It’s a powerful question. Certainly, the last type of question I expected to see leading me into a corporate global sustainability microsite. Amazingly, it wasn’t my first surprise during my visit to the Stora Enso Global Responsibility site.
Stora Enso’s CSR microsite is ambitious. An integrated paper, packaging and wood products company based in Helsinki, Finland, Stora Enso is one of the world’s largest pulp and paper manufacturers, with operations in Europe, Latin America and Asia. Stora Enso and Hill & Knowlton’s Helsinki office built this global sustainability site to communicate Stora Enso’s commitment to sustainability. I was introduced to the site by a colleague, Jari Lähdevuori, who is part of the H&K project team that developed the microsite.
If you haven’t had a chance to take a tour, allow me to offer you a brief overview of the site. In addition to questions like “Do plantations cause violence and death?,” the site also asks visitors “How much does the forest industry accelerate climate change?” and “Does recycling paper really do any good?” Each of these questions are answered by different employees of the Stora Enso company and its stakeholder groups (including customers, forest owners and activists).
I was seriously impressed when I toured the site and found a one-on-one interview between Sini Harkki, Greenpeace’s Nordic forest campaigner and Stora Enso CEO Jouko Karvinen where they speak quite frankly about the challenges and efforts of Stora Enso’s forestry policies. The site also includes experiential elements such as “How to build a plantation” , a module on “Lessons Learned”, and a “Test Yourself” knowledge section narrated by Carrot Mob Finland.
I asked my colleague on the project team, Jari Lähdevuori, to tell me a bit more about how this project came about:
Tara: What was the reason for the site?
Jari says: “Stora Enso felt the communications about their commitment to sustainability were lost in the wash of messages from mainstream media and Non-Governmental Organizations, which seemed to have much greater reach and impact. Stora Enso did not feel their own sustainability messages were reaching the general public on a global scale.
Stora Enso wanted to communicate their sustainability policies and practices directly to the public, and bring more attention to these topics. To do that effectively, our team felt we needed compelling and entertaining content – hence, the global responsibility site.”
Tara: It’s no surprise that the site has been successful. What has the feedback been?
Jari says: “The internal feedback from Stora Enso has been very good – the site is seen as a very fresh way of communicating sustainability in a credible manner. People who have seen the site are very impressed. In fact, Stora Enso’s Head of Communications Lauri Peltola was asked if it can be used as a CSR case study at the G20 summit. It has been an exceptionally powerful way of communicating – and demonstrating – how they do business.”
Stora Enso’s Global Responsibility microsite is clearly a great example of companies really ‘walking the talk” and using the power of new media technologies to approach CSR communications with transparency and credibility by making corporate CSR practices accessible for the average person.