Maybe the format of CSR reports isn’t keeping you up at night (OK, it’s not keeping me up at night either) but each year, I find it fascinating to review the CSR Trends 2010 report from PricewaterhouseCoopers’ Sustainable Business Solutions practice and Craib Design & Communications.
If you haven’t had a chance to review the report – PwC and Craib do a great job of sifting through hundreds of reports mainly from Europe, Japan, Australia, The United States and Canada, reviewing trends and providing a useful snapshot of the differing expectations business cultures have about CSR reporting – and the best practices you may want to emulate. The report doesn’t address truthfulness, instead it delves into how effective companies are in communicating their CSR strategies and performance.
No surprise, there is still a significant difference in how much North American companies report on CSR in comparison to their European counterparts. Virtually 100% of European companies surveyed had CSR information on their corporate website – and 81% published a CSR report. North American companies are further behind than I would expect, with 80% of American and 72% of Canadian companies posting CSR information on their website, but only 37% of Canadian companies and 40% of American companies following up with a published CSR report.
One of the things I was surprised to see in the report is how few companies are taking greater advantage of the benefit of websites and the social web for communicating their CSR commitment. Although 28% of American companies surveyed are using blogs to engage with stakeholders, that is more than double the rate of Europe and Canada. Of all the companies surveyed, while 48% are using CSR microsites, just 35% are leveraging video (particularly for stakeholder testimonials) and only 23% are using interactive diagrams or maps.
The lower use of interactive maps and diagrams particularly surprises me, given that graphics are such an incredibly powerful way to communicate complex information – and websites are a perfect vector for interactive visual mapping and diagrams. Given how many graphics are developed for printed CSR reports, companies clearly understand the value in making complex information clear with the use of design. So, I am a little astonished that more companies are not considering how they could translate these to better leverage the attributes of the web. (If you are really keen, the report covers some very impressive “best practices” in online communications and interactivity starting on page 42 – such as my personal favourite, Stora Enso’s sustainability microsite (which I wrote about previously here, and is a client of H&K Finland.)
Bottom line? Move ahead of the pack by first – talking about your CSR activities, and second, building your CSR reporting into every aspect of your communications. Use the attributes of the communication tools you already have to make your CSR reporting come alive.