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Download Whitepaper Switzerland Listed 2019-2020 Webranking 2019-2020 Two paths towards transparency Webranking 2019-2020 Webranking "Since the early ‘00s, when we released the first edition of the Webranking research, we investigated the gap between Swiss companies and their European counterparts in terms of digital The research at a glance corporate transparency. The Swiss upward trend has halted this year as the average fell back, however Swiss companies maintained firm standards for transparency. 23° international edition Webranking has been guiding Swiss companies in the improvement of their digital disclosure for years, aiding in the creation of a culture of transparency. Swiss Swiss edition companies continue to rank at a very average level, and 16° the intention is for us to continue to stimulate an elevation of companies' communications standards. companies ranked in Switzerland In fact, the main scope of Webranking is not to stylize 55 a ranking of the best and worst websites, but rather to stimulate and propagate greater transparency amongst big businesses. This is precisely why, this year, companies ranked globally we presented our results as rating rather than a ranking: 896 from 0 to 5 stars. In the hopes that 5-star ratings act as an inspiration for other companies to strive for greater total points for the protocol that transparency. covers all aspects of corporate 100 communication Only Swisscom made it into the 5-star class, with three other companies falling into to the 4-star class. Companies are facing two distinct challenges. On the one responses to our Webranking hand, companies below the minimum line for transparency 475 surveys need to work on surpassing it. On the other, for companies that have already gone above the 50-point mark, the bar has been set higher. The second category of companies have in fact qualified Contents for our new research series .trust, where it is no longer enough to be transparent. In fact, there is a fundamental Key results........................................................................................... 4 need to transmit the companies’ strategic vision and Sleeping in Switzerland? Bare ESG presentations................ commitments to be able to foster stakeholders’ trust." 6 Communicating financial information...................................... 8 European comparison.................................................................... 10 Joakim Lundquist Industrial sectors are the most transparent in Europe....... 12 CEO Lundquist The most transparent companies in Switzerland.................. 14 and Head of Webranking in Italy, Switzerland and Austria How Webranking works................................................................. 15 Ranking Switzerland 2019-2020.................................... 16 Webranking Europe 500 2019-2020........................................ 17 Who we are......................................................................................... 18 Webranking by Comprend 3 Swiss edition conducted by Key results A more demanding year for digital transparency Key results Key Shifting trends for Swiss corporate Although the average of the 55 largest Swiss companies communications included in the study has decreased, the rate of companies At face value, this year’s Swiss results may seem like passing the test is consistent with the previous edition and the corporate communications and transparency have failing companies (below 30 points) continue to decrease. backtracked in comparison to past years’ overall improving figures. This is a clear indication that Swiss standards for corporate communication have not been lowered, the bar has simply The average score that Swiss companies attained this year been set higher. is 2.5 points lower (an average of 47.5 points) compared to last year, still slightly higher than the European average At any rate, a loss of points should not be taken lightly of 45.1 points. Although Swiss companies still fare well at the European level, companies risk lagging behind in terms of transparency. In fact, the Webranking research has set a higher standard of achievement, towards a progressive improvement of In a constantly evolving business environment marked by European corporate communications standards. stakeholders that are evermore weary of big businesses, this holds particularly true. Half of Swiss companies pass the transparency test Webranking is firmly based in the needs of the stakeholder Companies need to be on their toes and remain well-versed in – uncovered through a careful evaluation of annual the ever-changing demands of their stakeholders, which are surveys completed by investors, job seekers, and currently marked by a low level of trust in the reliability of big journalists – and for this reason it can be considered a businesses. transparency "stress test". A score of 50 out of a maximum of 100 is considered to SWISS SCORE DECREASES IN LINE WITH be the threshold at which a company has met an adequate THE REST OF EUROPE IN 2019 communications standard. vs -2.5 -2.1 SWITZERLAND EUROPE 500 Who passes the stress test? Swiss companies remain constant Passing companies 60% have slowly risen 50% 40% 30% Failing companies 20% are decreasing 10% 0% Failed Held Back Passed Source: Webranking by Comprend 2019-202 2016 2017 2018 2019 Webranking by Comprend 4 Swiss edition conducted by A stricter protocol From ranking to rating Webranking research tries to push companies towards Lastly, this year’s ranking includes a division of the companies increasingly transparent digital corporate communications. by “Class”, ranging from zero to five stars. Webranking this year included a new criterion dedicated The intention is to group together qualitative segments that to Research & Development activities, with an impressive often share the same characteristics, notwithstanding the fact count of 28 companies that present past, present, and that they are positioned differently in the ranking. results Key future research and development projects. Lundquist.trust 2020 Pharma and Tech companies perform particularly well, in The companies that achieve three or more stars this year will fact they present extensive information about both their be guaranteed access to the 2020 edition of .trust. projects in the past (83%) and their ongoing R&D (67%), greatly due to a distinct need to present their business This year only one company achieved 5 stars (Swisscom), 3 pipeline. others achieved 4 stars (Sika, Sonova, and Givaudan), and a total of 23 companies will gain access to .trust 2020. Best improvers Best improvers this year reveal a telling change of pace: Companies that did not make it this year will be allowed last year there were over eight companies that improved by access thanks to a re-evaluation of the Website that will be more than 10 points. conducted in the Spring of 2020. This year however, only Philip Morris surpassed the 10-point increase (+11.2). “If there is anything to be learnt from Swiss companies’ pattern throughout the years, this blow will surely bring Other companies that improved significantly wereABB them back on track and cause them to aim even higher (8.2), BB Biotech (7.7), Nestlé (6.8), and Sika (5.6). in the coming years. To earn the trust of investors and job seekers, Swiss companies will need to prioritise not only what they are presenting, but also how they are presenting it - deploying engaging narratives on digital platforms is key. +11.2 Arianna Evans Country Manager for Switzerland +8.2 +7.7 +6.8 +5.6 Our new .trust research .trust is Lundquist’s new research series that measures the credibility and effectiveness of corporate communications, and how it can generate trust. The objective of this research series is to effectively and coherently communicate the most relevant themes for the specific company’s business context and stakeholders. Only companies that have achieved 50 points or more in Webranking have been included in .trust. 2019 Webranking by Comprend 5 Swiss edition conducted by Sleeping in Switzerland? Poor levels of transparency undermine ESG communications Sustainability The importance of sustainability in today’s context Stakeholders increasingly want to be informed about “The urgency of presenting sustainability information companies’ position on sustainability, ethics, and other stems from a context in which companies are being relevant issues in the public debate. called upon to give concrete and convincing answers. As sustainability becomes more integrated with innovation Living in a post-truth world also means that companies and business transformation processes, communication need to do and prove more in terms of transparency to be needs to evolve too and become more dynamic, accepted. Trust is based on relationships formed between interconnected, and strategic.” business and society, fostered through engagement. James Osborne By coherently expressing how a company operates, its future Head of Sustainability e Partner Lundquist goals, and its ambitions, sustainability can act as invaluable support to trust and credibility. 82% vs 73% SHOW A SUSTAINABILITY PRESENT NO TARGETS AND COMMITMENTS ACHIEVEMENTS UNDER THE LENS The need to substantiate sustainability commitments Surveys of investors, consumers, and sustainability experts Roche’s sustainability priorities are clearly defined all paint a similar picture: to be credible and engaging, within their materiality matrix page. Each theme is companies need go beyond a technical reporting approach described with an outline of its relevance, the steps that that
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