{"id":30381,"date":"2009-11-02T11:43:30","date_gmt":"2009-11-02T10:43:30","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=30381"},"modified":"2009-11-02T11:43:30","modified_gmt":"2009-11-02T10:43:30","slug":"lundquist-report-csr-websites","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/lundquist-report-csr-websites\/","title":{"rendered":"Lundquist&#8217;s Report on CSR Websites | Not Good News For Sustainable Business"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-medium wp-image-30394 lazyload\" title=\"Shock and awe\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/10\/Shock-and-awe-235x300.jpg\" alt=\"Shock and awe\" width=\"235\" height=\"300\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/10\/Shock-and-awe-235x300.jpg 235w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/10\/Shock-and-awe-150x190.jpg 150w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/10\/Shock-and-awe.jpg 393w\" data-sizes=\"(max-width: 235px) 100vw, 235px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 235px; --smush-placeholder-aspect-ratio: 235\/300;\" \/>Someone, I forget who, asked me recently \u201cDo you think that CSR in companies has now come so far that it can be absorbed into mainstream business reporting?\u201d<\/p>\n<p>I think I stared a little, slack-jawed at the idea companies had embraced CSR and sustainability en-masse.\u00a0 It would be nice to have this cynicism proved wrong &#8230; unfortunately it has been proved right.<\/p>\n<p><a title=\"Lundquist\" href=\"http:\/\/www.lundquist.it\/\" target=\"_blank\" rel=\"noopener\">Lundquist<\/a>, an Italian communications consultancy, has released its 2009 report on corporate website CSR content (specifically excluding CSR reports).\u00a0 It\u2019s not pretty reading; in fact <a title=\"The Guardian\" href=\"http:\/\/www.guardian.co.uk\/\" target=\"_blank\" rel=\"noopener\">The Guardian<\/a> has called the report \u201c<a title=\"Damning report into online sustainability reporting\" href=\"http:\/\/www.guardian.co.uk\/sustainability\/blog\/2\" target=\"_blank\" rel=\"noopener\">damning<\/a>\u201d.<\/p>\n<p>(You can read the report&#8217;s executive summary at the bottom of this post).<\/p>\n<p>The websites surveyed are all members of the <a title=\"Dow Jones Sustainability Indices\" href=\"http:\/\/www.sustainability-index.com\" target=\"_blank\" rel=\"noopener\">Dow Jones Sustainability Index<\/a>, supposedly world leaders in CSR.\u00a0 Here are three titbits from the report:<\/p>\n<ul>\n<li> over a third either have no CSR contact details, no refreshable content on CSR (such as news stories) or no value-added content (such as an FAQ or glossary)<\/li>\n<li> over half publish no CSR targets whatsoever<\/li>\n<li> less than half describe an environmental management system<\/li>\n<\/ul>\n<p>The staggering conclusion has to be that the world\u2019s leading companies are being horrendously slack about CSR.\u00a0 But is this fair?<!--more--><\/p>\n<h2>No Excuses For Poor CSR Websites<\/h2>\n<p>An interesting subtlety in the Lundquist report is that by and large the companies surveyed haven&#8217;t grasped the way the internet makes communication more immediate and interactive.<\/p>\n<p>For example, Lundquist sent a fake email to the companies inquiring about sustainable investment in the company.\u00a0 Over half failed to reply.\u00a0 Similarly, a significant proportion of the websites don\u2019t have any video or forum content.<\/p>\n<p>It\u2019s not that these companies are particularly lax, it\u2019s that they\u2019re<\/p>\n<blockquote>\n<p>stuck in an \u2018offline\u2019 communications mode where priority is given to &#8230; a form of one-way disclosure where companies feel they simply have an obligation to inform stakeholders of what is going on<\/p>\n<\/blockquote>\n<p>The trouble is, even in this one-way communication model companies with something to trumpet tend to let the world know about it.<\/p>\n<p>The fact that they don\u2019t mention CSR targets, news or analysis can only lead to the conclusion that they have no targets, news or analysis to share.<\/p>\n<h2>Not Just A CSR Website, A Sustainable Business Model Too<\/h2>\n<p>There is one small crumb of comfort to be taken from the Lundquist report: most companies scored well in at least one area, be that human resources, environment, SRI or whatever.\u00a0 The report describes this as:<\/p>\n<blockquote>\n<p>a situation where there were many individual areas of excellence (companies scoring highly in certain areas) but few companies were excellent in many areas<\/p>\n<\/blockquote>\n<p>One can only hope that Raudasa\u2019s \u201c<a title=\"Broken Windows and CSR\" href=\"http:\/\/www.sustainabilityforum.com\/blog\/broken-windows-csr\" target=\"_blank\" rel=\"noopener\">Broken Windows and CSR<\/a>\u201d theory is correct and \u201conce the organisation starts developing CSR strategy it eventually transcends itself into everything that\u2019s being done\u201d.<\/p>\n<p>Companies such as <a title=\"MArks and Spencer\" href=\"http:\/\/www.marksandspencer.com\/\" target=\"_blank\" rel=\"noopener\">Marks and Spencer<\/a>, for whom sustainability <strong>is<\/strong> the business model, are few and far between.\u00a0 We need more like them, more who are prepared to bare their soul on their website in an interactive and transparent manner.<\/p>\n<p>Unfortunately, Marks and Spencer are too small to have been included in the Lundquist survey. However, they and Lundquist prove a valuable point to the companies surveyed:<\/p>\n<p>It\u2019s time the so-called leaders stepped up to the plate and did something, before they\u2019re put to shame by those who understand CSR and become the leading businesses of the future.<\/p>\n<p><sup><strong>Picture Credit<\/strong>: <a title=\"Shock and awe\" href=\"http:\/\/www.flickr.com\/photos\/jamesjordan\/3859026695\/\" target=\"_blank\" rel=\"noopener\">Shock and awe<\/a> by <a title=\"James Jordons photostream\" href=\"http:\/\/www.flickr.com\/photos\/jamesjordan\/3859026695\/\" target=\"_blank\" rel=\"noopener\">James Jordon<\/a> on <a title=\"Flickr\" href=\"http:\/\/www.flickr.com\/\" target=\"_blank\" rel=\"noopener\">flickr<\/a> under <a title=\"Creative Commons Attribution No Derivates\" href=\"http:\/\/creativecommons.org\/licenses\/by-nd\/2.0\/deed.en_GB\" target=\"_blank\" rel=\"noopener\">Creative Commons Attribution No Derivatives License<\/a>.<\/sup><\/p>\n<p>\n<object id=\"doc_375012461971393\" classid=\"clsid:d27cdb6e-ae6d-11cf-96b8-444553540000\" width=\"100%\" height=\"500\" codebase=\"http:\/\/download.macromedia.com\/pub\/shockwave\/cabs\/flash\/swflash.cab#version=6,0,40,0\"><param name=\"name\" value=\"doc_375012461971393\" \/><param name=\"align\" value=\"middle\" \/><param name=\"quality\" value=\"high\" \/><param name=\"play\" value=\"true\" \/><param name=\"loop\" value=\"true\" \/><param name=\"scale\" value=\"showall\" \/><param name=\"wmode\" value=\"opaque\" \/><param name=\"devicefont\" value=\"false\" \/><param name=\"bgcolor\" value=\"#ffffff\" \/><param name=\"menu\" value=\"true\" \/><param name=\"allowFullScreen\" value=\"true\" \/><param name=\"allowScriptAccess\" value=\"always\" \/><param name=\"mode\" value=\"list\" \/><param name=\"src\" value=\"http:\/\/d1.scribdassets.com\/ScribdViewer.swf?document_id=21432532&amp;access_key=key-m0axsiy3n94p8grntt4&amp;page=1&amp;version=1&amp;viewMode=list\" \/><param name=\"allowfullscreen\" value=\"true\" \/><embed id=\"doc_375012461971393\" type=\"application\/x-shockwave-flash\" width=\"100%\" height=\"500\" src=\"http:\/\/d1.scribdassets.com\/ScribdViewer.swf?document_id=21432532&amp;access_key=key-m0axsiy3n94p8grntt4&amp;page=1&amp;version=1&amp;viewMode=list\" mode=\"list\" allowscriptaccess=\"always\" allowfullscreen=\"true\" menu=\"true\" bgcolor=\"#ffffff\" devicefont=\"false\" wmode=\"opaque\" scale=\"showall\" loop=\"true\" play=\"true\" quality=\"high\" align=\"middle\" name=\"doc_375012461971393\"><\/embed><\/object><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Someone, I forget who, asked me recently \u201cDo you think that CSR in companies has now come so far that it can be absorbed into mainstream business reporting?\u201d I think I stared a little, slack-jawed at the idea companies had embraced CSR and sustainability en-masse.\u00a0 It would be nice to have this cynicism proved wrong [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,23,1145],"tags":[54,5966,151,5964,5967,5965,306],"class_list":{"0":"post-30381","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"category-csr","8":"category-featured","9":"tag-corporate-social-responsibility","10":"tag-djsi","11":"tag-dow-jones","12":"tag-lundquist","13":"tag-marks-spencer","14":"tag-the-guardian","15":"tag-website","16":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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