The Definitive Guide to Communicating Corporate Social Responsibility (CSR) & Social Good

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purposeful profitable partnerships

The definitive guide to communicating Corporate Social Responsibility (CSR) & Social Good

This publication is brought to you by:

purposeful profitable partnerships

purposeful profitable partnerships in partnership with:

Di Mar zio Resea rch

Beautiful design by Stunning printing by Konica Minolta

© Cavill + Co, June 2016. Except as permitted under the Copyright Act 1968. No part of this report will or can be reproduced by any process including photocopying, electronic or otherwise without the written permission of Cavill + Co. $238 + GST

Contents

1. Intro - 4 - 13. WHO we need to thank - 104 -

2. Snapshot - 6 - 14. A final word - 120 -

3. Five W’s - 9 - 15. Extra Stuff - 122 -

4. WHY we did it - 10 - - 15.1 CSR & Social good definitions - 122 -

5. WHAT we’re talking about - 12 - - 15.2 Resource & Reference List - 128 -

6. WHO we’re trying to engage - 16 - - 15.3 List of all research REPORTS - 131 -

7. WHO made it happen - 19 - - 15.4 Talking the Walk® Resource Centre - 137 -

8. HOW and WHEN we did it - 20 - 16. About Cavill + Co - 138 -

9. WHAT we found - 24 -

10. WHY is storytelling so powerful? - 54 -

11. WHAT was all the research? - 65 -

12. HOW to communicate CSR & social good - 66 -

Winter is coming and I’m eagerly awaiting Season 6 of Game of Thrones. What better way to beat the Melbourne winter blues than by snuggling up with a show full of evil kings, battles, zombies, sex, wolves, dragons and heroes! That got me thinking. While we might turn to some TV shows and movies for education, mostly we want them to entertain and inspire us, make us feel something new and take us away from the monotony and hailey cavill stress of our daily lives.

If this is true, it suggests that what we seek Does this suggest then that we are crying in TV and movies is perhaps what we are out for heroes in our daily life? If we take the missing in our real lives. So I thought it simple HERO versus VILLAIN formula, which would be interesting to see if there were any camp do corporates fall into? Only a few consistent themes in the top 10 grossing decades ago, corporate enterprises were seen movies in Australia for the past 10 years. as respected pillars of society. Unfortunately, It turns out there are. Almost all movies due to scandals involving unethical involve an everyday person, just like us, who behaviour, environmental damage, misleading overcomes fear and challenges to battle marketing, tax avoidance, abuse of power … some form of villain and become a hero. this has shifted rapidly. The best stories, even those we learned as children, follow this simple formula. Heroes And there are lots of rotten apples, like Cinderella. Luke Skywalker. Ironman. Mowgli. Harry Potter. Bond. Frodo. Crocodile not just a few. Dundee. Red Dog. The list goes on!

But for every rotten apple there are countless companies and brands actively and vigorously embracing their responsibility to society and the environment. Even these companies are not perfect – but that should never stop them from being proud of their good deeds. It takes courage for companies to get comfortable with being imperfect – being human. After all, what hero is ever perfect? Think flatulent, slug-eating Shrek, arrogant Ironman Tony Stark, or the chillingly deadly James Bond.

There are amazing things happening in the corporate world that come under the banner of ‘social good’. But in my 20 years of building purposeful profitable partnerships between companies and causes, I’ve noticed that companies all too often fail to communicate the good stuff. Is it fear? The tall poppy syndrome? The opinions of too many stakeholders and critics? Or is it simply a lack of understanding as to how?

After all, if Australians are crying out for inspiring stories (they’re chewing them up in their millions on YouTube) why can’t a corporate reclaim the Hero? And if the word Hero is making you uncomfortable, how about … being a Leader? Companies show great genius for innovation, resourcefulness, marketing and revenue making. Perhaps it’s time to take the lead in solving some of society’s problems – and showing others how it’s done?

Intrigued but busy? This quick-read snapshot will give you the essence of the report in a few minutes. It’s not as juicy as reading the report, however!

We’ve scrutinised a lot of research about CSR & Social Good (over 25 reports, global and local), and we’ve commissioned our own. Many of the stats are in this report.

We’ve pondered, analysed and cogitated for months to work out what it all means for CSR communicators.

This report is the result. It’s our interpretation but it’s not just our opinion - the stats don’t lie.

In a nutshell it means:

• Most companies fail to communicate CSR & Social Good (and all its glorious other names) so that it resonates with consumers. They are wasting a lot of time and money as well as the opportunity to differentiate, engage, inspire and motivate ... all good stuff for business

• Effective communication makes the difference between CSR being dismissed as a warm gesture to being embraced as an investment that provides a competitive advantage

• A wave of scandals and unethical behaviour has led to widespread mistrust of corporates

• Even those working within the corporate sector (your employees) don’t trust corporates to do the right thing

• Consumers are much savvier about marketing tricks and there are numerous platforms both on TV and online to express disappointment and outrage

• Australians – whether they are Baby Boomer or Gen Z – all share a few things in common. We’re all human, emotional beings. We process pictures much faster than words; we retain information in story form; and our brains are wired for altruism

• When it comes to sharing the struggle to balance the commercial imperatives with social and environmental concerns (CSR), companies often fear criticism, so they hide behind over-sanitised CSR reports that are simply ignored at best, or perpetuate skepticism at worst

• Using a universal and time-honoured story structure called The Hero’s Journey, companies can share their CSR journey – the highs and the lows, the struggles and the celebrations – with staff and consumers, who will resonate with it at a deep emotional level

• Corporates can change their role in society – going beyond just doing no wrong, to doing what’s right

• All they have to do is embrace their human-ness – the flaws as well as the fanfare, the struggles as well as the successes and tell their story with honesty and humility

• If capitalism is The Force, then use The Force for Good – and tell people about it

• Our Top 10 Guidelines for Communicating CSR & Social Good (we call them Talking Points) can be found in detail on p 66 but here are the key themes:

• Don’t Write Crap • A Picture Paints a Thousand Words

• Be A Force for Good • Do What’s Right

• Tell your CSR Story • Engage Employees fully

• BEing Human • Be transparent about environment

• Put Top Dog Upfront • Step Up

BE A FORCE FOR GOOD. Use it, you should. [email protected]

As a former (and reformed!) British spin doctor, I’ve always been fond of the basic formula used by journalists of the Five W’s: Who, What, When, Where and Why, sometimes with an What H added for How.

Today’s corporate communication has become complex and jargonistic and, if I’m honest, bamboozling Why WHO and downright boring. By contrast, even though the HOW? Five W’s have evolved since Pulitzer espoused them in the 1890s, they still work a treat.

Throw in the H, perhaps even shuffle them around, Where When and they are a great way to present complex information in a clear and simple form. And clear and simple communication is GOOD communication, so I’ve used it throughout this report. 5© Cavill + Co, June 2016. W: www.cavill.com.au E: [email protected] - 10 - 4. WHY we did it 4.1 So why is communication so important? Companies often invest large sums of money and time on CSR programs, often doing Well here’s the thing. Of course the doing is amazing and innovative things, only to fail in critical – otherwise there’s no story to tell – but getting the message out. They fail to engage if a company fails to communicate effectively, staff and connect with customers. And you fails to connect, it will fail to change behaviour, might be thinking: ‘Why is communication so to generate goodwill, motivate its customers, important? Surely it’s the doing that is more improve its reputation and so on. This is the important.’ opportunity that is being missed. A company can do well from doing good. And if it does well Really, we would hope doing is becoming from doing good, then there will be ongoing a given. We think it’s pretty well accepted support and investment to keep doing it. that companies should be embracing their responsibility to society and the environment. It’s all too easy for short-termistic CEOs to halt Not just because it’s the right thing to do, investment in CSR because ‘it isn’t impacting but because it gives those companies a the bottom line’. And let’s not fool ourselves: competitive advantage. CSR leaders and the bottom line is always no.1 when it comes governments will want to work with you. to corporates. Consumers will prefer to buy your products. The best talent will want to work for you. If CSR is only ever seen as the ‘warm fluffy Communities will welcome you into their stuff’ that a few people on level 2 do, it will neighbourhoods. never be taken seriously or gain widespread adoption globally. CSR and doing good This is well known and there is plenty of must prove itself to be able to contribute to evidence sitting behind the ‘business case’ performance. Communication, we believe, is for CSR. But this report is not about whether a the critical factor that bridges that gap and company should or should not be doing CSR. transforms CSR from a reluctant expense to a This report is for those organisations that necessary investment in the company’s future. are already doing it – or about to embark on their CSR journey – and want to make their communication more effective.

I’d even go as far as saying that companies and brands that do not embrace CSR and social good, and also communicate their journey well and provide the information in ways their customers prefer, will not have a LONG TERM future.

You only need to see how seemingly small start-ups with a strong customer focus (Airbnb, Uber and Etsy to name a few) are stealing market share from the big corporates. There are “CSR communication numerous examples (some are in this report) of customers turning their backs on traditional, can transform a stodgy, faceless corporations and opting to do business with fresh new brands that offer reluctant expense to radical transparency and present a human face with a bold social purpose (Toms, thankyou®, a superior business Patagonia). advantage ” Embracing the challenges of CSR does indeed - Melanie Wilkinson, come with risk. However, this report shows that the wave of consumer appetite for change has CEO, Fenton become a tsunami, and companies that choose to ignore it do so at their peril. Communications TRANSPARENCY

In our 20 years in business, we’ve seen a rapid evolution in the world of CSR (Corporate Social Responsibility), prompted by consumer expectation, growing awareness and a flood tide of real-time, two-way communication. The explosion of social media means that companies can no longer hide behind their corporate affairs departments and control what consumers think of them. The power has shifted – a reputation can be destroyed with one scandal, consumers can go from raving to ranting overnight.

In late 2014 the cult-status Thermomix cooked up a storm in the suburbs when it failed to tell sellers that a new model was about to be launched. What followed was a wave of boycotting, petitions, complaints to the ACCC, accusations of deliberate deception and Facebook posts beginning with ‘betrayed’ and ‘ripped off’. Ouch. Before you can say ‘where is our crisis management strategy?’ your reputation is mincemeat. Thermomix could have used some extra reserves of goodwill more recently when reports emerged of people being splashed and burned by their Thermomixes.

An early example demonstrating the power of social media was in 2007 when gsk1 was fined $200,000 and saw $1m in lost sales thanks to two New Zealand teenagers. It all began when these two young kiwi schoolgirls did a science experiment that found the Ribena drink contained no trace of Vitamin C, despite the company’s claims. Letters to the CEO were ignored, so they took to social media. Teenagers may ignore you, but you ignore them at your peril! Ten years later, it’s still easily found on Google – once on the web, always on the web.

______1 gsk - GlaxoSmithKline, makers of blackcurrant drink Ribena

More recently, Volkswagen were caught out by the EPA (Environmental Protection Agency) having software in diesel engines that could detect when they were being tested, changing the performance accordingly to improve results. The German car giant has seen senior heads roll and share price drop by a third. The EPA fines are small, by comparison.

Closer to home, there are on-going calls for a royal commission into banks relating to unethical behaviour by their financial planning arms which are putting profit ahead of ethics, and 7-Eleven made headlines for all the wrong reasons when they underpaid employees and doctored payroll records to cover it up. A good call was not made on that one.

No wonder there is such widespread mistrust of corporations. Trust has been declining for years and scepticism is at an all-time high. “66% of Australians believe that all corporates care about is profit and they’ll do anything to get it, even damaging society and the environment in the process” v

The time of the vigilante consumer is here. Top rating TV shows like the Checkout, Gruen and Media Watch are educating consumers about their rights and the marketer’s bag of tricks, exposing misleading advertising and hypocrisy. Choice magazine is a trusted voice, and they regularly hand out a ‘Shonky Award’ to dodgy products or misleading promotions. Activist groups like GetUp Australia and online forums like www.notgoodenough.org, www.yelp.com.au, www.mamamia. com.au and www.crikey.com.au are exposing dubious and unethical behaviour of corporates and brands. Industries even have their own insider whistle-blowers – the advertising/media agency magazine AdNews has a weekly column exposing misleading claims in advertising. There’s even APPs designed to help you source more ethical products. You won’t find similar voices exposing fine corporate behaviour – that’s your job!

Consumers today are far more savvy about marketing techniques and are on high alert. They are also acutely aware of the impact of their purchase and the negative side of consumerism.

Products that do no harm are desired, and guilt-free brands that do good are especially popular. See the rise of social enterprises like thankyou®, Hero condoms who donate a pack for every one purchased and Who Gives a Crap toilet paper that invests in WaterAid to improve sanitation in developing countries.

The Millennials2 are flexing their muscles. Idealistic and globally aware Gen Ys are creating change within corporations – the rise of corporate teams volunteering and fundraising for charity while on work time has been meteoric. But they want more. They want to work for a company that is truly making a difference to them and the world around them and they’ll seek out those types of companies as employers. There’s a new era of corporate empathy as more women take up senior positions. The times they are indeed, a-changin’. “Then you better start swimmin’ or you’ll sink like a stone, for the times they are a-changin’.” - Bob Dylan

Social good has grown far beyond a feel-good activity driven by a few visionary CEOs like John Bell, Anita Roddick, Richard Branson and John McFarlane. It is now a serious and essential strategy, critical for the survival of almost any company operating today. One-off Cause Related Marketing (CRM) campaigns are now replaced by long term partnerships with charities where the aim is to solve a social problem, not just write a cheque.

______2Millennial, otherwise known as Generation Y, Born between 1980 and 1994, today they are aged between 22 and 36

Business Jargon and CSR jargon proliferate. What began in the ’90s as ‘philanthropy’ at the soft end and ‘sponsorship’ at the hard end evolved into the Triple Bottom Line (TBL) – a framework for evaluating performance on a broader scale – social and environmental as well as financial.

In the 2000s a handful of Australian companies began to adopt CSR principles and talk turned to action. Social enterprises like STREAT and The Big Issue emerged, terms like Corporate Community Investment (CCI) entered our language, CSR became CR and now there’s a new one – Creating Shared Value (CSV). The CSR movement has even adopted (some might say corrupted) an old word – Sustain. By adding ‘ability’ it’s the latest catchcry that defines the survival of both company and planet.

It’s easy to get lost in all the jargon, so, for ease, we at Cavill + Co just call it Social Good. If you’re confused and bemused by all the different terms, check out our CSR & Social Good Definitions in Section 15: Extra Stuff on p 122.

5.1 So what of the future?

The focus now is to encourage more organisations to dive in, take the risk, learn how to fully integrate it, measure it and – critically – communicate it effectively. For some companies, they’ll see immediate returns like cost savings, doors opening, reputations improving, sales increasing and staff retention. For others, the road will be slow and arduous.

Most products and services are marketed based on the sole premise of filling a gap or meeting a need. Social good is not a product or a service and therefore cannot be treated as such when it comes to communication. There are some unique rules to communicating Social Good. You’re soon to find out what they are.

future© Cavill + Co, June 2016. W: www.cavill.com.au E: [email protected] - 16 - 6. WHO we’re trying to engage

Ultimately companies in Australia are keen to engage anyone who can influence the future of their business (otherwise known as stakeholders), in their CSR progress and communications. This report focuses on how to influence the mainstream, as this is where we found most of the research. So everyday Australians who work for corporates and consume their products and services. Let’s just call them Aussies.

Despite having a reputation for being laid back, beach-going, shark-punching surfers, the reality is when it comes to business, we’re dynamic, excitingly innovative and working harder than ever before3. Indeed we’re a rich and complex island of people from vastly different cultures, backgrounds and with that comes a medley of opinions.

Given this, it’s not usually a good idea to generalise – but when it comes to presenting research about Aussies, and especially when that research has come from over 25 different sources, it’s necessary to have some grouping mechanism for comparing those opinions across different age groups and genders. So that you know who’s who in the Aussie zoo here are our classifications:

______3 SMH, 19 November 2014, Work-Life balance is getting worse for Australians

These days there are five accepted groups of Aussies:

1. Pre-Boomers, aged 70+, represent 11% of our population, their catchcry is ‘everything in moderation’ 2. Baby Boomers, aged 50–70, represent 22% of the population, many of them known as Grey Nomads, their catchcry is ‘you have to work your way up to the top’ 3. Generation X, aged 37–49, represent 21% of population and 35% of workforce, their catchcry is ‘whatever’ 4. Generation Y, aged 22–36, represent 22% of population and 31% of the workforce, also known as Millennials, KIPPERS (Kids in Parent Pockets Eroding Retirement Savings), their catchcries are ‘Why should I have to work my way to the top?’ and ‘Whatever! Prove it’ 5. Generation Z, aged 7–21, represent 19% of population, their catchcry is ‘cray cray’

70+ 50- 37- 70 49 22- 36 7- 21

These groups differ greatly in their attitudes and opinions, based on what they’ve experienced growing up. Baby Boomers lived through the Vietnam generations war, X-ers saw the introduction of the PC, Gen Y lived through the GFC and September 11, and Gen Z were born with a smart phone on the end of their umbilical cord. More detailed info on the behaviours, attitudes and giving habits of all generations is in Supplement 1 - A Snapshot of Aussies - at the Talking the Walk® Resource Centre.

Such diverse life experiences alter their perception of the world, of the role that corporates play in the world, the role of CSR and social good, and most importantly, how each group communicates.

Wouldn’t it be great if there was one thing that they all had in common? One thing that we could tap into to connect with and inspire them? Then all we’d have to work out is which communication channel to use.

Well there is! Read on.

But first, in the spirit of communicating our commitment to social good, here’s a little about who is behind this report.

Producing a report like this takes a great deal of time, money and most of all, a willingness to share knowledge and stories. For their generosity of spirit (and for kicking in the necessary cash) we must thank our amazing partners who have made it all happen. More about them can be seen in Section 13.2 on p 106.

Everyone at Caltex, in Managing Director David particular project leader Cooke and Anastasia Geoff Nevill and Angie Konstantelos at Konica Geoff Nevill Colles. David Cooke Minolta.

Di Mar zio Resea rch

Kim Di Marzio and Paul Daniel Murray and Di Marzio at Di Marzio Emma Watson at IAG Research. Foundation. Kim Di Marzio Daniel Murray

Ania Nowakowska our Melanie Wilkinson, Alan fabulous designer from Fitzpatrick, Sorayia redwagon. Noorani at Fenton Melanie Wilkinson Communications. ania nowakowska

Cavill + Co’s first dip into CSR communication was in 2008 with the ground-breaking report Real Not Spiel®. Partnering with Sweeney Research and a handful of corporate investors, we conducted three focus groups (qualitative) and online research (quantitative) with over 500 Australians nationwide with a demographic mix in line with the population.

We explored everything from packaging to treatment of employees, ethics, trust, charity and greenwash. Some results were surprising but it validated what we thought – that CSR required a special set of rules. The report contained eight key insights, three busted myths and 26 Best Practice guidelines.

Eight years on, we felt it was time to see what had changed.

“Companies should not have a singular view of profitability. There needs to be a balance between commerce and social responsibility....the companies that are authentic about it will wind up as the companies that make more money” - Howard Schultz, Chairman & CEO of Starbucks

First we did our desk research, gathering all existing research from around the globe, selecting only those studies that had the following:

1. Global research that included an Australian sample of over 500

2. Australian research that had a sample size of over 1,000

3. Research and reports that related to Best Practice communication, CSR, Community investment, social good, social purpose

4. Studies from May 2013 onwards only (we only drew from studies that were within the last 3 years)

5. Research with a credible methodology and from a professional source - 22 -

By reading and analysing the 25-plus reports we found, we saw that things had changed quite dramatically since 2008. So in partnership with the amazing team at Di Marzio Research we set about asking some new survey questions and checking in on some of the original questions from the Real Not Spiel® report, so we could answer the questions that the desk research didn’t.

New online research was conducted in 2014, 2015 and as recently as April 2016 with 1,200 Australians selected to closely match the adult population demographically. We also conducted research in 2011 but have only included these as comparisons to 2008 and now. Thanks to our partners Caltex, IAG Foundation, Konica Minolta and Fenton Communications, we were able to compile, produce and launch this publication.

This report represents our interpretation of both the desk research and the new research, and includes our insights from 20 years of operating a social-purpose business and working with leading companies on their CSR strategy plus 12 years as a marketer in London. It has been greatly enhanced by the intelligent insights and vast experience of all our partners involved in the report – over 140 years of combined experience! Our partners at Caltex, IAG Foundation, Konica Minolta, Di Marzio and Fenton are all passionate about helping both corporate and social sectors to thrive, with good, effective communication being an integral part.

A list of all the research studies that have formed the basis of this report, is contained in Section 15.3 on p 131. When you purchase this report you have access to all the reports – all 25 of them! Some of the reports are over 20 pages long, but only one or two stats were relevant, so for easy reference all the stats that were included as part of this report have been highlighted. If you love reading research you are in for a real treat – knock yourself out!

This report was written over April, May and June 2016 and published in July 2016. intelligent insights

We scoured the globe for research, analysing over 25 reports & commentary that contained Australian statistics and content…although we have been guided by what’s going on around the globe. Reports from companies, advertising agencies, management consultants, sustainability firms and communications agencies.

We commissioned our own new research with partners Di Marzio Research, the latest survey being April 2016.

Of course it’s inevitable that some contradictions and opposing views have emerged - that’s the nature of interpreting data. But where it matters – what consumers want from companies and brands – it all points in the same direction.

The complete list of all the research reports can be seen in Section 15.3 on p 131.

If you see a statistic in this upcoming section that takes your fancy, take note of the coloured reference number (either a purple roman numeral, a green number or blue letter) and that tells you which section you can find the research report - name, date, author and sample size – in Section 15.3. If you then want to read the entire report, you can do so via the Talking the Walk® Resource Centre.

We have summarised here the consistent themes that are relevant to communicators of CSR & Social Good as well as practitioners of CSR & Social Good. As this report is about communication we haven’t delved into what companies should or shouldn’t do in terms of CSR activities and actions.

These themes have formed the basis for our thinking around the guidelines in Section 12: HOW to Communicate CSR & Social Good on p 66. 9.1 What Australians think of corporates

In April 2016 we put a fairly provocative statement to Australians about the way that companies and brands balance their pursuit for profit with social obligation, and asked them to agree or disagree.

Skepticism appears to have morphed into cynicism and the majority of Australians have a strong opinion - almost two-thirds being negative.

© Cavill + Co, June 2016. W: www.cavill.com.au E: [email protected] - 25 - In April 2016 we asked Australians to agree or disagree with the statement “in general all they do is care about profit and they’ll do anything to get it, even damaging society and the environment in the process” v

8% disagree

“We see it 26% on the everywhere, fence 66% agree the evidence speaks for itself”

66% Australians agreed with the statement

Men are more likely to agree strongly than do care about people’ and 32% said ‘not all women. Jaded Gen Xers also display strong corporations are like that’ v agreement more than other generations. Only 8% disagreed. This is quite alarming, especially in the light of apparent resistance from corporates 26% are on the fence, neither agreeing nor to take CSR and sustainably seriously. disagreeing and with the 18-24s this is even According to the Globescan BSR report of higher at 29%. v September 2013 8 which surveyed over 700 company managers: This means that more than one in four Australians are still open to being persuaded ‘convincing leadership of its value/ that companies can do good, and the younger changing management mentality/ generation - future consumers - appear more business is the first priority/no open to this. correlation to business goals’ is the greatest barrier for integrating Tellingly, almost three quarters of those that sustainability into the core of business, work for a corporate (73%), or used to (72%) with the top 2 scores totalling 22%. agreed with the statement, so that means actually being on the inside doesn’t improve ‘difficult to demonstrate the value’ and their opinion! v ‘profit speaks louder’ both scored 9% each and reflect a similar reticence. We also asked Australians to tell us why they felt this way, in an open question - you Surely having almost two-thirds of the can see the entire list of responses in the population having such a negative view Talking the Walk® Resource Centre, free to of corporate behaviour would be incentive purchasers of this report. enough for companies to embrace CSR and communicate it well? The main reason given was ‘corporates are profit driven/greedy/it’s just business’ with The same Globescan study 8 revealed that 44% of those that agreed with the statement, only 9% of companies are measuring how saying this spontaneously. The next most their CSR efforts impact their brand and common reason was ‘I read, see and hear reputation, vs 23% that are measuring their about it everywhere, the evidence speaks for CSR activities, outputs such as ‘reduction in itself v energy output’.

Of those few (8% only) that disagreed with the statement, 44% said ‘some corporations

So it’s not only time to change what we say This is mirrored in a global study by the UN about CSR, but what we measure, in order for Global Compact-Accenture Consumer Study CSR to be taken seriously as something that from 2014 11 which reveals that people think can build, or damage reputation. business is as accountable as government for improving their lives – 86% say it is Whilst it appears that some Australian governments’ responsibility and 85% said it is companies are slow to embrace CSR & the company’s. social Good, consumers increasingly want companies to step up and work to solve They also believe that it is the responsibility social problems. of business to address societal issues.

The Havas Worldwide Prosumer study of 72% of people say business is 2015 13 surveying over 10,000 consumers failing to take care of the planet including Australia, reveals that sustainability and society as a whole 11 and a purpose beyond profit are bottom line expectations for how businesses and brands Whilst 49% consumers said companies should operate. need to address job creation, and 32% said economic growth, 23% said pollution, 22% 84% of Australians believe said clean energy, 17% said ending corruption, corporations and governments 16% said poverty reduction and 15% climate should work together to make the change. 11 world a better place All reports cited in Talking the Walk®, 80% of Australian women believe including Di Marzio/Cavill + Co’s Perception companies have a responsibility of Australian corporates, April 2016 v is to do more than generate profit available for download when you purchase Talking the Walk®. And 66% of ‘prosumers’4 prefer to buy from companies that share their personal values and

Almost 50% of Australian millennials make it a point to know more about the company they buy from ______4 Prosumers are defined by Havas Worldwide as market drivers, who influence brand choices and consumption of others. What prosumers are doing now, mainstream consumers are likely to be doing next year

9.2 Trust in the corporate sector When you consider the church and media scandals in the last year alone, and the back-stabbing in Canberra, is it any wonder Australians are a skeptical lot. Many don’t that consumers are attributing more trust to trust what companies are saying and Gen Y/ their peers and to other institutions including millennials5 are especially skeptical, even of companies? on-line content. Younger Australians are a little more trusting They do however trust their peers, people like in business to do the right thing. them.

This is the environment that CSR messages are speaking into. “71% of millennials globally don’t 53% of 25-34 year trust on-line content from companies olds lack trust in whose products they don’t buy” business, compared to according to a study by PwC B 56% of 35-44 year olds The annual Trust Barometer by Edelman 2016 1 1 has revealed the shifting nature of this intangible but critical thing we call Trust.

Trust in business (to do the right thing) hit an all-time low in 2009 at 50%, this was post GFC, so no surprises there, and it’s been up and down like a yoyo ever since. Even those employed don’t really trust their It rose slightly in 2013-14 and dipped again in employer with only 54% saying they trust their 2015 landing at a low of 46%. It’s risen again employer to do the right thing. 1 in 2016 to 52%. 1

Trust in other institutions – NGOs, Media and ______5 Millennials – otherwise known as Gen Y, in 2016 they’d be aged between 22 and 36, Government is at an all-time low. they represent 22% of the general population and 31% of the working population

This is a real concern as employees are a 87% of people believe companies share trusted source of CSR information by other positive information but withhold negative people, and this statistic suggests they’re not information and 70% are confused by CSR going to be praising their employer over the messages. next beer at the pub or BBQ anytime soon. All reports cited in Talking the Walk®, When Australians were asked what business including the 2016 Edelman Trust Barometer leaders could do for them to trust them more, 1 are available for download when you the top answer was ‘share personal values’ purchase Talking the Walk®. (77%) followed by ‘share obstacles they have overcome’ (63%) and ‘share personal success story’ at 60%. 1

How a CEO communicates to customers is vital to how trusted the “Earn trust, earn trust, earn company is. 77% Australians agree that ‘business leaders must lead to solve social trust. Then you can worry problems’ 1 an increase from 72% in 2015. about the rest.” 8 out of 10 Australians believe the CEO should personally be visible in discussing societal issues, which is – SETH GODIN, best-selling higher than how visible they believe the CEO should be on discussing financial issues! 1 author, entrepreneur,

35% said that communicating the company’s purpose was integral to marketer building trust and ‘involving staff in decisions’ was voted by 55% 1

According to Globescan (2013) 88% of people want to hear about your efforts in regards to CSR 8

9.3 Information that we trust

Companies have numerous ways of communicating CSR & Social Good across multiple platforms. When consumers hear about the CSR & Social Good that companies are doing, is there a more trusted source of that information than others? There sure is!

In our September 2015 survey we asked a question about Trusted sources of CSR i and compared it to the same question in 2008 and 2011. “there are many sources of information about what companies or brands are doing or not doing to support the community or protect the environment. What sources of information would you trust the most to tell you about these sorts of things?” The Top 3 are below:

Consumer organisations Information on the company’s Information at store OR such as Choice website Point of Sale

61% 49% 38% 34% 34% 31% 29% 27% 26%

2008 2011 2015 2008 2011 2015 2008 2011 2015

What is reassuring is the movement in the top 3.

‘Consumer organisations (such as Choice)’ has taken the No.1 spot for 8 years.

In 2008, 2nd & 3rd were also independent sources - ‘charity’ and ‘editorial’. In 2011 it was ‘consumer organisations’, ‘friends & relatives’ and ‘charities’. in 2015 Consumers Trust:

But in 2015 ‘company website’ appeared as No.2 1. Consumer groups eg with ‘information in-store/ point of purchase’ at the no.3 spot. This indicates that Choice 38% consumers are more trusting of CSR information coming 2. Company website 34% directly from the company. 3. Instore / Point of Purchase 28% A social environmental report is only trusted by 15%

A Company website is the 2nd most trusted source of CSR information

Interestingly a ‘social/environmental report’ has always scored low on the trust scales, dropping from 21% in 2008 to 15% in 2015. Annual reports fare the same – from 29% in 2008 to 15% in 2011 and a dip again to 13% in 2015.

We’re not of the belief that consumers actively distrust them, otherwise paid-for advertising would not rate as high (25% in 2015 and 29% in 2011).

Based on other stats and anecdotal evidence, we believe it’s just that most CSR reports are long, boring and heavy on statistics and jargon, and in this time poor/fast is best way of life, consumers simply can’t be bothered to wade through them.

Across almost all options, women are more trusting of all sources of CSR information and men are less trusting than the mainstream.

Gen Y are significantly less trusting in the top 3, and not surprisingly gave a much higher score for their trust in social media as a source of CSR information.

Gen X trust Consumer Groups more than the average and the Baby Boomers are significantly more trusting of the top 3.

All reports cited in Talking the Walk®, including the Di Marzio/Cavill + Co Trusted sources of CSR study i , is available for download when you purchase Talking the Walk®.

9.4 Demonstration of genuine support for a cause

Helping to solve environmental and societal problems, by partnering with charities, setting up a philanthropic Foundation or making donations isn’t enough these days to win over customers.

Skepticism is rife, so how do companies communicate that they’re genuine as opposed to using it for PR spin?

In our September 2015 Survey i we asked what kinds of company actions best demonstrate that they are genuine.

The following rated as a Top 3 choice:

47% Getting stuck in at the grass roots level, making it happen (not just donating $)

45% Addressing the root of the problem – not just band-aiding

36% Supports lots of charities with smaller donations

32% Making a significant and tangible impact in one area/cause

SUPPORTS A COUPLE OF COMMUNITY PARTNERS WITH LARGE SUMS 29% OF $ AND SUPPORT

The top 2 activities were ‘getting stuck in at the grass level, making things happen not just donating money’ followed closely by ‘works to address the root of the problem not just band aiding’.

This reveals very clearly that consumers expect and want companies to become actively involved in solving societal problems, not just practising hands-off philanthropy. i

In terms of investment ‘supports lots of charities with small donations’ and ‘making a significant & tangible impact in one area to one issue’ came in at 3rd and 4th place, although on the surface this may appear as contradictory.

Seen as least genuine "it's clear...

• Raising $ from staff and you have to put corporate not contributing your money • Raising $ from customers and where your corporate not contributing mouth is" • Educating about an issue but not donating $ - Hailey Cavill - 35 -

Taking in other stats about consumer donating preferences we would suggest that they like to see investment spread around but they clearly want companies to focus on a single cause rather than try to tackle too many things at once.

Large investment partnerships and donating staff expertise to help a cause become more efficient/create a program were also favoured. i

Not surprisingly, ‘raising funds from staff and customers but not contributing their own time and money’ were seen as the least genuine.

Women and Gen X are more likely to attribute genuineness to companies that work to address the root of the problem and yet Gen Y significantly less so, much preferring that companies get stuck in at the grass roots level (perhaps this is due to their strong desire to volunteer).

It’s clear that consumers really want companies to get their sleeves rolled up and actively involved. But they also expect companies to invest cash – all options that involved not donating money were rated very low. Money + active involvement = genuine.

All reports cited including Di Marzio/Cavill + Co’s Consumer Trust & Skepticism, October 2015 i is available for download when you purchase Talking the Walk®.

9.5 the level of Consumer Skepticism

During our 20 years in business, we’ve heard similar concerns from our corporate clients in relation to communicating their CSR & Social Good activities.

A common catchcry is ‘the devil you do, the devil you don’t ’ so we wanted to find out what particular aspect of communication causes consumers to be skeptical.

It’s pretty clear that proof is in the pudding.

Listed below are the Top 3 reasons people might be skeptical about companies or brands which claim to be supporting charitable, social and environmental causes. Top 3 choices:

• 47% - they spend millions on TV telling us about it • 47% - they provide no proof of what they have done • 36% - they don’t reveal how much money is actually being invested

© Cavill + Co, June 2016. W: www.cavill.com.au E: [email protected] - 37 - “I always hear about big corporations screwing over their workers, the environment and the community if it helps their bottom line.” -survey respondent april 2016

In our September 2015 survey i we asked Australians what companies do that has them skeptical about the claimed support of social or environmental causes.

‘spending TV advertising dollars’ and ‘Empty claims with no proof’ came joint first as top choices, whilst ‘not revealing how much money you are investing’ came 2nd.

‘Using complicated language designed to baffle’ does indeed, do that, and is met with skepticism by 29% of respondents along with ‘using a charity or cause to hook me in to get my personal information’ voted by 30%.

Interestingly, 25% rated ‘staff that work for the company don’t know anything about what the company is doing’ as a trigger for skepticism.

The message is clear. Supporting a charity is one thing. Bragging about it and using it to collect marketing data is not cool. Being coy about how much is being invested and not showing the results will simply create doubt amongst customers.

Communicate – not self-congratulate!

The rise in consumer skepticism is also promoting consumers to fact check about ethical behaviour before they buy or recommend a product or service.

In the Havas PR/Meaningful Brands study of 2014 6 41.6% of consumers say they looked for information about the behaviour of a company before buying their products or services, in the last year.

All reports cited including Di Marzio/Cavill + Co’s Consumer Trust & Skepticism, October 2015 i and Havas PR/Meaningful Brands study of 2014 6 is available for download when you purchase Talking the Walk®.

9.6 CSR influence on customer opinion & purchase behaviour

Whilst consumers DO support companies perceived to be doing good and supporting charities, the amount of companies believed to be actually delivering on their CSR programs has dropped dramatically, from 12% in 2012 to only 5% in the 2013 Reputation Institute study RepTrak100 of global consumers. 3

73% of the 55,000 global consumers are willing to recommend companies perceived to be delivering on Corporate Social Responsibility 3

For companies with a score of 80+ for reputation, 73% consumers said they’d recommend to others, 71% said they would say something positive about them, 63% said they’d give them the benefit of the doubt and 59% would go out of their way to communicate something positive about them. 3

Of the top 100 companies, they spend on average $50m a year on CSR activities, but they are not getting their message across to consumers. 56-61% of consumers are neutral or not sure if companies can be trusted to deliver on citizenship, governance and workplace. 3

According to the 2015 Reputation Institute study RepTrak100 of top 100 most reputable firms globally, those companies have performed better (almost twice the return) than the overall market.

These same companies also recover quicker in a crisis, enjoy ‘benefit of the doubt’ in crisis and have more approaches for acquisition than the overall market. 12

Propensity to buy from companies with a better reputation goes up 5% and consumer recommendation goes up 6.5%. 12

IF A COMPANY HAD:

A STRONG REPUTATION AN EXCELLENT REPUTATION

65% consumers would buy 90% would buy 63% would recommend 90% would recommend 43% would work for 82% would work for 42% would invest in 82% would invest in

“84% Australians believe that business can pursue its self-interest while doing good work for the society” according to the 2016 Edelman Trust Barometer 1

Promoting your support of your chosen charity partner can and does change purchase behaviour. In the Havas PR/Meaningful Brands study of 2014 6 , 59% Australians bought one brand over another in the past year because it is more socially or environmentally responsible.

54% Australians had paid more for a brand that had better ethics than other similar brands, in the last year

47% Australians actively buy brands that have a reputation for behaving responsibly and sustainably

58% Australians say they’d like to buy brands that support issues of wellbeing and sustainability

58% Australians are likely to be more loyal to brands that are responsible, ethical and sustainable

In our survey of April 2011 iv , 24% of consumers agreed that they had switched from their normal product/service (in the last year) to another because of its support of a charity. Female consumers switched significantly more.

We wanted to see if this had shifted so we asked the question again in 2014 ii

We put this statement to Australians and asked if they agreed or not. ‘In the last year I have switched from my usual product/service to another because of their support of a charity’.

16% said they had, which is almost 1 in 6.

The group that is switching the most is the Gen Yers, with 26% of the 25-34’s switching.

This is great news for supermarket products that rely on impulse purchasing decisions.

Whilst the number of Australians who are telling us they’ve switched appears to have dropped since 2011, what is reassuring is WHO the switchers are.

We know that Gen Y are fickle but they’re cashed up and love spending on gadgets, clothing and takeaway, as well as being socially conscious with a desire to support brands that benefit society and environmental causes.

So if it’s Gen Y you are targeting then promoting support of your cause at the point of purchase will give you a competitive advantage. White collar (office workers) are more likely to switch than blue collar (manual labour). Single, tertiary educated and those from NSW are the biggest switchers.

All reports cited including Di Marzio/Cavill + Co’s Switching Brands for a cause, March 2014 ii is available for download when you purchase Talking the Walk®.

9.7 Angry consumers who boycott

In our April 2016 survey v we asked about corporate behaviour and what made consumers so angry as to boycott a company and its products. Of the 6 options provided the top answer was: ‘The company, product or service is known to damage society (people or animals) or the environment’ with 49% of Australians putting this in their top 2.

‘Failing to provide a safe environment for employees, suppliers or customers’ and 1) 49% - the company, product or service is known to damage ‘declaring large profits, society or the environment paying huge salaries and 2) 41% - failing to provide a not giving back to society’ safe environment for employees, suppliers or customers was ranked 2nd and 3) 30% - declaring large profits, 3rd. v paying huge salaries and not giving back to society

In the Havas PR/Meaningful Brands study of 2014 6 57% of Australians said that they had avoided a brand in the past year because of its poor social or environmental ethics. Of this 22% said ‘always/often’ avoid purchase.

That’s almost a quarter of Australians!

All reports cited including Di Marzio/Cavill + Co’s Perception of Australian corporates, April 2016 v is available for download when you purchase Talking the Walk®.

9.8 Environmental claims

Greenwashing, a term virtually unknown 10 years ago is now a catchcry of vigilante consumers. You don’t have to look far in a supermarket these days before seeing products that claim to be of benefit to the environment.

There is a plethora of vague & unsubstantiated green claims and self-made or entirely fictitious logos, all designed to deliberately hook consumers in.

Carbon-neutral, eco-friendly, all natural, low energy etc. Marketers may call it smart marketing, customers call it deception. And it’s destroying consumer confidence in green labelling which isn’t good news for those companies who are making a genuine effort.

22% of Australians put greenwashing in their top two (out of six reasons) to boycott a company and its products or services v : “Blatant attempt to look green when not provable eg by using vague terms like eco- friendly, all natural or green in words or symbol” v greenwashing

The more trusting females are also far more likely to boycott a company that is known to damage society. v

For FMCG6 marketers who are the worst offenders this must be heeded, as women are still the primary grocery shopper.

All reports cited including Di Marzio/Cavill + Co’s Perception of Australian corporates, April 2016 v is available for download when you purchase Talking the Walk®.

22% of Australians will boycott a product or service due to

______Greenwashing 6 Fast Moving Consumer Goods, eg those purchased in a supermarket

9.9 What corporates think of themselv es

With quite alarming statistics in the previous sections, are corporate leaders stepping up to give consumers what they want or are their heads firmly in the sand?

In the United Nations Global Compact/Accenture CEO study on sustainability 2013 5 , the following is revealed:

76% believe that embedding sustainability into core business will drive revenue, growth and new opportunities, and are committed to re-orienting their companies to take advantage, but are constrained by market expectations and the inability to quantify the value or business case

64% of CEOs selected ‘growth and employment’ as top priority for success of business, whereas only 45% rated sustainability as a priority

33% of CEO’s believe that business is doing enough to address global sustainability challenges This means that 67% don’t.

37% say the lack of clear link to business value is critical factor in deterring them from taking faster action on sustainability

According to the Globescan BSR report of September 2013 8 , which surveyed over 700 company managers around the globe: ‘convincing leadership of its value/changing management mentality/ business is the first priority/no correlation to business goals’ is the greatest barrier for integrating sustainability into the core of business.

Surely the growing lack of trust and mounting disdain from consumers towards corporate Australia would be incentive enough for companies to embrace CSR and most importantly, communicate it well?

All reports cited including the Globescan BSR report of September 2013 5 is available for download when you purchase Talking the Walk®. - 48 -

9.10 Employees & Millennials

Employees, millennials in particular who are driven by social needs, want to work for a company whose values align to theirs. And they expect their CEOs to lead the way and be visible in demonstrating values and supporting community.

Given they are a trusted source of CSR by general consumers it’s critical that companies know how to get them behind your CSR strategy and talk about it in a positive light.

According to a global study, PwC’s 2016 report ‘Engaging and Empowering Millennials’, 4 millennial workers want to be asked for input and get involved and if they participate in CSR activities, they’ll stay longer (in the US those that had participated stayed 7.4 years on average).

Millennials look for responsible business practice to be embedded into the daily practice of their employer. It’s about diversity and inclusion not just supporting charities and minimising environmental footprint. They are quick to react when they see a disconnect between words and actions.

According to the 2016 Edelman Trust Barometer 1 , 54% of Australians trust their employer to do the right thing and Australians trust employees to talk about the company’s programs to address societal issues a great deal more than the CEO!

In Cavill + Co’s study of April 2016, Attitudes to corporates v we asked Australians what their employer would need to do to encourage them to talk about the company’s CSR & Social Good activities publicly. In April 2016 we asked Australians to ‘imagine you work for a large company employing over 200 people. The company is trying to make a difference to society by investing in charities and encouraging employees to talk about what it’s doing with people outside of the company such as family, friends or on social media. Which would most prompt you to talk about the charity activity? Of the 7 options provided the top 3 were close and significantly higher than others:

40% I can see the CEO and senior management visibly and actively involved

They are fixing things that the company does to cause environmental 38% or societal damage

37% They match dollar for dollar any money that I donate or raise for the charity

Surprisingly, although volunteering is extremely popular in the corporate workplace, it’s not a top favourite in having staff talk publicly about, it getting 24% of the vote. Raising funds for the charity is fairly low at 11%. The message is clear – if companies want employees to talk positively about CSR & Social Good programs they need to fix the things that are causing damage, the CEO needs to be visibly seen to be involved and the company must acknowledge staff efforts by matching donations raised.

Companies must lead and not let employees do the work for them. If companies walk the talk then staff will talk.All reports cited including Di Marzio/Cavill + Co’s Perception of Australian corporates, April 2016 v , the Edelman Trust Barometer and PWC report, are available for download when you purchase Talking the Walk®.

9.11 The Aspirational consumer They believe that the market is a lever for change and they want to join forces with According to BBMG and their ‘Five Human brands to be more responsible stewards of Aspirations’ report of 2015 9 , we’re in a the planet. brave new world and brands that appeal to the growing mass of aspirational consumers, ‘Aspirationals’ represent 39% of the global will win. population of which 35% are millennials/ Gen Y, 34% are Gen X and 20% are Baby Aspirational consumers are in conflict. They Boombers. love shopping and social status but they are also socially conscious and idealistic. They in Australia 41% of the population are highly motivated to purchase products are Aspirationals. that are sustainable, that have a social purpose and impact. 81% of Aspirationals say ‘shopping for new things excites Products that have a social purpose are IN. me’ but on the flip side… Doing the right thing is cool again. 89% say ‘we need to consume less Importantly they believe that their actions to preserve the environment for can make a difference and that includes future generations’ influencing how companies behave. - 51 -

Our interpretation and summary of the 5 aspirations in the report are:

1. Abundance without waste: 5. Do some good 1. Abundance Creativity is a resource. Collaboration. Less without waste material possessions, more experiences, less waste.

2. Truly who you are: they want honesty and imperfection. Radical transparency is in. Invite 4. Freedom and 2. Honesty and others to solve problems fluidity imperfection rather than control.

Flawsome is awesome!

3. Get closer: they want to connect with people behind the brand. Buying from 3. Human connection ‘people like us’ such as Airbnb and Uber.

You don’t have to be small to be ‘human’ – 5. Do Some good – they want something to Apple has done a brilliant job of tapping believe in not just something to buy. They want brands to embody an inspiring ethos. into the human experience. You can start somewhere small, make a big Impact and profit. 4. All of it – they want freedom beyond the finish lines, fluidity to enjoy the journey on All reports cited in Talking the Walk®, their terms. Brands that enable customers to including BBMG’s Five Human Aspirations’ have it all and be their best selves will win. report of 2015 9 is available for download when you purchase Talking the Walk®.

9.12 The way we communicate

The way we communicate with each other and share ideas has changed – rapidly, dramatically and forever.

According to Adobe’s report ‘The State of content – expectation on the rise’ 7 from late 2015, we are device addicts

Consumers use 6 devices and consume 12 sources of content, whereas Millennials have 7 devices and consume 14 sources of content.

As time-starved consumers are increasingly selective of what they view and read, 88% say they Prefer entertaining multiscreen, using an average of 2.4 content devices When limited to a 15 general consumer minute window to consume 1/4 - information, 66% would rather watch a video than 1/3 - millennial read an article 73% - must display on Consumers want content that will inspire, entertain or shock them. 1/4 device of consumers value content that is entertaining and this rises to 1/3rd for 39% - will stop engaging if millennials. too long or unattractive Mintel’s Omni-channel report of 2016 C states consumers are digesting information on the go, therefore the majority of media consumption is screen-based.

A Google study found that 90% of all media interaction is screen-based, and 38% of our daily media interactions are on smartphones. Google favours mobile-friendly sites for consumer searches.

This means that all content must consider the mobile device first and desktop 2nd.

According to the Australian journal AdNews, 100 million hours of videos are being watched per day on Facebook and according to Google, YouTube watch time has increased by 60% in 2015.

Whilst Facebook video advertising spend has increased 41% in the last quarter of 2015, Australian businesses allocated just 10-20% of its entire media budget to social media in 2015.

In Australia the top 10 commercial ads watched on You Tube in 2015 are either funny (Ricky Gervais’ Optus ad and Air New Zealand safety message) or have a social message (Dolmio pepper grinder shuts down technology over dinner, Coca Cola ‘remove labels this ramadam’ and Pandora’s ‘the unique connection’).

Given this, with consumers hungry for inspiring & entertaining content, and the immense storytelling potential in CSR & Social Good, for which social media is a brilliant platform, why is it that we struggled to find more than a handful of good CSR-related videos online?

All reports cited including Adobe’s The State of content – expectation on the rise’ is available for download when you purchase Talking the Walk®.

“Effective communication is 20% what you know and 80% how you feel about what you know” - Jim Rohn, Entrepreneur

Having had my first epiphany about the consistent theme of successful movies, I found myself googling and entering into another world called storytelling. It appears that this consistent theme is no accident.

Once upon a time in the 1940s a chap named Joseph Campbell presented a compelling idea: that all myths and stories from the beginning of time follow a single storyline template, or what he called a monomyth. Joseph named it The Hero’s Journey.

I found over 100 websites and at least the same number of visuals relating to this template. As a purchaser of this report, you will be able to access some of the best of these at the Talking the Walk® Resource Centre.

The idea of a central story structure is now being used by writers, film-makers and by smart brand marketers. Hollywood owes its success to it; Bollywood is built upon it. It crosses all cultures and it’s there in the stories of Buddha, age-old nursery rhymes, Dickens and Shakespeare.

The Hero’s Journey is a structure that you can use to plot your own storyline and easily identify why a story is floundering. Joseph Campbell didn’t invent this structure, but he did identify and describe its universal pattern. In his study of myths and legends he noticed that they are all the same story – the journey of the Hero – retold endlessly in infinite variations.

All these stories provide a journey that we can relate to, a familiar pattern that tugs at our emotions and taps into our most basic desires as social animals.

You might be wondering how all this relates to you as a business. Believe it or not, you and your business have all the ingredients to be the Hero of your own journey, especially your CSR journey. Not convinced? Well, as they say in the courtroom dramas (another form of Hero’s Journey), give me a little leeway, your honour, and I will come to that – I promise. “There are only two or three human stories, and they go on repeating themselves as fiercely as if they had never happened before” - Will Cather

Joseph Campbell’s theory parallels that of psychologist Carl Jung who wrote about archetypes – constantly repeating characters that occur in people’s dreams. Jung suggested that these characters reflect the human mind and we adopt them to play out the drama of our lives, to answer universal questions about who we are and our place in the world. They resonate with us and we are compelled to listen or watch. Deep, deep stuff.

It’s definitely worth a dive into this world, it’s fascinating and rich.

But let’s get back to the Hero.

The Hero is the central character in the story structure, and there is always a wise person, as well as a shadowy antagonist or villain.

But you won’t read much about the villains, because people don’t identify with them, and in the universal story structure villains never win!

Right now, many corporates are viewed as villains. You only need to read the statistics to see that. And the one thing that can turn a villain into a hero is the Good Stuff – doing what is right for the planet and humanity. So if capitalism is The Force, it’s about using The Force for good, not evil. We all wanted Darth Vader to become good again, didn’t we?

Anita Roddick, Founder of The Body Shop and early leader of CSR, often talked about business being a Force for Good. The Good Stuff is your CSR strategy and the causes that you support. The great thing about the Hero’s Journey is that the Hero struggles, is not perfect, is scared and vulnerable. We as humans identify with this imperfection, and corporates must tap into it in presenting their CSR journey.

Audiences and consumers love the Hero’s promise of change. They can’t wait to see what happens. They know the Hero will face challenges and it will be difficult. This is what they love about it.

So your company’s struggle to balance commercial imperatives with social and environmental – your CSR strategy – has all the elements of the Hero’s Journey. Your difficult CSR journey is the very thing that will encourage consumers to care about what you are doing. They will respect you not in spite of your struggles and imperfections but BECAUSE OF them, and they will want to take the ride with you, rather than criticise you.

And yet many companies are still hiding behind the fear of imperfection and criticism. Hiding behind well crafted, perfect and boring CSR reports and holding back the really juicy stuff.

Storytelling is so much a part of who we are as humans that it is the one thing any company can do that will resonate with everyone, no matter what their age, demographic, life experience, qualification, gender or indeed where they live.

Let’s take a look at the Hero’s Journey as outlined by Joseph Campbell. It breaks neatly into a series of standard steps to form a meaningful ‘how to’ for telling a story

ORDINARY WORLD

RETURN CALL TO ADVENTURE

RESURRECTION REFUSAL OF THE CALL

ROAD BACK MEETING WITH MENTOR

REWARD CROSSING THE THRESHOLD

SUPREME ORDEAL ENEMIES AND TESTS

INNERMOST CAVE

Step 1) The Hero is introduced – Ordinary world

Most stories take us to a special world that is new and alien to the Hero. So you first have to show the hero in their ordinary world. In Crocodile Dundee you see Mick in his native home and then in a strange New York. In Star Wars you see Luke Skywalker being bored as a farm boy before he tackles the universe.

Step 2) The Hero receives the challenge – Call to adventure

The Hero is presented with a problem, challenge or adventure. In Star Wars it’s Princess Leia’s holographic message to Obi Wan Kenobi who asks Luke to join the quest. In detective stories it’s a new case.

Step 3) The Hero is reluctant at first – Refusal of the call

Often the Hero baulks at the adventure, fearing the unknown. When Luke refuses Obi Wan’s call, he returns to his farmhouse to find his uncle and aunt have been barbecued by the Emperor’s storm troopers. Suddenly he is motivated.

Step 4) The Hero is encouraged by the wise old man/woman – Meeting with mentor

This is where the Hero meets a mentor, who enables them to undertake the journey. In JAWS it’s the crusty Robert Shaw who knows all about sharks. In Star Wars it is Obi Wan giving Luke his father’s light sabre. But the mentor can go only so far; eventually the Hero has to go it alone.

Step 5) The Hero commits to the adventure – Crossing the threshold

The Hero enters the special world, the point at which the adventure gets going. Dorothy sets out on the Yellow Brick Road. The Hero is now committed and there is no turning back.

Step 6) The Hero encounters tests and helpers – Enemies & tests

The Hero has to pass certain tests and challenges that are part of the training. In Star Wars the cantina is the setting for the forging of an alliance with Han Solo and the start of the conflict with Jabba the Hutt.

Step 7) The Hero reaches the dangerous cave – Innermost cave

The Hero comes to a dangerous place where the object of the quest is hidden. In Lord of the Rings this is the fight with the spider Shelob. Sometimes it’s just the Hero going into their own mind to confront fears.

Step 8) The Hero faces death – Supreme ordeal

The Hero reaches rock bottom and faces death, often fighting with a masked villain or mythical beast. In Star Wars it’s the harrowing moment in the bowels of the death Star where Luke, Leia and co are trapped in the giant trash- masher. In ET, it’s when ET appears to die on the operating table.

This is a critical step, when the Hero appears to die and is born again. The audience identifies with the Hero and shares the brink-of-death experience as though actually living through it with the Hero.

Step 9) The Hero seizes the sword – Reward

Having defied death, the Hero now takes possession of the treasure, the magic sword or elixir. The Hero may settle a conflict – when Luke discovers that the dying Darth Vader is his father. Often the reconciliation is with a woman, and a love scene or marriage takes place.

Step 10) The Hero begins the arduous return home – Road back

The Hero is not safe yet, and is often pursued by vengeful forces from whom he/she has stolen the reward. This is the moonlight bicycle flight of Elliot and ET as they escape from government authority.

Step 11) The Hero emerges triumphant – Resurrection

The Hero emerges from the special world, transformed. The Star Wars movies play with this theme constantly – all the early films feature a final battle scene in which Luke emerges victorious.

Step 12) The Hero is home with the elixir – Return

The Hero comes back to the ordinary world, bringing back the elixir or treasure, something to benefit mankind. Sometimes the treasure is the knowledge that there is a special world and it can be survived. But the biggest treasure is coming home with a story to tell.

Utilising the Hero’s Journey for your CSR adventure

As with any formula, there are pitfalls. Following the guidelines too rigidly can lead to a stiff, unnatural and inauthentic story. The structure should never be revealed; only the characters, values and lessons. The images of the structure – the wise man/woman, dragon, cave – are just symbols that can be changed to suit the story.

The myth can easily be contemporary dramas, comedies, rom-coms or action adventures with modern equivalents. The wise man/woman can be a teacher, doctor or parent. The Hero may not be going into caves but instead into space (The Martian), to the bottom of the sea, to a desolated post-apocalyptic city, a meth-making caravan.

A company or brand can also be a modern-day Hero. Your company and brand can win back customer love. “That’s what storytellers do. We restore order with imagination. We instill hope again and again” - Walt Disney in Saving Mr Banks

Neuroscience

Neuroscience7 now shows that our brain thinks and organises in story form102. It’s why we have such vivid dreams that link one thought to another to create a story. Think about the memory experts who create a complex story to hold the data they have to remember. While the story is far more complex than the data, the brain is wired to remember it.

Why are the successful comedians like Seinfeld so often storytellers, not joke- tellers? Why are the best Ted Talk presenters usually the storytellers? Because that’s how our brain works.

So it stands to reason that if we present information to consumers in the form of a story, they are going to notice it, embrace it and retain it. And in this day and age when we are bombarded with so much information and so many advertising messages, retention is critical. ______7 Cognitive Neuroscientist Michael Gazzaniga; Paul Zac ‘the Future of Storytelling’; Harvard Business Review 2014

10.1 Why storytelling is so important in today’s modern world

When we think of storytelling we might think back to our childhood and remember one particular story that we liked to read over and over. Most likely this favourite story followed the Hero’s Journey. The structure resonates with us so deeply that we flock to movies, books, video games and TV series to see the story play out over and over again.

Humans are obsessed with communication. In the good old days before television and radio, we passed information to our families and communities by word of mouth. We were creators and sharers of ideas. Lessons were learned and ideas passed from person to person through the stories we told. Only the best ideas survived. Survival of the fittest.

Then came the Broadcast era when we were recipients of ideas and advertisers’ messages. We became consumers of ideas and products rather than participants in spreading them. Any company or brand with money could be heard. Survival of the richest.

With the advent of social media we are in charge again of what we seek, skip and share. We are again creators and sharers of ideas, and technology enables us to create our own content. We are now in the digitally empowered version of the oral tradition. Survival of the fittest again.

Humans are also emotional beings. Emotions such as fear, desire, anger and happiness drive us. Whatever emotion we feel most intensely will dictate our actions towards a company or brand, when we choose a product on the shelf or ‘like’ (or actively slam) a communication from a brand. We seek a human connection and intimacy from the exchange of information and shared experience – and this is where your organisation can become the Hero.

When consumers align to your values, when they can identify themselves in your journey and have an emotional attachment to you, they will want to do business with you, work for you, promote you. Especially if you can find ways to actively engage them, shine the spotlight on them, SURVIVALso they can get a taste of being the Hero themselves. © Cavill + Co, June 2016. W: www.cavill.com.au E: [email protected] - 63 -

10.2 Getting it right

For companies willing to embrace the Hero’s Journey to tell your CSR adventure, it is very important to understand that there is a particular viewpoint to adopt. Your brand must be the protagonist8, the champion of the CSR program, the Hero. But it is imperative that companies and brands do not declare themselves as the Hero. This will smack of arrogance and will turn consumers right off. It is not for you to call yourself the Hero – that is for your customers and your staff to declare. Follow the journey of the Hero, tell the story from the Hero’s viewpoint, but always be the humble, vulnerable, modest Hero. Be the mild-mannered reporter Clark Kent and let others call you Superman – and you can’t go wrong.

It’s a subtle distinction but a vital one. 10.3 Archetypes

Before leaving the subject of Heroes, we should note the distinction between storytelling structures and the Hero we find in a structure often used by marketers to align their brand to a particular set of characteristics otherwise known as the ‘12 brand archetypes’.

Such archetypes include the Jester, Creator, Sage and there is also THE HERO. It is important not to confuse the Hero’s Journey and the CSR Hero’s Journey with the brand archetype of Hero.

To adopt the Hero characteristics in your brand, and behave consistently with this archetype, is one thing; to follow the Hero’s Journey when telling your CSR story is quite another. One is who you are being (the personality) and the other is where you are going (the journey). Don’t make the mistake of confusing the two.______

______8 Protagonist - leading character, an advocate or champion of a cause or idea

10.4 It’s in the telling

There is also a particular way of telling a story, a formula that positively affects brain chemistry. A well told story will trigger the imagination so the listener imagines what you are telling them to be real. A well told story has a level of descriptive detail that allows the listener to place themselves into the story. This evokes empathy and they start to care. Too much detail is confusing and overwhelming to the imagination and they will switch off. This is what is happening with CSR – the information being provided now is too too much, too complex, too big to grasp, too boring.

It’s not about length or size – otherwise big books and films like Lord of the Rings would not be so well loved. It’s about getting the right level of detail and description, the key points of the journey in the right order and the irresistible need for conflict.

We’ll be running some webinars from August onwards with master storyteller Simon Oats, who will reveal the story structure and how to get it right. These are free to purchasers of the report.

Check out www.cavill.com.au/talking-the-walk

‘inside each of us is a natural-born storyteller, waiting to be released’ - Robin Moore, author

Cavill + Co has analysed, interpreted and taken inspiration from over 25 research reports in order to compile Talking the Walk®. The majority of reports are no more than 3 years old have a respectable sample size of Australians and are from a credible source.

There are 3 sections and they are colour- co-ordinated as referenced throughout the report.

• All new Cavill + Co/Di Marzio Research Australian consumer research, including the original Real Not Spiel® research report, are referenced throughout as i-vi in purple • All desk research that was relevant and from which we took actual statistics, are referenced throughout as 1-26 in green • All desk research that proved valuable reading and from which statistics were not taken (either because they did not fit the criteria as above or did not contain any stats) are referenced throughout as A-Z in blue

A full and detailed list of all the reports can be seen in Section 15.3 on p 131.

The evidence is clear. Australians expect and want companies and brands to address the impact that they have on society and the environment. They accept that companies must make a profit – that’s business. But they want not just conscious capitalism, but CONSCIENCE capitalism.

CONSCIENCE capitalism.

There are numerous benefits: for companies that embrace CSR & Social Good, consumers are more likely to: buy your shares, products or services; want to work for you, welcome you into their community; talk positively about you … essentially help to build your reputation as a company that’s good to do business with.

They will actively boycott your company if they feel you are not behaving responsibly or ethically, causing damage, not looking after workers, using misleading language and a whole host of other misdemeanours.

But if they don’t know what you are doing – either because you are not communicating it or your message is not getting through – then a massive opportunity for growth and competitive advantage is lost.

So communication that cuts through is not just important, it’s CRUCIAL.

The world has changed rapidly in the last few years and so has the way we seek out, skip, absorb and share information and ideas. CSR & Social Good communication has to change along with it. Here are our suggestions based on everything we’ve read.

They’re not rules as such because the game is constantly changing and therefore so do the rules. We’ve called them Talking Points, because they are a good place to start - sit down with your staff and managers, and start discussing with an open and honest mind.

We recommend that you sit down with a cuppa (or something stronger) for the first read, and take a deep breath … they’re pretty radical.

“The single biggest problem in communication is the illusion that it has taken place” - George Bernard Shaw

1.Don’t Write Crap Keep it simple. If it cannot be understood by a teenager it’s too complex. If it cannot Don’t think it, don’t write it, don’t speak it. be imagined or drawn it’s too conceptual. A simple rule of thumb – if the eyes glaze over… it needs to be re-written!

Julia Gillard will be remembered for her misogyny speech and ‘don’t write crap’ comment to the press club.

Why? Because we love it when people tell it like it is. There’s too much jargon in Australian We love it when Waleed Aly does it, when Tim business, and CSR professionals have Minchin sings it … but it’s all too rare in the embraced it with gusto! corporate sector. When we say ‘crap’ we don’t just mean stuff that isn’t true, but stuff that Jargon masks real meaning and makes it doesn’t make sense or is too jargon-riddled hard for everyone to understand what you’re that you have to be an insider or expert to trying to say. This is not desirable when you understand it. are spending millions of dollars on making Gobbledegook. Meaningless drivel. Clichés. good on your CSR promises – don’t let jargon Motherhood statements. Acronyms. All get in the way of your good work! fleshed out with statistics to make it appear substantial. Employees and consumers are Companies also use jargon to hide behind … savvy but they are not scientists and here’s and consumers wonder what you are hiding. the thing – they don’t have time to dissect They’re already suspicious so if want to your communication and try to work out what perpetuate this – keep jargonising. you’re saying.

Think of ‘gobbledegook’ as kryptonite to your 3. Read ‘Worst words’ the latest book by company. Just stick to plain English – there Don Watson or his original ‘Death are heaps of websites and Logie-type awards Sentence’. It will make you laugh, cry for the best! and cringe of embarrassment at the way the corporate sector speaks. There is a movement towards radical transparency, which is refreshing – and consumers love it. For inspiration: Brands can learn from non-profits – how they Be careful not to wear it as a badge of honour, use powerful imagery and plain language to as you’re into boasting territory. But honesty capture the hearts and minds of consumers. certainly does pay great dividends, especially with Gen Y and Millennials, so give it a try. The poo images are from WaterAid UK who launched a campaign called “Dig Toilets, not graves” to raise awareness of poor sanitation Practical Talk Tips: in developing countries. Their first video 1. Employ a Jargon Terminator – there showed a remote control poo chasing people are plenty of ex-journalists floating around the streets of London. around looking for jobs. While you are at it get them to edit all your They created a #giveashit hashtag to provoke communications – the response discussion and launched an APP where from employees, stakeholders customers could create their own customised and customers will amaze you. poop emoji and donate $10 by simply sending a text. 2. Avoid using words like CSR and CCI and all the other variations of what is essentially your strategy to minimise your negative impact and maximise your social good. Consumers simply don’t understand these terms. If you produce something for your industry that is full of jargon don’t expect consumers to read it, they won’t. Better still don’t use jargon at all. Your industry will love you for it!

Google have created a standalone website called Google Green. This interactive, customer- centric website employs plain English, easy to grasp snippets and infographics that address how they are performing on environmental issues.

It has multiple layers so you can delve into whatever area interests you.

The WaterAid UK case study & video and Google case study can be seen in the Talking the Walk® Resource Centre

“Never use jargon words ... They are hallmarks of a pretentious ass.” - David Ogilvy

2.Be A Force for Good

The Common Good. It’s common sense.

Following the monomyth story structure, The Hero’s Journey, as outlined on page 56, the two central characters are the Reluctant Hero and the Shadowy Villain.

Because companies are not listening to what consumers want (evidenced by the numerous corporate and product scandals floating around social media for all to see), there is a tidal wave of frustration, skepticism and disdain for corporates and their relentless pursuit of profit - at all cost. Corporates are very close to being firmly placed in the Villain camp, if not already.

CSR & Social Good can be your pathway to the other side. Believe it or not, consumers want you to turn to the light. They’re barracking for you! So are your employees. No one wants to work for a villain.

It’s not much fun on the dark side. In the never ending story structure that we are so addicted to and lap up over and over again, the Villain never, ever wins.

We’re sure your Founder didn’t create the company only to fall from grace, in a blaze of public condemnation, thrown off a cliff and dragged down to doom by demons, to land in a pit of molten lava or flesh eating green acid. Not what you’d call a Disney ending! (Although thinking about it, many Disney villains do end their days this way!)

If Capitalism is The Force, and Anita Roddick9 We found cutting edge neuroscience to prove once called business a powerful force for that doing good – or DoGooding® as we good, then let’s follow her lead and use The call it – releases two critical hormones for Force for Good. Profit is ok, expected. We reward and bonding. There is only one other know that, and consumers are cool with that, thing that produces this double whammy but why can’t business be the driving force of hormone release. No, it’s not exercise or for positive social change as well? Business chocolate or money. has the smarts and the resources, it just needs the will. It’s SEX. Humans are wired to procreate and we’re wired to do good. We get the same Consumers are looking to companies to take hormone release just seeing others do it! up the mantle. They feel let down by the Doing Good, not the other thing, I hasten to church and government. They want you to add! Which is why consumers will fall in love work in collaboration with non-profits and with you when they see you are doing good. THEM to make life better. Start with making good in your company. Minimise the negative It’s why we are compelled to buy ‘ethical/ impact first. This, however, may take a while. green/charity’ products when given a choice. It’s not morals or guilt, it’s pure hormones! Find something that is relevant to your business, Being a Force for Good isn’t just warm fuzzies employees and consumers, then embrace and good PR. It will connect you to consumers it. Stand for it! Use your marketing channels more deeply than most other things. to create awareness and change behaviour. Champion and campaign! Make a noise! Practical Talk Tips: 1. Check out our website: www.cavill.com.au/do-gooding and download the free paper DNA of Doing Good with all the juicy stats on why DoGooding® is so powerful You’ll know by now that our brains are wired to absorb information in story form. Our 2. Check out the 5 brilliant cause campaigns brains are also wired for altruism. Before in Supplement 2 at the Talking the Walk® embarking on this report we spent some Resource Centre years investigating ‘the warm fuzzies’ that we all feel when we do good. ______9 Founder of leading purpose-driven corporation The Body Shop, and my all-time Heroine

For inspiration: Some years ago toiletry brand Dove® This campaign has connected women to the commissioned research, the results revealing Dove brand at a deep, emotional level like no traditional advertising campaign could. that an alarming number of women saw themselves as unattractive, with only 2% A word of warning: as we’ve describing themselves as beautiful. said previously these days there is nowhere to hide. This triggered the global cause campaign Hypocrisy will be called out. ® ‘The Dove Campaign for Real Beauty’ which Even a campaign as genuine encouraged conversation and challenged and successful as this has received flack due beauty stereotypes. to Dove’s owner, Unilever, running a Lynx ad that activist group Collective Shout called This later morphed into the Dove® Movement sexist, racist and ageist. Australian show for Self Esteem which included workshops The Checkout’s satirical video went viral. run by non-profits in each country. In the 12 years since the campaign was launched there The Dove case study can be seen in have been numerous YouTube videos and Supplement 2 and there are also videos at print ads featuring real women of all shapes, the Talking the Walk® Resource Centre cultures and ages.

© Cavill + Co, June 2016. W: www.cavill.com.au E: [email protected] - 75 - “ You will not be judged anymore only by the top line or bottom line results in your company. You will increasingly be judged by the cotributions that you will make to society.” - Paul Polman, ceo Unilever

3. Tell your CSR Story adventure to Rivendell to deliver a magic ring to the Elves. He discovers that the ring is We are emotional, visual beings very dangerous in the wrong hands.

We live in an era when we can no longer He bravely offers to take the ring to Mordor to control what people say about us. Snippets destroy it. of information are spread around like wildfire whether they are true or not. In the absence He goes to Mordor, destroys the ring and of your story, one will be made up for you. saves the world. We all love a good tall tale, don’t we? What’s missing in this picture? The struggle. As humans, we need to see and feel the It’s time to tell your story. struggle, it’s relatable and we need it like oxygen. The struggle is missing in almost Tell it so that people will be compelled to all CSR stories, because companies fear share it and pass it along. Your Story is not appearing vulnerable, uncertain. just what you are setting out to do (what you call objectives) and then what you have Follow the story structure. Each element is done (achievement of those objectives) essential, otherwise the story doesn’t hold, although the latter has far more appeal with it doesn’t ring true. Neuroscience proves it. consumers. It must be told from the protagonist’s10 point of view. It must have the right level of detail Based on the Hero’s Journey you need – so we can imagine ourselves there. Too to explain the journey, the struggles you much kills it and too little breaks the spell. encounter, the epiphany – otherwise people won’t care. There’s a reason why ‘whatever’ We’re all born storytellers but we’ve forgotten has become the catchcry of today’s young how to do it (unless you have young kids, in consumer. They don’t have time to care about which case you probably do it every night). companies who force their messages onto them, whether they are positive or negative. But they will sit online consuming millions of Practical Talk Tips: hours of story after story. You just need to 1. Map out your CSR journey to identify make sure yours is one of them. where you are at and who the main characters are in the story structure. It must be authentic. Don’t overcraft it. No Learn the art of powerful storytelling. hero is ever perfect and the journey is never Become a storyteller, again. smooth. Imagine a hobbit. Small stature ______and hairy feet, likes beer. He sets out on an 10 Protagonist - leading character, an advocate or champion of a cause or idea

2. Attend our webinars on how to craft a compelling story following a robust, time- honoured structure. Free to purchasers of the report. www.cavill.com.au/talking-the-walk For inspiration: UK department store John Lewis has successfully used storytelling techniques to sell the magic of Christmas, instead of the traditional way of selling products for Christmas. For some their ad signals the arrival of the festive season. Since 2009 their agency Adam & Eve DDB have used emotive narrative and it’s worked, setting Twitter and on-line hearts aflutter. The 2011 ad went viral with 1m views within 1 day and 5.2m views in total. Sales were 9.3% up. They went to a whole new level in 2013 with their ‘Bear and the Hare’ TV ad, reminiscent of old Disney movie which now has 102m views.

The 2015 Christmas ad – a lunar tear-jerker called ‘Man in the Moon’, went further again by encapsulating a social message. They partnered with Age UK to raise awareness of how many old people will spend Christmas alone. Within 1 day of going online it had 2m views and 70,000 people had tweeted using the hashtag #manonthemoon, confirming that the retailer had yet again succeeded in creating goosebumps across the nation as well as creating conversation about important social issue. Even brands such as Aldi have lovingly parodied the ad, the ultimate compliment!

4. BEing Human

Reveal your human face. In all its Imperfect, Relatable Glory

Corporations are seen by many as greedy, boring and stodgy, run by faceless people in suits (and the occasional skirt).

Consumers are beginning to turn their backs on corporations in favour of fresh, innovative, provocative and lively brands run by people like them, people who have a bold social purpose. People who stand for something. Brands that embrace their human imperfections.

Companies spend millions of dollars building their ‘brand character’ so that a company, product or service appears to have the characteristics of a human being. If you’re a marketer like me, we do this so naturally that it’s almost as though we have forgotten why we do it - the part about actually being human.

It isn’t characteristics that bind people, it’s values.

Being human will connect you emotionally to employees and customers. But it isn’t simply characteristics that bind people, it’s the values that are the glue.

Think about your group of friends – are you all the same in character? Probably not, but there’s a very good chance your values align.

Yes, you may have a well-crafted set of values on your website, but without context and proof that you live and breathe these every day, they sound like everyone else’s and appear shallow and lifeless.

From Shareholder Value to Company Values

Being human isn’t easy for companies because it means being vulnerable and imperfect. It requires bravery and true leadership, and this must come from the very top. Many companies surround themselves with professionals to keep that part of them hidden and protected, to craft and sanitise communication to the point where it becomes unreadable sludge.

Tackling CSR is one of the most challenging things a company can do, especially if it conflicts with a long-established culture. It can also be the most exciting. Why not share the challenge as well as the excitement? Take your employees and customers on the journey with you? The good bits and the difficult bits. They will follow you because they can’t resist.

Companies need to embrace being HUMAN. Of course it’s easier if you’re small and private vs large and public. But it can be done. Just look at Google and Apple.

To err is human, goes the saying. Ironically, most fictional Heroes are imperfect, often indecisive and vulnerable. It’s no accident that many of our favourite fictional Heroes are orphans. Luke … Frodo … Mowgli … Batman … Harry Potter, to name but a few.

It’s OK to be vulnerable; it makes you real and relatable. And nowadays everything is personal, so if you’re not relatable you don’t exist.

We strongly believe that companies fear talking about their CSR & Social Good for fear of ‘the tall poppy’ syndrome, rife in Australia. But tall poppy only kicks in when you boast. Not when you share and are vulnerable. There’s nothing to be cut down. So never, ever boast. You are not the superhero (yet).

W: www.cavill.com.au E: [email protected] - 80 -

Patagonia has embraced a whole new level Practical Talk Tip: of ‘radical transparency’. They go to extreme lengths to track and document their supply Identify your authentic values. Embrace your chain and present in wonderful videos called flaws. Reveal your mistakes. It won’t break ‘The Footprint Chronicles’. Their ‘Traceable you – it might just make you. Down’ initiative maps the supply chain of feathers – where no bird is force fed or live- For Inspiration: plucked. Domino’s Pizza sparked a new era of brand Australian tech phenomenon Atlassian is transparency after damning videos of poor a company built on real, attainable values. food practices went viral, leaving the brand in They have 6 values that they live and breathe tatters. Rather than hide from the criticism, by, including ‘open company, no bullshit’ and they faced it head on. my favourite ‘don’t #@!%’ the customer!’

They fixed the problem, sourced new ingredients, created new recipes, then ran a campaign entitled ‘Our Pizza Sucks’ showing customers talking about how bad the old pizzas were. Staff shared the secrets behind the new recipes. The video went viral, this time attracting praise for being ‘refreshingly honest’. It was a bold move that paid off - the first quarter after the campaign launched sales were up 14%. They’re a young company with a fantastic culture and already making great strides in CSR – it’s part of their make-up, not an add- on. Gen Y are jostling to work for them and customers can’t get enough of their products. A real Aussie success story.

Patagonia’s case study and Footprint Chronicles videos, and the Domino’s Domino’s enabled customers to post positive and Turnaround video can be seen at the negative tweets that went live in Times Square Talking the Walk® Resource Centre.

5. Put Top Dog Upfront The CEO needs to talk about the challenges of balancing profit with purpose, the things But avoid a dog & pony show11 that the company is doing to progress in key areas that are relevant to the company and its The only CEOs that people want to hear from community, and they must do it regularly. The are charismatic, funny, and powerful – right? CEO must talk about his/her personal values Wrong. The want a real person. So your CEO and challenges and why they are at the helm of may be rather camera shy, a bit daggy, tongue- the company. They must speak to and engage tied, chubby or scruffy. The more imperfect the staff, talk to media and share with customers. better! People will relate to them. I can imagine the corporate affairs people Sure, train them up, get them across your key having kittens right now – emphasising the simplified messages so that they can speak terrible risk and such things. They’re just with confidence on behalf of the company, doing their job, but like an overprotective but speak they must. Employees need to see mother, they might end up erasing all the CEO step up for them to trust that the personality and authenticity from your company is genuine. CEO before they reach the podium.

Make sure they are optimistic and brave, like their employees and customers, even when talking of the struggles. Focus on the values (the why), the vision (the where), the desire for change (the why), and what you are going to do (the what).

Take customers and employees on the journey and keep them on the journey. Don’t Millennials admire people like Elon Musk just launch your big vision then go quiet for (Tesla Motors), Bill Gates, Barack Obama, two years while you get on with it. Take them Richard Branson, Warren Buffett12. Closer to along for the ride. Show them the evidence home we have a new breed of values-driven of change, no matter how small. They need CEO, in tech company Atlassian founders proof that you mean it. Even if you are in the Scott Farquhar and Mike Cannon-Brookes. dark cave battling a giant spider, they need Easy-going, unshaven, jeans & t-shirt wearing to know you are still on the journey. They will and humble. Oh and billionaires at aged 34! stick with you. They all have an authentic voice. FIND YOURS. ______11 Highly promoted, overstaged performance, presentation & event designed to sway or 12 World economic forum – leaders most admired by millennials convince opinion for political or commercial gain

Your CEO can be a CSR rock-star and lead Nothing worth having is easy. your brand / company to CSR Superhero status. Here’s the thing, employees will talk about their employers’ CSR activity if they Practical Talk Tip: see the CEO visibly involved. It means the If your CEO is one of those visionary but rare company is genuine, it’s not an add-on, they narcissistic, ruthless types that instil fear trust it. And when employees talk about it, in people when they walk in the room (think consumers listen and trust them. Montgomery Burns from The Simpsons) then perhaps, front someone else. This type It’s no longer enough for a leader to just of leader just perpetuates what consumers lead the company to profit. They must be a think of CEOs and it will end in tears. Front leader in influencing change, transforming your Chief Financial Officer or someone of the company’s impact on society and seniority, especially if he is a she. environment, a leader in communication. A leader of society, not just business. A leader to be admired and followed. For Inspiration: A visionary Rock Star leading the way in “Business and industry is the major Australia is Konica Minolta’s chief David Cooke who is driving sustainability through culprit in causing the decline of the the Japanese technology & imaging solutions business. biosphere and the only institution David made a clear statement when he first took the reins – turning the MD’s fancy that is large enough, pervasive enough office into a lounge for staff, opting to sit in a smaller glass office near the lunchroom and powerful enough to really lead where he could have more contact with staff. humankind out of this mess” A clear message that the culture had changed from the get-go in two short years. David has tackled ethical sourcing, financial - Paul Hawken, The Ecology of Commerce transparency, workplace human rights, climate change and has put in place new policies around staff volunteering, gender & Yes, there is risk. Absolutely. No doubt there. pay equality and domestic & family violence. But there’s also risk in maintaining the status quo.

Aside from throwing the full weight of his A self described ‘former plunderer of the leadership behind these initiatives, he also earth’, famous for statements like “Someday threw himself out of a plane in April this year people like me will go to jail. Theft is a crime to raise awareness and funds for Project and theft of our children’s future will someday Futures, a charity fighting to end human be a crime”. His 20 year campaign to turn trafficking and child exploitation. the traditional ‘take/make/waste” industrial system on its head and achieve Zero footprint, in turn reduced costs and doubled profits for Interface.

Information about Konica Minolta’s initiatives, including David’s doctoral thesis on Building Social Capital through corporate social investment, and Ray Anderson’s rousing Ted Talk can be seen at the Talking the Walk® Resource Centre.

David’s new culture – engaged staff, better customer service and social responsibility – appears to have paid off, with revenues, market share and profits all up since his arrival.

Ray Anderson was Founder and Chairman of USA carpet company Interface, and is a CSR Rock Star legend. Honest, real and utterly compelling.

6. A picture paints a thousand words

Dump the CSR/sustainability report

It takes lots of resources to produce a CSR/sustainability report – and no-one’s reading it. Today’s consumers receive information in real time, old news is not news.

There may be a couple of key stakeholders that need in-depth information and detail on your CSR activities, and if they really require a report, do it for them. Perhaps ask them if they really want it and if that format is the most useful.

Part of being CSR savvy is minimising waste, yes? That includes time!

Don’t assume that just because a CSR report cost a lot to produce and would make a good door-stop, it should automatically go on the website. Avoid ticking boxes.

Instead, convene a meeting of the communicators, CSR managers, marketers and your Jargon Terminator and create succinct information packages for each of your audiences.

Invite the CEO – who knows, they might just turn up! Make it quick and easy for people to get and absorb the information. Explainer videos. Human stories and success videos. Sexy infographics. Icons. Condense, strip away all the superfluous information and jargon, but keep the essence of the story. Use descriptions to paint a picture and use numbers and statistics sparingly. Too many will kill the magic.

Spread Snippets across every possible touchpoint.

Facebook, Instagram, YouTube, in-store, website, direct mail…everywhere. Invite discussion…engage! Consumers search out CSR information and validation across multiple platforms and numerous sources – being in just one place means you won’t be found.

CSR & Social Good is no longer an add-on strategy it needs to be part of your DNA, so show that it is. Just don’t spend big on exclusive and expensive-looking advertisements as this will just alienate and appear like bragging. Use existing channels.

Employees and consumers want easily digestible, visually appealing, easy-to-grasp information that is entertaining or inspiring or both! The attention span of most consumers these days is equivalent to a gold fish, so you must capture attention to get them to notice, let alone care.

Engage customers in the conversation on social media. Whatever you do must work on a hand-held device, for this is fast becoming the primary source of interaction. Ask questions, accept feedback: make it a two-way dialogue, not a one-way exercise in pushing information out. Think of every customer touchpoint as a Trustpoint.

Yes, it’s a lot of effort, but it will be worth it. Succinct and compelling CSR & Social Good communication is your Hero’s secret weapon in the fight to gain trust. Nothing else will build trust like this can. It’s your light sabre for sure. It cuts through like nothing else.

You have to feed it to them in the way they want to be fed. Bite-sized pieces. Consistent. Often. Pure, honest, straight-to-camera storytelling is IN.

Over-produced, longwinded, stiff videos full of corporate messages are OUT. Sexy colourful, downloadable infographics, memes and hashtags are IN. Long, boring, text-heavy reports in small type with jargonistic detail are OUT. Practical Talk Tips:

1. Don’t try to communicate everything at once. Remember, the best way to eat an elephant is one bite at a time.

2. Customers engage with your brand across multiple touchpoints and it all adds up to the customer experience. No one department owns the customer. Don’t silo off your CSR & Social Good messaging to just one area, such as your website. If it is genuinely part of who you are and what you stand for, it should be everywhere that you are. For inspiration: Our client Vodafone Foundation created a new social platform – Power for Good – with a commitment to improve the health of Australians through mobile technology. With their partner the Garvan Institute of Medical Research they launched DreamLab.

A complex idea (a crowd sourced smartphone supercomputer) made simple through a plain English description “use your phone to help solve cancer in your sleep”.

The program was launched in 2015 with a campaign video to capture imagination followed by an explainer video to show how it worked. The APP has 60,000 downloads from around the world and already Garvan’s research data has been crunched twice as fast as normal.

Heineken’s latest sustainability report is actually a rap film called Let’s Get Frank. Dutch rapper Kevin ‘Blaxtar’ de Randamie guides you through the brewer’s progress in the area of sustainability. Somewhat refreshing and highly appealing to millennials. You have to see it to believe it.

The Vodafone DreamLab case study & videos, along with Heineken case study and video can be seen in the Talking the Walk® Resource Centre.

“Every now and then one paints a picture that seems to have opened a door and serves as a stepping stone to other things.” - Pablo Picasso

7. Do What’s Right driving your staff to breakdown, encouraging discrimination or having a dubious supply If you don’t stand for something, you end up chain. standing for nothing There is no room for conflicting action as It’s no longer enough to just ‘do no harm’, this will lead to incongruent messaging, and or just stay within the confines of the law, millennials in particular will roast you. Years corporate Australia needs to do what is of good work down the drain – tick. Lack of right, by their staff, customers, stakeholders, trust – tick. community as well as strategically right. Measure the right things. Not just your Agree on what is right for your company to CSR activity outputs but social outcomes. focus on and what is going to resonate with Measure the change in behaviour of your your customers and staff before crafting campaigns. your messaging. If it’s right for them, then shareholders will come around. After all, Measure the human difference you are you’re a servant of the customer, not a slave making. Capture stats and data but turn it to the shareholder, yes? into something meaningful. This all makes for great stories. What is right for your company isn’t necessarily right for another, even if they Measure your CSR communications - not just are in the same category as you. In order to column inches and vanity metrics such as capture consumer’s attention you need your likes, followers and fans. communication to truly cut through. These can be great indicators of a successful Whether it’s the Fun theory13 , the disruption communications plan but the ultimate theory, shock or inspiration, use whatever is measure is the impact both action and appropriate for your company’s character. communication is having on reputation, sales, It must cut through, so keep trying different staff retention and anything else that your big ways and avoid vanilla. wigs feel is important.

Do the right thing across the board, avoid If you can prove bottom line benefits, then piecemealing and discordant actions. It’s the sky is the limit to what you will be tasked pointless giving away millions of dollars with next year! CSR will only be considered a through your Foundation and then slave- priority if it can prove that it can add value to ______the bottom line. 13 www.thefuntheory.com

Doing the right thing can often involve In rare occasions entire sectors do come supporting a cause. When selecting a cause, together to tackle a social issue and that is pick one that aligns to your business and is spectacular. Such as the pharmaceuticals all a reflection of your brand then pour all your investing in cancer research or the financial resources, skills, people, intellectual capital sector all investing in financial literacy. and money into it. But do it differently, look for the unique angle. Don’t just donate; that is an insult to your Find your particular flavour. Talk about the immense influence and potential. You may human difference as the primary message end up with more than one charity, but select a but also be transparent about how much you single cause. You want to be known to stand for are investing. something, not everything. Ticking CSR boxes by donating to charity – those days are far gone. Practical Talk Tips: To demonstrate you’re genuine, work at grass 1. Do not lead with the message ‘help us to roots level and get stuck in addressing the raise $xx’. Lead with the human difference root of the social problem. Don’t waste time on – difference not dollars. tokenism or window dressing. It’s so obvious, perpetuates skepticism and is so yesterday. 2. Cause partnering is Cavill + Co’s forte – finding a cause partner that is a perfect fit. Show the proof. The result. The human Get in touch if you are searching for The difference. Stats don’t do it! One! Letstalk.com.au

When selecting a cause to champion your strategy is as easy as ABC. For Inspiration:

A = Audience appeal. Find a cause that will A fabulous example of doing what is appeal to customers, rather than pushing the strategically right for a company is a story CEO’s personal passion. from 2012, when a foil-wrapped Annual Report arrived on the desks of stakeholders. B = Brand synergy. Your cause needs to make sense, and fit with your brand personality/values.

C = Competitive advantage. If you’re going to invest time and cash to champion and campaign you want something that your direct competitors don’t have.

The book inside was blank, with instructions to read in sunlight. As they did, page after page came to life with images and infographcis.

A gimmick? No, this was the world’s first eco-friendly, solar-powered annual report from Austrian Solar, which further positioned the company - and sector - as a highly innovative communicator and energy alternative.

Cavill + Co’s client the Financial Services Council (FSC) wanted to champion a cause that was relevant to its members. Financial literacy was the obvious choice, but how to make a genuine difference, and present a unique flavour, when all the major financial institutions were investing millions into the cause?

They partnered with the First Nations Foundation in 2013, who have delivered training to hundreds of Indigenous Australians to improve financial literacy and their lives.

At one event an FSC volunteer helped a Koori man find over $700,000 in lost super! The partnership has received unprecedented support from members, has inspired staff to volunteer and has beaten all fundraising targets.

The Australia Solar case study & video, the FSC/First Nations Foundation partnership achievements can be seen in the Talking the Walk® Resource Centre.

8. Engage Employees fully

CSR – it’s an inside job

Staff. Your greatest secret weapon. More powerful than Thor’s hammer and more influential than Green Lantern’s ring.

They not only have a thirst for CSR & Social Good, they have power in numbers and they are your best megaphone to disseminate what your company stands for to the big wide world. They’re possibly more valuable than any other communications channel you are investing in right now.

Because when your staff speak, consumers listen. They have more credibility and are more believed than anyone else when it comes to CSR information. They could be your cheerleading squad. For the most part, staff are Gen X and Y.

In ten years’ time it will be Gen Y and Gen Z. Gen Y’s are social beings, socially aware, peer oriented, values driven and optimistic. They want to work for organisations with a sense of purpose and they feel they have the power to change society for the better – over half give to crowdfunding initiatives.

Gen Z are empowered, sophisticated, big on social activism. They want to invest heart body and soul into making the world better – not just donate via payroll giving or be a recipient in a company’s ‘volunteer for a day’ program.

According to Gallup 60% of Australian employees are disengaged at work. Of course there are many things that you could be doing and are probably doing to improve engagement. Connecting them to the company’s purpose via CSR is a significant one.

A large proportion of employees in Australia don’t trust their employer – to do the right thing, and to speak the truth. Just like consumers they will go out of their way to seek facts to find the truth and as insiders they potentially have greater access.

Employees are often the last to year about a company’s CSR goals and plans. They’re only involved when they are required to display merchandise in store, when the volunteering day is due or when they read it on the company website.

If you are already on the path, at least brief them! An alert on the intranet doesn’t cut it! Companies complain that they give a day off for staff to volunteer but they’re not showing up. They organise a tokenistic ‘charity fundraising drive’ and staff are apathetic. Because at that point, it’s too late.

Staff-driven CSR Enable employees to have a say in the CSR program especially those areas where they can contribute. If you want to partner with a charity that offers staff skills then involve staff in making that decision. If you want to reduce your environmental footprint ask staff what they can do as a starter. As a company get behind things that they care about.

Company-centric CSR Employees need to be involved right at the outset. Seek their input to your CSR & Social Good thinking, planning and goal setting. Take on board their thoughts and ideas, enable them to shape your strategy.

Invite them to become actively involved, to lend their expertise, ideas and knowledge, some will even take on tasks. Utilise staff to test your messaging for the outside world. If it fails to resonate with them you know you have to reformulate or simplify.

They’re highly skilled (you employed them!) so it’s crazy to just give them opportunities to ‘fundraise’ for a cause that you have chosen, to donate (to a list you have compiled) or to volunteer to your corporate cause on a day you choose.

Involve them at the start and they will transform your CSR program.

The CEO needs to be actively visible, so they Mortuary bees that remove the dead. know it’s for real, then they’ll talk positively Fanning bees that control the temperature. about it to friends and family and on social Whilst the hive may look chaotic, all the bees media. Not only will you have a much better, are working towards a common goal, well rounded consumer focussed, fresh a shared purpose. CSR program, you’ve got a key channel of communication already handled. It’s the forager bees that leave the hive to gather food. When they find a rich source Think of your company as a bee-hive. There’s of food they return to the hive and ‘waggle the Queen and the worker bees. dance’, the moves showing the other bees the direction of the food. Those bees then Whilst the Queen Bee is central to the hive head out to bring more food back. Out they she doesn’t rule it, in fact her brain is much go, in they come, dance they do. smaller than the worker bees. Imagine if the bees didn’t know the purpose Each bee has a critical role that contributes of the hive. Or the Queen mistreated her to the survival of the hive. workers. She fails to consult with them, involve them or acknowledge their vital role Bees that store honey and pollen, bees that to the survival of the hive. Do you think the feed and clean. forager bees would return? Surely not.

They’d find the source of rich food and take it elsewhere. And they’d ‘waggle’ to tell other For Inspiration: bees to avoid that hive, there are better hives Cavill + Co client News Corp Australia to work for! partnered with Lifeline in 2010 to fulfil a Your staff are not just worker bees. They are critical social goal: enable Australians to have a rich source of inspiration and ideas. Tap conversations with a trained counsellor, on into their sense of purpose and desire to email as well as phone. make a different and they’ll go out into the world and talk up the company. And bring other talented people into the company. And make lots of honey!

Identify advocates and champions. Communicate with them regularly. Give them feedback. Share challenges, achievements. Reward those offering the greatest contribution. Rather than give Lifeline a chunk of money, News Corp rallied its talented digital staff Practical Talk Tips: who built it for them.

1. If you invite them to volunteer, do it on With massive support from the MLC work time, not their personal time, which Community Foundation, who contributed they value greatly cash and guidance, the ‘Lifeline Online

Crisis Support Chat’ platform was launched, 2. If you invite them to raise money, match it supported by News Corp’s $1m of on-line – it’s the decent thing to do, and it shows advertising a year. you are genuine

Because the staff were involved in selecting 3. Don’t cover them in logos on volunteering the cause of mental health, and had a say days just for PR fodder. The stories they in choosing Lifeline as their partner, the tell when out and about will be far more rallying was easy - staff were queuing up to powerful than a logo on a t-shirt be involved. Staff engagement and retention was increased and many lives were saved.

Westpac Australia enabled employees to create their own team volunteering around causes that matter to them.

One of their employees, social entrepreneur Daniel Heycox, had started a charity called I am a boat person to support asylum seekers in Australia.

He enrolled his entire Westpac team to volunteer their time and donate money to support the cause. The team found it extremely engaging and Westpac is now his major supporter. A great example of staff-driven CSR.

PwC Australia goes one step further by keeping track of all their CSR champions, maps their network, and involves them constantly in championing the company’s CSR and leading others to join.

9. Be transparent about environment Too many companies are pretending to be green when they are not. It’s called Don’t be Tricksy. Consumers are not green Greenwashing and is a catchcry of today’s fact-finding vigilante consumers. Smart There are many shades of the word green. marketing? A quick-fire way to upset consumers, lose trust and trigger a social It’s a political party, a grassy verge, a paint media furore that isn’t favourable. colour (more likely pistachio or juniper these days!), a term for jealousy or money. In the Two thirds of consumers are actively avoiding olden days it meant you are naive. companies and brands that have a negative environmental record, and when it comes Now it means ‘beneficial to the environment or to boycotting a product, misleading green less harmful to the environment that others’. credentials are just as bad as damaging the environment.

Activist groups like Get Up and Environmental Justice Australia are going to great lengths to expose polluters in the energy industry and they’re naming names14 . Greenpeace continue to be a thorn in BP’s behind, inviting the public to submit more appropriate logo designs “that more aptly convey its dirty ways”.

Large and powerful retailers embracing sustainability will have no room on their shelves for products that deliberately mislead. If your environmental footprint is large, and you are doing nothing about it, you will find yourself left out. If you pretend to be doing something but you’re not, you’ll be roasted.

Addressing your footprint is the only option.

Greenwashing sins range from fluffy language, suggestive imagery, irrelevant claims, no proof, bogus logos to outright lying. TA1K1N6 TH3 W A1 K ______14 The Dirty 3, GetUp/Market Forces/EJA, 2015

Green imagery, claims of ‘all-natural’, eco-friendly, ‘non-toxic’ are popular in Australia and it seems everything is now Organic. If you are aiming to minimise your environmental impact, avoid making claims before you are ready and can substantiate them.

Don’t use vague, meaningless terms or complex language or those awfully lame fake logos. They may get you a sale today but they will damage your brand tomorrow when consumers find out and feel duped.

They will boycott your brand and tell everyone about it. Do not greenwash, it does nothing but dirty your brand. We’re bigger and better than that in Australia, aren’t we?

“We face a crisis of leadership in the corporate world, hampering business from becoming a force for good. Many leaders are stuck in an old paradigm that no longer serves their businesses, wider society or the earth on which we all depend. They need to find the courage to stand up and set their companies on the path to transformation… rich rewards await for those that do” - Jo Confino, Executive Editor, Huffington Post

On the positive side, a new book from the USA called ‘Green Giants’ showcases the compelling business case when companies respond to consumer demand for cleaner, greener companies.

The book details 9 companies that have genuinely embraced environmental consciousness and action, outperforming competitors in the stock market by 11%. Innovative multi-national leaders include Tesla, Toyota and Unilever.

According to sustainability agency Futerra there are six key attributes of these billion dollar companies, that are a useful take-away for Australian companies.

1) Their sustainability journey can be tracked back to one courageous leader who was prepared to stand out from the crowd

2) They have created a disruptive mindset that breeds radical innovation

3) Operate from a higher purpose

4) Sustainability is at the core of their business, not a bolt on

5) They have mainstream appeal and

6) Perform well and corporate reputation is built through actions not advertising

When big companies like Unilever and Toyota absorb environmental consciousness into their business it sends a message to other companies, but they’ve also got multi- million dollar marketing budgets to raise awareness globally.

Australian companies IAG, Westpac and Stockland have been recognised globally as tops in sustainability and companies such as Arup, Disney, nab, PwC and Telstra are tops in Australia15.

Environmental communication cuts through when it is authentic and honest, featuring targets, progress as well as challenges. It should show impacts and outcomes – not just a to-do list.

The best sustainable websites and reports reveal bold but achievable long term goals and short term actions. They tell the story of the journey, using punchy language, powerful images and infographics. ______16 Australian Centre for Corporate Social Responsibility, State of CSR Annual Review 2015

Yet many in Australia are mind-numbingly dull, unimaginative with complex tables. We can certainly learn a lot from long term players like M&S and Unilever. Practical Talking Tips:

1. Read ‘Green Giants – How smart companies turn sustainability into billion-dollar business’ by Freya Williams. 2. Be completely inspired by Elaine Cohen’s blog on the world’s best sustainability reports http://csr-reporting.blogspot.com.au/2016/01/the-top-ten-sustainability-reports-of.html. For inspiration:

Apple have won awards for best green gadget17 but they win my vote for an easy to navigate website detailing the environmental footprint of each of their products including verification certificates, fact sheets on energy efficiency, materials, packaging, restricted substances and recycling.

Denmark’s clothing company Bestseller have a stunning sustainability website that is well organised and a pleasure to read. ______17 Green Gadgets: Designing the future - Greenpeace 2014

In the UK Marks & Spencer’s decade long One of most engaging and beautifully campaign called Plan A is a fantastic presented environmental papers is from our example of how to fully integrate CSR into very own Kathmandu. Easy to grasp, relevant everyday business and see immediate cost icons, stunning photography and the essence savings and increased profits. of the brand shines through.

You can see too that they have refined and perfected how they communicate their progress.

These environmental reports, the M&S case study and more can be found at the Talking the Walk® Resource Centre

10. Step Up

Dig deep into your soul. Lead. You know this to be true. Entertain. Listen to staff and customers. Delight. Start. Feedback. Embrace change. Have a vino. Overcome fear. Celebrate. Collaborate. Start again … Consult. Just do it. Inspire. Be brave. [email protected]

13.1 Big hugs to…

Producing a report like this takes a great deal Greg Shoemark for his incredible editing and of time, money and most of all, a willingness Helen for The Hero’s Story. Darrell John at to share knowledge and stories. For their Konica Minolta for the stunning printing. generosity of spirit (and for kicking in the Special mention to Tyrone Jaspers for his necessary cash) we must thank our amazing generous and unwavering support. partners who have made it all happen. A special thanks to my colleagues in the CSR Geoff Nevill and Angie Colles at Caltex. David industry including Anne-Maree McInerney Cooke and Anastasia Konstantelos at Konica from MOSS, Simon Robinson from LBG. Minolta. Kim Di Marzio and Paul Di Marzio Leonie Walton and Garvan for hosting our at Di Marzio Research. Daniel Murray and Sydney launch. Amanda Watson and Felicia Emma Watson at IAG Foundation. Melanie Stanislaus at nab for hosting our Melbourne Wilkinson and Alan Fitzpatrick at Fenton launch. Our panel members including Dan Communications. Ania Nowakowska our Gregory (The Impossible Inst), Ronni Kahn fabulous designer from redwagon. (OzHarvest), Alyssa Jones (Vodafone), Emma Snell (News Corp Australia), Sasha Courville Lia Harman, Caroline Cirami and Nerida (nab), Helen Souness (Etsy), Kate Delbridge Jermy at Cavill + Co for all your amazing (Oxfam), Simon Oats, storyteller. work on pulling it all together. Scott Gibson at Konica Minolta, Lil Barac-Macey at Q Social And most of all I must thank all the Impact and Alex Mar at IAG for believing researchers have made this possible and in us. Simon Oats, master storyteller for writers who produced all the reports that teaching me about the power of storytelling we reviewed – their work, stats, words and and all the story intel. Natalie Cairns and insights are the bedrock of this report. Of especially Cecilie Memhave for tracking down particular note is BBMG for their Five Human and compiling all the research. Zoe Karkas at Aspirations report, Edelman for their body Why Not This for pulling everything together of work on Trust, PWC and their insights on and co-ordinating the process. Rachael Millennials at work, Globescan for numerous Hammond at Snap for her delightful finger reports, Mintel for their Trends reports, Cone images and Ann Roberts for designing the and Havas PR for BeCause it Matters to Superhero’s Guide to the Galaxy poster. Australia.

13.2 We couldn’t have done it without...

Di Marzio – our research partner Di Mar zio Resea rch

When partnering with charities for mutual benefit (then known as Cause Related Marketing) was in its infancy in Australia in the late 1980s, few corporate and non-profit organisations understood its potential benefits, particularly at a branding level.

One missing ingredient was professional research into public attitudes and opinions towards CRM.

In 1997 we conducted a comprehensive national survey which underpinned Cavill + Co’s ground-breaking report: The New Bottom Line – Consumers, the Community and Business.

In 1999 our survey of 200 corporates was the basis for Cavill + Co’s report Cause & Effective, detailing the investment intentions of corporate Australia.

In 2001 this was followed up with Heart & Sold, which contained consumer research proving beyond doubt that consumers were influenced in their purchasing decisions by a company association with a cause.

These early reports were valuable guides for corporates, non-profits and consultants alike and reflected a new and exciting era

© Cavill + Co, June 2016. W: www.cavill.com.au E: [email protected] - 107 - of collaboration between companies and founded the business in 1989; while his son charities. One has to remember this was pre Paul Di Marzio joined the firm in 2006 after CSR, September 11 and social media, quite a tertiary studies and corporate experience in different world to now. marketing in Australia and the USA.

These were the first of many research projects that we’ve conducted in the CSR and community investment space over nearly two decades, and several leading organisations in both the non-profit and commercial sectors have used our quarterly online omnibus survey to give them answers “As with Cavill + Co, to pressing questions.

This survey provides a sample of 1200 adults closely resembling the population you work with the people demographically across the nation, and can deliver comprehensive answers to individual research questions, including the Talking the whose name is on the Walk® research questions reported herein. Di Marzio Research is proud to have helped door” build Australia’s knowledge of CSR, and we are always available to discuss effective ways in which market research can help both corporates and non-profits to address CSR, marketing or reputational enquiries. Web: www.dmresearch.com.au

We serve the needs of clients both large Contact: Kim Di Marzio, Director or and small in the corporate and not-for-profit Paul Di Marzio, senior Research Manager sectors, and for both state and federal government departments and agencies. P: (03) 9841 5546 M: 0401 626 509 (Paul) As with Cavill + Co, you work with the people whose name is on the door. Our principal E: [email protected] Kim Di Marzio has more than 40 years’ hands-on research experience, and co- E: [email protected]

Fenton – our communications partner

Clear, compelling communication

Fenton is a new breed of agency. We are The Rise & Recharge app was developed communicators, marketers, facilitators, by Baker IDI Heart and Diabetes Institute in advisers, writers, researchers and designers. partnership with Vodafone Foundation, which provides grants for technology solutions to Our full service in-house team works across improve the health and wellbeing of Australians. areas of health, resources, sustainability, social justice, education and professional services, with the knowledge, skills and experience to get results.

Building reputation, understanding motivations, increasing awareness, shifting attitudes and behaviour – clear, compelling communication is instrumental for driving change. BE THE A Fenton story: delivering a successful public health campaign for Baker IDI Heart and BOSS Diabetes Institute, and Vodafone Foundation. The Rise & Recharge campaign reignited a OF YOUR slow-burning health issue that had lost its spark in the public consciousness: all those hours we spend sitting motionless in work. CHAIR

The campaign strategy combined branding, We’re designed to move, not Spending less time stuck in the saddle is good spend our day glued to a chair. for your health and helps you stay sharp: simply get up, move about and sit back down online advertising, earned media coverage Time to take control, step up and every 30 minutes. Download the free app, become a Chair Boss. earn your stars and become a Chair Boss. and a workplace engagement program to Visit www.riserecharge.com for more tips promote a healthier balance between sitting on becoming the boss of your chair. Brought to you by

and being active at work, supported by a free Proudly supported by

Vodafone health app to encourage regular time away Foundation from the chair.

The campaign targeted large organisations with a sitting workforce with an appeal to use the app to help employees remember to move regularly throughout the day.

The benefits of changing workplace culture to normalise time out of the chair are a healthier and more productive workforce: a good example of public health and CSR imperatives combined to benefit staff and business.

Our Rise & Recharge toolkit also equipped participating companies to promote their commitment to employee health to external audiences, building their reputation among clients and potential employees.

Have you gone chair-less at work today? TRY SOME NEW “We are communicators, marketers, MOVES AT WORK facilitators and designers... a new Mobile can-can breed of agency” Self high five

Slam dunk Web: www.fenton.com.au

Go chair-less at work for more Download the free app, earn stars Visit www.riserecharge.com for Contact: Melanie Wilkinson, CEO energy: standing up on the and become a chair boss. more tips on becoming the boss job every 30 minutes is good Be chair-aware and proud – stand of your chair. for your health and helps you up, move about and power-up, you stay sharp. chair-less wonder you. P: (03) 9600 0006 Brought to you by

Proudly supported by

E: [email protected] Vodafone Foundation W: www.riserecharge.com

IAG Foundation – our corporate partner

As the country’s largest general insurer, IAG lives by its purpose: we make your world To help the IAG Foundation achieve its goals, a safer place. Our 15,000-plus employees our programs focus on: are proud of our 165 year heritage, during which we have been helping people and 1. Foundation partners: we form long-term communities recover from natural disasters, partnerships to create positive, accidents and loss. measureable social impacts on issues important to our business and Last year, we insured $2,012 billion worth of communities. The Foundation’s current assets on behalf of millions of customers, flagship partners are Lifeline and and we paid $8,736 million in claims. In The Smith Family. line with our purpose, we see our role extending beyond paying claims to increasing 2. Community sector development: We awareness of risk, and helping communities leverage our scale, capabilities and reduce and prevent risk. skills through volunteering and employee development opportunities to build a more In essence, we want to make our effective and efficient not-for-profit sector. communities safer, stronger and more confident. We believe it is our responsibility 3. Local community initiatives: Our people as an industry leader to use our influence will be offered opportunities to work and role as a major investor, purchaser and together to support local issues through employer for the good of everyone. initiatives which reinforce their connection to their communities and our purpose. To further signify our commitment to this 4. Giving and fundraising: The IAG responsibility, we established the IAG Foundation Foundation enables all employees in 2015 to raise awareness of important social to support causes they are passionate issues, and provide a voice for our people to about through access to workplace share their passions in the community as well as giving, fundraising, gift-matching and contribute to positive outcomes. volunteering opportunities. The IAG Foundation will help create opportunities for more people to be involved with community groups in different ways.

IAG is proud to support the Reconciliation movement in Australia.

Web: www.iag.com.au Contact: Daniel Murray, Senior Manager, IAG Foundation P: (02) 9292 2125 E: [email protected] w: www.iag.com.au/shared-value w: www.iagindigenous.com.au

Konica Minolta – our corporate partner

Konica Minolta Business Solutions Australia is a subsidiary of an innovative global company that is committed to creating value for customers and making a positive We recognise we have an important role to contribution to society. play in ensuring the rights of those in our business operations and supply chains are Our vision is to be known as a company that upheld and respected. cares about our people, our customers and our community, and is vital to society. For this reason we are committed to undertaking an ethical sourcing journey with Globally recognised for its award winning our suppliers to ensure we have a positive products and sustainability performance, social impact on those within our sphere of Konica Minolta is a market leading provider influence. of integrated print and content management services with the power to transform We are active in the community and support business environments for organisations many causes that reflect the concerns of our large and small. people and society. Employees volunteer their skills and time to help make a difference. Our Optimised Print Service (OPS) combines We work with charity partners such as consultancy with hardware and software Landcare Australia, Breast Cancer Network implementation and operation to improve Australia, The Smith Family and Project productivity, enhance information security, Futures to inspire our people and create value reduce overall business costs and support for society. sustainability goals.

Konica Minolta is committed to making a positive and meaningful contribution to society and the communities in which we operate.

We participate in the UN Global Compact and are exploring ways we can contribute to achieving the Sustainable Development Goals.

Konica Minolta staff work with Landcare to plant, repair bushland

Web: www.konicaminolta.com.au Contact: Anastasia Konstantelos, CSR Leader P: (02) 8026 2507 E: [email protected] or [email protected] w: www.konicaminolta.com.au/About-us/Community-engagement w: www.konicaminolta.com.au/About-us/Environmental-endeavours

A Konica Minolta story: Out of the Shadows

For International Women’s Day 2016, Konica Minolta Australia launched a week of activities in support of a new exhibition, Out of the Shadows: Portraiture of Domestic Workers in Nepal, at Konica Minolta House in Macquarie Park.

Out of the Shadows featured portraits and stories highlighting the challenges faced by female domestic workers in Nepal, including limited access to education, caste-based discrimination, child labour, forced or arranged marriage, violence and poverty.

The exhibition coincided with preparations for the release of Konica Minolta’s Ethical Sourcing Roadmap which will outline steps the company will take to help achieve targets related to Human Rights and Ethics in its supply chain.

Employees, charity partners, local businesses and other organisations were invited to attend the launch of the exhibition which featured 15 portraits by emerging Seattle-based photographer and videographer, Monica Frisell, with research by Laura McManus, Konica Minolta’s Ethical Sourcing Consultant.

Cindy Reid, Director of People and Culture at Konica Minolta said, “The aim of the exhibition, which brings to life stories of courage, resilience, and survival, is to both challenge and inspire.

While the subjects in the exhibition might not be Australian, the narrative is a familiar one, and highlights the aspirations we all have: an education for our children, saving to buy a house and being treated with respect at work.”

The launch of the exhibition featured a talk by Jenny Stanger, National Manager of the Salvation Army’s Freedom Partnership to End Modern Slavery.

Jenny spoke about the Salvation Army’s work to provide support to victims of modern slavery in Australia, including domestic workers exploited in diplomatic homes.

Cindy Reid said, “The theme of International Women’s Day 2016 is Pledge for Pay Parity.

The exhibition is aimed at Konica Minolta staff and the general public, to recognise the importance of continued advocacy for pay parity among all women, no matter where in the world they work.”

The exhibition ran through the week from March 7-11 in the public foyer of Konica Minolta’s HQ at Macquarie Park. The company invited charity partners, local businesses and other stakeholders to enjoy the exhibition through the week.

Out of the Shadows is only one of the initiatives Konica Minolta launched in support of International Women’s Day 2016. Konica Minolta Australia’s Managing Director, Dr David Cooke, pledged that in 2016 the company will seek to achieve Employer of Choice status with the Workplace Gender Equality Agency (WGEA), which promotes and improves gender equality in Australian workplaces.

Additionally, Konica Minolta Sydney staff attended the UN Women’s IWD breakfast in Sydney on March 8. On the evening of International Women’s Day, Konica Minolta’s Melbourne Branch hosted a screening of He Named Me Malala to raise funds for the company’s charity partner, Project Futures, an organisation working to end human trafficking.

For more information visit: http://www.internationalwomensday.com/Activity/6461/Konica- Minolta-hosts-Out-of-the-Shadows-Portraiture-of-Domestic-Workers-in-Nepal-

Caltex – our corporate partner

Caltex is a proudly Australian company that has grown from humble beginnings to become the nation’s outright leader in transport fuels and one of Australia’s largest convenience retailers. Caltex also partners with Motorvation, an organisation that works with groups of young We are trailblazers in business who are drivers aged 15 to 20 years to decrease risk committed to safety, treat each other and taking and collision risk. the environment with respect, and never lose sight of tomorrow.

Focusing on road safety

Caltex has been a proud sponsor of the Australian Road Safety Foundation and its Fatality Free Friday program since it was founded in 2011.

The program is Australia’s largest community based road safety day to raise awareness of the human cost of careless driving by calling for extra vigilance behind the wheel.

Caltex also sponsors the Australian Closely aligned with our focus on safety Road Safety Foundation Awards, the only and driver training, Motorvation is a unique nationwide road safety recognition program. method of changing young driver attitudes and behaviour. We have made on-board monitoring of speed, fatigue and harsh braking a requirement for Rather than focusing on road rules and our vehicle fleets and have invested in tanker normal driver tuition, it helps young people driver safety through in-house classroom understand their driving personality, leading sessions and expanding our in-cab driver them to change their behaviour to reduce training process. overconfidence and risk taking.

Investing in the future

2016 marks the sixth year of Caltex’s partnership with the Clontarf Foundation, which is committed to improving the education, discipline, life skills, self-esteem and employment prospects of young Aboriginal men in order to equip them to participate meaningfully in society.

In addition to financial support over the last five years, many Caltex employees have donated their time, energy and enthusiasm to It uses training modules such as the helping the Clontarf Foundation. Motorvation bus with in-built motion simulators, innovative online programs and This has included volunteering at football entertaining discussion sessions, as well as carnivals, participating in Kimberley driving real cars, to engage and equip young adventures with the Kununurra Academy drivers. in Western Australia, supporting Academy students to visit Sydney and Perth, and Delivering our united best for sick children participating in career exhibitions.

Caltex is a partner of the MakeAWish® A highlight of 2015 was the Ross Kelly Cup, Foundation, which grants the wishes of where 20 employees volunteered as water children with life-threatening medical carriers, lines people and photographers to conditions to enrich the human experience help make the event a great success. with hope, strength and joy.

Last year, Caltex raised over half a million dollars for MakeAWish® through employee-led “Caltex is working with Clontarf to fundraising events in key offices and terminal locations, and Star Mart Wish Drive activities improve the education, self-esteem in around 630 retail sites across Australia. and employment prospects of young Aboriginal men”

Recognising Australia’s leaders of the future

The Caltex Best All Rounder program celebrated its 30th year in 2015 as a fixture in over 75% of high schools across Australia. Presented to thousands of final-year students around the country, the program acknowledges the rounded contribution that individual students make to their school and community, their leadership abilities and the good example they set for others.

Fuelling Change

Fuelling Change is Caltex’s workplace company-sponsored employee giving program, providing our people with an opportunity to donate from their pre-tax income to Caltex’s nominated community partners.

These donations are then matched dollar for Web: www.caltex.com.au dollar by Caltex. In 2015, more than $100,000 was raised for our community partners: Contact: Geoff Nevill, Marketing Sponsorship Cancer Council of Australia, the Heart Manager Foundation, Oz GREEN, RSPCA, Starlight Children’s Foundation, The Smith Family, P: (02) 9250 5873 the Clontarf Foundation, the Australian Road Safety Foundation and Make A Wish® E: [email protected] Foundation. w: www.caltex.com.au/our-company/ environment w: www.caltex.com.au/community

© Cavill + Co, June 2016. W: www.cavill.com.au E: [email protected] - 119 - redwagon design – our design partner redwagon design is run by Ania Nowakowska, her associates, and her dog Django. With a major in Graphic Design and Communication, Art History, and a minor in Photography from The University of Melbourne, Ania has a total of 18 years experience in graphic design in the not-for-profit and corporate, as well as research and government sectors. redwagon was born in Melbourne in 2006, after an eight year career at a private marketing agency based in St Kilda Road. Over the past 10 years redwagon helped dozens of Australian and international organisations stand out from the crowd and raise millions of dollars, engage thousands of supporters and be recognised as leaders in their field. The quality of redwagon’s work has been recognised by the Fundraising Institute Australia at both the state and national levels. redwagon’s relationship with Cavill + Co spans over 10 years. Working on big and small projects, forever challenging each other and pushing each other to create the best work possible. Working with people who are open to new ideas, and who hope for a better Web: www.redwagon.com.au world is a reminder of how fortunate we are to partner with great causes here and overseas. Contact: ania nowakowska, director redwagon’s successes come from hard work, P: 0425 789 761 creativity, a commitment to service to their clients, and listening to gypsy music. E: [email protected]

You’ve made it this far? Good. That means social enterprises disrupting their product something in this report has aroused your categories – are already doing it. And seeing curiosity. immediate rewards.

There have been many moments during the It will require change and courage, of course, compilation of this report that I’ve had doubts and at times the objective might seem about whether it would see the light of day, if unrealistic and overly idealistic – but that’s only for the sheer size of the task. where this report can help, and so can Cavill + Co if you need us. It started with evaluating over 60 reports to select the most credible with Australian Whatever our philosophy or beliefs, we all content, then analysing the final 25 to work have opportunities to effect social change. out what it all means. Then presenting it in a Early leaders, like Anita Roddick, Al Gore, way that talks the walk – as in, how to make John McFarlane and Ray Anderson, had the stats interesting reading, ironing out all the courage to step up and speak out against the jargon which I realised to my horror I use a lot status quo. more than I thought! New leaders, like Tesla’s Elon Musk, Unilever’s Had it not been for the steadfast support of Paul Polman, Bea Perez of Coca Cola eBay my partners, I doubt I would have made it. entrepreneur Jeff Skoll18 and our very own David Cooke, are making radical changes in I’ve also had moments of self-doubt. I’ve how they structure and run their businesses. I asked myself ‘who am I to suggest to believe we are on the threshold of extreme and some of the world’s most successful rapid change… it’s an exciting time to be alive! companies, hugely talented leaders, expert communicators, how to communicate?’ Consumers are crying out for such a change, And the answer is that I am only presenting as has been shown consistently in Cavill what the research is affirming, what + Co’s research over nearly two decades. Australians are saying. What’s new is the increasing appetite consumers have to embrace such change I realise that to embrace some of what through the stories of how corporates are I am proposing is not going to be easy. contributing to society. But many companies highlighted in this ______report – from giant multinationals to small 18 https://www.theguardian.com/sustainable-business/sixteen -global-sustainability- leaders-transformational-change

As Victor Hugo once said, ‘all the forces in the world are not so powerful as an idea whose time has come’. He might have added that people only embrace an idea when they are told its story, something Hugo did so well. People need heroes, and they thrive on the stories of their heroes.

As this report shows, every good story begins with a hero and a quest, and ends with the hero being rewarded for undertaking that quest.

Your company can be that hero, and you can triumph in that quest.

But learn from Victor Hugo and be sure to tell your story, and tell it well, warts and all.

15.1 CSR & Social Good Definitions It consists of earning a licence to operate by creating value for stakeholders, including shareholders, and society. Corporate social responsibility Corporate responsibility includes being Movement aimed at encouraging companies consistent with ethical principles and to be more aware of the impact of their conduct such as honesty, integrity and business on the rest of society, including their respect for others. By voluntarily accepting own stakeholders and the environment. responsibility for its actions corporations earn their licence to operate in society. Corporate social responsibility (CSR) is a business approach that contributes to Financial Times Lexicon - http://lexicon.ft.com sustainable development by delivering economic, social and environmental benefits for all stakeholders. Triple Bottom Line A phrase coined in 1994 by John Elkington … CSR is a very broad concept that addresses describing the separate financial, social and many and various topics such as human environmental “bottom lines” of companies. rights, corporate governance, health and safety, environmental effects, working The three measures include: conditions and contribution to economic development, with the key purpose to drive • profit – the economic value created by change towards sustainability. the company, or the economic benefit to the surrounding community and society Financial Times Lexicon - http://lexicon.ft.com • people – the fair and favourable business practices regarding Corporate responsibility labour and the community in which the company conducts its business Corporations have a responsibility to those • planet – the use of sustainable groups and individuals that they can affect, environmental practices and the i.e., its stakeholders, and to society at reduction of environment impact. large. Stakeholders are usually defined as customers, suppliers, employees, communities http://www.investopedia.com/terms/t/triple- and shareholders or other financiers. bottom-line.asp#ixzz470TSc4xS

Corporate Community Investment Corporate community engagement refers to the activities that a company undertakes to Community investment (CI) refers to a enhance its relationships with, and contribute company’s long-term strategic involvement to the well-being of, the communities in which in community partnerships to address social it has a presence or impact. issues chosen by the company to protect corporate interests and enhance reputation. Green Hotelier – http://www.greenhotelier. org/our-themes/community-communication- CI comprises the following components: engagement/what-is-community-engagement/ • Financial contributions (sometimes Social enterprise known as cash donations) • In-kind donations of both goods Social enterprises use the power of the and services, including the loan of market place to solve the most pressing assets such as company premises societal problems. They are businesses or resources that exist primarily to benefit the public • Contributions of time and skills, and the community, rather than their known as employee volunteering or EV shareholders and owners. Social enterprises are commercially viable businesses with a http://www.communitybusiness.org/focus_ purpose of generating social impact. areas/CI.htm Social Traders – http://www.socialtraders.com. Corporate community engagement au/learn/dsp-landing.cfm?loadref=95

‘Community engagement’ is a planned Creating Shared Value (CSV) process with the specific purpose of working with identified groups of people, whether they Creating shared value is generating economic are connected by geographic location, special value in a way that also produces value for interest, or affiliation or identify to address society by addressing its challenges. issues affecting their well-being. A shared value approach reconnects Department of Sustainability and Environment company success with social progress. – http://www.dse.vic.gov.au/effective- engagement/introduction-to-engagement/what- Harvard Business Review 2011 – https://hbr. is-community-engagement#1 org/2011/01/the-big-idea-creating-shared-value

Corporate Sustainability Corporations may have their logos and brand names displayed alongside of the Corporate sustainability means your business organisation undertaking the project or must deliver products or services to the program, with specific mention that the customer in a way that reduces consumption, corporation has provided funding. energy use, distribution costs, economic concentration, soil erosion, atmospheric Investopedia – http://www.investopedia.com/ pollution, and other forms of environmental terms/c/corporate-sponsorship.asp damage. The blue economy The Ecology of Commerce (1993) – http://www. csrquest.net/default.aspx?articleID=13113 A sustainable ocean economy emerges when economic activity is in balance with Philanthropy the long-term capacity of ocean ecosystems to support this activity and remain resilient A Greek term which directly translated and healthy. means “love of mankind.” Philanthropy is an idea, event, or action that is done to better The Economist Intelligence Unit Ltd 2015 humanity and usually involves some sacrifice as opposed to being done for a profit motive. SROI (social return on investment) Acts of philanthropy include donating money to a charity, volunteering at a local shelter, or Social Return on Investment (SROI) is a raising money to donate to cancer research. systematic way of incorporating social, environmental, economic and other values BusinessDictionary.com – http://www. into decision-making processes. By helping businessdictionary.com/definition/philanthropy.html reveal the economic value of social and environmental outcomes it creates a holistic perspective on whether a development Sponsorship project or social business or enterprise is beneficial and profitable. A corporate sponsorship is a form of marketing in which a corporation pays Better Evaluation – http://betterevaluation.org/ for all of some of the costs associated approach/SROI with a project or program in exchange for recognition.

Stakeholders Earning licence to operate

A person, group or organisation that has The social licence is the level of acceptance interest or concern in an organisation. or approval continually granted to an Stakeholders can affect or be affected by organisation’s operations or project by local the organisation’s actions, objectives and community and other stakeholders. policies. Some examples of key stakeholders are creditors, directors, employees, ACCSR – http://accsr.com.au/news/defining-the- government (and its agencies), owners elusive-and-essential-social-licence-to-operate/ (shareholders), suppliers, unions, and the community from which the business draws B Corporation its resources. B Corps are a new type of company that uses Not all stakeholders are equal. A company’s the power of business to solve social and customers are entitled to fair trading environmental problems. B Corps are for- practices but they are not entitled to the profit companies certified by the non-profit B same consideration as the company’s Lab to meet rigorous standards of social and employees. environmental performance, accountability, and transparency. Business Directory – http://www. businessdictionary.com/definition/stakeholder. B Corporation – https://www.bcorporation.net/ html what-are-b-corps Good corporate citizen Environmental Corporate citizenship is about companies taking into account their complete impact Greenwash on society and the environment, not just their impact on the economy. It is about When a company or organisation spends business assuming responsibilities that go more time and money claiming to be “green” well beyond the scope of simple commercial through advertising and marketing than relationships. actually implementing business practices that minimize environmental impact. The Business Case for Corporate Citizendship, Arthur D Little – http://www.csrwire.com/pdf/ Greenwashing Index – http:// Business-Case-for-Corporate-Citzenship.pdf greenwashingindex.com/about-greenwashing/

Alternative energy sources Carbon neutral

Energy that does not come from fossil fuels A situation that arises when the amount of (such as coal, oil, gas), for example wind, carbon dioxide released into the air equals flowing water, solar energy and biomass. the amount of carbon dioxide removed from the air, for example by planting trees, or the National Adult Literacy Agency 2009 amount saved by using renewable energy sources to produce the same amount of Biodegradable waste energy.

Organic waste, typically coming from plant See also renewable energy. or animal sources (for example food scraps and paper), which other living organisms can National Adult Literacy Agency 2009 break down.

National Adult Literacy Agency 2009 Carbon offset

Carbon footprint A unit, equal to one ton of carbon dioxide, that individuals, companies or governments buy to A measure of the impact our activities have reduce short-term and long-term emissions of on the environment, especially climate greenhouse gases. The payment usually funds change, often reported as the units of tonnes projects that generate energy from renewable (or kg) of carbon dioxide each of us produces sources such as wind or flowing water. over a given period of time. Individuals can choose whether to buy an National Adult Literacy Agency 2009 offset (for example to compensate for air travel), but governments and large industries Biodiversity are sometimes required to buy them to meet international targets aimed at reducing A short form of the phrase ‘biological greenhouse gases diversity’, which means the variety of life on this planet and how it interacts within National Adult Literacy Agency 2009 habitats and ecosystems. Biodiversity covers all plants, animals and micro-organisms on land and in water. See also ecosystem, habitat and organism.

National Adult Literacy Agency 2009

Climate change

A change in the climate of a region over time due to natural forces or human activity. In the context of the UN Framework Convention on Climate Change, it is the change in climate caused by higher levels of greenhouse gases in the atmosphere due to human activities as well as natural climate changes.

See also global warming, and UN Framework Convention on Climate Change.

National Adult Literacy Agency 2009

Organic food

Plants and animals that are grown or reared without the use of synthetic fertilisers, pesticides or hormones.

National Adult Literacy Agency 2009

Recycle

To break waste items down into their raw materials, which are then used to re-make the original item or make new items.

National Adult Literacy Agency 2009

15.2 Resource & Reference List

CSR

Australian Centre for Corporate Social Responsibility www.accsr.com.au Ethical Performance www.ethicalperformance.com St James Ethics Centre www.ethics.org.au The Difference Incubator http://tdi.org.au National Institute for Governance www.governanceinstitute.edu.au Republic of Everyone www.republicofeveryone.com LBG – www.lbg-australia.com

Overseas

Business for Social Responsibility www.bsr.org CSRWire www.csrwire.com Business in the Community www.bitc.org.uk CSR Europe www.csreurope.org Ethics Resource Center www.ethics.org Corporate Community Engagement/cause partnerships

Cavill + Co www.cavill.com.au MOSS (Models of Success and Sustainability) www.moss.org.au Republic of Everyone www.republicofeveryone.com Overseas

Cone Communications www.coneinc.com Business in the Community www.bitc.org.uk Environmental impact

Carbon Neutral Program and National Carbon Offset Standard www.climatechange.gov.au Greenwashing Index www.greenwashingindex.com Greenpeace www.stopgreenwash.org

CSR Communication

Cavill + Co www.cavill.com.au Fenton Communications www.fenton.com.au Republic of Everyone www.republicofeveryone.com MOSS (Models of Success and Sustainability) www.moss.org.au

Consumer & activist websites

Choice www.choice.com.au Eco-Shout www.ecoshout.org.au/blog/deep-greenwash-avoiding-dodgy-and-beyond Not Good Enough www.notgoodenough.org

Other useful websites

Benefit Corporation www.bcorporation.com.au Social Ventures Australia www.socialventures.com.au ProBono Australia www.probonoaustralia.com.au The Impossible Institute www.theimpossibleinstitute.com

Sponsorship

PowerSponsorship www.powersponsorship.com Sponsorship News www.sponsorshipnews.com.au

Staff volunteering

Seek Volunteer www.volunteer.com.au Volunteering Australia www.volunteeringaustralia.org

For CSR inspiration…

Interface USA www.interfaceinc.com Patagonia www.patagonia.com.au Marks & Spencer ‘Plan A’ campaign www.corporate.marksandspencer.com/plan-a Unilever www.unilever.com.au The Body Shop ‘Enrich Not Exploit’ campaign www.thebodyshop.com.au

NAB www.nab.com.au Westpac www.westpac.com.au Kathmandu http://www.kathmandu.com.au/ Google Green https://www.google.com.au/green/

Sustainability, Social Impact & Shared Value Resources

UN Sustainable Development Goals https://sustainabledevelopment.un.org/sdgs SustainAbility www.sustainability.com Sustainable Brands www.sustainablebrands.com Business Council for Sustainability www.wbcsd.org Centre for Social Impact www.csi.edu.au Q Social Impact www.qsocialimpact.com.au Shared Value Project www.sharedvalue.org.au Shared Value Initiative www.sharedvalue.org Impact Investing Australia www.impactinvestingaustralia.com

Donation Platforms

Goodcompany www.goodcompany.com.au Karmacurrency www.karmacurrency.com.au Good 2 Give (CAF Australia) www.good2give.ngo Everyday Hero www.everydayhero.com/au Give Now www.givenow.com.au My Cause www.mycause.com.au I = Change www.iequalchange.com

Socially Responsible Investment (SRI) Research and Sustainability Ratings Agencies

GRI www.globalreporting.org RobecoSAM AG www.robecosam.com CDP www.cdp.net Dow Jones Sustainability Index www.sustainability-index.com The FTSE4Good Index Series www.ftse.com/products/indices/FTSE4Good

15.3 List of all research reports

Cavill + Co has analysed, interpreted and taken inspiration from the following research reports. The majority of reports are dated between May 2013 and May 2016 (ie they are no more than 3 years old). In some cases the data was collected a little earlier than that, but we included it if we felt it was relevant and the sample size was substantial. All Australian research data that we included in the Talking the Walk® report has a representative sample size of at least 1,000 consumers and any global research had to have at least 500 Australians as part of the sample.

There are 3 sections and they are colour-co-ordinated as referenced throughout the report.

i Name of research report: Cavill + Co/Di Marzio, Consumer Trust and Skepticism Date research conducted: September 2015 Date research released: October 2015 Firms behind the report: Cavill + Co and Di Marzio Research

Research sample: online survey sampling 1,200 general Australian population respondents across the nation Key theme: Trusted sources of information about what companies and brands are doing to support community/environment (Q1) the activities that demonstrate that the company is genuine (Q2) and what triggers skepticism (Q3)

ii Name of research report: Cavill + Co/Di Marzio, Switching Brands for a Cause Date research conducted: March 2014 Date research released: March 2014 Firms behind the report: Cavill + Co and Di Marzio

Research sample: online survey sampling 1,200 general Australian population respondents across the nation Key theme: Whether consumers have switched brands in the last year due to a cause alignment

iii Name of research report: Cavill + Co/Di Marzio, Trusted Sources of CSR Date research conducted: November 2011 Date research released: November 2011 Firms behind the report: Cavill + Co and Di Marzio

Research sample: online survey sampling 1,200 general Australian population respondents across the nation Key theme: Consumers views on which sources of CSR they trust

iv Name of research report: Cavill + Co/Di Marzio, Switching Brands for a Cause Date research conducted: April 2011 Date research released: April 2011 Firms behind the report: Cavill + Co and Di Marzio

Research sample: online survey sampling 1,200 general Australian population respondents across the nation Key theme: Whether consumers have switched brands in the last year due to a cause alignment

v Name of research report: Cavill + Co/Di Marzio, Attitudes to corporates Date research conducted: April 2016 Date research released: unreleased until now Firms behind the report: Cavill + Co and Di Marzio

Research sample: online survey sampling 1,200 general Australian population respondents across the nation Key theme: Whether consumers think companies are profit driven (Q1), whether they boycott brands (Q2) and how to encourage employees to talk about CSR (Q3)

DESK RESEARCH

1 Name of research report: Edelman Trust Barometer, Annual Global Study Date research conducted: February/March 2016 Date research released: March 2016 Firms behind the report: Edelman

Research sample: online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 countries (including Australia, 1,150 respondents) Key theme: Trust & reputation

2 Name of research report: It’s not business. It’s personal. (The Australian purpose study) Date research conducted: September 2013 Date research released: 2013 Firms behind the report: SHIFT + AMR

Research sample: 1200 Australians Key theme: reputation

3 Name of research report: Reputation Institute: CSR RepTrak 100 – The Best CSR in the World Date research conducted: 2013 Date research released: 2013 Firms behind the report: Reputation Institute

Research sample: 55.000 consumers over 15 countries incl. Australia. Key themes: perceptions of CSR, most trusted companies

4 Name of research report: Engaging and empowering Millennials (NextGen) Date research conducted: 2014 Date research released: 5 December 2014 Firms behind the report: PwC/University of Southern California & London Business School

Research sample: 44,000 PwC people, live interviews, focus groups - globally including Australia. Key themes: What motivates Millennials at work

5 Name of research report: The UN Global Compact-Accenture CEO Study on Sustainability Date research conducted: 2012 Date research released: 2013 Firms behind the report: Accenture + UN Global Compact

Research sample: 1000 CEOS from 27 industries across 103 Countries (187 from Asia Pacific and Australasia) Key areas covered: CEO’s discuss a new global architecture to unlock the full potential of business in contributing to global priorities; and reveal how leading companies are adopting innovative strategies to combine impact and value creation. All analysed from a UN Global Compact point of view.

6 Name of research report: BeCause it matters Date research conducted: 2013 Date research released: 2014 Firms behind the report: Havas PR/Havas Meaningful Brands

Research sample: 23,510 consumers from 14 countries 500 from Australia. Key areas covered: Attitudes to brands and impact they make

7 Name of research report: The State of Content – Expectation on the Rise Date research conducted: October 2015 Date research released: October 2015 Firms behind the report: Adobe

Research sample: 2,000 US Citizens Key areas covered: Consumption of media, devices, engagement & social media

8 Name of research report: State of Sustainable Business Survey Date research conducted: September 2013 Date research released: September 2013 Firms behind the report: BSR & Globescan

Research sample:. 711 Professionals globally Key areas covered: Tracks insights of challenges faced by CR professionals

9 Name of research report: Five Human Aspirations & the future of brands Date research conducted: May 2015 Date research released: April 2015 Firms behind the report: BBMG, GlobeScan

Research sample: The study draws from telephone and in-person surveys of 21,492 consumers across 21 international markets Key areas covered: An annual tracking study of trends in sustainable consumption and in-depth demographic, psychographic and purchase dynamics of Aspirational consumers across 20 international markets.

10 Name of research report: Sustainabilty in Europe – Top Trends 2016 Date research conducted: December 2015 Date research released: January 2016 Firms behind the report: Ethical Corporation

Research sample: The study draws from telephone and in-person surveys of 21,492 consumers across 21 international markets Key areas covered: Key issues, opportunities and trends in CSR & Sustainability.

11 Name of research report: From Marketing to Mattering Date research conducted: June 2014 Date research released: June 2014 Firms behind the report: Accenture/Havas Media/UNGG

Research sample: 30,000 consumers worldwide Key areas covered: attitudes on quality of life, behaviour of companies and sustainable brands

12 Name of research report: 2015 Global CSR RepTrak 100 Date research conducted: March 2015 Date research released: March 2015 Firms behind the report: Reputation Institute

Research sample: 150,000 interviews Key areas covered: perceptions of companies that use the RepTrak methodology and ROI of those companies

13 Name of research report: Project Superbrand – 10 Truths reshaping the corporate world Date research conducted: March 2015 Date research released: March 2015 Firms behind the report: Havas Worldwide/Marketprobe

Research sample: 10,700 consumers including Australia Key areas covered: behaviours of influential consumers called Prosumers and how to win them over

DESK RESEARCH (READ, but NOT INCLUDED)

Cavill + Co has taken inspiration from these reports but due to the fact that either a) the sample size in Australia is too small or non-existent b) the report is older than May 2013, c) a later and more up-to-date version of the report has been released or d) the report is observational rather than statistical, the stats were not included in the Talking the Walk® report.

A Corporate Storytelling & your CR strategy 2011

B PWC’s Next Gen – 2013

C Omnichannel Trends 2016 – Mintel

D Cone/Echo Global CSR 2013

E McKinsey & Co: Business of Sunstainability 2011

F Creating Connections that Matter, ADMA/Australia Post 2013

G Doing Well by Doing Good, Nielsen - June 2014

H Edelman Trust Barometer – 2015

I Edelman Good Purpose Study 2012

J The Ripple Effect – how to use the media for social change 2014

K ACCSR State of CSR, CSR Connected/Wright/Deakin 2014

L The Sustainabilty Yearbook KPMG & Robecosam

M ACCSR State of CSR, ACCSR 2015

N What Makes us Happy, Australian Unity 2015

O Engaging Tomorrow’s Consumer, World Economic Forum, 2013

P Sizzle – the new climate message, Futerra 2015

Q Selling Sustainability, BSR/Futerra 2015

R Real Not Spiel®, Cavill + Co/Sweeney 2008

15.4 Talking the Walk® Resource Centre

When you purchase this report you will have access via your password to dive into the Resource Centre which has great CSR and Social Good Communication case studies, videos, CSR & Sustainability reports, storytelling information, free webinars on storytelling and a whole lot more! www.cavill.com.au/talking-the-walk

16. About Cavill + Co

Cavill + Co builds purposeful, profitable Over 20 years we’ve built partnerships for partnerships between companies and companies including Disney Australia, News charities – more than 43 of them over Corp Australia, Vodafone Foundation and 20 years. Seek.com.au. We’ve helped numerous for purpose organisations like Oxfam Australia, We help profit-driven organisations Fred Hollows Foundation, Lifeline Australia (corporations, social enterprises and and PetRescue form partnerships. brands) build partnerships that achieve both commercial and social outcomes - We’ve played a part in reducing toddler strengthening reputation, differentating, drownings; matching kids to mentors; building trust and loyalty, inspiring staff. training guide dogs; funding health We also help for-purpose organisations research; changing the face of volunteering; (charities) build potent partnerships that empowering the poor; and raising awareness enable them to achieve their social of issues such as binge drinking, exercising, mission faster. depression and indigenous inequality.

Can you imagine a world without We’re a small team – by choice – so we can partnerships? A world without the music of offer exceptional personal service at a fair Lennon & McCartney? What if two college price. We’re nimble and flexible, bringing in dropouts named Steve hadn’t formed Apple in top experts when needed without being a their garage? slave to overheads. We therefore rely greatly on external partners to help us achieve our Partnerships drive invention, business and purpose. As a creative agency, driven by a creativity – and they can also transform desire to do good, we bring our ideas to life society. Building purposeful, profitable with the help of partners. partnerships is what we’re passionate about and what we’re good at. Forming a Collaboration is a key theme that has partnership may appear simple, but it often come out of this report. Consumers want takes someone to unearth the potential, to companies to collaborate – with them and make the partnership powerful, enduring and others – to solve social problems. socially beneficial. That’s where Cavill + Co comes in.

This report is itself a fine example of collaboration. It is built on the work of all those agencies that produced the reports we analysed, and on the new research by Di Marzio Research, our partner for 18 years. It enjoys the vital support of the visonary people at Caltex, IAG Foundation and Konica Minolta.

And it lives thanks to the communication mastery of Fenton, a partner of 10 years, and the design magic of Ania at redwagon design, an enduring partnership of 10 years.

This gorgeous little book really does prove how effective partnerships can be. I urge you to take its insights and recommendations into your world and do something that will drastically change the way people perceive your organisation – and will transform society as well.

w: www.cavill.com.au e: [email protected] p: 03 5966 2446 F: CavillandCo purposeful profitable partnerships

purposeful profitable partnerships

The definitive guide to communicating Corporate Social Responsibility (CSR) & Social Good