlined processes. others to spread the word about our
great CR impacts? Includes detailed analysis of strategies by: HP,
Green & Blacks, Innocent Includes detailed analysis of
strategies by: BT, Vodafone, Starbucks, Man Drinks, Sedex,
Starbucks and PepsiCo Group, HP and Novo Nordisk THE HUMAN
RESOURCES GUIDE TO CR THE FINANCE AND ACCOUNTINGFind out exactly
how CR is critical to all human resource activities.Learn specific
CR tactics that contribute to attracting and developing aGUIDE TO
CRmotivated, productive workforce with high morale. The finance
function is often forgotten in the CR debate. This guideexamines
where company accountants can influence CR and how theirIncludes
detailed analysis of strategies by: HP, Campbell Soup, Alliancerole
is changing as companies embed sustainability throughout
theirBoots, Starbucks and Novo Nordiskprocesses.Includes detailed
analysis of techniques suggested by: leading industryassociations;
how the behaviour of the finance and accounting function THE
FACILITIES, LOGISTICS AND OPERATIONScan impact CR, from
Pinnacle360; and detailed analysis of strategies by: GUIDE TO
CRNovo Nordisk, Starbucks and BTLearn how to achieve cost savings,
motivated staff and products that youcan be proud of.Includes
detailed analysis of strategies by: Alliance Boots, HP,
InnocentDrinks, BT, Novo Nordisk and VodafoneCall to order on +44
(0) 20 7375 7500 5. How to embed corporate responsibility across
different parts of your company REPORT CONTENTS Acknowledgements
Executive summary Introduction and methodology PART I. CRITICAL
INFORMATION FOR EXPERIENCED CORPORATE RESPONSIBILITY AND
SUSTAINABILITY PROFESSIONALSThis opening section is written for
experienced CR managers. Its purpose is to highlight best practices
and effective tools and processes for convincing departments to
embed CR, monitor company-wide progress, and work with other
departments to collect data and set meaningful indicators on social
and environmental impacts.i. Embedding corporate ethics: some key
steps ii.Clarity of internal communications iii. Measuring success:
designing CR metrics and selecting tools iv.Addressing common
challenges v. Trends in CR leadership and organisationPart I
includes detailed analysis of strategies used by Tata, BT, Novo
Nordisk, Alliance Boots, Man Group, HP, Starbucks, PepsiCo and
Vodafone PART II. STAND-ALONE DEPARTMENT GUIDES1. Procurement Guide
how to embed CR in sourcing and supply chain activities Includes
detailed analysis of strategies used by: HP, Green & Blacks,
Innocent Drinks, Sedex, Starbucks and PepsiCo2. Human Resources
Guide how to embed CR, and improve productivity and staff morale
Includes detailed analysis of strategies used by: HP, Campbell
Soup, Alliance Boots, Starbucks and Novo Nordisk3. Communications
Guide how to embed CR in reporting, marketing, and internal and
external communications Includes detailed analysis of strategies
used by: BT, Vodafone, Starbucks, Man Group, HP and Novo Nordisk4.
Facility, Logistics and Operations Guide how to embed CR into daily
operations Includes detailed analysis of strategies used by:
Alliance Boots, HP, BT, Novo Nordisk and Vodafone5. Finance and
Accounting Guide how to embed CR into daily processes Includes
detailed analysis of techniques suggested by leading industry
associations; how the behaviour of the finance and accounting
department can impact CR, from Pinnacle360; and examples from Novo
Nordisk, Starbucks and BT. PART III. BEST PRACTICES AND KEY
RECOMMENDATIONS FOR EMBEDDING CROrder at www.ethicalcorp.com/csr 6.
Ethical Corporation report centre Looking for other corporate
responsibility and business ethics intelligence? Recent
publications cover topics such as anti-corruption, multistakeholder
social and environmental initiatives, emerging market challenges
and managing carbon emissions reduction. Find more information at:
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Anti-corruption, ethics and compliance in Russia Practical
information to develop local compliance strategies and overcome
corruption challenges. For more information, current prices or
online ordering, visit: www.ethicalcorp.com/russia Anti-corruption,
ethics and compliance in China and Counter corruption in your
supply chain in China Learn more about the issues critical to your
operational security, ethical management and success in China. For
more information, current prices or online ordering, visit:
www.ethicalcorp.com/china Best practices for designing effective
ethics programmes Find out which ethics and compliance training is
most effective and productive. For more information, current prices
or online ordering, visit: www.ethicalcorp.com/ectraining How to
manage carbon reduction, and make it pay A hands-on management
briefing on real-life ways big UK companies cut carbon, and their
costs. Order online or obtain more information at:
www.ethicalcorp.com/crc Corporate greenhouse gas emissions
reporting Learn how your competitors are calculating and verifying
their GHG emissions and discover which metrics and verification
standards will work for you. For more information, current prices
or online ordering, visit: www.ethicalcorp.com/greenhousegas Guide
to industry initiatives in CSR Get the inside track from some of
the worlds key industry-based initiatives. For more information,
current prices or online ordering, visit:
www.ethicalcorp.com/initiatives Job-specific guides for embedding
CSR throughout your company Winning methods for integrating
sustainability into operational departments including
communications, finance and facilities. For more information,
current prices or online ordering, visit: www.ethicalcorp.com/csr
Essential strategies for effective emissions trading and offsetting
With practical information from the leading companies, this report
is everything you need to develop your companys emissions trading
and offsetting strategy. Including case studies from 15 companies
across industry. For more information, current prices or online
ordering, visit: www.ethicalcorp.com/emissionstrading The must-have
guide to water ethics, footprinting, programmes and supply security
Learn how water risks factor into your operations, and what you
should do to ethically manage water use. For more information,
current prices or online ordering, visit: www.ethicalcorp.com/water
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