Lundquist CSR Online Awards Nordic 2011
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AWARDS measure . manage . change 2011 Lundquist CSR Assessing Online Awards online CSR communications Nordic based on 2011 stakeholders’ needs 12 December 2011 Most Nordic companies fail to provide critical non-financial information online and follow the broader European trend in missing the chance CSR Online Awards 2011: to build credibility and engage stakeholders on Europe’s first study of online CSR the web communications th Novo Nordisk, Danske Bank, Atlas Copco and 4 edition at European level Metso stand out for online CSR communications 220+ companies evaluated in Europe: rankings in new ranking for Nordic region for Austria, Europe 100, Germany, Italy, Nordic region, Switzerland, UK 79 evaluation criteria The CSR Online Awards, conducted annually by 100 points maximum communications consultancy Lundquist, comes for the 43 points average score for the top 40 Nordic first time to the Nordic region to examine how largest companies companies communicate corporate responsibility online. Although most of the top 40 companies report to 312 responses to survey from CSR experts in 37 some extent on environmental, social and governance countries issues, the results show that they fail to make the leap from a disclosure-driven approach to adopting proactive and engaging online communications. The study assessed the corporate websites of the 40 largest companies in the Nordic region using an evaluation protocol of 79 criteria, totalling 100 points. The criteria were drawn up on the basis of a survey of more than 310 CSR professionals, sustainability experts and stakeholder representatives in 37 countries. The CSR Online Awards Nordic 2011, published today, 3rd Lundquist CSR Online Awards finds Novo Nordisk as the best company for online CSR Seminar – Venice communications with 65 points. Danske Bank came rd second with 59 points, just ahead of Atlas Copco and The 3 Lundquist CSR Online Awards Metso in joint third position with 58.5 points. Rounding Seminar, held in Venice on 27-28 October, out the top 10 (in descending order) were SCA, ABB, brought together representatives from more than 50 Nokia, Carlsberg, Ericsson and Electrolux. The companies across Europe to recognise the winners average score was 43 points. of the CSR Online Awards 2011. The seminar featured internationally renowned speakers, Nordic companies perform firmly lower than European company case studies and discussion of the future leaders (members of the FTSE Eurotop 100 Index), of corporate responsibility on the internet. See the Lundquist website for details and photographs. whose average score was 50 points. Lundquist - www.lundquist.it - [email protected] 1 lundquist. CSR ONLINE lundquist. AWARDS measure . manage . change 2011 CSR Online Awards 2011: evaluating the “Nordic companies are doing a decent job of inserting effectiveness of corporate responsibility into their corporate websites a range of social and communications environmental content, mostly derived from their reports,” said James Osborne, head of CSR communications at Lundquist. “But in an environment of deep suspicion The Lundquist CSR Online Awards has examined about claims to corporate responsibility or sustainability, how Europe’s biggest companies are communicating companies need to build a dynamic and interactive corporate responsibility online, on the basis of the needs relationship with online audiences - even in social media of key users and stakeholders. The study found that - by providing a more candid, credible and engaging many firms are failing to build trust in online audiences account of their activities, updated on a regular basis.” because they don’t use the web to communicate the critical and compelling evidence behind their Chart 1: Nordic average and max score in three macro-areas of commitments to responsibility or sustainability. evaluation protocol The study comprised seven country and regional rankings – Austria, Europe 100, Germany, Italy, 58 Content 23.9 Nordic region, Switzerland and UK – for a total of 29.8 more than 220 companies analysed. Each website User 18.5 was assessed using a set of 79 evaluation criteria (vs. 11.5 Max Score experience 12 77 in 2010), drawn up on the basis of a survey of more Nordic average (overall 43/100) than 310 CSR professionals, sustainability experts and Europe average Ongoing 22.5 stakeholder representatives from 37 countries. The 7.6 (overall 50/100) engagement 8 criteria were grouped into 12 sections and three macro- areas: Contents, User experience and Ongoing 0 10 20 30 40 50 60 engagement. Source: CSR Online Awards 2011 The average score in the all-important content section CSR Online Awards 2011: facts & figures was 41% of available points, in line with the overall average of 43 out of 100 (see chart 1). Best scores 220+ companies evaluated across Europe were found in the core social, environmental and 40 biggest Nordic companies assessed conventions & associations sections as well as for Each site evaluated twice (top performers a third overview information. However, many companies lack the critical information that demonstrates an honest and time) open attitude to corporate responsibility, rather than a 6 hours on average spent analysing each more limited, disclosure-driven approach. corporate website 1,320 hours of evaluations 34,800 judgements made Disclosure-based content provided… Hundreds of best practice examples identified Team of 7 people dedicated to the research 82% of companies have page or section on responsible products or services 58% have environmental data with historical comparisons 63% communicate their social commitment through Results of the research: the challenge of case studies building trust …but critical content missing The 2011 edition of the CSR Online Awards Nordic examined the region’s 40 biggest companies (based on 68% offer no information on the site about report’s membership of the benchmark OMX Nordic 40 Index). external assurance The study found that reporting on environmental and 65% present no information on the relationship social impacts has become standard practice for most between CSR and corporate governance companies, but that few of them adopt proactive and 93% do not show the CSR function’s placement within engaging online communications for wider audiences the company organization to build relationships through interactivity, ongoing engagement, dialogue and effective use of social media. Lundquist - www.lundquist.it - [email protected] 2 lundquist. CSR ONLINE lundquist. AWARDS measure . manage . change 2011 As regards the two other macro-areas, Nordic companies took into consideration the 100 biggest companies in performed strongly on user experience (scoring on the region (members of the FTSE Eurotop 100 Index). average 62% of points available). But the greatest weakness (average 34% of points available) was found Eleven Nordic companies featured in the European in ongoing engagement, with a lack of news and list with an average score of 49.5, showing that the resources, interactive functionality, use of social media biggest Nordic companies are performing in line with and information about stakeholder engagement (see their European peers. This compared with an average box). These are aspects that are critical to constructing of 58.4 points for German companies in the European a compelling account of a company’s CSR, building a list and of 48.4 for the British companies. Clearly, the relationship with stakeholders and providing them with overall result for the 40 biggest Nordic companies was much sought-after regular updates. dragged lower by smaller companies. Nordic websites followed the broader European trend in performing best in terms of navigability and Weaknesses in ongoing engagement: usability as well as social and environmental content; the weakest areas regarded information for socially 63% of companies make no use of video responsible investors as well as interactivity, CSR news Only 20% explicitly use social media for CSR and resources. Nordic companies scored firmly lower 95% don’t provide a calendar of CSR events than overall European companies for their presentation 65% give no evidence of feedback received from of non-financial reporting (average in Reporting section stakeholders was 35% of total, compared with 49% in the Europe 100 ranking). The top performing Nordic companies in the Europe-wide list were Novo Nordisk, which reached 12th position, and ABB and Nokia in joint 30th. “Providing information about non-financial performance is a great step forward compared with the past, but it’s not enough to build trust among stakeholders,” said Joakim Lundquist, founder of Lundquist. “To be Top 10 in Europe credible online, companies need to be proactive and responsive, reaching out to audiences with engaging, 1 Centrica (84 points) multimedia content and opening themselves up to 2 Deutsche Post (82.5) dialogue.” 3 Telecom Italia (82) 4 Eni (79) 5= Nestlé (74.5) Top performers in… 5= UniCredit (74.5) Overview: Carlsberg (7.5 points out of 9.5), UPM, ABB 7 Enel (74) and Ericsson (7) 8= E.ON (71.5) Reporting: Metso (11.5 / 12) 8= Intesa Sanpaolo (71.5) Environment: Atlas Copco (8 / 8.5) 10 Siemens (68.5) Ethics & governance: Assa Abloy and SEB (4.5 / 6.5) Socially responsible investment: Novo Nordisk (3.5 / 6) Interactivity: Nokia (6.5 / 8) and Volvo (6) Challenge for the future: from reporting to Dialogue & contacts: Atlas Copco, Danske Bank, communicating Metso and SCA (7 / 9.5) The CSR Online Awards 2011 found in general that non- financial reporting – whether in a standalone report or integrated into the annual report – has become standard Nordic performance in a European context practice for almost all of Europe’s biggest companies. Among the 100 companies assessed in the European ranking, for example, all provided some form of social The average of the 40 Nordic companies taken into and environmental reporting on their corporate website consideration was 43 points. This compares with an and four out of five had a CSR section at the first level of average of 50 points for the European ranking, which navigation of their corporate website.