{"id":351,"date":"2008-05-18T16:28:16","date_gmt":"2008-05-18T16:28:16","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=351"},"modified":"2008-05-20T07:30:40","modified_gmt":"2008-05-20T07:30:40","slug":"a-sweetbox-of-integrated-sustainability","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/a-sweetbox-of-integrated-sustainability\/","title":{"rendered":"A Sweetbox of Integrated Sustainability"},"content":{"rendered":"

Can I can I can I can I can I? The refrain of pester power, through which children have \u201cpersuaded\u201d their parents into a course of action for millennia.<\/p>\n

Often parents agree simply to get the little angels to belt up. Often the little devils come to learn that if they repeat it often and loud enough, their wish will come true.<\/p>\n

Many companies have assumed the parental role, embarking upon programmes of disclosure simply to simply to get external pressures (including regulators) to belt up and not bother them.<\/p>\n

In the meantime sustainability professionals keep repeating the mantra that sustainability has to be embedded into all of a company\u2019s activities, not just bolted on as an afterthought.
\n
\nMore Sweeties, Please<\/strong>
\nBut once in a while there comes along a parent who is truly enlightened and gives the children what they want before the little darlings even realise that\u2019s what they were after.<\/p>\n

\"Petrobras<\/a>Petrobras Website Homepage<\/a><\/div>\n

Astoundingly, this enlightened fairy godmother is Petrobras, a Brazilian Oil & Gas company traded on the S\u00e3o Paulo Stock Exchange. The Financial Times lists it as the fiftieth largest company in the World and it is believed to hold the fifth largest oil reserves.<\/p>\n

The thing is, when visiting a website it\u2019s usually a bit of a hunt to find the sustainability section. When there\u2019s a link from the homepage, there\u2019s a small sigh of relief and a brief prayer of thanks to the company in question.<\/p>\n

Petrobras have turned this normality on its head. There\u2019s the anticipated \u201cEnvironment and Social Responsibility\u201d link from the front page. But there\u2019s also a \u201cCulture\u201d one, and a \u201cSport\u201d one, and even another, separate, \u201cEnvironment\u201d one.<\/p>\n

So what\u2019s in the \u201cInvestor Relations\u201d section? Well blow me down, yet more sustainability content along with assorted guidelines and policies, happily rubbing shoulders alongside more traditional financial analysis tools.<\/p>\n

There\u2019s even a few pages about the company\u2019s transparency in the \u201cAbout\u201d section and the \u201cBusiness\u201d section links back to the \u201cInvestor Relations\u201d sustainability content.<\/p>\n

Enough! I’m going To Burst!<\/strong>
\nPhew! The list goes on and on with news and publications frequently featuring sustainability issues and the ability to sign up for dedicated newsletters. It would be harder to avoid the sustainability content than try and find it!<\/p>\n

Petrobras Environmental Social Responsibility<\/a>Petrobras Environmental &
Social Responsibility<\/a><\/div>\n

The most impressive fact about all this content is that there\u2019s no repetition. The Investor Relations side sticks to strategies and governance. The Environment bit talks about environmental nuts and bolts.<\/p>\n

And the 160 page Social and Environmental Report towers over it all, accounting for the company\u2019s progress against the principles of the UN Global Compact and how it is contributing towards the Millennium Development Goals.<\/p>\n

A Small Advantage<\/strong>
\nBefore getting too carried away, it\u2019s worth remembering Petrobras is 57% state owned and has tripled its market value in the last two years. It’s active social engagement programme is almost certainly driven by politicians seeking to redirect astounding profits for the good of the electorate.<\/p>\n

However the main purpose of this blog is not to comment upon a company\u2019s specific activities or how those activities are reported, but how both are covered on the company\u2019s website.<\/p>\n

From that point of view, Petrobras have gone further and deeper that any other into integrating their sustainability reporting into their everyday business activities.<\/p>\n

It can only be hoped that others will follow their example, for as the website points out:<\/p>\n

You don\u2019t win admiration: you earn it.<\/strong><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

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