How the Voice of the People Is Driving Corporate Social Responsibility

The business case for corporate social responsibility (CSR) is becoming easier and easier to make. You can argue that it boosts a company’s brand, manages risk, and just plain saves money. But perhaps most importantly the general public is clamoring for companies to enact good, fair business practices — and most of that public pressure comes through social media.

There are plenty of (very public) examples of businesses moved into more sustainable practices by a social media backlash: Immediately following this year’s factory collapse disaster in Bangladesh, companies who sourced materials from the country quickly came under fire; now retailers including H&M, Zara, and Abercrombie & Fitch have banded together to create a safety plan to improve conditions in Bangladeshi factories, and the Gap was not far behind. In another example, last year the Internet cried foul when the Susan G Komen foundation decided to yank funding for Planned Parenthood, and the outcry caused the non-profit to reverse its decision within days. And in 2010, Greenpeace attacked Nestlé with a viral video over its use of unsustainable palm oil. After 3 months of holding its ground against vocal naysayers on Facebook, the company finally agreed to cancel contracts with vendors who clear cut rainforests to make room for palm oil plantations. (Nestlé is now much more proactive about CSR.)

Feedback through social media is immediate, permanent, and extremely public. When individuals feel strongly about a company’s performance on social or environmental issues, one small voice can quickly become a swarm, difficult for even the most shielded executive to ignore. For this reason, social has become a driving force in many companies’ CSR agendas

One of the easiest ways to be on the right side of the social media tide is to be proactive — and personal — by listening to feedback and responding in an authentic way. Firms that are excelling in this regard have active, branded Twitter accounts, but they also encourage their executives to use Twitter as well. You can easily reach Dave Stangis, Campbell’s Soup’s CSR lead on Twitter, where he talks about the company’s initiatives as well as global sustainability issues. Another great example is Bruno Sarda, Sustainability Operations Director at Dell. Both of these execs, and many more, make their company’s corporate sustainability extremely personal, just by being present and approachable to the people of Twitter. To get a similar impact, make sure that the people in charge of your social media accounts understand what your CSR efforts mean for your brand, and empower them to act in a positive way to support your company.

One company that is leading the way on using social media to inform its sustainability program and communicate about its CSR agenda is Unilever. The personal care product and food conglomerate has dozens of brands and thousands of products, which makes its sustainability program both extremely important and difficult to communicate, because it spans issues from health and hygiene to greenhouse gas reductions. Yet, Unilever has managed to bundle them all under one umbrella, the Unilever Sustainable Living Plan. The plan includes a multifaceted plan for communicating progress through a wide variety of methods, from video to Facebook to Twitter chats. It also includes traditional advertising tactics and public awareness campaigns from Dove’s Real Beauty Sketches to a Lifebuoy hand-washing campaign delivered by roti in India.

Behind every great communicator is a great strategy. These campaigns and individuals are successful because they reinforce the company’s brand and goals around both sustainability and consumer engagement. Unilever is an excellent example of a company with a bold, high-level strategy which informs all its sustainability communications. The company uses a variety of in-person and virtual strategies — like its online global dialogue, the Sustainable Living Lab, which in April had 550 attendees from 80 countries. Participants were extremely active, sharing 1,750 comments on all aspects of sustainability. Through these initiatives, Unilever has demonstrated that interactive communication through social media is one regular component of its CSR strategy. This comprehensive strategy also allows communication teams at far reaching brands from Dove to Ben and Jerry’s to put the strategy into practice in a way that suits the individual brand, while supporting the company’s overall sustainability mission.

Ultimately, social media is just a communication tool like any other. But it is one consumers use to talk about brands, and the world is listening. It is easy to fear the tide of social media for the risks it can bring, but this onslaught of information can also be viewed as an opportunity. By listening to those early whispers of complaint, companies can act quickly to minimize the fallout — while also gaining important knowledge that can inform and improve a company’s internal CSR report.

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Setting the standard for sustainable bioenergy crops

URBANA – Bioenergy crops, such as Miscanthus and switchgrass, appear to be promising resources for renewable energy, but these new crops did not come with a manual on how to measure details on their sustainability impacts. Jody Endres, University of Illinois professor of energy and environmental law and chair of the Council on Sustainable Biomass Production (CSBP) says standards are needed so farmers, ethanol producers, and others in the biofuels industry will all be on the same page here in the United States as well as in Europe and Brazil. Read more

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Fatigue Is Your Enemy

Two years ago, I began hearing the phrase “It isn’t sustainable” over and over from senior executives. They were talking about the everyday demands at work.

The day of reckoning seems to have arrived. During the past month alone, no less than a half dozen senior executives have told me that fatigue, exhaustion and even burnout are the biggest issues they’re facing both for themselves and among their troops. Read more

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Sustainability requires science, tech … and art

Are advances in science and technology the cure to the world’s many unsustainable habits? Some people are coming to the conclusion that the answer is no: know-how and hard facts aren’t enough to solve our problems.

“Narratives, stories, music and images served to warn our early ancestors against predators and natural disasters,” says Paul Shrivastava, director of the David O’Brien Centre for Sustainable Enterprise at Concordia University’s John Molson School of Business (JMSB). “Art helped them develop defense mechanisms. My colleagues and I believe that art should be used to deal with modern survival threats such as climate change and environmental crises.”

Shrivastava and colleagues from the University of Lorraine and the ICN Business School in Nancy, France, have co-authored an article for the International Journal of Technology Management that argues a focus on the arts is needed — in addition to science and technology — to instill the passion that’s needed to become more sustainable.

“No significant human endeavour has ever been accomplished without passion,” Shrivastava says. “Science and technology by themselves aren’t enough. We need to turn to the arts in order to infuse passion into the pursuit of sustainability and get real results that will heal the planet.” Read more

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Ethiopia Climate Innovation Center hits first milestone

In its continuing bid to channel global climate change innovation into sustainable, green growth opportunities for developing countries, infoDev’s Climate Technology Program has launched the first phase of its Climate Innovation Center (CIC) in Ethiopia. The request for expressions of interest for firms that want to be involved in launching and managing the CIC in Ethiopia is now open.
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Decision support framework for risk assessment of sustainable supply chain

Decision support systems can play a role in improving the ability of decision-makers to assess and decide as good as. We introduced new paradigm in sustainable assessment in supply chain operations. Conceptual thinking is conducted by analysing two types of thinking namely general framework of supply chain risk management and assessment of sustainable supply chain. Read more

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