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GlobeScan Webcast:
Business and Society – CSR Leadership Selected Highlights
15 September 2011
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• These slides are some of the highlights of a webcast given by GlobeScan’s Chris Coulter and Sam Mountford, and SustainAbility’s Mark Lee, on 15 September 2011.
• The webcast looked at the expectations the global public have of business’s role in society, how they define leadership in corporate responsibility, which sectors and individual companies are seen to be leading and lagging, how the agenda for business in some of the BRIC countries differs from elsewhere in the world, and how public views compare to those held by experts in sustainability.
• The data is drawn from GlobeScan’s twice-yearly global public opinion study on business in society, the GlobeScan Radar, and from GlobeScan and SustainAbility’s regular consultation with sustainability experts in business, NGOs, government and academia as part of The Sustainability Survey. Further details of these studies are available on request.
• A fuller slide deck is available on request. Please contact GlobeScan via the email addresses listed on slide 13.
About this document
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1. Many still don’t trust businesses, particularly in the West – need to seek partnerships and look for ‘shared value’ business models
2. The corporate brand is an underleveraged key vehicle for engaging stakeholders of all types
3. To be effective, need to understand BRICs’ unique issues, concerns, and expectations
4. Emerging CSR leaders in the BRICs are showing the way
• inspiring and credible vision
• visible change
• understanding of the local context
• transparent communications
Key Take-Aways
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GlobeScan Radar 2011 - Participating Countries
• Based on face-to-face and telephone surveys with nationally representative
samples of about 1,000 adults in each of 28 countries (n=27,578).
• Some urban-only surveying was conducted in certain developing countries,
following generally accepted research standards in each country. Face-to-face
and telephone interviewing was carried out between December 2 2010 and
February 4 2011. Within-country sample error is +/-3.1%, 19 times out of 20.
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Q3At. Please tell me how much you trust each of the following institutions to operate in the best interest of our society. Would
you say you have a lot of trust, some trust, not much trust, or no trust at all in …?
The corporate world is a long way behind NGOs in trust terms…
…but trust in business has been rising
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Trust
What has business been doing to earn your trust?
Some of the big
companies are giving
help in the form of
scholarships to less
fortunate people and set
aside their profits to
charity activities
I would say they are
doing absolutely nothing.
They are only using
advertising to give [a
positive] impression.
They are only interested
in their bottom line
They have been having
an ecologically correct
posture, trying to use
recyclable products and
making their products
using ecologically correct
materials
All companies are putting
profits first; efforts to
reduce pollution are only
taken in case of pressure
They build first aid
facilities, support
education and create job
positions.
Not a lot. I would not trust
any of them completely.
They are answerable to
shareholders at the end of
the day, so profits come
first.
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Many sectors receive only average ratings
12t. Please rate each of the following types of companies on how well they fulfil their responsibilities to society. Compared to other
types of companies, would you say [INSERT COMPANY TYPE] are…? In answering, please use a scale of 1 to 5, where 1 is “Among
the very best,” 3 is “Average” and 5 is “Among the very worst.”
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But ratings of many sectors have been on the decline
12t. Please rate each of the following types of companies on how well they fulfil their responsibilities to society. Compared to other
types of companies, would you say [INSERT COMPANY TYPE] are…? In answering, please use a scale of 1 to 5, where 1 is “Among
the very best,” 3 is “Average,” and 5 is “Among the very worst.”
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National champions seen as ‘most responsible’ in many markets
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Brazil The national context: insecurity still a worry, but environment key area for action by corporates
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16
13
8
6
5
Crime/violence/security
Health issues / health care
Education
Unemployment
Gap between rich and poor
Economic problems / cost ofliving
Most Important National Problem
Unprompted, Brazil, 2010
35
21
14
12
11
8
8
Protect the environment
Give money / donate to charities
Social conscience/commitments
Treat employees well/fairly (goodsalary/benefits)
Create jobs / support economy
Support education (build schools /invest)
Support youth (activities/sports)
Most Important Thing a Company Can Do to be Seen as
Socially Responsible in Brazil
Unprompted, Top mentions, Brazil, 2010
Subsample. Asked to 100 respondents only
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…and the main criteria for judging how responsible a company is…
28
26
13
7
6
6
Protects the environment
Acts in society's interest
Support tocharities/community
Quality products/services
Creates/maintains jobs
Good company (in general)
27
12
8
7
6
6
5
Harms the environment
Poor qualityproducts/services
Treats employees poorly /poor working conditions
Does not act in society'sinterest
Bad company (in general)
Does not support charities
Corruption
Reason a Company is NOT Considered
Socially Responsible in Brazil
Unprompted, Top Reasons, Brazil, 2010
Reason a Company is Considered Socially
Responsible in Brazil
Unprompted, Top Reasons, Brazil, 2010
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CSR Leadership in Brazil
25
19
18
14
8
7
3
2
-2
-6
-9
-12
-12
-19
-37
Food
Oil/petroleum
Media/entertainment
High-tech/computer
Pharmaceutical
Auto
Electrical generating
Banks/finance
Clothing/apparel
Beer
Mining
Chemical
Telecommunications
Alcohol beverage
Tobacco
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What makes them leaders?
1. The economic engine of the country, closely linked with popular government
2. Demonstrable progress on employee safety after major incident in 1997
3. CSR initiatives that address local preoccupations – addressing deforestation and land use aids carbon footprint
4. Social investment fund focused on income generation and education
1. A big vision - overhauled company in 1997 putting biodiversity at its heart
2. A concrete step - plant-based rather than petroleum-based ingredients in cosmetic products
3. Has become carbon-neutral through emissions reduction programme
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Notes to Readers:
All 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.
• Over 500 qualified sustainability experts completed an on-line questionnaire in early 2011
• Respondents were drawn from: corporate, government, non-governmental, academic/research,
and service (e.g., consulting) organizations.
• Experts surveyed span 67 countries in Asia, Africa, Middle East, Europe, North America, Latin
America, Caribbean, Australia, and New Zealand, and comprise a highly-experienced respondent
pool:
• 58 percent have more than ten years of experience working on sustainability issues.
• 32 percent have five to ten years of experience.
• 10 percent have three to four years of experience.
• Respondents with less than three years of sustainability experience have been excluded
from the results.
Global Expert Insight - Methodology
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Among corporations, Unilever – after launching their “Sustainable Living Plan” – is perceived as an outright leader
Q2. Some large companies are committed to sustainable development, seeing strategic advantage in pursuing policies and actions which go
beyond the requirements of environmental and social legislation. What individual companies can you name that are leading in this area?
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The corporate brand can help sustainability to ‘cut through’ to an expert audience
Q2. Some large companies are committed to sustainable development, seeing strategic
advantage in pursuing policies and actions which go beyond the requirements of
environmental and social legislation. What individual companies can you name that are
leading in this area?
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For more information, please contact:
Chris Coulter [email protected] Sam Mountford [email protected]
Mark Lee [email protected]