News

Simple, but not simplistic - Vodafone UK publishes consumer-oriented CR report

Context client Vodafone UK recently launched this year’s ‘Responsibility Store’ – their Corporate Responsibility (CR) report targeted at customers and consumers. The Responsibility Store is an interactive website, allowing readers to ‘shop’ for different topics relating to the company’s performance across a range of CR issues.

The online report is an excellent example of how complex information can be made relevant and accessible for a specific audience. In this case, Vodafone customers are the target, which is reflected in the style, tone and content of the report. The easily digestible online format, with interactive graphics and short text boxes, highlight Vodafone’s key sustainability ambitions.

The report explores how Vodafone’s technology can improve people’s lives, change the way they work, reduce their carbon footprint and improve their work-life balance. Vodafone also updates customers on a range of CR issues, from customer privacy and security to network development, community support and energy consumption.

As CR reporting matures, companies need to find new ways to communicate complex sustainability issues to diverse stakeholder groups. The Responsibility Store is Vodafone’s response to this challenge, reaching out to customers through a fun and accessible report. It is thorough without overwhelming readers with complex data - the messaging is simple but not simplistic.

Striking this balance isn’t easy, but with the launch of the Responsibility Store, Vodafone UK demonstrates that it can be done.

Context clients in Newsweek Top 50

Three Context clients have been ranked among the world’s leading companies on environmental performance. BT (fifth), HP (15th), and WPP (41st) took positions in the top 50 of the US-based Newsweek magazine’s Green Rankings, which evaluate the environmental performance of the world’s largest publicly traded companies.

Six other Context clients appeared in the top 100: Motorola (53rd); Vodafone (58th); AstraZeneca (61st); Citigroup (70th); Cisco (87th); and Barclays (90th).

This is the third year of the high-profile annual rankings, but the first time they have covered global companies rather than just those in the United States. They are produced in association with the environmental research organisations Trucost and Sustainalytics, and assess each company’s environmental footprint, environmental management, and transparency.

The rankings can be seen at: http://www.thedailybeast.com/newsweek/features/green-rankings/2011/international.html

Julia King on stakeholder engagement done well

In an article in PR Week’s September supplement on corporate reputation, Context Europe Managing Director Julia King discusses the importance of engaging with a broad range of stakeholders to protect and enhance a company’s reputation.

Keep your enemies close is the advice she gives companies which struggle to understand and address stakeholder views. She describes the need to open lines of communication with challenging stakeholders and maintain a constructive dialogue about key issues.

While this can be a daunting task, the article provides valuable suggestions on how to manage discussions with stakeholders and use the insights gained to strengthen your reputation and ensure lasting business success.

Peter Mason joins Context as Client Director

Peter Mason has joined Context as a Client Director, based in London.

Peter, who took up the post on 12 September 2011, joins from Ethical Performance, the international corporate sustainability newsletter.

As Client Director, Peter will work closely with clients on sustainability strategy, reporting and communications. In particular, he will advise on planning and writing corporate sustainability reports, preparing white papers and research documents, and developing sustainability communications strategies with clearly identified objectives, audiences, and messages.

Peter brings with him broad corporate sustainability knowledge across all sectors, combined with top-quality writing and communication skills. As one of the world’s leading journalists and commentators on corporate sustainability, he also has in-depth knowledge of who’s who in the field. His insight into the wider politics and trends in sustainability, including the relationships between governments, NGOs and companies, will strengthen the Context team.

Prior to Ethical Performance, Peter spent 20 years in various journalistic roles in the UK, including as news editor of Green magazine, on the foreign desk of The Guardian newspaper, and as a freelancer for several national newspapers.

He has also written seven books including, most recently, a biography of the sportsman-turned-statesman Sir Learie Constantine.

Exploring the challenges of selling alcohol

Context client Brown-Forman, the beverage alcohol company based in Louisville, Kentucky, has released its third Corporate Responsibility (CR) Report, using Q&As with senior executives to tell its corporate responsibility stories. The Q&As, supported by vivid images of the company’s corporate responsibility initiatives, give the report a unique feel while addressing the company’s global operations.

Among the report’s highlights, Brown-Forman announces its new environmental sustainability targets, which cover energy use, greenhouse gas emissions, and waste reduction. It was the first company in its sector to join Ceres, the U.S. network of investors and environmentalists, in May 2011, and to host a stakeholder dialogue session in February 2011. The session brought experts from around the world together to share perspectives on how Brown-Forman could use its corporate and consumer brands to positively influence consumer attitudes toward responsible alcohol consumption.

“Brown-Forman is making significant strides in an historically difficult sector for corporate responsibility,” said Peter T. Knight, President of Context America. “The report captures the deep thinking of executives who are acutely aware of the role of their company in society and the many challenges that brings.

“This makes it a delight to work with Brown-Forman, and we rather like their products too.”

Enriching the Experience of Life is available in print and as a PDF download at www.brown-forman.com/responsibility.

Context clients top DJSI

Many Context clients have again been recognized by the Dow Jones Sustainability Indexes (DJSI) as among the most sustainable in the world. The DJSI was established in 1999 by the Dow Jones Indexes and the Swiss firm Sustainable Asset Management (SAM).

In the U.S., McGraw-Hill and Morgan Stanley appear on the DJSI World index for the first time in 2011, while Caterpillar, Cisco, Citigroup, Motorola Mobility and Solutions, and United Technologies all maintain their listings. U.K. clients AstraZeneca, BT, ITV, GlaxoSmithKline, Roche, RSA, Unilever, Vodafone and WPP all remain on DJSI World .

For BT and Unilever, the 2011 listing is their 13th consecutive appearance on the index, while Roche is named supersector leader for the third time in a row, demonstrating each companies’ long-term commitment to sustainability.

Context America President Peter T. Knight said: “We congratulate all our clients whose transparency and disclosure ensured their sustainability efforts were recognized by the DJSI. We know this requires considerable energy and time, but sustainability ratings and rankings are becoming increasingly important to the market - the benefits are worth it.”

Vodafone launches 2010/11 Sustainability Report

With the launch of its latest Sustainability Report, long-standing Context client Vodafone has changed the way it reports on sustainability performance.

The concise report highlights the opportunities and challenges the company faces in implementing its sustainability strategy and summarises progress against key targets – maintaining Vodafone’s reputation for transparency. It is supported by a new online reporting hub with comprehensive performance data.

Online case studies and videos bring to life the contribution Vodafone’s products and services are making to economic development in emerging markets and to enabling a low-carbon future.

Context has been working with Vodafone since 2002 on a range of projects including reporting, stakeholder engagement, research publications and internal communications.

Context announces new European Managing Director and U.S. expansion

We are excited to announce that Julia King – our long-standing client at GlaxoSmithKline (GSK) – will join Context as Managing Director Europe starting on July 1, 2011.

Julia will take over Simon Propper’s responsibilities for running the UK business when he moves to Los Angeles to expand Context’s existing operations in the U.S. Her position is equivalent to that of Jaycee Pribulsky, Senior Vice President at Context America. Peter Knight will continue to be based in New York.

Simon comments:

“Julia’s corporate experience, reputation and extensive network of connections will be invaluable to our clients and a huge advantage to Context. The fact that we have attracted Julia to join us from such a major corporate role is a huge vote of confidence in our company and team.”

Julia has 30 years' broad corporate management experience gained in the pharmaceutical industry. Her roles included laboratory and clinical research, business development, government affairs and public policy. During this time she worked for Glaxo, Zeneca, Astra, SmithKline Beecham, and most recently GlaxoSmithKline.

In 2002, Julia established the company’s Corporate Responsibility function, determining GSK’sCRstrategy and approach to governance and reporting. She was responsible for cross-company co-ordination and supported reputation risk management. Julia helped GSK to build positive relationships with external stakeholders including investment analysts.

Simon Propper on engaging with SRIs

In an article for the June edition of IR Magazine, Context Managing Director Simon Propper has offered his top tips for engaging investors with a social conscience. His article, Engaging with SRI funds, outlines and evaluates a range of options, from annual or sustainability reports, to questionnaires and meetings.

NSN shifts focus in latest report

Nokia Siemens Networks’ latest sustainability report reveals the company’s shift in focus: from the risk management of corporate responsibility to a strong ambition to capture the opportunities it has to contribute to global sustainability goals.

The PDF report demonstrates the transparency stakeholders want to see, with robust data pages accompanied by frank, pared down commentary and challenging targets. It is hosted on a new website which offers a high-level, accessible overview of the company’s strategy and approach to key issues.

Working with Nokia Siemens Networks since the formation of the company in 2007, Context has helped to develop its reporting strategy as the agenda evolved.

Serving up sustainability at Sodexo

Context client Sodexo NA has affirmed its commitment to stakeholder engagement with the launch of a new quarterly sustainability e-newsletter.

“Spotlight on Sustainability…From Sodexo for a Better Tomorrow” features sustainability efforts from around Sodexo’s North American business. The e-newsletter is designed to be read online and on smart phones. It’s also available at http://bettertomorrow.sodexousa.com, where anyone can subscribe.

The first issue focuses on sustainable food and agriculture. It highlights local sourcing, Sodexo’s sustainable seafood program, a university sustainable food internship program and more.

“Sodexo NA is making great strides in their sustainability efforts. We are delighted to work with Sodexo to communicate their progress through this quarterly e-newsletter,” said Jaycee Pribulsky, Senior Vice President of Context America.

The e-newsletter provides ongoing progress reports on Sodexo’s Better Tomorrow Plan for sustainability.

Centrica launches web-savvy report

Context client Centrica’s latest online 2010 Corporate Responsibility Report makes full use of the capabilities of the web. Highlights include a carbon map illustrating impacts in each part of the business and an interactive data centre to explore performance across a broad range of issues.

The report demonstrates the significant progress Centrica is making to support the transition to a lower carbon future by tackling its own carbon footprint and helping customers and communities to do the same.

But it doesn’t shy away from raising some of the challenges and dilemmas the company faces. The emphasis is on dialogue with readers invited to submit feedback via comment boxes featured on every page and strong links with the company’s discussion forum on Centrica Views.

Context UK client director Scarlet McBarnet said: “Working with Centrica over the past two years has given us a great opportunity to delve deeper into the complex issues the energy sector faces, and the delicate balance needed to achieve low-carbon, secure and affordable energy.”

Context clients prove substance trumps froth at Corporate Register awards

We congratulate our clients McGraw Hill ( 1st runner up, best 1st time report), Vodafone (best carbon disclosure) and HP (best report overall) for their success at the Corporate Register awards. What do these very different companies have in common? A commitment to spin-free reporting and frank discussion of sustainability challenges - helped by consultancy and writing from Context.

Context clients storm Ethical Corp Awards nominations

Context clients InterfaceFLOR and Unilever have each scooped two nominations in this year’s Ethical Corporation Responsible Business Awards. Swiss fragrance company Firmenich and Mexican cement manufacturer CEMEX have also been nominated.

“It’s a privilege to work with companies that are serious and innovative in their approach to sustainability. Just ticking the GRI boxes is a road to nowhere,” said Context Managing Director Simon Propper. “These nominations highlight four companies that lead their sectors and inspire others. We wish them well in the awards.”

Unilever, the consumer goods multinational that announced its ten-year sustainability plan in 2010, features on the shortlists for the High Performance and Sustainability Commercialised categories. Carpet manufacturer InterfaceFLOR will contest the Authentic Communications and Best Private Company categories, backing up CEO Ray Anderson’s Lifetime Achievement Award last year.

Meanwhile, Swiss fragrance company Firmenich is nominated for Best Private Company and Mexican cement manufacturer CEMEX is shortlisted with RSPB (Royal Society for the Protection of Birds) in the Best Collaboration category for their national biodiversity strategy in the UK.

The winners will be announced at the Responsible Business Summit in May and Context will be there to applaud them.

Cisco among world's 50 most innovative companies

Context client Cisco is one of the world’s 50 most innovative companies, according to a 2011 ranking by Fast Company Magazine. The publication placed Cisco at number 41, saying: “Some companies struggle to find new markets. Cisco builds them.” It also highlighted the “almost unlimited budget” that CEO John Chambers has given Cisco’s smart grid team to develop an open energy grid.

Context helped Cisco refine its corporate social responsibility (CSR) reporting strategy for its 2010 online report. “Innovation like Cisco’s helps drive sustainability around the world,” said Context America Senior Vice President Jaycee Pribulsky. “The potential to create low-carbon economies in emerging markets is exciting, and companies like Cisco will help these visions become realities. We’re delighted to be working with such a dynamic company.”

Research highlights appeal of Context America

Within three years of its founding, Context America has been independently judged to be among the top six sustainability communications agencies in the U.S.

This is the finding of the sustainability and climate change research group Verdantix. The firm’s 2010 Green Quadrant Sustainability Communications Analysis, which assessed 18 communications agencies in the U.S. found that Context America “has a deeper understanding of the psychology of sustainability beliefs and preferences” than many others.

The study highlighted Context’s strong sustainable business perspective.

“We are delighted Verdantix has highlighted our potential in its study. The importance of sustainability expertise and creativity cannot be underestimated by companies considering partners to enhance their sustainability communications,” says Context America Senior Vice President Jaycee Pribulsky.

Specialist sustainability communications agencies such as Context are filling the skills gap between PR firms and regular advertising agencies, Verdantix says. Rising interest from consumers, competitive pressure, and brand and shareholder value enhancement are driving the need to increase sustainability communications.

Verdantix interviewed 15 expert buyers of sustainability communications services, and conducted in-depth discussions with sustainability practice leaders at the featured agencies.

See Context’s Sustainability in Context blog for more information.

Context clients continue to top DJSI

Context clients Roche and Unilever have remained supersector leaders in the Dow Jones Sustainability Index for 2010. We also congratulate clients McGraw-Hill and WPP for their inclusion in this year's index.

Context Director Heather Rankin said: “We are delighted to see more of our clients being recognised for their progress in sustainability, in addition to those already included in the index.”

Sempra commits $15 billion to clean energy

Sempra Energy will invest $15 billion over the next five years to bring cleaner energy resources to market, according to its latest Corporate Responsibility report.

“We’re focused on meeting our customers’ current energy needs, while developing cleaner energy solutions and deploying more advanced technologies for the future,” said Neal Schmale, president and chief operating officer of Sempra.

The California-based utility company’s second report, produced in conjunction with Context, also detailed a 34% reduction in its power plant carbon dioxide emissions rate since 2005 and the completion of the company’s first wind energy project.

Context America Senior Vice-President Jaycee Pribulsky commented: “Sempra Energy is a company with a close eye on the future. Now more than ever, we’re in need of investment in clean energy. Sempra is helping deliver that.”

New Vodafone sustainability report highlights business opportunities

Long-standing Context client Vodafone Group is using its latest sustainability report, Pressing Forward, to highlight significant business opportunities the company is pursuing by applying mobile technology to environmental and social challenges.

Vodafone views sustainability challenges as a key stimulus for innovation and has established dedicated business units to develop and promote the opportunities including:

More efficient and effective healthcare such as in Tanzania where mobile stock management is addressing the historic problem of rural health centres running short of malarial drugs
Access to basic financial services through mobile payment solutions already used by over 13 million people in Kenya, Tanzania and Afghanistan
Machine-to-machine applications, such as the UK smart meter contract with British Gas, which will bring substantial carbon and cost savings.

Context UK managing director Simon Propper said: “This is the future for corporate sustainability - astute business judgement, informed by an understanding of social and environmental issues opening new market opportunities. At the same time Vodafone is maintaining credibility with some hard-hitting reporting on basics like safety. Forget ‘One Report’, Vodafone is leading the way with relevant reporting.”

Context buoyed by new client wins

Context is delighted to have enjoyed a busy start to 2010. As well as successfully completing long-term projects, the first half of the year has been characterized by new client wins across our UK and US businesses.

In the latter half of the year we will be working with new clients in the following sectors and markets:

Mobile telecommunications, Africa
Media, Global
Food and beverage manufacturing, Global
Mining, South America
Information Technology, Global
Luxury goods, Global
Lotteries, Europe.

Context America Senior Vice President Jaycee Pribulsky commented: “We’re excited at starting 2010 so positively. The US and UK markets show strong growth opportunities, and companies are keen to communicate their work on sustainability. From our expanding New York base, we’re in an ideal position to support them.”

Citi releases report and brochure

US bank Citigroup has released its tenth annual Global Citizenship Report. The online report and PDF is accompanied by a Global Citizenship Brochure, which Citi will display at branches across North America.

Both publications – produced with Context – detail Citi’s strategic focus on citizenship and its commitment to the economic development of the communities it serves in more than 140 countries. The report also announces new environmental targets for 2015, to reduce water usage by 20 percent, landfill waste by 40 percent, and greenhouse gas emissions by 25 percent, all from a 2005 base line.

Context America President Peter T. Knight said: “These efforts represent another step forward for global citizenship at Citi. Context is proud to be working with such a leading financial institution on such a strong set of sustainability communications.”

BT releases Sustainability Report 2010

BT, the UK based communications services company, has released its Sustainability Report 2010, which highlights how the company is using technology to benefit people and the planet. BT's strategic sustainability review, Changing World: Sustained Values is supported by a detailed online report. This is the seventh report BT has produced in conjunction with Context.

Context Director Beckie Herbert commented: "BT continues to lead by example in the breadth and ambition of its sustainability strategy and reporting. Its latest report is an exciting glimpse at how technology can shape a more sustainable future, and how BT plans to help get us there."

GSK CEO acknowledged at inaugural Ethical Corporation awards

Andrew Witty, CEO of long-standing Context client GlaxoSmithKline (GSK), has won the top prize for Individual Leaders at the inaugural Ethical Corporation awards in London. Since taking over as chief of the UK pharmaceutical company in 2008, Witty has championed a new agenda for GSK, believing it is time for a new mind-set that treats society with the same respect as shareholders, and to evenly balance the demands of both. Central to this is a fundamental rethink of how GSK operates in the developing world, and how it can be a catalyst for positive change across the whole industry.

Context Managing Director Simon Propper commented: “This award recognises the power of visionary leadership. It takes guts to break with industry norms but the pharmaceutical industry will one day thank Andrew Witty for reshaping its relationship with society. Context is proud to be working for a company that sets such a strong example.”

Vodafone scoops coveted CR reporting award

Long-standing Context client Vodafone has won this year’s Best Report at the Corporate Register Reporting Awards (CRRA). The UK mobile operator group’s 2008/09 report, Mobilising Development, also picked up the top award for Relevance and Materiality, and came third in the Credibility Through Assurance category.

This is Vodafone’s third consecutive Best Report gong at the CRRAs, which garnered votes from around 8,000 CR professionals across all categories.

Vodafone Group CR Director Chris Burgess commented: “We’re incredibly proud of this award. A lot of hard work by people across the business goes into producing a CR report, and acknowledgement such as this from our peers helps us to know we are moving in the right direction. I’d like to thank Context for the very significant contribution they make, and I look forward to publishing our next report later this year.”

Support for Haiti

Context regularly supports Oxfam and a local special needs school. Moved by the plight of so many poor people in Haiti we made a donation via Disasters Emergency Commission (DEC). You really understand the importance of the NGO sector when something like this happens in countries with minimal government resources. We wish the people of Haiti well.

Context America strengthens New York office

Sustainability strategy and communications consultancy Context today announced the addition of Jaycee Pribulsky as senior vice president of Context America.

This appointment reinforces the firm’s strategy of expanding its presence to address the growing demand for sustainability services in the U.S.A.

Pribulsky will be responsible for partnering with organizations to develop, implement and communicate their corporate sustainability efforts.

The former head of Waggener Edstrom Worldwide’s corporate responsibility group brings over 15 years of experience managing strategic program development, stakeholder engagement, and corporate responsibility reporting, communications and performance management.

“Jaycee brings tremendous experience in helping organizations create, execute and communicate sustainability initiatives,” said Peter T. Knight, President of Context America. “Jaycee shares our passion for helping our clients understand and profit from sustainability,” he said.

Find out more here.

Centrica appoints Context

For some time we have been admirers of Centrica’s sustainability communications, particularly the company’s courageous use of its website with its blogs, tweets and forums. We were therefore delighted and genuinely excited to be selected by Centrica to work with them on their sustainability web reporting.

Simon Propper commented: “With the oil companies suffering a collective crisis of leadership, it falls to other major players in the energy sector to show the consumer how sustainable energy consumption can be achieved. Centrica is going to play an important role in this and it’s a privilege to be involved.”

BT extends long-standing relationship with Context

Following a competitive pitch, Context has been selected to support BT with its 2010 and 2011 sustainability reports. We are delighted that BT is continuing our six-year relationship for another two years (at least).

Simon Propper comments: “Our mantra is: giving clients good service is the best marketing. We are proud that BT has such confidence in our team after six years of working together and we intend to work all out to keep them happy for another six.”

Congratulations to our client HP – the only CS report honoured in the 2009 Clarion Awards

HP’s Global Citizenship Report 2008 won the strategic corporate communications category in the respected 2009 Clarion Awards.

The online report is the result of much hard work by the Citizenship team at HP supported by project manager David Hudson, writers AHA and designers Celery, with consultancy and writing by Context. We love working with this multi-talented team who are all now working on the 2009 report.

Reporting Clinic for stressed CS report managers

Context and Ethical Corporation have teamed-up to offer Reporting Clinic, combining the perspectives of a specialist sustainability consultancy and publisher. Reporting Clinic typically has two stages - Health Check and Therapy.

Health Check is a thorough diagnosis of a company’s report (or draft). Context and Ethical Corporation assess the report independently and present the feedback jointly. Therapy is a follow-up consultation with Context’s and Ethical Corporation’s MDs, Simon Propper and Toby Webb. Clients can specify the agenda, for example, to focus on new ideas or a particular challenge.

Find out more here.

Sky expands coverage in new report

British Sky Broadcasting (Sky), the UK’s largest provider of satellite television services, has launched its latest Bigger Picture Review. The Review now provides information on Sky’s responsibilities in areas such as programme making, Sky News and online gaming as well as updating readers on Sky’s Bigger Picture priorities – sports, arts and the environment.

It’s the media company’s first report with our involvement and it’s available here.

Third Oxfam business briefing tackles climate change

Oxfam International has launched a call to action for businesses to act on climate change in its latest business briefing – the second we’ve worked on. In the lead-up to Copenhagen in December, the global NGO urges businesses to encourage world leaders to agree a fair and safe global deal, pointing out that the developing world suffers most from climate change. Businesses with supply chains and other operations in emerging markets also stand to suffer if appropriate steps aren’t taken to reduce emissions, Oxfam warns.

Want a drink? Visit the Brown-Forman online forum Our Thinking About Drinking

Brown-Forman Corporation, producer and marketer of beverage alcohol brands, including Jack Daniel’s, Southern Comfort and Finlandia, has launched an ambitious, three-pronged corporate responsibility communications initiative. Along with an online report and a printed thought-leadership document, the company has also developed an on-line Issues Forum "Our Thinking About Drinking", a resource providing a balanced body of research on alcohol-related issues. Your views are welcomed.

Visit www.ourthinkingaboutdrinking.com or www.brown-forman.com/responsibility to learn more.

Pitney Bowes issues online corporate responsibility report

Out client, Pitney Bowes Inc., has issued its new online Corporate Responsibility Report 2008, providing a comprehensive summary of the company’s global citizenship practices, policies, accomplishments and goals. Read it here.

Cash for clunkers boosts sales but will do little for fuel efficiency

The US “Cash for Clunkers” state-subsidized trade-in program – modelled on successful French and German initiatives – is an outstanding sales success, but will do little for overall vehicle fuel efficiency on the thirsty roads of the USA. Buyers can trade in inefficient vehicles for those achieving over 25mpg, and get up to $4,500 subsidy from the tax payer. Analysts quoted by Reuters say clunker replacements will “shave little more than 0.05%, or between 4,000 and 5,000 barrels per day, off the nation's daily consumption of 9 million barrels”.

Kimberly-Clark and Greenpeace make peace

Our long-standing client, Kimberly-Clark Corporation, the maker of Kleenex, Scott and Cottonelle brands, has announced stronger fiber sourcing standards that will increase conservation of forests globally and will make the company a leader for sustainably produced tissue products. Greenpeace, which worked with Kimberly-Clark on its revised standards, announced that it will end its "Kleercut" campaign, which focused on the company and its brands.

The McGraw-Hill Companies commission Context

We are continuing our relationship with McGraw-Hill, helping the New York company develop its corporate responsibility reporting. The McGraw-Hill Companies are involved in the financial services, education and business information markets through leading brands such as Standard & Poor's, BusinessWeek and McGraw-Hill Education.