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SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Sustainability
Communications for
Trade Associations:
Best Practices
NOVEMBER 6, 2017
Sheila McLean
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
What we’ll cover
Sustainability
in the age of
activism
Trade
associations
as change
agents
Best
practices01 02 03
PAGE 2
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
About MSL
PAGE 3
9 offices | 500+ staff in the U.S.
26 countries globally
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
125 professionals around the world
MSL Social Purpose
and Sustainability Practice
Deep experience across sectors and geographies
Proven track record with trade associations and
multi-stakeholder coalitions
PAGE 4
Stakeholder analysis
and engagement
Materiality
Strategy & goal
development
Benchmarking Purpose platform development
Opinion
research
Employee
engagement
Strategic frameworks
Social media
management
Communication
frameworksCSR and cause campaigns
Reporting
Issues
management
Storytelling
-media & digital
Purpose
Performance &
Transformation
Strategy
Communications
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Sustainability in
the age of activism
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Sustainability
noun | sus·tain·a·bil·i·ty | /səˌstānəˈbilədē/
To create and maintain conditions
that allow humans and nature to exist
in harmony now and in the future.
PAGE 6
Sustainability goes beyond
minimizing negative social,
environmental and
community impact to
increase positive impact.
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
The bottom line impact of sustainability
PAGE 7
Value Creation Levers
Reputation &
pricing power
Operational
savings
Employee
recruitment &
engagement
Customer loyalty
& market share
Innovation &
new markets
Lower risks
Margin improvement Revenue Growth
Profits Cash flow Valuation multiple
Shareholder return
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
World largest corporations aligning to SDGs
43%
PAGE 8
Source: KPMG CR Reporting Survey 2017
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
The trust deficit:
Business, media
& government
People have more
information than ever
before and trust
organizations and CEOs
less than ever before.
PAGE 9
54
35
25 24
14 13
-2
-6 -6
Trust in Institutions
NetTrust,* Average of 20 countries,** 2017Science/
Academic
research
institutions
Fellow
citizens
Large
charitable
foundation
National
companies
NGOs
Media
Global
companies
National
government
*“A lot of trust” and “Some trust” minus “Not much trust” and “No trust at all”
**Includes Australia, Brazil, Canada, Chile, France, Germany, Greece, India, Indonesia,
Kenya, Mexico, Nigeria, Pakistan, Peru, Russia, South Africa, Spain, Turkey , UK, and USASource: GlobeScan 2017 Radar Survey
United
Nations
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Big food
Corporate backlash
Big Pharma
Big Banks Big tech
PAGE 10
“Big Food is under attack from
Startup Granola. American
shoppers have become skeptical
of “the barn on the package.”
That’s the catchall phrase that
Stonyfield Farm co-founder
and chairman Gary Hirshberg
uses for how big food companies
dress up their products as “natural”
—a mystical term in the food
industry that has no real meaning.”
FORTUNE, 2015
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Consumers will reward… and punish
Consumers expect more from the
organizations and leaders they support.
For the first time since 2009, more
consumers say they have punished
companies for their behavior than
rewarded them.
PAGE 11
28%
Punished
+9% since 2013
26%
Rewarded
Source: 2015 Nielsen Global Corporate Sustainability Report
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Consumer demand and the
$200 billion millennial market
66% 73% 81%
willing to spend more on a
product if it comes from a
sustainable brand
ALL CONSUMERS
willing to spend more on a
product if it comes from a
sustainable brand
MILLENIALS
expect companies to make
public declarations of their
corporate citizenship
MILLENIALS
PAGE 12
Sources: Deloitte 2016 Millennial Survey, Nielsen 2015 Global Reputation Study, U.S. Census Bureau
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
87%
of millennials believe that the
success of a business should be
measured in terms of more than
just its financial performance.
Millennial employees want
the places they work to
reflect their values
73%
said that business must have a
positive social impact on society
94%
of future talent say its important
to work for socially responsible
companies
PAGE 13
By 2024, more than ¾ of the
global workforce will be
purpose-focused millennials.
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Brand activism
60%of companies surveyed report rising
stakeholder pressure to speak out on social
issues like discrimination, Environment,
education and human rights. Employees are
having the most influence.
PAGE 14
“There’s a growing body of
research that shows customers–
both consumers and enterprise
decision makers–expect the
companies they buy from to act
responsibly and stand up for issues
that matter,”
HOLLY CAMPBELL, VP
CORPORATE RESPONSIBILITY AT ADOBE, 2017
Source: Public Affairs Council
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
But it’s a high risk environment
PAGE 15
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Trade Associations
as change agents
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Share best practices
Change agent
Collaborate to spur innovation – research projects,
campaigns promoting broad industry interests,
technical hubs
Provide tools and training, create standards
and report progress
Advance policy
PAGE 17
“We’re sick and tired, as
an industry, of always
being against, against,
against everything… We
want to be for, for, for
something good.”
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Why trade associations?
▶ Address issues voluntarily
▶ Shared resources
▶ Credibility
▶ Strength in numbers
▶ Longer term approach
PAGE 18
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
But also unique challenges
▶ Member differences in size,
approach, leadership
▶ Competing priorities
▶ Divisive politics
▶ Need to deliver member value, ROI
PAGE 19
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Key objectives
Build and
protect
reputation
Create tools
to share best
practices and
measure
impact
Be a
catalyst for
change
01 02 03
PAGE 20
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Best practices
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Know your stakeholders
▶ Qualitative and quantitative research
• Find the winning message for each and
every target
▶ Engage them often, even those you
don’t completely agree with
• Dilemma sharing
PAGE 22
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Be purpose-focused
▶ Purpose is an organization’s reason for
being – a goal or objective that
reaches beyond financial performance
▶ It is a reflection of your values
▶ Align ALL activities to your purpose –
including lobbying
▶ Build trust with credible action
PAGE 23
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Create a thought leadership platform to build
reputation
A perspective
that challenges
the status quo
Content that
can spark a
wider
discussion
A point of view
coupled with
sustained,
concrete action
01 02 03
POINT OF VIEW PROJECT ADVOCACY
PAGE 24
The ability
to frame
and shape
the debate
04
OWNERSHIP
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Neutralize issues
early to protect
reputation
PAGE 25
VISIBILITY
Migration to
mass media
platforms
Post-
crisis
TIME
2 years to
recover
“It takes 20 years to
build a reputation and
five minutes to ruin it.
If you think about that,
you'll do things
differently.”
Warren Buffet
Warning
period
Tipping
point
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Be a catalyst for change
▶ Standards & training
▶ Impact measures that matter
• Changed lives
• Community impact
• Employee engagement
• Financial impact
PAGE 26
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Goals and reporting
▶ More than 6,000 non-financial
reports filed globally last year
▶ Growing expectations for
transparency
▶ Complex reporting requirements
PAGE 27
Source: GRI
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Share best practices
PAGE 28
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
A campaign style approach
PAGE 29
EVOLVE YOUR STORY ACROSS
COMMUNITIES AND
CHANNELS
EMPLOYEES MEMBERS
INFLUENCERS
POLICY
LEADERS
NGOS
CONSUMERS
CONTENT
EXPERIENCE
DEFINE THE STORY YOU
WANT TO TELL
PERSONALIZE THE
MESSAGE
KPI
PAID
EARNED
OWNED
EARNED
EVENTS
ADVERTISING
MEDIA
RELATIONS
CONTENT
MEMBER
OUTREACH
DIGITAL
& SOCIAL
THOUGHT
LEADERSHIP
MISSION AND PRINCIPLES
Gi
PURPOSE
GOALS
IMPACT
PEOPLE
SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017
Copyright ©2017 MSL Group. All rights reserved. All information
contained herein is confidential and proprietary to MSL Group.
Thank you.
For more information contact
Sheila.McLean@mslgroup.com

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Sustainability Communications for Trade Associations: Best Practices

  • 1. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Sustainability Communications for Trade Associations: Best Practices NOVEMBER 6, 2017 Sheila McLean
  • 2. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 What we’ll cover Sustainability in the age of activism Trade associations as change agents Best practices01 02 03 PAGE 2
  • 3. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 About MSL PAGE 3 9 offices | 500+ staff in the U.S. 26 countries globally
  • 4. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 125 professionals around the world MSL Social Purpose and Sustainability Practice Deep experience across sectors and geographies Proven track record with trade associations and multi-stakeholder coalitions PAGE 4 Stakeholder analysis and engagement Materiality Strategy & goal development Benchmarking Purpose platform development Opinion research Employee engagement Strategic frameworks Social media management Communication frameworksCSR and cause campaigns Reporting Issues management Storytelling -media & digital Purpose Performance & Transformation Strategy Communications
  • 5. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Sustainability in the age of activism
  • 6. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Sustainability noun | sus·tain·a·bil·i·ty | /səˌstānəˈbilədē/ To create and maintain conditions that allow humans and nature to exist in harmony now and in the future. PAGE 6 Sustainability goes beyond minimizing negative social, environmental and community impact to increase positive impact.
  • 7. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 The bottom line impact of sustainability PAGE 7 Value Creation Levers Reputation & pricing power Operational savings Employee recruitment & engagement Customer loyalty & market share Innovation & new markets Lower risks Margin improvement Revenue Growth Profits Cash flow Valuation multiple Shareholder return
  • 8. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 World largest corporations aligning to SDGs 43% PAGE 8 Source: KPMG CR Reporting Survey 2017
  • 9. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 The trust deficit: Business, media & government People have more information than ever before and trust organizations and CEOs less than ever before. PAGE 9 54 35 25 24 14 13 -2 -6 -6 Trust in Institutions NetTrust,* Average of 20 countries,** 2017Science/ Academic research institutions Fellow citizens Large charitable foundation National companies NGOs Media Global companies National government *“A lot of trust” and “Some trust” minus “Not much trust” and “No trust at all” **Includes Australia, Brazil, Canada, Chile, France, Germany, Greece, India, Indonesia, Kenya, Mexico, Nigeria, Pakistan, Peru, Russia, South Africa, Spain, Turkey , UK, and USASource: GlobeScan 2017 Radar Survey United Nations
  • 10. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Big food Corporate backlash Big Pharma Big Banks Big tech PAGE 10 “Big Food is under attack from Startup Granola. American shoppers have become skeptical of “the barn on the package.” That’s the catchall phrase that Stonyfield Farm co-founder and chairman Gary Hirshberg uses for how big food companies dress up their products as “natural” —a mystical term in the food industry that has no real meaning.” FORTUNE, 2015
  • 11. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Consumers will reward… and punish Consumers expect more from the organizations and leaders they support. For the first time since 2009, more consumers say they have punished companies for their behavior than rewarded them. PAGE 11 28% Punished +9% since 2013 26% Rewarded Source: 2015 Nielsen Global Corporate Sustainability Report
  • 12. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Consumer demand and the $200 billion millennial market 66% 73% 81% willing to spend more on a product if it comes from a sustainable brand ALL CONSUMERS willing to spend more on a product if it comes from a sustainable brand MILLENIALS expect companies to make public declarations of their corporate citizenship MILLENIALS PAGE 12 Sources: Deloitte 2016 Millennial Survey, Nielsen 2015 Global Reputation Study, U.S. Census Bureau
  • 13. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 87% of millennials believe that the success of a business should be measured in terms of more than just its financial performance. Millennial employees want the places they work to reflect their values 73% said that business must have a positive social impact on society 94% of future talent say its important to work for socially responsible companies PAGE 13 By 2024, more than ¾ of the global workforce will be purpose-focused millennials.
  • 14. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Brand activism 60%of companies surveyed report rising stakeholder pressure to speak out on social issues like discrimination, Environment, education and human rights. Employees are having the most influence. PAGE 14 “There’s a growing body of research that shows customers– both consumers and enterprise decision makers–expect the companies they buy from to act responsibly and stand up for issues that matter,” HOLLY CAMPBELL, VP CORPORATE RESPONSIBILITY AT ADOBE, 2017 Source: Public Affairs Council
  • 15. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 But it’s a high risk environment PAGE 15
  • 16. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Trade Associations as change agents
  • 17. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Share best practices Change agent Collaborate to spur innovation – research projects, campaigns promoting broad industry interests, technical hubs Provide tools and training, create standards and report progress Advance policy PAGE 17 “We’re sick and tired, as an industry, of always being against, against, against everything… We want to be for, for, for something good.”
  • 18. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Why trade associations? ▶ Address issues voluntarily ▶ Shared resources ▶ Credibility ▶ Strength in numbers ▶ Longer term approach PAGE 18
  • 19. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 But also unique challenges ▶ Member differences in size, approach, leadership ▶ Competing priorities ▶ Divisive politics ▶ Need to deliver member value, ROI PAGE 19
  • 20. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Key objectives Build and protect reputation Create tools to share best practices and measure impact Be a catalyst for change 01 02 03 PAGE 20
  • 21. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Best practices
  • 22. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Know your stakeholders ▶ Qualitative and quantitative research • Find the winning message for each and every target ▶ Engage them often, even those you don’t completely agree with • Dilemma sharing PAGE 22
  • 23. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Be purpose-focused ▶ Purpose is an organization’s reason for being – a goal or objective that reaches beyond financial performance ▶ It is a reflection of your values ▶ Align ALL activities to your purpose – including lobbying ▶ Build trust with credible action PAGE 23
  • 24. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Create a thought leadership platform to build reputation A perspective that challenges the status quo Content that can spark a wider discussion A point of view coupled with sustained, concrete action 01 02 03 POINT OF VIEW PROJECT ADVOCACY PAGE 24 The ability to frame and shape the debate 04 OWNERSHIP
  • 25. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Neutralize issues early to protect reputation PAGE 25 VISIBILITY Migration to mass media platforms Post- crisis TIME 2 years to recover “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.” Warren Buffet Warning period Tipping point
  • 26. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Be a catalyst for change ▶ Standards & training ▶ Impact measures that matter • Changed lives • Community impact • Employee engagement • Financial impact PAGE 26
  • 27. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Goals and reporting ▶ More than 6,000 non-financial reports filed globally last year ▶ Growing expectations for transparency ▶ Complex reporting requirements PAGE 27 Source: GRI
  • 28. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Share best practices PAGE 28
  • 29. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 A campaign style approach PAGE 29 EVOLVE YOUR STORY ACROSS COMMUNITIES AND CHANNELS EMPLOYEES MEMBERS INFLUENCERS POLICY LEADERS NGOS CONSUMERS CONTENT EXPERIENCE DEFINE THE STORY YOU WANT TO TELL PERSONALIZE THE MESSAGE KPI PAID EARNED OWNED EARNED EVENTS ADVERTISING MEDIA RELATIONS CONTENT MEMBER OUTREACH DIGITAL & SOCIAL THOUGHT LEADERSHIP MISSION AND PRINCIPLES Gi PURPOSE GOALS IMPACT PEOPLE
  • 30. SOCIAL PURPOSE AND SUSTAINABILITY NOVEMBER 6, 2017 Copyright ©2017 MSL Group. All rights reserved. All information contained herein is confidential and proprietary to MSL Group. Thank you. For more information contact Sheila.McLean@mslgroup.com