The 15th Annual Responsible Business Summit Showguide
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Transcript of The 15th Annual Responsible Business Summit Showguide
#RBSEU7-8 June 2016, Hilton Tower Bridge, LondonEurope’s leading forum on responsible business
Showguide
Exhibitors:Co-Sponsors:
Coffee Break Sponsor:Silver Sponsor:Platinum Sponsor: Gold Sponsor:
LEADING INTERNATIONAL ENERGY EXPERTS
Become a trusted business. Deliver positive impact.n The rise of cause capitalism: A great social media campaign doesn’t equal sustainability
n Meet the speakers
n The full two day timed agenda
InsIDe
The 15th Annual Responsible Business summit
Secure your place at ethicalcorp.com/rbs-asia
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Enter NowDeadline 6th July 2016
The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
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Contents
General information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Welcome letter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Article: The rise of cause capitalism . . . . . . . . . . . 6
Agenda - Day 1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
Agenda - Day 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
speakers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
sponsor & exhibitor acknowledgements . . . . . .23
Upcoming events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
Contents
The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
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QuestionsIf you have any questions please visit the Ethical Corporation Information Desk .
Presentations & audio recordings All Executive and Standard attendees will have access to the presentations, and Ethical Corporation’s Digital Asset Library, via the web two weeks after the event . The Ethical Corporation team will send you an e-mail with log-in details for you to access this information .
Information/registration deskIf you need to be contacted at any point during the event, please have your office call +44-203-002-4300 and ask for the Ethical Corporation registration desk where we will take a message for you . Unfortunately, messages cannot be delivered personally . If you have any questions, please approach one of the Ethical Corporation team and they will gladly assist you .
LunchLunch will be provided for all conference attendees in the bar area and in the exhibition area .
Interactive polling & audience questions To make sure we address your most burning questions during the 2-day event, we’ll be using an audience interaction tool callled Slido that allows you to submit questions via your mobile devices and take part in interactive polling . Go to www.slido.com on your phone/ IPad/ laptop and enter code #RBSEU to get started!
securityIn the interest of safety, please keep your belongings with you at all times . Please do not leave your event pack or bag in the meeting rooms as we cannot guarantee a replacement should it go missing . In the event of an emergency please contact the Ethical Corporation registration desk .
Please note that badges are required for access to any area of the Conference and Exhibition, you will not be admitted without a badge so please keep it with you at all times . Please see the Ethical Corporation registration desk if your badge is lost or stolen .
networking drinks receptionThere will be a networking drinks reception on Tuesday 7th June in the exhibition area after the conference finishes .
BadgesPlease help us help the environment by handing back your badge at the end of the conference for recycling .
FeedbackWe welcome your feedback . Please contact us with comments or suggestions regarding the conference at: [email protected] or complete the post conference feedback survey which will be emailed to you after the event .
General information
event director/speakersKrina AminTel: +44 (0) 207 375 7508Email: [email protected]
events & exhibitions logisticsSian KingTel: +44 (0) 207 422 4316Email: [email protected]
sponsorship & exhibition opportunitiesEd LongTel: +44 (0) 207 375 7188Email: [email protected]
Networking Lunch7th June: 12.45pm- 2pm 8th June: 1.30pm- 2.30pm
Networking Drinks Reception 5.30pm 7th June
The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
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Dear Colleague,
First and foremost, welcome to the 2016 Responsible Business Summit – the most holistic iteration of the event since its inception 15 years ago .
This year, the key focus of the summit is on how brands need to build more trust and purpose for their business if they wish to create a bigger positive impact for their industry – something we’ve seen raised consistently throughout our conversations and research within the industry .
For 15 years, Ethical Corporation have studied the journey brands have been making in their aim to be more responsible . The road started off in a place of ‘pure’ philanthropy, moving on to a stage of battling for leadership buy-in . Now we find ourselves in a place where customers are at the forefront of creating that bigger positive change: it’s all about changing and influencing customer behaviours, and helping them to think and act with stronger considerations for what is ‘sustainable .’
This conference will only be a success when we start to build relationships, understand how to truly collaborate and share ideas on what’s working and what’s not . Only then will we be able to deliver real and lasting change for our customers, stakeholders and wider society .
Brands can’t act by themselves; they need to generate a ripple effect to change customer behaviour and create that bigger positive change.
Become a trusted business . Deliver positive impact .
Krina Amin Head of European Strategy Ethical Corporation
Welcome letter
Cause capitalism briefing Ethical Corporation | April 2016
6
14
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Millennial marketing
The rise of cause capitalismBy April StreeterFrom protecting bees to saving the planet, brands are promoting green issues. But a social media campaign doesn’t equal sustainability
Burt’s Bees has championed bees since the company’s inception in 1984, when a bearded, back-to-the-woods guy named Burt Shavitz and his
partner Roxanne Quimby went from selling honey and candles at farmers markets to perfecting a recipe for beeswax-based lip balm.
Shavitz and Quimby never dreamed the lip balm would gain a global following for their company, which is now owned by the US cleaning products giant Clorox. Nor could they imagine that the bees that produced the balm’s raw ingredient would have their existence threatened by colony collapse disorder (CCD).
But when beekeepers began reporting mysterious losses of 30% to 90% of their hives after the 2007 season, the company made the bees’ plight its logical cause and put its energy into what is known as cause marketing: a for-profit company that enhances its reputation by supporting a social cause.
Cause marketing debuted 40 years ago, when American Express launched a campaign in 1983 to restore the Statue of Liberty. After raising more than $2m for the restoration, Amex trademarked the term “cause-related marketing”.
But the idea has really taken off with the rise of social media as a marketing tool. The reach of Facebook, Twitter and Instagram, and their power to make ideas go viral, have led to cause marketing becoming ubiquitous among big
For Burt’s Bees the plight of bees was a logical cause
RANPLETT
14
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Millennial marketing
The rise of cause capitalismBy April StreeterFrom protecting bees to saving the planet, brands are promoting green issues. But a social media campaign doesn’t equal sustainability
Burt’s Bees has championed bees since the company’s inception in 1984, when a bearded, back-to-the-woods guy named Burt Shavitz and his
partner Roxanne Quimby went from selling honey and candles at farmers markets to perfecting a recipe for beeswax-based lip balm.
Shavitz and Quimby never dreamed the lip balm would gain a global following for their company, which is now owned by the US cleaning products giant Clorox. Nor could they imagine that the bees that produced the balm’s raw ingredient would have their existence threatened by colony collapse disorder (CCD).
But when beekeepers began reporting mysterious losses of 30% to 90% of their hives after the 2007 season, the company made the bees’ plight its logical cause and put its energy into what is known as cause marketing: a for-profit company that enhances its reputation by supporting a social cause.
Cause marketing debuted 40 years ago, when American Express launched a campaign in 1983 to restore the Statue of Liberty. After raising more than $2m for the restoration, Amex trademarked the term “cause-related marketing”.
But the idea has really taken off with the rise of social media as a marketing tool. The reach of Facebook, Twitter and Instagram, and their power to make ideas go viral, have led to cause marketing becoming ubiquitous among big
For Burt’s Bees the plight of bees was a logical cause
RANPLETT
14
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Millennial marketing
The rise of cause capitalismBy April StreeterFrom protecting bees to saving the planet, brands are promoting green issues. But a social media campaign doesn’t equal sustainability
Burt’s Bees has championed bees since the company’s inception in 1984, when a bearded, back-to-the-woods guy named Burt Shavitz and his
partner Roxanne Quimby went from selling honey and candles at farmers markets to perfecting a recipe for beeswax-based lip balm.
Shavitz and Quimby never dreamed the lip balm would gain a global following for their company, which is now owned by the US cleaning products giant Clorox. Nor could they imagine that the bees that produced the balm’s raw ingredient would have their existence threatened by colony collapse disorder (CCD).
But when beekeepers began reporting mysterious losses of 30% to 90% of their hives after the 2007 season, the company made the bees’ plight its logical cause and put its energy into what is known as cause marketing: a for-profit company that enhances its reputation by supporting a social cause.
Cause marketing debuted 40 years ago, when American Express launched a campaign in 1983 to restore the Statue of Liberty. After raising more than $2m for the restoration, Amex trademarked the term “cause-related marketing”.
But the idea has really taken off with the rise of social media as a marketing tool. The reach of Facebook, Twitter and Instagram, and their power to make ideas go viral, have led to cause marketing becoming ubiquitous among big
For Burt’s Bees the plight of bees was a logical cause
RANPLETT
14
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Millennial marketing
The rise of cause capitalismBy April StreeterFrom protecting bees to saving the planet, brands are promoting green issues. But a social media campaign doesn’t equal sustainability
Burt’s Bees has championed bees since the company’s inception in 1984, when a bearded, back-to-the-woods guy named Burt Shavitz and his
partner Roxanne Quimby went from selling honey and candles at farmers markets to perfecting a recipe for beeswax-based lip balm.
Shavitz and Quimby never dreamed the lip balm would gain a global following for their company, which is now owned by the US cleaning products giant Clorox. Nor could they imagine that the bees that produced the balm’s raw ingredient would have their existence threatened by colony collapse disorder (CCD).
But when beekeepers began reporting mysterious losses of 30% to 90% of their hives after the 2007 season, the company made the bees’ plight its logical cause and put its energy into what is known as cause marketing: a for-profit company that enhances its reputation by supporting a social cause.
Cause marketing debuted 40 years ago, when American Express launched a campaign in 1983 to restore the Statue of Liberty. After raising more than $2m for the restoration, Amex trademarked the term “cause-related marketing”.
But the idea has really taken off with the rise of social media as a marketing tool. The reach of Facebook, Twitter and Instagram, and their power to make ideas go viral, have led to cause marketing becoming ubiquitous among big
For Burt’s Bees the plight of bees was a logical cause
RANPLETT
14
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Millennial marketing
The rise of cause capitalismBy April StreeterFrom protecting bees to saving the planet, brands are promoting green issues. But a social media campaign doesn’t equal sustainability
Burt’s Bees has championed bees since the company’s inception in 1984, when a bearded, back-to-the-woods guy named Burt Shavitz and his
partner Roxanne Quimby went from selling honey and candles at farmers markets to perfecting a recipe for beeswax-based lip balm.
Shavitz and Quimby never dreamed the lip balm would gain a global following for their company, which is now owned by the US cleaning products giant Clorox. Nor could they imagine that the bees that produced the balm’s raw ingredient would have their existence threatened by colony collapse disorder (CCD).
But when beekeepers began reporting mysterious losses of 30% to 90% of their hives after the 2007 season, the company made the bees’ plight its logical cause and put its energy into what is known as cause marketing: a for-profit company that enhances its reputation by supporting a social cause.
Cause marketing debuted 40 years ago, when American Express launched a campaign in 1983 to restore the Statue of Liberty. After raising more than $2m for the restoration, Amex trademarked the term “cause-related marketing”.
But the idea has really taken off with the rise of social media as a marketing tool. The reach of Facebook, Twitter and Instagram, and their power to make ideas go viral, have led to cause marketing becoming ubiquitous among big
For Burt’s Bees the plight of bees was a logical cause
RANPLETT
Ethical Corporation | April 2016 Cause capitalism briefing
7
14
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Millennial marketing
The rise of cause capitalismBy April StreeterFrom protecting bees to saving the planet, brands are promoting green issues. But a social media campaign doesn’t equal sustainability
Burt’s Bees has championed bees since the company’s inception in 1984, when a bearded, back-to-the-woods guy named Burt Shavitz and his
partner Roxanne Quimby went from selling honey and candles at farmers markets to perfecting a recipe for beeswax-based lip balm.
Shavitz and Quimby never dreamed the lip balm would gain a global following for their company, which is now owned by the US cleaning products giant Clorox. Nor could they imagine that the bees that produced the balm’s raw ingredient would have their existence threatened by colony collapse disorder (CCD).
But when beekeepers began reporting mysterious losses of 30% to 90% of their hives after the 2007 season, the company made the bees’ plight its logical cause and put its energy into what is known as cause marketing: a for-profit company that enhances its reputation by supporting a social cause.
Cause marketing debuted 40 years ago, when American Express launched a campaign in 1983 to restore the Statue of Liberty. After raising more than $2m for the restoration, Amex trademarked the term “cause-related marketing”.
But the idea has really taken off with the rise of social media as a marketing tool. The reach of Facebook, Twitter and Instagram, and their power to make ideas go viral, have led to cause marketing becoming ubiquitous among big
For Burt’s Bees the plight of bees was a logical cause
RANPLETT
15
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Asking people to tweet about bees without using the letter B was ingenious
brands. They recognise that it can increase brand loyalty, boost employee morale and differentiate companies from competitors while supporting important causes. Over time, companies have gotten savvy at collaborating with both NGOs and their digital advertising agency partners, as well as intelligently linking their cause campaigns to their own products.
In Burt’s Bees’ case, its foundation has given more than 100 grants to bee advocacy projects. And this year, with a marketing campaign called “Bring back the bees”, the company has become even more focused and strategic with its effort.
“We’ve been supporting the bees since 2007,” says Paula Alexander, president of Burt’s Bees Foundation and director of sustainable business and innovation for the company. “As a brand, bees are in our name, our founder was a beekeeper, and honey and beeswax are in so many of our products. And “Bring back the bees” [chimes] with our model of working for the greater good.”
The campaign, which will run until June, has all the elements of solid cause marketing: a celebrity champion in Lea Michele (of Glee fame), a tangible goal – planting 1bn wildflowers over the next two growing seasons – and a consumer ask: tweet with the #BringBackTheBees hashtag and the company will plant 1,000 wildflower seeds. Burt’s Bees also has a close connection to its NGO partner, the Rural Advancement Foundation International headquartered in Pittsboro, North Carolina, which will make sure planted seeds are creating good bee habitats on participating US farms.
Good cause marketing campaigns also engage consumers. The agency that worked with Burt’s Bees, Baldwin&, which is based in Raleigh, North Carolina, came up with an ingenious gimmick: asking people to tweet about it without using the letter B. This restriction, says Patrice Sherman, international marketing and advertising manager at Burt’s Bees, caused a burst of social media creativity as consumers became engaged with the campaign. It is part of what Rich Mintz, of marketing agency Blue State Digital in New York, calls “magnetic attraction” – a pull for consumers and also employees to be part of something that feels both fun and rewarding.
The importance of digital and social media in cause campaigns – in Burt’s Bees’ case it was via Instagram and Twitter – can’t be overstated.
EDEL
MAR
Bees produce the main ingredient in Burt’s Bees’ products
Cause capitalism briefing Ethical Corporation | April 2016
8
16
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
The popularity of cause marketing has raised concerns about ‘cause-washing’
Burt’s Bees created a limited-edition lip balm specifically for the campaign – buying it also triggers 1,000 wildflower seeds to be planted. The company is also encouraging its customers to do their own bee habitat building. “We can’t do this alone,” Alexander says. “Every pot of flowers planted is a positive step.” The “Bring back the bees” campaign could be said to be a success after just a month – the campaign has achieved 20% of the billion seeds goal from product sales and social media hashtag mentions.
From ‘cause’ to purposeYet “Bring back the bees,” like many good cause campaigns, poses a conundrum: can we as a society truly learn to be sustainable when successful cause campaigns are encouraging us to consume more on a resource-constrained planet? And the popularity of cause marketing – with books, blogs, plenty of consultants, even entire digital agencies dedicated to creating campaigns for companies – has raised concerns about “cause-washing”, an offshoot of “green-washing”, in which companies are accused of less-than-truthful claims in their marketing campaigns.
When companies support causes by raising or giving money in partnership with non-profits that do good work, it is difficult to criticise. Yet Russ Stoddard, founder of the Oliver Russell agency in Boise, Idaho, penned a blog post last year saying it was time to kill cause marketing.
“I probably over-dramatised it a bit,” Stoddard says. “Yet what I actually see happening is that companies are needing to become far more intentional
Glee’s Lea Michele is the campaign’s celebrity champion
16
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
The popularity of cause marketing has raised concerns about ‘cause-washing’
Burt’s Bees created a limited-edition lip balm specifically for the campaign – buying it also triggers 1,000 wildflower seeds to be planted. The company is also encouraging its customers to do their own bee habitat building. “We can’t do this alone,” Alexander says. “Every pot of flowers planted is a positive step.” The “Bring back the bees” campaign could be said to be a success after just a month – the campaign has achieved 20% of the billion seeds goal from product sales and social media hashtag mentions.
From ‘cause’ to purposeYet “Bring back the bees,” like many good cause campaigns, poses a conundrum: can we as a society truly learn to be sustainable when successful cause campaigns are encouraging us to consume more on a resource-constrained planet? And the popularity of cause marketing – with books, blogs, plenty of consultants, even entire digital agencies dedicated to creating campaigns for companies – has raised concerns about “cause-washing”, an offshoot of “green-washing”, in which companies are accused of less-than-truthful claims in their marketing campaigns.
When companies support causes by raising or giving money in partnership with non-profits that do good work, it is difficult to criticise. Yet Russ Stoddard, founder of the Oliver Russell agency in Boise, Idaho, penned a blog post last year saying it was time to kill cause marketing.
“I probably over-dramatised it a bit,” Stoddard says. “Yet what I actually see happening is that companies are needing to become far more intentional
Glee’s Lea Michele is the campaign’s celebrity champion
16
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
The popularity of cause marketing has raised concerns about ‘cause-washing’
Burt’s Bees created a limited-edition lip balm specifically for the campaign – buying it also triggers 1,000 wildflower seeds to be planted. The company is also encouraging its customers to do their own bee habitat building. “We can’t do this alone,” Alexander says. “Every pot of flowers planted is a positive step.” The “Bring back the bees” campaign could be said to be a success after just a month – the campaign has achieved 20% of the billion seeds goal from product sales and social media hashtag mentions.
From ‘cause’ to purposeYet “Bring back the bees,” like many good cause campaigns, poses a conundrum: can we as a society truly learn to be sustainable when successful cause campaigns are encouraging us to consume more on a resource-constrained planet? And the popularity of cause marketing – with books, blogs, plenty of consultants, even entire digital agencies dedicated to creating campaigns for companies – has raised concerns about “cause-washing”, an offshoot of “green-washing”, in which companies are accused of less-than-truthful claims in their marketing campaigns.
When companies support causes by raising or giving money in partnership with non-profits that do good work, it is difficult to criticise. Yet Russ Stoddard, founder of the Oliver Russell agency in Boise, Idaho, penned a blog post last year saying it was time to kill cause marketing.
“I probably over-dramatised it a bit,” Stoddard says. “Yet what I actually see happening is that companies are needing to become far more intentional
Glee’s Lea Michele is the campaign’s celebrity champion
16
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
The popularity of cause marketing has raised concerns about ‘cause-washing’
Burt’s Bees created a limited-edition lip balm specifically for the campaign – buying it also triggers 1,000 wildflower seeds to be planted. The company is also encouraging its customers to do their own bee habitat building. “We can’t do this alone,” Alexander says. “Every pot of flowers planted is a positive step.” The “Bring back the bees” campaign could be said to be a success after just a month – the campaign has achieved 20% of the billion seeds goal from product sales and social media hashtag mentions.
From ‘cause’ to purposeYet “Bring back the bees,” like many good cause campaigns, poses a conundrum: can we as a society truly learn to be sustainable when successful cause campaigns are encouraging us to consume more on a resource-constrained planet? And the popularity of cause marketing – with books, blogs, plenty of consultants, even entire digital agencies dedicated to creating campaigns for companies – has raised concerns about “cause-washing”, an offshoot of “green-washing”, in which companies are accused of less-than-truthful claims in their marketing campaigns.
When companies support causes by raising or giving money in partnership with non-profits that do good work, it is difficult to criticise. Yet Russ Stoddard, founder of the Oliver Russell agency in Boise, Idaho, penned a blog post last year saying it was time to kill cause marketing.
“I probably over-dramatised it a bit,” Stoddard says. “Yet what I actually see happening is that companies are needing to become far more intentional
Glee’s Lea Michele is the campaign’s celebrity champion
Ethical Corporation | April 2016 Cause capitalism briefing
9
17
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
‘In the end, cause marketing is still essentially marketing’
in their cause campaigns, rather than cheap, one-off campaigns to increase sales.”
Consultant Olivia Khalili, who has worked with many companies including Toms Shoes, has thought long and hard about this issue. Khalili coined the term “cause capitalism” in 2008 to describe a phenomenon she was beginning to see as companies became aligned with more authentic social missions. She sees cause marketing as only a facet of this bigger movement, where companies are choosing to become B Corps (for-profits certified as meeting rigorous social and environmental standards) or moving to a social-mission-driven model.
But Khalili says a successful cause marketing campaign does not mean a business is necessarily driven by its social mission.
“Cause marketing is a marketing campaign that benefits a company and a non-profit organisation. The non-profit is offering its name, reputation and supporters [or stakeholders] and the company is offering visibility, credibility and resources,” Khalili says. “It’s a mutually beneficial exchange of assets. In the end, though, it is still essentially marketing.”
Khalili, who previously wrote a blog about cause capitalism and worked for Ashoka, the non-profit network of social entrepreneurs, now leads Yahoo’s social impact programme, Yahoo for Good. She says it can be a challenge for companies to zero in on a cause.
“Marketing departments often hold the money and resources,” Khalili says. “And you can’t always find an intersection and an alignment between marketing objectives for a specific campaign and long-term social impact goals. That’s the challenge, and it can be a big one.”
Danielle Norris of Denver, Colorado-based Sovenco says she believes every company has a purpose beyond making money or simply providing a product. Sovenco has a framework that helps companies’ leaders find personal purpose and become internal change agents for their businesses through an eight-step process.
Norris says the rise in B Corps increases the pressure for other companies to up their games.
Is more consumption sustainable?
Cause capitalism briefing Ethical Corporation | April 2016
10
18
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Too many companies use cause marketing when they could be doing much more
“Although cause marketing can showcase some of the good you are doing as a company it’s also a way to get by, doing what you are doing, ie business as usual, without having direct impact and connection to a cause or an injustice.” Norris says too many companies support a cause through cause marketing when there’s an opportunity to do much more.
Purposeful and purpose-drivenIce cream company Ben & Jerry’s garnered considerable media and customer attention with its 2015 cause marketing campaign “Save our swirled” introduced shortly before the Paris climate talks. Similar to Burt’s Bees’ “Bring back the bees,” the Ben & Jerry’s campaign connected to a product, a new ice cream flavour. The campaign also had a goal – joining with its non-profit partner Avaaz to push for a strong Paris climate deal. Avaaz delivered 330,000 petition signatures to world leaders at the Paris summit, and 10% of those were gathered from the “save our swirled” campaign, says Jay Tandan, assistant digital marketing manager at Ben & Jerry’s.
“The beauty of our campaign is the multifaceted nature in which we execute. We are able to contact our fans from on the ground, via social media, and [through] long-form content on our website,” Tandan says. “Social media gives us the ability to amplify our messaging and is where we are able to bring the most people into the movement.”
Tandan references the “movement” because he says the campaign is fully aligned to the company’s long-term purpose around climate justice, or as Tandan puts it, “a more just and equitable world, including for those in third-world countries most vulnerable to the harsh impacts of climate change”. While the key measure of the campaign’s success is 30,000 delivered signatures, post-Paris the long-term goal for Avaaz is to encourage 100% renewable energy use globally by 2050 through education and awareness raising, while Tandan says Ben & Jerry’s will “pivot” to democracy issues and encouraging voter registration and voting. In the UK, Ben & Jerry’s has teamed up with the charity Hope not Hate to encourage Londoners to register to vote in the May mayoral elections in a
CRAI
GRJD
Ben & Jerry’s has always marketed more than ice cream
18
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Too many companies use cause marketing when they could be doing much more
“Although cause marketing can showcase some of the good you are doing as a company it’s also a way to get by, doing what you are doing, ie business as usual, without having direct impact and connection to a cause or an injustice.” Norris says too many companies support a cause through cause marketing when there’s an opportunity to do much more.
Purposeful and purpose-drivenIce cream company Ben & Jerry’s garnered considerable media and customer attention with its 2015 cause marketing campaign “Save our swirled” introduced shortly before the Paris climate talks. Similar to Burt’s Bees’ “Bring back the bees,” the Ben & Jerry’s campaign connected to a product, a new ice cream flavour. The campaign also had a goal – joining with its non-profit partner Avaaz to push for a strong Paris climate deal. Avaaz delivered 330,000 petition signatures to world leaders at the Paris summit, and 10% of those were gathered from the “save our swirled” campaign, says Jay Tandan, assistant digital marketing manager at Ben & Jerry’s.
“The beauty of our campaign is the multifaceted nature in which we execute. We are able to contact our fans from on the ground, via social media, and [through] long-form content on our website,” Tandan says. “Social media gives us the ability to amplify our messaging and is where we are able to bring the most people into the movement.”
Tandan references the “movement” because he says the campaign is fully aligned to the company’s long-term purpose around climate justice, or as Tandan puts it, “a more just and equitable world, including for those in third-world countries most vulnerable to the harsh impacts of climate change”. While the key measure of the campaign’s success is 30,000 delivered signatures, post-Paris the long-term goal for Avaaz is to encourage 100% renewable energy use globally by 2050 through education and awareness raising, while Tandan says Ben & Jerry’s will “pivot” to democracy issues and encouraging voter registration and voting. In the UK, Ben & Jerry’s has teamed up with the charity Hope not Hate to encourage Londoners to register to vote in the May mayoral elections in a
CRAI
GRJD
Ben & Jerry’s has always marketed more than ice cream
18
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Too many companies use cause marketing when they could be doing much more
“Although cause marketing can showcase some of the good you are doing as a company it’s also a way to get by, doing what you are doing, ie business as usual, without having direct impact and connection to a cause or an injustice.” Norris says too many companies support a cause through cause marketing when there’s an opportunity to do much more.
Purposeful and purpose-drivenIce cream company Ben & Jerry’s garnered considerable media and customer attention with its 2015 cause marketing campaign “Save our swirled” introduced shortly before the Paris climate talks. Similar to Burt’s Bees’ “Bring back the bees,” the Ben & Jerry’s campaign connected to a product, a new ice cream flavour. The campaign also had a goal – joining with its non-profit partner Avaaz to push for a strong Paris climate deal. Avaaz delivered 330,000 petition signatures to world leaders at the Paris summit, and 10% of those were gathered from the “save our swirled” campaign, says Jay Tandan, assistant digital marketing manager at Ben & Jerry’s.
“The beauty of our campaign is the multifaceted nature in which we execute. We are able to contact our fans from on the ground, via social media, and [through] long-form content on our website,” Tandan says. “Social media gives us the ability to amplify our messaging and is where we are able to bring the most people into the movement.”
Tandan references the “movement” because he says the campaign is fully aligned to the company’s long-term purpose around climate justice, or as Tandan puts it, “a more just and equitable world, including for those in third-world countries most vulnerable to the harsh impacts of climate change”. While the key measure of the campaign’s success is 30,000 delivered signatures, post-Paris the long-term goal for Avaaz is to encourage 100% renewable energy use globally by 2050 through education and awareness raising, while Tandan says Ben & Jerry’s will “pivot” to democracy issues and encouraging voter registration and voting. In the UK, Ben & Jerry’s has teamed up with the charity Hope not Hate to encourage Londoners to register to vote in the May mayoral elections in a
CRAI
GRJD
Ben & Jerry’s has always marketed more than ice cream
18
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Too many companies use cause marketing when they could be doing much more
“Although cause marketing can showcase some of the good you are doing as a company it’s also a way to get by, doing what you are doing, ie business as usual, without having direct impact and connection to a cause or an injustice.” Norris says too many companies support a cause through cause marketing when there’s an opportunity to do much more.
Purposeful and purpose-drivenIce cream company Ben & Jerry’s garnered considerable media and customer attention with its 2015 cause marketing campaign “Save our swirled” introduced shortly before the Paris climate talks. Similar to Burt’s Bees’ “Bring back the bees,” the Ben & Jerry’s campaign connected to a product, a new ice cream flavour. The campaign also had a goal – joining with its non-profit partner Avaaz to push for a strong Paris climate deal. Avaaz delivered 330,000 petition signatures to world leaders at the Paris summit, and 10% of those were gathered from the “save our swirled” campaign, says Jay Tandan, assistant digital marketing manager at Ben & Jerry’s.
“The beauty of our campaign is the multifaceted nature in which we execute. We are able to contact our fans from on the ground, via social media, and [through] long-form content on our website,” Tandan says. “Social media gives us the ability to amplify our messaging and is where we are able to bring the most people into the movement.”
Tandan references the “movement” because he says the campaign is fully aligned to the company’s long-term purpose around climate justice, or as Tandan puts it, “a more just and equitable world, including for those in third-world countries most vulnerable to the harsh impacts of climate change”. While the key measure of the campaign’s success is 30,000 delivered signatures, post-Paris the long-term goal for Avaaz is to encourage 100% renewable energy use globally by 2050 through education and awareness raising, while Tandan says Ben & Jerry’s will “pivot” to democracy issues and encouraging voter registration and voting. In the UK, Ben & Jerry’s has teamed up with the charity Hope not Hate to encourage Londoners to register to vote in the May mayoral elections in a
CRAI
GRJD
Ben & Jerry’s has always marketed more than ice cream
18
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Too many companies use cause marketing when they could be doing much more
“Although cause marketing can showcase some of the good you are doing as a company it’s also a way to get by, doing what you are doing, ie business as usual, without having direct impact and connection to a cause or an injustice.” Norris says too many companies support a cause through cause marketing when there’s an opportunity to do much more.
Purposeful and purpose-drivenIce cream company Ben & Jerry’s garnered considerable media and customer attention with its 2015 cause marketing campaign “Save our swirled” introduced shortly before the Paris climate talks. Similar to Burt’s Bees’ “Bring back the bees,” the Ben & Jerry’s campaign connected to a product, a new ice cream flavour. The campaign also had a goal – joining with its non-profit partner Avaaz to push for a strong Paris climate deal. Avaaz delivered 330,000 petition signatures to world leaders at the Paris summit, and 10% of those were gathered from the “save our swirled” campaign, says Jay Tandan, assistant digital marketing manager at Ben & Jerry’s.
“The beauty of our campaign is the multifaceted nature in which we execute. We are able to contact our fans from on the ground, via social media, and [through] long-form content on our website,” Tandan says. “Social media gives us the ability to amplify our messaging and is where we are able to bring the most people into the movement.”
Tandan references the “movement” because he says the campaign is fully aligned to the company’s long-term purpose around climate justice, or as Tandan puts it, “a more just and equitable world, including for those in third-world countries most vulnerable to the harsh impacts of climate change”. While the key measure of the campaign’s success is 30,000 delivered signatures, post-Paris the long-term goal for Avaaz is to encourage 100% renewable energy use globally by 2050 through education and awareness raising, while Tandan says Ben & Jerry’s will “pivot” to democracy issues and encouraging voter registration and voting. In the UK, Ben & Jerry’s has teamed up with the charity Hope not Hate to encourage Londoners to register to vote in the May mayoral elections in a
CRAI
GRJD
Ben & Jerry’s has always marketed more than ice cream
18
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Too many companies use cause marketing when they could be doing much more
“Although cause marketing can showcase some of the good you are doing as a company it’s also a way to get by, doing what you are doing, ie business as usual, without having direct impact and connection to a cause or an injustice.” Norris says too many companies support a cause through cause marketing when there’s an opportunity to do much more.
Purposeful and purpose-drivenIce cream company Ben & Jerry’s garnered considerable media and customer attention with its 2015 cause marketing campaign “Save our swirled” introduced shortly before the Paris climate talks. Similar to Burt’s Bees’ “Bring back the bees,” the Ben & Jerry’s campaign connected to a product, a new ice cream flavour. The campaign also had a goal – joining with its non-profit partner Avaaz to push for a strong Paris climate deal. Avaaz delivered 330,000 petition signatures to world leaders at the Paris summit, and 10% of those were gathered from the “save our swirled” campaign, says Jay Tandan, assistant digital marketing manager at Ben & Jerry’s.
“The beauty of our campaign is the multifaceted nature in which we execute. We are able to contact our fans from on the ground, via social media, and [through] long-form content on our website,” Tandan says. “Social media gives us the ability to amplify our messaging and is where we are able to bring the most people into the movement.”
Tandan references the “movement” because he says the campaign is fully aligned to the company’s long-term purpose around climate justice, or as Tandan puts it, “a more just and equitable world, including for those in third-world countries most vulnerable to the harsh impacts of climate change”. While the key measure of the campaign’s success is 30,000 delivered signatures, post-Paris the long-term goal for Avaaz is to encourage 100% renewable energy use globally by 2050 through education and awareness raising, while Tandan says Ben & Jerry’s will “pivot” to democracy issues and encouraging voter registration and voting. In the UK, Ben & Jerry’s has teamed up with the charity Hope not Hate to encourage Londoners to register to vote in the May mayoral elections in a
CRAI
GRJD
Ben & Jerry’s has always marketed more than ice cream
Ethical Corporation | April 2016 Cause capitalism briefing
11
19
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
‘Some consumers are hostile to green concerns; others care only about whether a product works’
campaign called “Don’t get frozen out”. (See EthicsWatch, page 10).But this is not quite enough for Sovenco’s Norris. “Especially with
campaigns like Burt’s Bees and Ben & Jerry’s, these companies are housed under conglomerates [Clorox and Unilever] still doing bad things overall with their products and services,” Norris says. She points out that if a company like Coca-Cola has a campaign to save water, it blurs the fact that it is seeking to solve a problem it helped cause.
Norris admits it’s a tall order for large, financially successful companies to become purpose-driven. In fact, Sovenco’s framework doesn’t yet work, she admits, when companies have more than 500 employees.
“What we do see is that small businesses, be they B Corps or social enterprises, are embracing triple-bottom-line, and when you look at the millennials, with their ingrained ideas of wanting the products they buy and the companies they work for to be ‘good’, that trend can only grow,” she says. “The market may in future just end up pushing out the products and services that don’t conform.”
Russ Stoddard of Oliver Russell says he looks on Ben & Jerry’s, which is a B Corp within the Unilever conglomerate, as a Trojan horse, an indicator of how much markets are pushing corporations to take social purpose seriously.
But Lynn Kahle, co-author of the recent book Communicating Sustainability for the Green Economy, isn’t so sure the majority of consumers will be as conscious and demanding of triple-bottom-line accountability as Norris seems to think.
“Some consumers are actually hostile to the idea of environmental or green concerns; others care only about whether a product works,” Kahle says. “That said, as more cause and green marketing gets done it does increase the orientation of more companies to do the right thing and inch toward sustainability.”
Neither Norris nor Khalili wants companies to suspend their causes campaigns. Norris just wants companies to find authentic causes through an
AVAA
Z
Avaaz used shoes to demonstrate at the Paris climate talks
Cause capitalism briefing Ethical Corporation | April 2016
12
20
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Millennials want businesses to get serious about doing good
internal process of orienting towards a purpose, and then set meaningful goals to provide direct, measurable impact. “Do that work. The marketing of the cause comes after,” Norris says.
Russ Stoddard of Oliver Russell (also a certified B Corp) has created a series of white papers on how a company can move to purpose. Stoddard says the process is easier for a start-up than for well-established companies, not only for reasons of company and leadership culture but also what he calls “legacy issues” and the need to involve multiple parties – a board, management, stockholders and stakeholders – in changes.
For companies that can’t, or won’t, become B Corps, Stoddard says a revamp of the corporate mission statement to a corporate purpose statement can add the “why” to the traditional “what” in the question of a company’s activities.
By Stoddard’s definition, both Burt’s Bees and Ben & Jerry’s have purpose baked in, and have moved beyond it to the ongoing work of achieving the purpose and sharing it through content campaigns.
What Norris wants to ensure is that in addition to the attention-catching campaigns, companies keep working on direct impact, because purpose-driven millennials will eventually expect most businesses to get serious about doing good.
Norris, a millennial herself, may be right: a recent Nielsen study found that 86% of what it termed global future talent – those people about to head into the workforce – say the social responsibility of companies is of great personal importance when looking for an employer. Consumer trends specialist Nielsen says that means companies need to look inward and get authentic with their efforts. “As millennials rise up the ranks, this authenticity will become even more important,” Norris says. “If the cause is right you don’t have to have extravagant budgets, you just need to be authentic and real.” n
LEO
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Millennials want brands to be authentically sustainable
20
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Millennials want businesses to get serious about doing good
internal process of orienting towards a purpose, and then set meaningful goals to provide direct, measurable impact. “Do that work. The marketing of the cause comes after,” Norris says.
Russ Stoddard of Oliver Russell (also a certified B Corp) has created a series of white papers on how a company can move to purpose. Stoddard says the process is easier for a start-up than for well-established companies, not only for reasons of company and leadership culture but also what he calls “legacy issues” and the need to involve multiple parties – a board, management, stockholders and stakeholders – in changes.
For companies that can’t, or won’t, become B Corps, Stoddard says a revamp of the corporate mission statement to a corporate purpose statement can add the “why” to the traditional “what” in the question of a company’s activities.
By Stoddard’s definition, both Burt’s Bees and Ben & Jerry’s have purpose baked in, and have moved beyond it to the ongoing work of achieving the purpose and sharing it through content campaigns.
What Norris wants to ensure is that in addition to the attention-catching campaigns, companies keep working on direct impact, because purpose-driven millennials will eventually expect most businesses to get serious about doing good.
Norris, a millennial herself, may be right: a recent Nielsen study found that 86% of what it termed global future talent – those people about to head into the workforce – say the social responsibility of companies is of great personal importance when looking for an employer. Consumer trends specialist Nielsen says that means companies need to look inward and get authentic with their efforts. “As millennials rise up the ranks, this authenticity will become even more important,” Norris says. “If the cause is right you don’t have to have extravagant budgets, you just need to be authentic and real.” n
LEO
PATR
IZI
Millennials want brands to be authentically sustainable
20
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Millennials want businesses to get serious about doing good
internal process of orienting towards a purpose, and then set meaningful goals to provide direct, measurable impact. “Do that work. The marketing of the cause comes after,” Norris says.
Russ Stoddard of Oliver Russell (also a certified B Corp) has created a series of white papers on how a company can move to purpose. Stoddard says the process is easier for a start-up than for well-established companies, not only for reasons of company and leadership culture but also what he calls “legacy issues” and the need to involve multiple parties – a board, management, stockholders and stakeholders – in changes.
For companies that can’t, or won’t, become B Corps, Stoddard says a revamp of the corporate mission statement to a corporate purpose statement can add the “why” to the traditional “what” in the question of a company’s activities.
By Stoddard’s definition, both Burt’s Bees and Ben & Jerry’s have purpose baked in, and have moved beyond it to the ongoing work of achieving the purpose and sharing it through content campaigns.
What Norris wants to ensure is that in addition to the attention-catching campaigns, companies keep working on direct impact, because purpose-driven millennials will eventually expect most businesses to get serious about doing good.
Norris, a millennial herself, may be right: a recent Nielsen study found that 86% of what it termed global future talent – those people about to head into the workforce – say the social responsibility of companies is of great personal importance when looking for an employer. Consumer trends specialist Nielsen says that means companies need to look inward and get authentic with their efforts. “As millennials rise up the ranks, this authenticity will become even more important,” Norris says. “If the cause is right you don’t have to have extravagant budgets, you just need to be authentic and real.” n
LEO
PATR
IZI
Millennials want brands to be authentically sustainable
20
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Millennials want businesses to get serious about doing good
internal process of orienting towards a purpose, and then set meaningful goals to provide direct, measurable impact. “Do that work. The marketing of the cause comes after,” Norris says.
Russ Stoddard of Oliver Russell (also a certified B Corp) has created a series of white papers on how a company can move to purpose. Stoddard says the process is easier for a start-up than for well-established companies, not only for reasons of company and leadership culture but also what he calls “legacy issues” and the need to involve multiple parties – a board, management, stockholders and stakeholders – in changes.
For companies that can’t, or won’t, become B Corps, Stoddard says a revamp of the corporate mission statement to a corporate purpose statement can add the “why” to the traditional “what” in the question of a company’s activities.
By Stoddard’s definition, both Burt’s Bees and Ben & Jerry’s have purpose baked in, and have moved beyond it to the ongoing work of achieving the purpose and sharing it through content campaigns.
What Norris wants to ensure is that in addition to the attention-catching campaigns, companies keep working on direct impact, because purpose-driven millennials will eventually expect most businesses to get serious about doing good.
Norris, a millennial herself, may be right: a recent Nielsen study found that 86% of what it termed global future talent – those people about to head into the workforce – say the social responsibility of companies is of great personal importance when looking for an employer. Consumer trends specialist Nielsen says that means companies need to look inward and get authentic with their efforts. “As millennials rise up the ranks, this authenticity will become even more important,” Norris says. “If the cause is right you don’t have to have extravagant budgets, you just need to be authentic and real.” n
LEO
PATR
IZI
Millennials want brands to be authentically sustainable
20
Ethical Corporation | August 2014??? Ethical Corporation | April 2016Cause capitalism briefing
Millennials want businesses to get serious about doing good
internal process of orienting towards a purpose, and then set meaningful goals to provide direct, measurable impact. “Do that work. The marketing of the cause comes after,” Norris says.
Russ Stoddard of Oliver Russell (also a certified B Corp) has created a series of white papers on how a company can move to purpose. Stoddard says the process is easier for a start-up than for well-established companies, not only for reasons of company and leadership culture but also what he calls “legacy issues” and the need to involve multiple parties – a board, management, stockholders and stakeholders – in changes.
For companies that can’t, or won’t, become B Corps, Stoddard says a revamp of the corporate mission statement to a corporate purpose statement can add the “why” to the traditional “what” in the question of a company’s activities.
By Stoddard’s definition, both Burt’s Bees and Ben & Jerry’s have purpose baked in, and have moved beyond it to the ongoing work of achieving the purpose and sharing it through content campaigns.
What Norris wants to ensure is that in addition to the attention-catching campaigns, companies keep working on direct impact, because purpose-driven millennials will eventually expect most businesses to get serious about doing good.
Norris, a millennial herself, may be right: a recent Nielsen study found that 86% of what it termed global future talent – those people about to head into the workforce – say the social responsibility of companies is of great personal importance when looking for an employer. Consumer trends specialist Nielsen says that means companies need to look inward and get authentic with their efforts. “As millennials rise up the ranks, this authenticity will become even more important,” Norris says. “If the cause is right you don’t have to have extravagant budgets, you just need to be authentic and real.” n
LEO
PATR
IZI
Millennials want brands to be authentically sustainable
Janssen Global Services, LLC PHGB/NPR/0516/0006a
People. That’s where sustainability starts.
At Janssen, we’re committed to helping people live healthier and happier lives. And it all starts with sustainability – at home, in business and beyond. Solving society’s major healthcare challenges is our aspiration. We choose to pursue it in a way that benefits the people, communities and environments we touch. We believe our purpose is more than creating safe and effective medicines. It’s about sustaining a healthier world. We are Janssen. Our mission drives us. Our patients inspire us. We collaborate with the world for the health of everyone in it. Learn more at www.janssen.com
The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
14
7th June 2016 Day 1
07.30-09.00: Registration starts
09.00-09.15: WELCOME AND OPENING COMMENTS
Ethical Corporation, Head of Strategy Europe, Krina Amin
9.15-10.15: INNOVATION KEYNOTE
EMEA Janssen, Company Group Chairman, Jane Griffiths
Salesforce Finance, VP, Jose-Luiz Moura Neto
Fairphone, CEO, Bas van Abel
Moderator: Nokia, Head of Brand Strategy, Christine Diamente
10.15-11.15: THE FUTURE CITY KEYNOTE
University of the People, President, Shai Reshef
Veolia, Senior Executive Vice-President, UK & Ireland, Estelle Brachlianoff
Engie UK, MD for Urban Energy, Ben Watts
Moderator: Martin Wright, Independent editor
11.15-11.45: Morning Coffee Break
11.45-12.15: BUSINESS RISK KEYNOTE
Standard Life, Group Chief Risk Officer, Raj Singh
Moderator: Ethical Corporation, Head of Strategy Europe, Krina Amin
The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
15
7th June 2016 Day 1
12.15-12.45: SUPPLY CHAIN RISK MANAGEMENT KEYNOTE
Rainforest Alliance, President, Nigel Sizer
Moderator: Walgreens Boots Alliance, Vice President, Corporate Social Responsibility, Richard Ellis
12.45-2.00: Lunch
ROOM A: SDGs and climate change
ROOM B:Influence customer behaviour
ROOM C:Business risk
2.00-3.30 SDG 17: The Big Partnership Debate: how to practically collaborate
Fairtrade Foundation, Director of Policy and Public Affairs, Barbara Crowther
Oxfam, Director of Fundraising, Tim Hunter
REN, Communication and Sustainability Director, Margarida Ferreirinha
The Irish Food Board, CEO, Aidan Cotter
Walgreens Boots Alliance, Vice President, Corporate Social Responsibility, Richard Ellis
Moderator: PYXERAGlobal, CEO, Deirdre White
How is your brand changing direction to what your consumers want?
Patagonia, VP of Public Engagement, Rick Ridgeway
Unilever, Director Sustainable Business, Sarah McDonald
M&S, Director Plan A, Mike Barry
Moderator: Empathy Sustainability, former Customer Sustainability Director, Coca-Cola Europe; Director, Jake Backus
Investor clinic: Build a transparent relationship with the investor community to deliver bottom line value
Standard Life, Head of Responsible Investment, Amanda Young
CCLA, Head of Ethical and Responsible Investment, James Corah
Nordea Asset Management, Head of Responsible Investments, Sasja Beslik
Moderator: MHC International Ltd, CEO, Dr Michael Hopkins
3.30-4.00 Coffee break
4.00-4.45 Case study: Presentation of a worldwide socio-economic footprint
AccorHotels, Sustainability Director, Arnaud Herrmann
Utopies, Founder & Chief Entrepreneur, Elisabeth Laville
How is marketing leveraging sustainability to drive innovation and become the brand of the future?
Sky, Director of The Bigger Picture, Lucy Carver
Deutsche Telekom, Head of Sustainable Development and Environment, Luis Neves
Moderator: Ethical Corporation, Managing Director, Liam Dowd
Build business relationships - what the business think of integrating sustainability into their business units
ING Bank, Global Head Sustainable Finance, Leonie Schreve
Moderator: International Bar Association, Director, Legal Policy & Research Unit, Jane Ellis
4.45-5.30 The value of OSH in a sustainable business
IOSH, Executive Director - Policy, Shelley Frost
Case study: build an engaging consumer campaign that creates change
Ocado, Head of Corporate Responsibility, Suzanne Westlake
Anglian Water, Head of Sustainability, Andy Brown
Moderator: Junxion Strategy, MD, Adam Garfunkel
Supply chain risk management – are you doing enough to manage your risk?
HP Inc., Director, WW Environmental Operations, Dr. Kirstie McIntyre
EPI Consulting, Director, John Spear
Moderator: MHC International Ltd, CEO, Dr Michael Hopkins
5.30-7.00 Networking Drinks Reception
The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
16
8th June 2016 Day 2
07.30-08.30: Registration starts
08.30-9.00: AN INVITATION TO O2’S SUSTAINABILITY STRATEGY LAUNCH
Telefonica UK O2, CEO, Ronan Dunne
09.00-10.00: VIEW OF THE FUTURE KEYNOTE
Business, Innovation and Skills, Parliamentary Under Secretary of State and Minister for Intellectual Property, Baroness Neville-Rolfe DBE CMG Telefonica UK O2, CEO, Ronan DunneHeathrow, CEO, John Holland-KayeModerator: The Confederation of British Industry, President, Paul Drechsler CBE
10.00-10.30: DO THE RIGHT THING KEYNOTE
Odeon UCI, CEO, Paul DonovanThe Confederation of British Industry President, Paul Drechsler CBE British Chambers of Commerce, Acting Director General, Dr Adam MarshallModerator: Current Trustee of Hand in Hand International, former CEO of Vattenfall, Lars Josefsson
10.30-11.00: Morning Coffee Break
11.00-11-30: SHARED VALUE KEYNOTE
Nespresso, CEO, Jean-Marc Duvoisin Moderator: Nokia, Head of Brand Strategy, Christine Diamente
11.30-12-00: CARBON KEYNOTE
Virgin Atlantic, CEO, Craig Kreeger Moderator: M&S, Director Plan A, Mike Barry
12.00-12.30: WATER KEYNOTE
Ecolab, Executive VP and President, Christophe BeckModerator: MHC International Ltd, CEO, Dr Michael Hopkins
12.30-1.30: SDG KEYNOTE
Northumbrian Water Group, CEO, Heidi MottramPwC, Global Leader Sustainability and Climate Change, Malcolm Preston
1.30-2.30: Lunch
ROOM A: SDGs and climate change
ROOM B:Influence customer behaviour
ROOM C:Business risk
2.30-3.30 Case studies: Build a responsible culture
Willmot Dixon, Director, Julia Barrett
Timberland, Sustainability Senior Manager EMEA, Aurelie Dumont
Moderator: University of Applied Sciences / Hochschule Mainz, Professor, Ulrike Schaub
How can marketing and sustainability both work together to be a business of the future?
Kellogg’s Europe, Senior Director Corporate Communications, Public Affairs and Sustainability, Rupert Maitland Titterton
The Body Shop, International Director of Sourcing, Mark Davis
Bergen-Energi, Carbon Reporting Expert, Janu Ramchandani
Moderator: University of Cambridge Institute for Sustainability Leadership, Programme Director, Aris Vettos
Go beyond compliance and do the right thing
Press Association, Group General Counsel & Company Secretary, Stephen Godsell
Vodafone, Head of Compliance and Corporate Secretariat, Tamara Northcott
NN Group, Principal Insurance Risk Officer, Sebastian Rath
Business, Innovation and Skills, former Minister for Employment Relations & Consumer Affairs, Jo Swinson
Moderator: International Bar Association, Director, Legal Policy & Research Unit, Jane Ellis
The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
17
8th June 2016 Day 2
3 .30-4 .30 SDG 12: Circular economy roundtables
William Jackson Food Group, Group Sustainability Director, Gavin Milligan
AkzoNobel, Global Sustainability Director, Chris Cook
IHG, Vice President Corporate Responsibility, Kate Gibson
Moderator: University of Cambridge Institute for Sustainability Leadership, Programme Director, Aris Vettos
Reputation roundtables: reposition your brand to be a responsible leader
Energy UK, Director of Communications & Public Affairs, Lesley McLeod
Huawei Technologies, Head of Corporate Social Responsibility, Holy Ranaivozanany
Moderator: Ethical Corporation, Managing Director, Liam Dowd
Build collaboration with suppliers to cooperate to higher operational standards and improve transparency
Metro, Senior Vice President for Corporate Responsibility, Tino Zeiske
Neal’s Yard Remedies, Director of Natural Health, Susan Curtis
Moderator: Pyxera Global, VP, Enterprise and Community Development, Harry Pastuszek
4.30-4.45 Closing comments: 10 key takeaways
4.45 End of Forum
Ad
www.pwc.com/sdg
Navigating the global goals to align business strategy
Governments will turn to business to help them achieve the Sustainable Development Goals (SDGs). Business will want to implement change with the optimal positive impact that drives profi table activity.
Our Global Goals Business Navigator helps you understand your impact and prioritise your approach.
To fi nd out more, call Malcolm Preston, PwC Global Sustainability Leader, on +44 (0)20 7213 2502 or Louise Scott, PwC Director, on +44 (0) 7804 5068.
© 2016 PricewaterhouseCoopers LLP. All rights reserved.
30215 - A4 Responsible business summit advert_2.indd 1 20/05/2016 17:34
The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
19
speakers
Ronan DunneCEOTelefonica UK O2
Suzanne WestlakeHead of Corporate ResponsibilityOcado
Paul DonovanCEOOdeon UCI
Margarida FerreirinhaCommunication and Sustainability DirectorREN
John Holland-KayeCEOHeathrow
Rupert Maitland TittertonSenior Director Corporate Comm, Public Affairs & SustainabilityKellogg’s Europe
Raj SinghGroup Chief Risk OfficerStandard Life
Tim HunterDirector of FundraisingOxfam
Craig KreegerChief Executive OfficerVirgin Atlantic Airways
Dr. Kirstie McIntyreDirector, WW Environmental OperationsHP Inc.
Christophe BeckExecutive VP and PresidentEcolab
Mike BarryDirector Plan AM&S
Rick RidgewayVP of Public EngagementPatagonia
Julia BarrettDirectorWillmot Dixon
Jean-Marc DuvoisinCEONespresso
Aurelie DumontSustainability Senior ManagerTimberland
Bas van AbelCEOFairphone
Tino ZeiskeSenior Vice President, Corporate ResponsibilityMetro Group
Jane GriffithsCompany Group Chairman EMEAJanssen
Mark DavisInternational Director of SourcingThe Body Shop
Heidi MottramCEONorthumbrian Water Group
Christian McBrideCEOGenuine Solutions Group
Paul Drechsler CBEPresidentCBI
Gavin MilliganGroup Sustainability DirectorWilliam Jackson Food Group
John SpearDirectorEPI Consulting
Baroness Neville-Rolfe DBEParliamentary Under Secretary of State and Minister for Intellectual PropertyBusiness, Innovation and Skills
Estelle BrachlianoffSenior Executive Vice-President, UK & IrelandVeolia
Jose-Luiz Moura NetoVPSalesforce Finance
Leonie SchreveGlobal Head Sustainable FinanceING Bank
Adam GarfunkelMDJunxion Strategy
Sarah McDonaldDirector, Sustainable BusinessUnilever
Luis NevesGroup Sustainability and Climate Protection OfficerDeutsche Telekom
www.pwc.com/sdg
Navigating the global goals to align business strategy
Governments will turn to business to help them achieve the Sustainable Development Goals (SDGs). Business will want to implement change with the optimal positive impact that drives profi table activity.
Our Global Goals Business Navigator helps you understand your impact and prioritise your approach.
To fi nd out more, call Malcolm Preston, PwC Global Sustainability Leader, on +44 (0)20 7213 2502 or Louise Scott, PwC Director, on +44 (0) 7804 5068.
© 2016 PricewaterhouseCoopers LLP. All rights reserved.
30215 - A4 Responsible business summit advert_2.indd 1 20/05/2016 17:34
The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
21
speakers
Aris VrettosProgramme DirectorUniversity of Cambridge Institute for Sustainability Leadership
Goro NaitoVP, Sustainability RelationsEvonik Industries
James CorahHead of Ethical and Responsible InvestmentCCLA
Aidan CotterCEOThe Irish Food Board
Ben WattsMD for Urban EnergyEngie UK
Holy RanaivozananyHead of Corporate Social ResponsibilityHuawei Technologies
Sasja BeslikHead of Responsible InvestmentsNordea Asset Management
President Shai ReshefUniversity of the People
Tamara NorthcottHead of Compliance and Corporate SecretariatVodafone
Harry PastuszekVP, Enterprise and Community DevelopmentPyxera Global
Dr Adam MarshallActing Director GeneralBritish Chambers of Commerce
Elisabeth LavilleFounder & Chief EntrepreneurUtopies
Barbara CrowtherDirector of Policy and Public AffairsFairtrade Foundation
Janu RamchandaniCarbon Reporting ExpertBergen Energi
Malcolm PrestonGlobal Leader Sustainability and Climate ChangePwC
Christine DiamenteHead of Brand StrategyNokia
Amanda YoungHead of Responsible InvestmentStandard Life
Lesley McLeodDirector of Communications & Public AffairsEnergy UK
Andy BrownHead of SustainabilityAnglian Water
Nigel SizerPresidentRainforest Alliance
Mark RobertsonDirector of Communications and Stakeholder RelationsICTI CARE Foundation
Susan CurtisDirector of Natural HealthNeal’s Yard Remedies
Sebastian RathPrincipal Insurance Risk OfficerNN Group
Chris CookGlobal Sustainability DirectorAkzoNobel
Arnaud HerrmannSustainability DirectorAccorHotels
Deirdre WhiteCEOPYXERAGlobal
Jo SwinsonFormer Minister for Employment Relations & Consumer AffairsBusiness Innovation and Skills
Richard EllisVice President, Corporate Social ResponsibilityWalgreens Boots Alliance
Lucy CarverDirector of The Bigger PictureSky
Kate GibsonVice President Corporate ResponsibilityIHG
Shelley FrostExecutive Director – PolicyIOSH
Stephen GodsellGroup General Counsel & Company SecretaryPress Association
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The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
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sponsor & exhibitor Acknowlegements
Coffee Break Sponsor:
nespressoThe Nespresso story began with a simple idea: enable anyone to create the perfect cup of high-quality espresso coffee . Nespresso has redefined and revolutionised the way millions of people enjoy their espresso coffee . It has shaped the global coffee culture . Nespresso takes a long-term, holistic approach to sustainability . From our unique coffee sourcing approach to capsule recycling, we set clear targets and seek to create shared value for the business and society . Our program, The Positive Cup™, provides a framework for partnerships and innovation to deliver on-going, sustainable development . For us, sustainability is our way of doing business .
Platinum Sponsor:
Telefonica UK O2O2 is the commercial brand of Telefónica UK Limited and is a leading digital communications company with the highest customer satisfaction for any mobile provider according to Ofcom . O2 has over 25 million customers and runs 2G, 3G and 4G networks across the UK . O2 has over 450 retail stores and sponsors The O2, O2 Academy music venues and the England rugby team . O2 has a strong reputation for sustainability, with its first public sustainability strategy, the Think Big Blueprint, gaining multiple awards and recognition .
Gold Sponsor:
HeathrowHeathrow serves 74 million passengers each year and with 76,000 people working for over 400 companies on airport brings significant economic and social benefits to the UK . As the UK’s only international hub airport, Heathrow provides connectivity with global markets, through the 80 airlines which serve over 180 destinations worldwide . Heathrow is also the UK’s biggest port, handling over a quarter of exports by value . Heathrow’s sustainability strategy, Responsible Heathrow 2020, sets out how Heathrow is supporting the UK and local economies while also carefully managing its environmental responsibilities and being a good neighbour to its local communities .www.heathrow.com/responsibleheathrow
JanssenJanssen is one of the world’s leading research-based pharmaceutical companies . The company is committed to delivering great medicines and has introduced a range of innovative treatments that can make an important difference to the lives of patients with serious health conditions such as schizophrenia, hepatitis C, multiple myeloma, HIV/AIDS and diabetes . As part of Johnson & Johnson, Janssen places a high priority on having a positive social and economic impact on the countries in which it operates . In the UK, Janssen employs over 600 people and has its headquarters in High Wycombe, Buckinghamshire .
PwCPwC is a professional services firm providing business with audit, accountancy and consulting guidance and support . Our experience and insight puts us in a great position to advise on business-as-usual operations, be mindful of market disruption and understand the implications for business . That’s why we’re focused on the UN Sustainable Development (the SDGs) . To tackle major world issues, 193 Governments have agreed to achieve 17 global goals by 2030 . www.pwc.com/sdg
Silver Sponsor:
skySky is Europe’s leading entertainment company, serving 21 million customers across five countries: UK, Ireland, Germany, Austria and Italy . We offer the best and broadest range of content, deliver market-leading customer service and use innovative new technology to give customers a better TV experience, whenever and wherever they choose . We know that to be successful in the long term, it’s not just about what we do but how we do it . We’re committed to doing the right thing for our customers, our people, our partners and the communities in which we live and work . We call this seeing the bigger picture .www.sky.com/corporate
smurfit KappaSmurfit Kappa is one of the leading providers of paper-based packaging solutions in the world, with around 45,000 employees in approximately 370 production sites across 34 countries and with revenue of €8 .1 billion in 2015 . We are located in 21 countries in Europe, and 13 in the Americas . We are the only large-scale pan-regional player in Latin America . With our pro-active team we relentlessly use our extensive experience and expertise, supported by our scale, to open up opportunities for our customers . We collaborate with forward thinking customers by sharing superior product knowledge, market understanding and insights in packaging trends to ensure business success in their markets . We have an unrivalled portfolio of paper-packaging solutions, which is constantly updated with our market-leading innovations . This is enhanced through the benefits of our integration, with optimal paper design, logistics, timeliness of service, and our packaging plants sourcing most of their raw materials from our own paper mills . Our products, which are 100% renewable and produced sustainably, improve the environmental footprint of our customers .
Registered charity 1096790, VAT register number 705 3242 69, IOSH Services Limited company registration number 1816826
www.iosh.co.uk email: [email protected] tel: +44(0)116 257 3100
Leading safelyBottom lineTop peopleAs a responsible leader, you know the importance of safety and health. Now learn its value.
See training for leaders in action at www.iosh.co.uk/leadingsafely or call the Customer Support team on +44 (0)116 257 3192.
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The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
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JunxionJunxion is an international consultancy that works to catalyze progress on social and environmental sustainability . We build authentic, values-driven Trustbrands™ . We bring together strategic planning, CSR programme development, branding and communications to support responsible corporations and accelerate the growth of social enterprises . We have a long history in CSR reporting and communications, having consulted on and written reports since the 1990s .
Exhibitors:
Good Done Great revolutionises how corporations and individuals give back . Through strategic consulting supported by powerful cloud and mobile solutions, Good Done Great helps Fortune 500 companies and small businesses maximize their corporate social responsibility (CSR) programmes . Launched in 2009 and certified as a Benefit Corporation, this nimble tech company delivers employee engagement and corporate philanthropy to global brands by delivering targeted, measurable impact . More than 3 million employees have access to GDG’s innovative tools to align their time and treasure with their personal charitable goals, and more than 1 .8 million charities benefit from Good Done Great’s broad philanthropic reach .
thinkstep thinkstep enables organisations worldwide to succeed sustainably . Our industry-leading sustainability software, data and consulting services help businesses drive operational excellence, product innovation, brand value and regulatory compliance . With a global presence in 19 countries we serve more than 2,000 companies, including 40 percent of the Fortune 500 such as BASF, Hewlett-Packard, Interface, Renault, Siemens and Unilever .
cr360cr360 provides companies with a 360-degree view cr360, part of UL EHS Sustainability, helps companies to accurately capture, manage and analyse environmental, safety, supplier and social data; providing a 360° view on their sustainability performance . Our modular web-based platform allows our clients to seamlessly integrate all aspects of EHS and Sustainability data management across multiple regions and business units, and rapidly share results with employees and external stakeholders . The cr360 system is modular, which means you can build a single integrated system to manage your data today and incrementally add products to handle the sustainability issues of tomorrow . www.cr360.com
Co-Sponsors:
UtopiesUtopies is a strategic sustainability consultancy that has advised companies on their environmental and social impact for more than 20 years . We think that beyond raisins consciousness, sustainable development calls for a revolution within the enterprise, rethinking its economic model, activities and mission . Confronting this new given, we believe our mission is to put a positive face on change, accelerating change through our think tank and consulting activities, and by mobilizing its network of the best experts in the world, pioneering enterprises and key players . Utopies was the first French B Corp labelled company and coordinate this initiative in France .
The Carbon TrustThe Carbon Trust is an independent, expert partner of leading organisations around the world, helping them contribute to and benefit from a more sustainable future through carbon reduction, resource efficiency strategies and commercialising low carbon technologies .
Institution of Occupational safety and Health (IOsH)IOSH is the world’s largest professional body for occupational safety and health . We’re the voice of the profession, campaigning on issues that affect millions of working people . We set standards and support, develop and connect our members with resources, guidance, events and training . With our membership totaling over 44,000 in more than 120 countries – and growing fast – IOSH is a focal point for occupational safety and health professionals working in a diverse range of industrial, commercial and public sector organisations .www.iosh.co.uk
Bergen energiBergen Energi provides expert energy management and sustainability solutions to companies across Europe . We serve more than 1000 private and public clients covering the entire range from Fortune 500 companies to mid-sized businesses and local municipalities . Our end-to-end sustainability services helps our customers actively manage their energy and carbon impact in a cost-effective manner . Our approach is consultative and our custom solutions range from measuring the baseline carbon footprint to helping design and implement a long-term carbon reduction strategy and communicating achievements in a credible and interesting manner to all relevant stakeholders . www.bergen-energi.com
sponsor & exhibitor Acknowlegements
LEADING INTERNATIONAL ENERGY EXPERTS
Registered charity 1096790, VAT register number 705 3242 69, IOSH Services Limited company registration number 1816826
www.iosh.co.uk email: [email protected] tel: +44(0)116 257 3100
Leading safelyBottom lineTop peopleAs a responsible leader, you know the importance of safety and health. Now learn its value.
See training for leaders in action at www.iosh.co.uk/leadingsafely or call the Customer Support team on +44 (0)116 257 3192.
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Keep your team ahead of the curvewith expertly-crafted sustainable business intelligenceThousands of professionals from across the globe remain completely abreast and knowledgeable on the subject of sustainable business with the intelligence and resources provided to them by Ethical Corporation.
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Unlimited web access A brand new, fully-searchable website containing over 9,000 articles, management briefings and conference recordings: a veritable one-stop shop for all responsible business intelligence
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The 15th Annual Responsible Business Summit 2016 | 7-8 June | London
27
Upcoming events
Keep your team ahead of the curvewith expertly-crafted sustainable business intelligenceThousands of professionals from across the globe remain completely abreast and knowledgeable on the subject of sustainable business with the intelligence and resources provided to them by Ethical Corporation.
Join them today and benefit from:
Unlimited web access A brand new, fully-searchable website containing over 9,000 articles, management briefings and conference recordings: a veritable one-stop shop for all responsible business intelligence
Monthly digital magazineFully optimised for mobile and tablet devices, and packed with the latest sustainable business insight, analysis and strategies
PromotionSignificant discounts on the use of our promotional channels: advertise your initiatives and successes to a global audience
DiscountsReceive exclusive prices on Ethical Corporation’s other products, including intelligence reports and conference passes
Company profilesIn-depth features, conference recordings, podcasts and videos provide comprehensive profiles of some of the world’s largest corporations
Join today and save 30%! Come and see us at our stand.Or visit events.ethicalcorp.com/subscriptions & use your
exclusive discount code: EC30
About Ethical CorpWe provide business intelligence to more than 3,000 multinational companies every year . Our customers are also NGOs, think-tanks, academia, governments and consultancies . We produce an internationally renowned monthly magazine that contains the latest news and analysis, management briefings and company benchmarking case studies to provide our community with the insight they need to make responsible business a reality . Our aim at Ethical Corporation is to help businesses become a force for good and deliver a positive impact . Our Summits are central to these efforts – by pulling together CEOs, heads of business and senior execs from multi-disciplines we want to create a platform that inspires collaboration and strategic change .
Ethical Corporation has been running conferences for over 15 years . Our industry-wide events provide expert insight, contacts and practical ideas to benchmark your company with your peers and learn the latest trends around sustainability, ethics, compliance and responsible business .
2nd Compliance and Conduct Risk in Financial services Forum 2016 London, 21-22 June 2016
www.ethicalcorp.com/compliance-conduct Contact: Candy Anton [email protected]
6th The Responsible extractives summit 2016 London, 21-22 June 2016
www.ethicalcorp.com/extractives Contact: Steven Wade [email protected]
7th The Responsible Business Awards 2016 London, Entries deadline 6 July 2016
www.ethicalcorp.com/awards Contact: Krina Amin [email protected]
10th The CR Reporting and Communications summit 2016 London, 20-21 October 2016
www.ethicalcorp.com/reporting Contact: Steven Wade [email protected]
11th The sustainable supply Chain summit 2016 London, 20-21 October 2016
www.ethicalcorp.com/supplychain Contact: Krina Amin [email protected]
2nd The Responsible Business summit UsA 2017New York, 7-8 April 2017
www.ethicalcorp.com/rbs-usaContact: Krina Amin [email protected]
June 2016
June 2016
July 2016
October 2016
October 2016
April 2017
#RBSEU
Europe’s leading forum on responsible business | Hilton Tower Bridge, London
The 16th Annual
Responsible Business summit 2017
For more information, visit www.ethicalcorp.com/rbs or contact [email protected]
sAve THe DATePencil this in your diary and add it to your calendar!
7-8 June 2017