{"id":31027,"date":"2009-12-07T09:06:28","date_gmt":"2009-12-07T08:06:28","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=31027"},"modified":"2020-01-08T12:13:55","modified_gmt":"2020-01-08T11:13:55","slug":"csr-around-the-world-denmark","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/csr-around-the-world-denmark\/","title":{"rendered":"The High Danish Bar | CSR Around The World"},"content":{"rendered":"
\"Fosbury\"<\/div>\n

I\u2019ve been working away in the background on a series of blogs focussed upon how CSR reporting is addressed across the world.\u00a0 Unexpectedly, this is the first in that series.<\/span><\/p>\n

Out of the blue a colleague emailed me a copy of an article written by Niels J\u00f8rgen Langkilde<\/a>, Director of the Copenhagen Climate Network<\/a> Secretariat and a former Danish MP.<\/p>\n

The article<\/a> highlights new advertising guidelines due to come into force in Denmark next year which are so stringent they make it all but impossible for a compay to claim it or its services or products are \u201csustainable\u201d, \u201cgreen\u201d or \u201cenvironment-friendly\u201d.<\/p>\n

This is truly stunning.<\/p>\n

While businesses clamour for Copenhagen to establish a post-Kyoto climate change framework within which companies can operate, the host country is setting the bar so high its own companies will not be able to demonstrate their responsibility.<\/p>\n

The Old Chestnut: How Do You Measure Sustainability?<\/h3>\n

The inevitable question has to be \u201cwhy?\u201d\u00a0 The guidelines go on to state:<\/p>\n

\n

\u201cAt present, no methods are available to measure the concept of “sustainability” … therefore, general claims regarding sustainability are typically unclearly and imprecisely worded and should not be made\u201d<\/p>\n<\/blockquote>\n

This is a fair point.\u00a0 The definition of sustainability is pretty well settled but there is no all embracing way of measuring a company\u2019s sustainability, only a host of bits which tend to get corralled into the corner of its business operations and labelled \u201cCSR\u201d.<\/p>\n

However, rather than effectively banning most of its companies from claiming to be sustainable, shouldn\u2019t the Danish government engage with them to try and create truly sustainable businesses?<\/p>\n

The Old Troll : Greenwash<\/h3>\n

I suspect that at the bottom of all these efforts lies that age-old troll of companies\u2019 sustainability efforts: Greenwash.<\/p>\n

A further phrase in the guidelines states:<\/p>\n

\n

“… words and sentences (should) be taken at face value. Environmental or ethical claims in marketing should therefore be correct and precise and exaggerations as to the company\u2019s or the product\u2019s ethical qualities or positive effects should be prohibited.\u201d<\/p>\n<\/blockquote>\n

Quite right too, but as the article goes on to show, surely such inaccuracies are already covered by existing marketing legislation?<\/p>\n

And here, I think lies the rub.\u00a0 There are far more differences between the different cultures which make up the western world than we usually care to remember, but one thing we all have in common is cynicism.<\/p>\n

Lies, Damn Lies, And Advertising<\/h3>\n
\"Advertising<\/div>\n

We have all become somewhat inured to advertising and marketing, but it works in very subtle ways.\u00a0 Brand managers know that you\u2019re more likely to buy a brand you recognise than one you don\u2019t, so they just keep on shoving it front of your face.<\/p>\n

Lifestyle advertising is very well known, selling a dream to the aspirational majority: hence Oxo\u2019s obsession with family life and Gold Blend\u2019s with hopeless romantics.<\/p>\n

But it\u2019s the \u201cscientific proof\u201d which really makes you view advertising with a jaded eye.\u00a0 For example, \u201chealthy looking hair\u201d (I want healthy hair, not glossy stuff which falls out when I’m 60) or \u201c63% of women said it worked for them\u201d (er, and the other 37%?\u00a0 Umm, any side effects?). Neither of these inspire great confidence if you think about them too long.<\/p>\n

A few years ago I spotted a major international airline which was trumpeting the large amount of money it was giving to impoverished communities around the world.\u00a0 A small bit of research, and I discovered this amount was less than the amount of money it spent keeping its aircraft flying for one day.<\/p>\n

“We donate \u00a3320m” sounds impressive.\u00a0 “We donate 0.03% of our turnover” does not.\u00a0 It’s about telling you what will support the advertising pitch, which is not necessarily the whole truth.\u00a0 Is this responsble?<\/p>\n

The Danish Lesson<\/h3>\n

So if there is one lesson these Danish proposals on the use of \u201csustainable\u201d, \u201cgreen\u201d or \u201cenvironment-friendly\u201d teach us it is this: sustainability and CSR reporting isn\u2019t just about giving pots of money to worthy causes.<\/p>\n

Nor is it about getting the PR message right within the traditional emotive landscape of advertising and marketing.<\/p>\n

It is about companies being more honest and responsible in both their actions and their reporting of those actions; treating clients and customers like adults who can make up their mind in a rational way, not sheep to be hearded in the most profitable direction.<\/p>\n

We should applauded the Danes for setting the bar so high; and we should emulate their desire to ensure only the least hyped and most accurate can claim to be sustainable or responsible.<\/p>\n

Photo Credit<\/strong>: Advertising lies (via Tugce Esener)<\/a> by jeffmcneill <\/a>from flickr under Creative Commons Attribution Share Alike License<\/a>.<\/sup><\/p>\n","protected":false},"excerpt":{"rendered":"

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