Online CSR Awards

‘Global Leaders’ 2009

Milan - 4 November 2009

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 the
corporate 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?
CSR communications from global leaders
• We studied the best companies in CSR globally to assess the
quality of their online CSR communications, discover strengths
and weaknesses and gather a database of best practice
examples
• 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 and
giving 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
Criteria founded on users’ point of view
• 184 people answered
the online survey
• 30 nationalities were
represented
• A wide range of
professional categories
included
• Respondents had
many years of
experience in CSR
• They said they regularly
search for information
about CSR online –
seven out of 10 at least
several times a week
Main findings of the user survey
• CSR is seen to have
gained public attention
during the financial crisis
• Corporate websites
considered a key source
of information
• Priority content includes
• CSR report
• Code of ethics
• Environmental data
• Corporate governance
viewed as core
component of CSR-
related information
 Methodology
• 91 companies chosen on the basis of membership of the Dow Jones
Sustainability 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 61.5
points) and online presentation (seven sections totalling 37.5 points)
• English language version of corporate websites assessed by
Lundquist 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
Top-performing sections related to
disclosure and reporting
% on maximum score (CSR Online Awards 'Global leaders')
0% 10% 20% 30% 40% 50% 60% 70% 80%

Overview 39%
CSR policy 45%
Reporting 60%
Environment 68%
Community 58%
SRI 30%
Human resources 59%
Conventions & awards 56%
News & events 22%
CSR resources 18%
Staff and contacts 18%
WEB 60%
Industries with environmental impact lead
Europe outperforms US
• Result may be explained by the
attention European companies give
to corporate websites, while US
focus is more commercial
• US companies more oriented to
communication of community
commitment, providing news
releases and integrating
technological features
• In Europe, and especially the UK,
the approach is more rounded with
companies focusing in an integrated
way on the various aspects of CSR
 Most companies provide key information
•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

but…
Still in offline mode of communications
Average score for 12% was the
average score for 44% of companies
the interactivity
providing details of a don’t define their
section was 20%
profile from an SRI stakeholders
ratings company

Only half of 13% was scored on

Average score of
companies average for showing
18% for staff and
publishes CSR- how CSR staff fit into
contact information
related news the organisation chart

62% don’t
91% don’t publish 55% don’t give
present CSR
CSR events CSR targets of
hot topics for
any kind
the company
Practical test unveils dead-end of feedback
Assumptions and recommendations of the research

1 Comprehensive

2 Integrated

3 Open

4 User friendly

5 Engaging

6 Concrete
Thank you

James Osborne

james.osborne@lundquist.it