{"id":36013,"date":"2011-01-11T09:00:46","date_gmt":"2011-01-11T09:00:46","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=36013"},"modified":"2011-05-24T11:40:04","modified_gmt":"2011-05-24T10:40:04","slug":"sainsburys-corporate-responsibility","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/sainsburys-corporate-responsibility\/","title":{"rendered":"Sainsbury\u2019s Values, CR Reports & the Corporate Website"},"content":{"rendered":"

\"supermarket-shopping\"
\nWhat is your approach to supermarket shopping? <\/p>\n

Some people go in with a list, and stick to it; others prefer to wander around the aisles to see what takes their fancy. For some, the supermarket run is an event, and they try out all the tastings, look for new items, and pick up leaflets; for others, it\u2019s a chore, to be done as quickly as possible. I\u2019m convinced that for a few, it is seen as a challenge: beating your personal best, whether this is time taken to complete your shopping, or price at the checkout.<\/p>\n

But how many people pay attention to the corporate messaging which that supermarket run inevitably includes \u2013 and, in particular, to the messages about corporate responsibility?<\/p>\n

Though we all see these corporate messages, how many of us really notice them? It isn\u2019t always easy to communicate corporate messages in a retail arena, where people are naturally very product focused.<\/p>\n

\"Ben<\/span>Paul Nixon (CEO at Corporate Eye) recently interviewed Ben Eavis, who heads up Corporate Responsibility (CR) for Sainsbury\u2019s<\/a> (one of the biggest supermarket chains here in the UK), and I\u2019m delighted to be able to share this interview with you. <\/p>\n

It\u2019s fascinating \u2013 and wide-ranging, as they cover not only the changes in Sainsbury\u2019s CR reporting, and how that affects the corporate website, but also social media, engaging influential CR bloggers, Fairtrade<\/a>, the Ethical Trading Initiative<\/a>, carbon-footprinting for dairy farmers and more… <\/p>\n

You\u2019ll also hear Thomas Knorpp, Digital Media Manager at Sainsbury\u2019s, who tweets as @jsainsbury<\/a>, and who is responsible for the corporate website, talking about how Sainsbury\u2019s are using social media channels. The volume levels on Thomas\u2019 voice were very low, so I\u2019ve amplified those sections, and tried to cut out some of the noise. It\u2019s not perfect, because I\u2019m no sound engineer, but it is well worth listening to.<\/p>\n

The references to Lucy? That\u2019s me: coincidentally, in my domestic life, I\u2019m one of the bloggers found by Sainsbury\u2019s blogger outreach programmes. <\/p>\n

I\u2019ve broken the interview into smaller chunks, to make it easier for you to listen to the parts you\u2019re most interested in \u2013 but the whole interview is also available, so you can listen to Paul and Ben discussing CR while you\u2019re out running, or while you\u2019re warming up those last few mince pies.<\/p>\n

I\u2019m sure you\u2019ll enjoy it: it\u2019s full of detail about Sainsbury\u2019s approach to corporate responsibility and reporting. Thanks to Ben and Thomas for taking the time to share so much information with us.<\/p>\n

Part 1: Communicating Corporate Values<\/strong><\/h3>\n

Ben explains how their corporate values fit with Sainsbury\u2019s retail business, and discusses the key communication challenges that supermarkets face and the prioritisation of communication channels.<\/p>\n

Surprise point<\/strong>: there are potentially 300 sustainability touch-points for Sainsbury\u2019s to consider. That’s a wide range of CR issues to consider: everything from the amount of salt and sugar in foods, to carbon footprinting, to working with farmers, to the impact on the local communities.<\/em><\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/sainsburys-part-1.mp3]\n

Length: 4:45<\/p>\n

Download: Sainsbury’s Part 1<\/a><\/p>\n

Part 2: CR Reporting and the Corporate Website<\/strong><\/h3>\n

Just how do you approach integrating your corporate social responsibility reporting and the corporate website? Often the CR section on the corporate site \u2018is\u2019 the CR report. <\/p>\n

Sainsbury\u2019s have a new approach to reporting: this section of the interview covers CR reporting, the issues around having both a retail and a corporate website, and ways to invite people arriving on the retail site – or on a social media site – back to the CR section to find out more detail.<\/p>\n

Surprise point<\/strong>: Sainsbury\u2019s provide their CR report in A6 format \u2013 pocket size – and give a copy to all their staff.<\/em><\/p>\n

Listen for<\/strong>: Thomas explaining how he uses social media to connect the corporate values with the retail products<\/em><\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/sainsburys-part-2.mp3]\n

Length: 5:04<\/p>\n

Download: Sainsbury’s Part 2<\/a><\/p>\n

Part 3: Getting Traffic to the CR Site<\/strong><\/h3>\n

Ben talks about how they\u2019ve increased traffic to their corporate CR site by adding interactivity, and by using Facebook, Twitter and their partners and advocates in other organisations to drive traffic. Also discussed: meeting the different needs of different audiences.<\/p>\n

Listen for<\/strong>: Ben explaining how the change in frequency and style of CR reporting is boosting web traffic<\/em><\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/sainsburys-part-3.mp3]\n

Length: 5:07<\/p>\n

Download: Sainsbury’s Part 3<\/a><\/p>\n

Part 4: Social Media and CR<\/strong><\/h3>\n

Just how much time does social media take? And what about social media governance? <\/p>\n

Paul and Ben discuss the benefits and potential difficulties in engaging with social media, building a CR community, identifying influencers and engaging with them both on and offline.<\/p>\n

Listen for<\/strong>: Ben talking about the support network around Thomas as he engages in social media, and the significance of the corporate values.<\/p>\n

Listen for<\/strong>: Thomas talking about just how much time he spends on social media, and how they spot influencers \u2013 not just on retail matters, but on corporate matters too, such as CR.<\/em><\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/sainsburys-part-4.mp3]\n

Length: 13:00<\/p>\n

Download: Sainsbury’s Part 4<\/a><\/p>\n

Part 5: CR Issues, Initiatives and the Corporate Website<\/strong><\/h3>\n

How does a company select which of the many possible CR issues and initiatives to target? <\/p>\n

Paul and Ben talk about the process of identifying the issues that matter most to the corporate stakeholders, and about how to ensure that, once started, initiatives continue to be reported on via the corporate website.<\/p>\n

Surprise point<\/strong>: your Nectar card isn\u2019t just for points and targeted vouchers; it\u2019s also used in stakeholder engagement.<\/em><\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/sainsburys-part-5.mp3]\n

Length: 4:35<\/p>\n

Download: Sainsbury’s Part 5<\/a><\/p>\n

Part 6: Industry-wide CR Issues and Communication<\/strong><\/h3>\n

Retail, like so many other industries, is highly competitive. How should one company react when another in the same industry has a crisis? And what about industry-wide issues?<\/p>\n

Listen for<\/strong>: Ben talking about how the corporate value-set can help Sainsbury\u2019s avoid potential issues.<\/em><\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/sainsburys-part-6.mp3]\n

Length: 5:27<\/p>\n

Download: Sainsbury’s Part 6<\/a><\/p>\n

Part 7: CR Initiatives and Product Labelling<\/strong><\/h3>\n

Paul and Ben talk about how Sainsbury\u2019s helps farmers to become more efficient, by providing them with data about their own farm and about those of their peer group, and why Sainsbury’s believe that translating that kind of information into CR labelling (e.g airmiles, carbon footprint) doesn\u2019t help consumers.<\/p>\n

Listen for<\/strong>: Ben talking about working with their supply chain in partnership to address CR concerns.<\/em><\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/sainsburys-part-7.mp3]\n

Length: 9:00<\/p>\n

Download: Sainsbury’s Part 7<\/a><\/p>\n

Interview in full<\/strong><\/h3>\n

The whole interview is available too, and we\u2019ve also provided a transcript for those of you who prefer to read.<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/interview-ben-eavis-sainsbury-full.mp3]\n

Length: 47:30<\/p>\n

Download: Sainsbury’s Interview in full<\/a><\/p>\n

Download transcript: Sainsbury’s Interview transcript<\/a><\/p>\n

Who were we talking to?<\/strong><\/h3>\n

Ben Eavis \u2013 Head of Corporate Responsibility, Sainsbury’s<\/strong><\/p>\n

Ben joined Sainsbury\u2019s at the end of 2009 as the Head of Corporate Responsibility and Ethical Trading, to lead Sainsbury’s strategies in these areas. Ben previously worked at Burberry, where he was Director of Corporate Responsibility. Prior to Burberry, Ben worked as Group Social Policy Manager at spirit and wine company Allied Domecq and as the Commercial Manager for Glastonbury Festival. Ben has an MSc in Responsibility and Business Practice from the University of Bath and a BA honours degree in Geography from Sheffield University.<\/p>\n

\"\"<\/span>Thomas Knorpp – Digital Media Manager, Sainsbury’s<\/strong><\/p>\n

As Digital Media Manager at Sainsbury\u2019s, Thomas manages the supermarket\u2019s digital corporate communications strategy, focusing on digital media relations via the Sainsbury\u2019s corporate website as well as blog, social networking and multimedia sharing platforms. Thomas joined Sainsbury\u2019s in March 2010 from AOL, where he most recently headed up corporate communications for AOL Germany. Thomas holds a BA in Media and Cultural Studies from Macquarie University in Sydney and an MA in Media Administration from the Freie Universität Berlin.<\/p>\n","protected":false},"excerpt":{"rendered":"

What is your approach to supermarket shopping? Some people go in with a list, and stick to it; others prefer to wander around the aisles to see what takes their fancy. For some, the supermarket run is an event, and they try out all the tastings, look for new items, and pick up leaflets; for […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","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":[9,23,7098],"tags":[54,41,6798,418,228],"class_list":{"0":"post-36013","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"category-csr","8":"category-interviews","9":"tag-corporate-social-responsibility","10":"tag-corporate-website","11":"tag-cr","12":"tag-social-media","13":"tag-sustainability","14":"entry"},"yoast_head":"\nSainsburys Corporate Responsibility, 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