marketing and csr
TRANSCRIPT
Marketing , Communications &
Corporate Social Responsibi l ity
Aglaia NtiliManaging Director, Sustainability Knowledge Groupaglaia@sustainabilityknowledgegroup.comwww.SustainabilityKnowledgeGroup.com
Joint seminar with the Swiss and Canadian Business CouncilOctober 24th 2016
Sheraton Mall of the Emirates, Dubai
What drives Sustainability?
BSR/GlobeScan, 2016, State of Sustainable Business Survey 2
The Shift
CSR = MARKETING
CSR + MARKETING = VALUE
From
To
3
Communicate
Why
To whom
What
How
4
Business Must Lead to Solve Problems
Edelman, 2016, Trust Barometer 5
Pay More for Sustainable Goods
Nielsen, 2015, The Sustainability Imperative, Nielsen Report 6
Consumers Reward & Punish Companies
CONE COMMUNICATIONS, 2015, GLOBAL CSR STUDY 7
Employee Advocacy in Socially Active Companies
Edelman, 2016, Trust Barometer 8
Which Stakeholders Impact Companies the Most on Sustainability?
BSR/GlobeScan, 2016, State of Sustainable Business Survey 9
Be Aware of Greenwashing
10
The Impact of CSR in UAE
ATTRACTS THE BEST TALENT
75% More likely to work for a
company that actively contributes to a cause
INCREASES SALES
72% More likely to purchase
from a company that actively contributes to a
cause
YouGov, 2015, The impact of CSR on UAE residents 11
Co
mm
un
icat
e
Reward & recognise people
Innovate & lead
Philanthropy / charity
Set higher expectations
Empower others
YES
NO
Achievements
No facts / no message12
Use facts to highlight your
commitment to social &
environmental issues
Win with Sustainability
Use Claims & Marketing
Develop a Strategy/plan
Prioritise & focus on what matters
Focus on the right audience
VISION PURPOSE
&SOUL
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Aglaia Ntili
Managing Director
Sustainability Knowledge Group
M: +30 6972031126, +971 553231190
Email: [email protected]
Thank You!
Aglaia is the Managing Director of Sustainability Knowledge Group, providingSustainability and CSR advisory and training services at international corporate level. Sheis the founder of CSR Coaching, supporting professionals in Corporate Responsibility andSustainability, and the founder of the CSR & Sustainability meetup, the 1st and only openplatform to support active learning and knowledge sharing on CSR and Sustainability inthe UAE. Aglaia is the Chair of the UAE Chapter of the International Society ofSustainability Professionals (ISSP), the only professional body for Sustainable Professionalsin the region.
With over 12 years’ experience in the fields of Sustainability Strategy, Reporting, Training, CSR Programs,Stakeholder Engagement, SROI, Quality, Performance, Environmental Management and SystemsImplementation, Aglaia has made important contributions as practitioner, trainer, coach and advisor.
To date, she has trained over 450 professionals from the Middle East, Europe, Asia, Africa, and North Americaon sustainability topics including: Strategy, Reporting, CSR Programs, Stakeholder Engagement, SROI, Quality,Performance and Environmental Management. She has led Sustainability projects in Construction, Consulting,Banking, FMCG, Education, Local Authorities, Oil & Gas, Telecommunications, Pharmaceuticals, NGOs,Cosmetics, Technology, Shipping, Facility Management, Concessionaire and Hospitality
Aglaia developed the Middle East and Greek local standard version of GRI G3.1, G3.1 & G4 Bridging Moduleand G4 Training for local providers. Her qualifications include: MBA• MSc in Total Quality Management &Business Excellence • ISO 9000 Lead Auditor • EFQM Accredited Excellence Assessor • Institute ofEnvironmental Management & Assessment (IEMA), Global Reporting Initiative (GRI), Institute of Leadership &Management (ILM) approved trainer.
About Aglaia Ntili
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Our clients include*• Banking
• Construction
• Consulting
• Concessionaire
• Cosmetics
• Education
• FMCG
• Facility Management
• Local Authorities
• Oil & Gas
• Pharmaceuticals
• NGOs
• Shipping
• Telecommunications
• Technology
* sample clientele
About Sustainability Knowledge Group
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SUSTAINABILITY
AWARENESS
AND
TRAINING
ASSESSMENT
AND
STRATEGY
STAKEHOLDER
MANAGEMENT
IMPLEMENTATION
MEASUREMENT
& REPORTING
EVALUATION & IMPROVEMENT
Our approach
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