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1. Ethical Corporation • September 2011 Briefing: public relations 19
Monsieur Nature
NewsLab is a strategic communications agency based in
Amsterdam. NewsLab’s senior PR consultant, Isabelle Los, says that
corporate responsibility is “clearly on the agenda of the companies
we work for. But sometimes we have to tell clients that it is some-
thing worth telling others about. They are doing something but
don’t always realise that it is worth communicating about.”
An example of this is the firm’s work for holiday provider Center
Parcs, which is one of Europe’s largest importers of tropical plants.
Center Parcs spokesman Michel Busman says that each park includes
a sub-tropical area, but that the plants that populate it are
imported for conservation and educational purposes. The
company often rescues plants that would otherwise be destroyed.
“People who are on holiday can learn about this,” Busman says.
NewsLab pitched stories to journalists about the care taken by
Center Parcs to source and transport tropical plants. The company
says its “environmental specialists trek into the jungle themselves,
in order to remove the trees carefully ... Center Parcs never sources Carefully-sourced tropical playground
plants or trees from nature reserves or protected regions.” The
plants then go on a long sea voyage to Europe, which they Nature de Center Parcs, Belgian biologist Jean Henkens. He has been the focus of short
spend “in a state of suspended animation”. This, Center Parcs says, is part of its ethos films about Center Parcs and biodiversity, maintains a blog on conservation matters, and
that “makes sure that nature runs its own course”. is much easier for customers and the media to relate to than a dry corporate responsi-
Center Parcs has given its conservation work a human face in the person of Monsieur bility strategy.
an approach that is “fact-based and transparent”. for investors or society at large.”
Companies with a gap between what they claim To remedy this, Corporate Citizenship sets out a
and what they do “will be exposed really fast”, “tax map”. Are companies engaged in what could be
Laljani says. Companies are no longer just keeping construed as evasion, or setting up structures purely
their shareholders happy, but must be concerned for tax planning purposes? Or are they in fact
about the risks arising from the need to meet the paying more tax than they could legally get away
interests of a wide variety of stakeholders. with, because they believe it is the right thing to do?
One example of a subject that ultimately becomes Companies in a more risky place on the tax map
a PR issue is tax, according to Corporate Citizenship. can decide to move to where they want to be and
In a paper published in May, the company argues put the necessary policies in place. Only then will
that corporations need to communicate appropri- the company be “ready to speak to the outside
ately about the amount of tax they pay because it has world”, and it should do so in language that can be
become a corporate responsibility issue in the age of “understood by stakeholders like your employees Companies need
austerity. Organisations such as UK Uncut threaten and customers – not just the lawyers and tax author-
to embarrass corporations that do not fully appre- ities,” Corporate Citizenship says. to communicate
ciate the reputational risk, the paper says. The challenges faced by some corporations in about the tax
this area are shown by examples cited in the paper.
New tax approach Vodafone, Corporate Citizenship says, has articu-
they pay
When it comes to tax, “the traditional defence of lated a new approach to tax, promising to align its
compliance is dead; the distinction between evasion tax risk policy with its corporate values, while HSBC
(illegal) and avoidance (lawful) has dissolved in the has highlighted its “role in collecting taxes such as
eyes of governments, NGOs and citizens,” Corpo- VAT and stamp duty”.
rate Citizenship says. “We believe that companies But these companies are among the top targets
need a new approach to manage and communicate for tax campaigners. UK Uncut says Vodafone is
tax effectively.” “fighting tooth and nail” to avoid paying tax bills in
Comfortingly for the world’s biggest corporations, Britain and India, while HSBC channels money
the paper adds: “This does not, in essence, involve through tax havens, and is threatening to move its
paying more tax.” However, it does mean that domicile to Hong Kong to avoid tighter British
companies must “identify a coherent and credible financial regulations. Some companies clearly have
position on tax and find a language to defend it”. work to do to bridge the gap between the ethics
Few firms have done this so far. “Most companies they profess and the actions they take. n
have been woefully silent on the issue,” the paper
says. “They have failed to put in the public domain Additional research by Boris Peters.
a clear position on why their tax policy is sensible For more on tax see strategy and management p37.

2. 20 Briefing: public relations Ethical Corporation • September 2011
PHMC/ISTOCKPHOTO.COM
Activist organisations agency, or that we don’t employ ad agencies
or do pro bono work with them. For a
He who pays the piper… certain campaign, we might employ a PR
company to help us with a press conference
By Stephen Gardner and Jon Eldridge or a media event.”
There is a healthy level of distrust between organisations that conduct campaigns Greenpeace in most cases does not need
based on ethical principles and organisations that conduct campaigns for the assistance of a PR company. “We’ve
fee-paying clients been in existence for 40 years and have built
up quite significant relationships with
t comes as no surprise to learn that non- ment was assisted by its PR agency, Bell media partners,” Townsley says. “I’m more
I governmental organisations typically
distrust public relations companies, often
Pottinger. Its brief was to “try to show that
all was well there, which was palpably not
likely to come across a PR company repre-
senting an industry and trying to counter a
regarding them as an operational arm of the case”, Wilks says, adding that one part [Greenpeace] campaign.”
corporations or governments engaged in of the PR effort, a tour to Bahrain for racing PR companies are also unlikely to earn
bad behaviour. officials, would have been “laughable if it from NGOs the fees that they can command
Andy Rowell of campaign group Spin- hadn’t been so serious”. from corporate clients. If Greenpeace does
watch says “most PR agencies are client-led” Avaaz does not use outside PR help. “We work with a PR agency, “we usually try to
and when those clients are engaged in want to stand on our two feet. Most NGOs get a relationship in which we can pay them
unethical practices, the PR brief is invariably want to be independent in their actions and as little as we can get away with – hopefully
to “gloss over, tone down and greenwash true to their founding ethic and purpose,” nothing”, Townsley says.
some of our more controversial industries”. Wilks says. This extends to the communica-
Alex Wilks, campaign director for commu- tions and PR functions. Common platforms
nity campaign website Avaaz.org, says: Greenpeace International takes a similar Campaign groups can, however, be targets
“Sometimes PR companies try to defend the view. Spokesman Mike Townsley says: “Some for PR agencies looking to broker reputa-
indefensible, and often they are unable to PR companies on the one hand work for an tion-boosting partnerships for their clients,
hold up the opinion that their clients want.” though such partnerships are not neces-
Avaaz works by creating a critical mass on sarily just about polishing corporate profiles.
an issue by bringing together concerned indi- “Sometimes PR companies try Alliances can be mutually beneficial, says
viduals through its website. Wilks cites its to defend the indefensible” Martin Porter, managing director of Brussels
recent campaign against Formula 1 racing in lobbying and PR firm Edelman The Centre.
Bahrain. Avaaz put pressure on the Formula 1 Alex Wilkes, Avaaz.org Partnerships can arise because companies
teams, saying that the 2011 Bahrain Grand want to make progress on a specific issue, and
Prix should be scrapped after government environmental organisation and on the other this coincides with the interests of an NGO.
suppression of pro-democracy protests. The hand are getting paid by some agent of the In some cases, the NGO can benefit because
teams subsequently put pressure on race military-industrial complex.” This would be lawmakers might be more likely to put their
organisers, and the event was duly cancelled. uncomfortable for Greenpeace. weight behind an issue if it has corporate
Avaaz “managed to expose the lie”, Wilks “We have a credo of independence, backing, which can equate to a demonstra-
says. “Our members sent messages to Red which means that we neither solicit nor tion of the economic benefit, Porter says.
Bull, Mercedes, Ferrari and others, saying accept monies or support from commercial However, “NGOs want to make sure
that they should make sure their teams stay enterprises and companies. That allows us they are not being taken for a ride”. Trust
out of Bahrain.” to maintain the integrity of our agenda.” and personal relationships between the
In its ultimately fruitless efforts to resist However, Townsley adds: “That’s not to participants are key, Porter says.
the Avaaz pressure, the Bahrain govern- say that we have never worked with a PR He gives the example of the Coalition for

3. Ethical Corporation • September 2011 Briefing: public relations 21
Energy Savings. This is a multi-member
platform pushing for the European Union
to adopt binding energy efficiency targets,
similar to targets it already has for reducing
greenhouse gas emissions and for ramping
up renewable energy. Edelman The Centre
provides a secretariat for the coalition.
Its members include industry associations,
such as the European Committee of Domestic
Equipment Manufacturers and the European
Insulation Manufacturers Association, along-
side NGOs and foundations including the
Climate Action Network Europe, Friends of
the Earth Europe and WWF.
Catherine Pearce of the European Envi-
ronmental Bureau, another of the NGO
members, says such coalitions are a reflec-
tion of a move beyond a “traditional black
and white view of NGOs and businesses”.
There are now “different shades of green
across various stakeholders”, she says. Shell's involvement in Niger delta pollution remains murky
The Coalition for Energy Savings
“evolved out of a need” on which all the members of the European Flame Retardants to protect its activities in the Niger delta,
participants broadly agreed, and does not Association, a more clearly labelled lobby where problems arose in the early 1990s
represent a compromise for the NGOs group working on exactly the same issue. over pollution and the treatment of indige-
involved, she adds. This raises the question of why the BSEF is nous peoples. Since then, Shell has “spent
The main aim is to get things done. “As needed in the first place. millions on its PR activities”, says Spin-
with every coalition, the members are not Sabine Wimpissinger, a consultant to watch’s Andy Rowell.
going to agree on everything. There have BSEF with Burson-Marsteller says the forum The money was dedicated to changing
been discussions where there is not a clear is “the bromine industry’s global organisa- the company’s image, rather than the
common line on something.” However, the tion,” and it “ensures global coordination of company itself, Rowell says. Shell Nigeria
participants have a common willingness to deals extensively with pollution issues on its
see where there is agreement and where The 3D campaign: deny, website, where it emphasises that there is a
progress can be made, Pearce says. lack of security in the Niger delta and
delay then dominate the “militant groups... cause massive pollution
Front groups response ... by damaging wellheads and other facili-
Other initiatives that superficially look ties”. Shell says that 70% of spills are “the
similar to the Coalition for Energy Savings the industry’s scientific and regulatory result of sabotage, oil theft and illegal
can be little more than front groups set up programmes”. BSEF commissions research refining by criminal gangs”.
by PR agencies, however. The Bromine from independent scientists and sets out to But this emphasis might have been a
Science and Environmental Forum (BSEF) “inform decision-makers and other stake- distraction from dealing with the environ-
sounds like it could be a partnership holders about the results of this science, and to mental integrity of Shell’s own operations.
between NGOs and academics, but it is in represent the bromine industry on issues of In early August 2011, Shell admitted liability
fact a group of four companies brought environment and human health,” she adds. in a legal case about major oil spills in the
together by PR firm Burson-Marsteller. BSEF is an example of what the Niger delta in 2008 and 2009, while, sepa-
BSEF’s main aim is to prevent the regula- campaign group Spinwatch calls the “third rately, a United Nations Environment
tion of brominated flame retardants, which party technique”. This is the separation of Programme report found that in the Ogoni-
are used to stop sofas and beds catching fire. an organisation behind a message – for land region, Shell had not properly
Scientific evidence, published for example example, an oil company – from the maintained or decommissioned oilfield
by the United States National Institute of message it wants to put across – for example infrastructure, and that most polluted sites
Environmental Health Sciences, has shown that climate change is not a problem. that Shell said it had remediated “still have
that the substances can accumulate in Another strategy, according to Spin- pollution exceeding [Shell] (and govern-
people and animals, and can be passed, for watch, is the “3D” campaign: denying a ment) remediation closure values”.
example through breast feeding, to infants. problem, delaying action, then dominating Shell Nigeria managing director Mutiu
But according to the BSEF, concerns about the response in the media or by politicians. Sunmonu says the company will do “every-
brominated flame retardants have been This can be done by “promoting scientific thing in our control to reduce operational
“overblown for political reasons”. uncertainty to create an impression that the spills,” but that “until effective action is
In Europe, three of the four companies jury is still out over a particular issue”. taken to curb all illegal activities, there is
BSEF represents – Albemarle, Chemtura Spinwatch accuses oil giant Shell of little that can be done to bring an end to the
and ICL Industrial Products – are also indulging in such practices over many years problem of spills”. n

4. 22 Briefing: public relations Ethical Corporation • September 2011
MURATOZ/DREAMSTIME.COM
PR and sustainability
Silence that
speaks volumes
The public relations industry has to
develop a proper ethical approach,
argues Brendan May
n most sectors, vaguely enlightened
I companies respond to at least some of the
surveys they are sent about their sustain-
ability performance. Of course, it is not
possible to complete them all. But on the Is the PR industry frozen in time?
whole, when a credible organisation sends
out a sustainability survey, it can expect a PR firms when Ethical Corporation’s survey the survey. Its client case study was on
reasonable response. arrived. the Marine Stewardship Council and the
With this in mind, Ethical Corporation Indifference. For all the media wizardry role it played in advising Unilever to
dispatched a PR industry survey to they deploy for their clients, PR people are establish it – in 1995. Good work, but to cite
accompany this month’s briefing. The PR their own worst marketeers. Many won’t 16-year-old client engagement borders on
industry cannot claim not to know about have realised this was an opportunity, not a the desperate.
Ethical Corporation. They are never off the threat. But at least WPP has done something.
phone plugging their clients to the editor Panic. In some agencies, the survey Most other giant communications groups
and bagging conference slots or offering will have been bounced around from barely have policies beyond bribery, ethics
up the columns they will ghost write for one recipient to another. No one will
their clients. Which makes the response to have been in charge, and eventually the
this survey all the more amusing, albeit survey will have crawled into its last inbox
The PR industry remains
depressing. where it is still sleeping as this briefing almost unique in its
Ethical Corporation sent 103 surveys to goes to press. sluggishness to embrace
people at the top PR firms in the world. Over-confidence. In some cases, a smart
Responses? One. person may have spotted the opportunity to sustainability
This should not really come as a surprise. land some “key messages” about their
The PR industry remains almost unique in agency’s good work and done their best to and corruption. If they have environmental
its sluggishness to embrace the sustainability complete the survey and provide some case policies, they will be bottom of the ladder,
agenda. studies. Sadly, those at the top will have such as ISO 14001. Even Asia Pulp & Paper
Companies don’t know what their carbon vetoed responding to anything that asked could get that one.
footprint is. They don’t have sustainable something as outrageous as whether or not The PR industry is soundly asleep on
procurement policies. They don’t report on they turn down business on environmental sustainability. It has few public champions
their impacts, set targets or run employee grounds. pointing out the inevitable seismic change to
programmes to green up the workplace. Arrogance. “We don’t do surveys like come. To be ahead of the game means
They don’t require standards of suppliers, that.” Fair enough, perhaps. But most of making the serious commercial decisions
although their clients will increasingly your clients do. Wake up. that companies such as Unilever, Nestlé and
demand standards of them. They might buy In fairness, WPP which owns many of the
, countless others are making.
offsets, but they don’t address their biggest best-known PR firms in the world, has long If you don’t change, we won’t work with
impact – air travel. attempted something of the corporate you. That’s what they have told their palm
responsibility reporting now commonplace oil suppliers. It’s what supermarkets have
Tail wagging the dog among multinationals. Anyone reading told unsustainable tuna brands. The PR
In general, PR firms’ clients raise WPP’s annual sustainability reports would industry needs to develop a point of view,
sustainability with them, not the other way easily be impressed, if not wowed, by their very quickly. It will no longer do to preach
round. It is a bizarre situation in which the efforts. about sustainability on their websites (as
industry that should be warning its clients of But it still falls way short of good enough. they all do) while taking dirty money from
developing trends is playing a fruitless game WPP owns Cohn & Wolfe, infamous tarnished brands. n
of catch-up to find out what is going on. That apologist for Asia Pulp & Paper.
a client should pay thousands of pounds a Unfortunately this makes it hard to take Brendan May is founder of the Robertsbridge Group, former
month to educate its own advisers is a WPP’s assertions on sustainability seriously. chief executive of the Marine Stewardship Council, and UK
perverse reality. Burson Marsteller, part of the WPP chairman of the Rainforest Alliance. He is a contributing
There will have been four reactions in the family, was the only agency to respond to editor to Ethical Corporation.

5. Ethical Corporation • September 2011 Columnist: Peter Knight 23
GMUTLU/ISTOCKPHOTO.COM
Letter from America
Is social media just old
news rehashed?
Living your life through Twitter and Facebook might feel cutting
edge, but you risk being a modern victim of good old-fashioned
marketing, argues Peter Knight
o, they organised the Arab entiate fact from fantasy.
S Spring on Twitter, or was it
Groupon? Just think of how much
In the old days you could
easily distinguish a sales pitch from
earlier Nelson Mandela could have objective reporting – it had “adver-
been released if only he had a ready tisement” written on it. No matter Fun but insular
tweet or two. “@RobbenIsland. what your views were on inherent
Gearing up for another weekend of biases of the media, at least there more prosperous, more sustainable
heavy rock crushing…” was some way of knowing what society.
Despite the great excitement you were being offered: objectivity What bright, brainy graduate
about the civic promise of social or blatant bias. would not want to be Mark Zucker-
media – the greatest social advance And you could teach your berg or any of the other badly
America has brought to the world children how to distinguish between dressed but insanely rich social
since it abandoned slavery – it looks the two. Even in the good old days media moguls?
unlikely that Facebook et al will do when they used the medical profes-
much to promote sustainability. sion to sell cigarettes, you at least Chasing the dollar
There seems to be little social knew that it was the men from The sadness of the social media
purpose to the social media Camel who were telling you about
Does it matter hype is that earlier generations
industry other than to sell more how the doctors found cigarette if society is looked for ways to find new worlds
conventional stuff. smoke soothing on the throat. devising in space, or devise new medical
Boosting consumerism may Not any more. The stratospheric cures, or develop advanced mate-
indeed be what’s needed right now, valuations on social media busi- better ways rials to make life better.
as we drag ourselves from the reces- nesses are based on the promise to encourage Now the world’s top brains are
sionary mess we created by that the social and gaming media working on ways to make the social
believing that we could use our will once again enable doctors to
greater media make money. How to infiltrate
homes as ATMs. But as Twitter tell us how good their throats feel consumption? sales messages into 140 characters.
reaches a value of $8bn, we are after a Camel. How to integrate more commercials
looking four square at the lie that Ironically, doctors themselves are into Facebook. These huge intellects
social media are somehow more targeted by a free iPhone app called are heading to California where dark
socially wholesome than old-fash- Epocrates (geddit?) that enables rooms, bright screens and pots of
ioned media. searches for suitable drugs to gold await those who can find ways
prescribe. More than half the doctors to sell more deodorant, rejuvenate
Convenient truth? in the US are reported to use the app. tired shampoo brands and convince
This belief is predicated on the idea But as with everything free, us we definitely need more blades on
that social media provide opportuni- there is a social cost because the our razors.
ties for individuals and underserved doctors searching for information As the space shuttle Challenger
groups to propagate and spread have first to pass through a wall of landed for the last time, I thought
their messages, enhancing democ- medical “alerts” which are adver- how insular America had become,
racy and increasing opportunity. tisements dressed up as news. how myopic. Instead of looking to
This is partly true, as it is with What does it matter if society is the heavens and dreaming of new
conventional media. But when it devising better ways to encourage worlds, we turn instead to search for
comes to the commercial entities we greater consumption? Let’s forget friends on our little screens; behind
call the social media (Twitter, the obvious concern about how we which social media barons are doing
Facebook and their progeny), not can possibly afford to continue very little more than devising the
only are social media no different organising our economies in exactly modern version of the 1950s Camel
from newspapers, magazines and the same way as we have for the advertisements. Got a match? n
television, but their technical supe- past few centuries. Let’s just look at
riority also enables them to further how the current internet bubble is Peter Knight is president of Context America.
their own commercial agendas by wasting talent that could be so COLUMNIST: peter@contextamerica.com
undermining our abilities to differ- much better used to contribute to a PETER KNIGHT www.contextamerica.com

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7. 24 CRwatch Ethical Corporation • September 2011
CRwatch
By Jeni Bauser in New York
How mobile phones can reunite refugees, Amnesty’s Arabian troubles and VW under scrutiny
App helps refugees find possess, we wanted to create a hybrid
Amnesty International blocked in Saudi Arabia loved ones between the passion of the NGO and
Amnesty International’s global website was temporarily blocked in Saudi In partnership with the United the strategy, structure and discipline
Arabia in reaction to the organisation’s vocal stance against a proposed Nations High Commissioner for of the private sector,” Mikkelsen says.
Saudi anti-terrorism law, which would sanction authorities to prosecute Refugees and Refugees United (RU), Refugees can register for the RU
peaceful dissent as a terrorist crime. Ericsson, the communications infra- platform in two ways. Those who
Amnesty says the law “would entrench, exacerbate, and offer a cloak of have been resettled mainly access the
‘legality’ to long-standing oppressive measures taken by the Saudi Arabian database via the internet or mobile
RAPIDEYE/ISTOCKPHOTO.COM
government in the pretext of countering terrorism”. In particular, the law platform. People still in refugee
would allow suspects of supposed “terrorist crimes” (a term also loosely camps, who use the service the most,
defined) to be held for an indefinite period without charge or trial, and register with the help of RU and
without access to a lawyer. It would also grant tremendous power to the partner staff.
minister of the interior, without judicial oversight. According to Elaine Weidman,
The Saudi government released a statement calling Amnesty’s concerns Ericsson’s vice-president of sustain-
“baseless” and “completely without foundation”. ability and corporate responsibility,
“We completely disagree,” says Amnesty’s Neil Durkin. “Meanwhile, the the partnership is a natural fit with
Saudi Arabian authorities do not seem willing to enter into a proper discus- the company’s Technology for Good
sion about the issues. Blocking sites is hardly the hallmark of an open initiative, which “harnesses the
country that welcomes free debate.” power of informational and commu-
There have also been reports that Amnesty’s UK site was blocked. The nication technology to address climate
Arabic script of the anti-terror law has since been transferred to Amnesty’s Mobile populations can keep in touch change and socio-economic develop-
blog protectthehuman.com. ment issues”.
“As to the likelihood of it being passed – it’s extremely difficult to say,” structure group, is helping refugees
Durkin says. “Other punitive laws have come into force in Saudi Arabia in register, locate and reconnect with VF acquires Timberland
loved ones using a custom mobile Timberland has been snatched up by
NUMBEOS/ISTOCKPHOTO.COM
and internet platform. US clothing giant VF Corporation,
The programme got a boost this owner of big name brands including
summer with the addition of Android North Face, Vans, 7 For All Mankind
app technology, allowing refugees to and Wrangler.
use SMS and mobile browsing to The acquisition marks VF’s overar-
locate missing relatives – in addition ching strategy to expand its
to RU’s existing internet platform. outerwear brands, which VF chief
Mobile functionality is particularly executive Eric Wiseman says “will
valuable in Africa, where mobile continue the transformation of VF’s
phone penetration is above 50%, as portfolio, propelling VF’s Outdoor &
compared with PC-based internet at Action Sports businesses to 50% of
just 10%. total revenue”.
Ericsson helped develop RU’s “Timberland is proud of its rich
web-based platform for mobile heritage, its track record of success
phones and connect them with and its reputation as a responsible
global mobile operators, such as and environmentally conscious
Safaricom and MTN in Africa. global citizen, all of which will be
Refugees United co-founder preserved and enhanced by becoming
Christopher Mikkelsen says the part of the VF family of brands,” says
Android app is predominantly geared Jeffrey Swartz, Timberland’s chief
towards refugees with smart phones executive.
(usually those who have already Timberland has remained tight-
What cost security and stability? resettled) and NGO staff. lipped concerning the details of the
The programme is also expanding deal, so only time will tell how this
recent years, but also much of its legal code is either kept secret or is beyond the pilot in Uganda to Kenya will affect Timberland’s operations
governed by pronouncements – fatwas – by the Council of Senior Ulema. and other “refugee-populous” host (and those of VF), and its leadership
It’s true to say, indeed, that the entire justice system remains largely secre- and resettlement countries. position in sustainability.
tive.” Amnesty says it will continue to monitor the situation closely. “Realising the immense treasure Timberland made headway as a
trove of knowledge corporations green leader with its 2006 green

8. Ethical Corporation • September 2011 CRwatch 25
Bloomberg donates to anti-coal campaign Greenpeace targets Volkswagen
The Sierra Club’s Beyond Coal campaign just got a $50m boost from New Greenpeace spoofed Volkswagen’s highly successful “The Force” advert (a
York City mayor Michael Bloomberg’s philanthropic arm, Bloomberg take on the Star Wars tale) with its “Away from Darkside” campaign to
Philanthropies. challenge the company’s green commitments.
The Beyond Coal campaign was launched in 2002 and predominantly Volkswagen Group is the world’s second largest car manufacturer.
focused on preventing 153 new coal-fired plants from being developed According to Greenpeace’s Leila Deen, VW holds the most board seats on the
under the Bush administration (only one actually broke ground). powerful European Automobile Manufacturers Association, which “has
The campaign is now been leading the charge against strong fuel efficiency standards in Europe
RADOSLAW DREWEK/DREAMSTIME.COM
working to retire one-third and pushing hard to block key climate laws”.
of America’s coal fleet by Greenpeace is also asking VW to include its impressive efficiency tech-
2020, and put clean energy nology on all vehicles as the norm, rather than an added cost. “[If] they
projects in their stead. With desire to be the most eco-friendly, they have an obligation to set stan-
Bloomberg’s sizable grant dards,” says Deen.
over the next four years, the The campaign, launched in June, is now in 15 countries and has more
non-profit group can now than 250,000 supporters.
double its staff, expand the “Our shift to a low carbon future is full of opportunity, and corporate
campaign from 15 to 45 advisers should be pushing companies to focus on thinking afresh about their
states, and boost member- business model, getting ahead in the race for low carbon technology, rather
ship from 1.4 million to 2.4 than spending money on trying to hold back an inevitable tide,” Deen says.
million.
“Michael Bloomberg is
V DEANPICTURES/DREAMSTIME.COM
very focused on outcomes
and metrics to assess a
problem and how we can
fix it,” says Bruce Nilles,
founder of the Beyond
Coal campaign. “Our work
is a measurable way to
reduce carbon pollution one Hands up for clean power, says Bloomberg
plant at a time, and that
mirrors the type of work he is doing in New York with the Plan NYC green
initiative.”
The Sierra Club works closely at the state level and with union leaders to
ensure no one gets laid off as a result of the plant closures. For example,
workers can be transferred to another part of the facility, be moved to
another plant, or get trained in alternative energy technology.
Nilles is also quick to point out that new wind and solar facilities
generate more jobs than coal. Plus, the majority of states currently import
millions of dollars worth of coal, but if they could keep money in-state and
create new clean energy jobs, that’s a win-win.
“When there is an absence of movement on key issues at a state, federal Is VW pushing as hard as it should?
or international level, supporting efforts that are being driven at a local level
– by communities, towns and cities – can have a cumulative, significant “Otherwise EU and US companies will find themselves left behind by the more
and measurable impact globally,” says Bloomberg Philanthropies’ Michael ambitious companies of newly developing countries, such as China, who have
Marinello. already seen and acted on the opportunities this transition affords.”
packaging commitment to reduce its InterfaceFlor launches comes from post-consumer-recycled the greenhouse gas emissions of every
environmental footprint and put a another first raw materials such as reclaimed consumer product. And all this is
“nutritional label” on its packaging InterfaceFlor, the modular flooring commercial fishing nets, textile and achieved while maintaining competi-
to educate consumers about products’ division of US-based sustainability plastic waste, and materials from tive prices.
life-cycles. Timberland is a founding leader Interface, has developed one InterfaceFlor’s products. The “Strategic, long-term collaboration
member of the Eco-Index, an of its most environmentally friendly remaining 70% of recycled material is key to the success of a sustainable
industry-wide rating that assesses a products to date. mainly comes from pre-consumer future,” says InterfaceFlor’s Deepa
product’s environmental impact, and The new line, Biosfera I, is the external sources. The line uses as little Vyas. “Establishing a mutual relation-
has had great success with its Earth- first carpet collection to use 100% yarn as possible to reduce emissions ship with suppliers on sustainability
keepers collection, which uses recycled yarn, and is independently and waste. initiatives can help to make your own
recycled and organic materials that verified to boot. InterfaceFLOR also uses its Cool products and business more resilient
are sustainably sourced. In the 2011 line, 30% of the yarn Carpet practice to calculate and offset and sustainable.” n

9. 26 Columnist: Jon Entine Ethical Corporation • September 2011
CARLOFRANCO/ISTOCKPHOTO.COM
Eco marketing
What price green
consumerism?
Plenty of shoppers say they consider environmental impact, but in
reality price rules supreme, says Jon Entine
emember the innocent days of only if they are convinced that the
R the 1980s ethical consumer
movement? New Age entrepreneurs
sacrifice – higher prices – signals
some measurable value.”
rode the green wave into the hearts We need proof that a green
and malls of the world. The promise? product or service is “as effective and How much do we want green carrots?
Buying pricey ice-cream would make of the same quality” as alternatives,
the world a better place. says Kate James of Grail Research, a was declared the new black – Vanity
That myth crashed. Consumers, consumer research company. Grail Fair published its annual “Go Green”
it turned out, were not willing to reports that although 85% of US issue timed to Earth Day. Muck-
buy idealism if it came at a consumers claim they buy green, raked.com estimated that the issue,
premium. Two decades later, green fewer than 8% actually do. According printed on non-recycled paper, used
marketing remains with us, more to marketing firm Ypartnership, 2,247 tonnes of trees and produced
intense than ever. Is green yet more although eight in 10 vacation trav- 4,331,757 pounds of greenhouse
than a fad? ellers consider themselves “eco- gases, 13,413,922 gallons of waste-
The Lifestyles of Health and conscious,” only one in 10 books water and 1,744,060 pounds of solid
Sustainability annual survey esti- travel based on green considerations. waste. Vanity Fair scrapped the
mates that 13-19% of American Eco-consumerism remains a
Consumers need green theme issue in 2009.
adults are dedicated green buyers – marginal purchase or luxury indul- proof that a The green marketing trend is
a $290bn market. The US-based gence except for a dedicated few. A green product certainly not all smoke and mirrors.
Cone Communications estimates 2008 study funded by the UK The boom in environmental
that 70% of American consumers Economic and Social Research is as effective marketing has meant more scrutiny
consider the environmental impact Council found that 30% of and of the same of companies looking to differen-
of their purchasing. The UK and consumers reported they were very tiate themselves. Green marketers
Europe show similar numbers. concerned about environmental
quality as the have been forced to raise their game
According to marketing experts, issues but they struggled to translate alternatives in transparent and creative ways,
however, these figures are wildly this into purchases. As a result, the focusing on eco-innovation and
overstated, reflecting attitudes, not market share for “ethical foods”, one actual corporate responsibility
buying patterns. of the most visible segments of the commitments to enhance their
Prof Shruti Gupta of Penn State green market, has yet to crack 5%. brand identity. They need to
University, a world expert in ethical document their green credentials.
behaviour says: “While people love to Jaded greens Perhaps the most encouraging
voice their idealism to survey compa- Baby boomers, who launched the twist is not the fragile green buying
nies, the cold facts are they almost green movement, are now the trend but the turn by manufacturers
always put their self-interest first.” leading sceptics. Many have towards a more sustainable style of
Take Elizabeth Romanaux, a metaphorically traded in their business – thank you, Wal-Mart and
consultant from New Jersey inter- Beetles for luxury hybrid BMWs, GE. “I believe the real growth in
viewed by the American Association but deceive themselves they are still environmental consumerism will be
of Retired People for a magazine buying green. in the business-to-business space,
piece about green buying. She Crowd Science, which uses not in selling to consumers,” says
considers herself environmentally internet surveys, says 25% of Gupta. “For them it’s not paying
conscious. She recycles. She seniors say shopping green premium prices, it’s making invest-
composts. But she won’t pay a “makes no difference”; most of the ments in sustainable production
premium for an eco-friendly hotel rest are indifferent. To eco- that significantly lowers long-range
room or cleaning products. “It isn’t cynics green consumerism is the costs. Greening the supply chain
that I can’t afford them,” she told ultimate oxymoron, akin to “corpo- saves them money.” n
AARP Magazine. “It just goes rate responsibility”. The genuine
against my grain to pay more.” solution, of course, is to buy less. Jon Entine is director of ESG MediaMetrics and
“Consumers will buy pricier Three years ago, as green fever COLUMNIST: senior fellow at the Center for Health and Risk
green products,” Gupta says, “but was peaking in Hollywood – green JON ENTINE Communication at George Mason University.

10. Country briefing:
Turkey
29 Modernisation and corporate challenges
33 Risks and opportunities
35 Change at the top
Overview
The philanthropy problem
By Amy Brown
If Turkey’s corporate responsibility movement is to drive real organisational change, companies
need to see that sustainability is more than philanthropy
urkey, one of the fastest-growing emerging The reasons for this lie in a centuries-old tradition.
T economies, is in the midst of major transforma-
tion. Since the 1980s, market deregulation has
Since Ottoman times, institutionalised philanthropy,
in the form of the “waqf ” (a form of charitable
boosted foreign investment. The Turkish economy foundation from Islamic tradition) was the main
experienced boom-and-bust cycles throughout the basis for the provision of public services such as
1990s, culminating in an economic crisis in 2001. education, social security and healthcare.
Since then, structural reforms have brought political Waqfs generally belonged to wealthy families
and economic stability. Now Turkey is the world’s who used these foundations to share their wealth in The idea that
16th largest economy and is expected to grow at a the form of public goods. Waqfs are still active in
rate of about 5% until at least 2015. Turkey today and most family-owned conglomerates sustainability is
With a population of 71 million, Turkey is a huge in Turkey have an associated waqf. In fact, Turkish a way to earn
potential market. While its economy is much smaller society has come to expect companies to play an
than the Bric countries (Brazil, Russia, India and active role in society, especially in education, health, competitive
China), Turkey’s unique geopolitical position gives it culture, sports and the arts. advantage is still
a particular importance on the world stage.
Turkey’s sights are focused on achieving Traditional values
novel in Turkey
membership of the European Union. While the Sustainability and corporate responsibility have
accession process is likely to create adjustment costs become mired in this tradition, where philanthropic
and regulatory risks for business, it is expected to raise donations and community involvement are seen as
environmental, ethical, and social standards in areas much the same thing. The idea that sustainability is
such as participative democracy, anti-corruption, a way to earn competitive advantage through new
human rights, and the importance of civil society. opportunities, new markets, and new business
The EU is Turkey’s biggest trading partner, so models, or to minimise risks, is still novel in Turkey.
there is a lot riding on getting it right. As it integrates “Most companies still consider CR as an add-on,
its economy with developed countries, Turkish not core to the business,” says Melsa Ararat, a
companies are competing on a much larger playing professor in strategic management, corporate
field. The notion that a strong sustainability profile governance and business and ethics at Sabanci
is a competitive advantage is only just taking root in University and the director of the Corporate
Turkey, where corporate responsibility is often Governance Forum of Turkey. “Doing good should
regarded as synonymous with philanthropy. start with avoiding harm and understanding your

11. 28 Country briefing: Turkey Ethical Corporation • September 2011
full impacts and Turkish companies are not there yet. likely to change,” says Serdar Dinler, president of the The importance
CR is still about marketing and PR.” CSR Association of Turkey, an NGO.
That view is shared by Atila Uras, manager of the Change must therefore come from within. And
of sustainability
UN Joint Programme to Enhance the Capacity of while there is still a long way to go, Dinler is globally is moving
Turkey to Adapt to Climate Change. cautiously optimistic. CR up company
“Planting some trees was enough for the private “A growing number of companies recognise the
sector until the first part of this decade,” Uras says. competitive and reputational advantages of CR and agendas
“Then the concept of CR became more familiar and some are implementing better practices,” Dinler says.
they began to understand that CR requires But only a few are making it a strategic part of their
partnership, not just providing funds or charity work.” business, and none are taking it to the next level by This briefing has been written by One
Stone, with special contribution from
He describes Turkish companies as generally integrating CR throughout their supply chain. “In Istanbul-based correspondent Jennifer
following global trends – not leading them – saying that Turkey, most leading companies are at the Hattam. One Stone is a global team
theirs is “not a strategic approach, but mostly reactive”. implementation level.” offering sustainability consultancy and
communications expertise. One Stone’s
But there are some signs that things are changing.
partners and associates are based in
The proximity to Europe, exposure to energy Consumer demand Stockholm, Edinburgh, Sydney, Portland,
risks exacerbated by growth, Turkey’s reliance on Turkish society and its millions of consumers also Oregon and Washington DC. One Stone
external finance, and the increasing importance of need to drive sustainability, says Engin Guvenc, has more than two decades’ experience
working with multinational companies to
sustainability globally are moving corporate executive director of the Business Council for guide sustainability leadership strategies
responsibility up company agendas. Sustainable Development Turkey. and provide focused sustainability
Among the developments since 2010: the launch of “It is not only companies who should be making communication.
the Istanbul Stock Exchange’s Sustainability Index; the society aware of sustainability, consumers are also being
April Streeter is a writer specialising in
first Turkish signatories to the United Nations’ Principle affected. If there isn’t a demand for products produced sustainability since 1998. Formerly based
of Responsible Investment programme and Carbon in a more socially and environmentally responsible in Sweden, where she covered Scandi-
Disclosure Project (to date, 20 companies have joined); way, there will be less action from industry,” she says. navia for Windpower Monthly, she now
lives in Portland, Oregon and is a blogger
an increase in the number of Global Reporting Initiative It comes down to changing corporate culture, she for Tree Hugger and The Huffington Post.
reports published; and a growing number of Turkish adds. “We have a culture handed down over the
companies signing up to the UN Global Compact. generations, so it is difficult to change the mindset.” Amy Brown, based in Washington DC, has
written the award-winning sustainability
The pressure exerted from external institutions As Turkish markets become more competitive, and integrated annual reports for Novo
and market forces will probably continue to be bigger civil rights are better respected, the legal and judicial Nordisk, Electrolux and Ericsson. She’s
drivers for better sustainability practice in Turkey system improves, and the intensified political and also written extensively for the Interna-
tional Herald Tribune on sustainability
than either government policy or civil society. economic interaction with Europe affects social
issues and was editorial consultant for
“There is no pressure from Turkish society or values. Against this backdrop, Turkish business has the World Business Council for Sustain-
government for the private sector to improve its no choice but to take on a long-term perspective – able Development’s 10th anniversary
corporate responsibility practices, and that is not and that bodes well for sustainability in Turkey. n publication Walking the Talk.
Turkey factsheet
Corporate responsibility statistics: Ethical Corporation survey results
Socio-economic statistics
Focus of CSR/sustainability Guidelines and initiatives most used
Population: ................78.8 million (2011 estimate)
GDP: ..............................$960bn (PPP 2010 estimate) 1. Reporting Global Reporting Initiative
GDP per capita: ..........$12,300 (PPP 2010 estimate) 2. Employee engagement Global Compact
Human Development Index: ..0.679 (83rd / 169) 3. Resource efficiency
Current leadership Turkey sustainability leaders most mentioned
President: ............................................ Abdullah Gul Guideline and standards statistics
Coca-Cola Icecek, Koç Holding
Type: .......... Republican parliamentary democracy GRI reports in 2010 ..........................................................10
Import partners Foreign sustainability leaders most mentioned Global Compact participants ........................................13
Russia ..............................................................13.8% Novo Nordisk, Vodafone UNPRI signatories ..............................................................7
Germany ..........................................................10.0%
China....................................................................9.0% References:
• Socio-economic statistics obtained from recent publications from the CIA Factbook and the Human
Export partners Development Index.
Germany ............................................................9.6% • Corporate responsibility data obtained from an August 2011 Ethical Corporation survey. The small sample
France ..................................................................6.1% of this survey means that the results should be regarded as an indication of trends in Turkey and not as
UK ........................................................................5.8% scientific research.
• Guideline and standards statistics obtained during August 2011 from official website of each initiative.

12. Ethical Corporation • September 2011 Country briefing: Turkey 29
PH2212/ISTOCKPHOTO.COM
Companies and sustainability
Corporate hurdles
By Amy Brown
Turkey has big ambitions, but in its efforts to modernise, a range of sustainability challenges
must be confronted
opulation growth, urbanisation, rising incomes “Water scarcity is a big, big issue,” says Atila Uras,
P and energy consumption are straining Turkey’s
natural resources. Turkey is also highly vulnerable
manager of the UN Joint Programme to Enhance
the Capacity of Turkey to Adapt to Climate Change.
Turkey faces
pressure from
to climate change, with a carbon-intense economy “Turkey is among the most highly vulnerable the EU to provide
that has an increasing energy shortage and depend- countries in world, and the major impact of climate
ence on imports. change will mostly be in terms of water. By 2070 it is
concrete emissions
In contrast with many emerging markets, Turkey predicted Turkey will experience 30% less rainfall, in reductions
is a net commodity importer. About $35bn of oil and [what is] an important regional basin for agriculture
natural gas each year has to be imported (equivalent and food security.”
to almost 5% of GDP). The country has an unsus- Few companies embrace the environmental
tainable carbon-based transport system. And with agenda of the country, turning instead to their long
its large coal reserves, use of coal is expected to legacy of contributing to social needs such as educa-
multiply over the next decade. tion. Unemployment at 14% is the most pressing
On the bright side, Turkey is one of the pilot economic and social issue, mostly affecting Turkey’s
countries in the Clean Technology Fund, which youthful population (44% are under the age of 24).
finances low-emissions technologies for greenhouse “Many young people are graduating without
gas reductions within countries’ investment plans. skills, which is a very dangerous thing, a time
Through CTF, Turkey hopes to jump-start the private bomb,” says Serdar Dinler, president of the CSR
market for energy efficiency and renewable energy. Association of Turkey, an NGO. “This is a very
Turkey has substantial renewable energy important challenge for Turkish society.”
resources, including hydroelectric, wind, geo- Atilla Yerlikaya, corporate affairs director at
thermal and solar power. The long-awaited Coca-Cola Icecek, agrees. “Capacity building for the
Renewable Energy Law, enacted January 2011, young, dynamic population of Turkey is extremely
includes an incentive scheme to promote renewable important. Formal and vocational education is
energy use and production. critical for the future of the country.”
The EU accession process has improved Turkey’s
Looming water scarcity infrastructure for protection of human rights but
With a climate strategy criticised as vague, Turkey these institutions lack resources, independence and
faces pressure from the EU to provide concrete impact, according to Prof Melsa Ararat of Sabanci
emissions reductions. Lack of certainty over University.
Turkey’s position with respect to international Trade union rights are another weakness. The
agreements has led to a weak approach and low number of workers covered by collective agree-
awareness of the issue by most corporations in ments in Turkey is as low as 3% of registered
Turkey. workers. While Turkey has a labour unions law, it

13. 30 Country briefing: Turkey Ethical Corporation • September 2011
DEBORAH BENBROOK/DREAMSTIME.COM
Koç Holding: social history
By Amy Brown
“I live and prosper with my country,” declared Vehbi
Koç, founder of Koç Holding, the largest industrial
conglomerate in Turkey.
That philosophy has guided the actions of this
powerful family-owned company for the past 40 years.
A tradition of social responsibility began with the Vehbi
Koç Foundation, supporting education and the arts.
But in recent years that view has shifted to a more
encompassing definition of corporate responsibility that
is less about being a wealthy benefactor and more
about recognising a business case for sustainability.
Where Koç Holding leads, others follow. It comprises
117 companies, representing 10% of Turkey’s total
exports, and generates a combined turnover equiva-
lent to 7% of Turkey’s national income. It is the only
Turkish company in the Fortune 500 list.
With that kind of leverage comes a sense of
responsibility, says Oya Ünlü Kizil, head of corporate
communications and external affairs. “Our sustain-
ability depends on the sustainability of the society at
large,” she says.
With Turkey’s large number of unemployed and
unskilled young, Koç Holding started a vocational
education programme with the ministry of education
and local NGOs to encourage young people to enrol in
Responsible textiles have a competitive advantage vocational education and to contribute to the training
of a qualified workforce. This initiative goes beyond
does not apply to certain sectors of the Procter & Gamble and Coca-Cola setting philanthropy, explains Kizil, in that it positively affects
economy where informality is high. Health standards that domestic companies must business outcomes by increasing the pool of skilled
and safety at work is therefore a serious follow to stay competitive. human resources.
Consumer-product companies, such as On the environmental side, the company endorsed a
appliance manufacturer Arcelik, which climate change strategy in 2010 with an eye to trans-
Consumer product have growing numbers of local consumers forming potential risks into opportunities. “A low-carbon
manufacturers are investing who view environmental performance as a economy,” Kizil says, “has significant potential to create
differentiating factor, are taking the agenda important new business and job opportunities.”
in environmental efficiency more seriously and investing in environ- An energy efficiency coordination group has shown
mentally efficient products. results: a 100% group-wide improvement in energy
concern, given the size of the informal And the banking sector is often regarded efficiency in two years, saving about 330,000 tonnes
market and low level of unionisation. as a leader in corporate responsibility, of CO2 emissions in 2010. Companies within
The Turkish textile industry has seized according to Ararat, not least because Koç stand out as leaders, such as Arcelik, which has
on corporate responsibility as a competitive international loan institutions set environ- developed world-leading energy-efficient home
advantage against the threat of Chinese mental, social and corporate governance appliances, and automakers Tofas and Otokar that
textiles and engaged voluntarily in projects standards for loan recipients. produce hybrid and electric vehicles.
with European civil society organisations Koç produces an annual CR report and was one of
such as the Clean Clothes Campaign to A family affair the first signatories to the UN Global Compact. In 2010
improve social standards. Turkey’s corporate landscape is defined by the group developed a sustainability performance
Turkey’s corporate sectors are rapidly the group of powerful families that own evaluation and reporting system. All of this has to
internationalising. The automotive and half a dozen leading conglomerates, among matter to the bottom line if sustainability is to become
textile industries that depend on trade with them Eczacibasi, Kocabiyik, Sabanci, Koç, truly entrenched as a way of doing business, Kizil says.
Europe face requirements for capping their Yazicilar and Ozilhan. These conglomerates “The sustainability of CR activities largely depends
carbon, or reporting their emissions to their stand out in opinion surveys about social on their returns for the companies. It’s a two-way
customers. responsibility conducted by Capital street. The companies’ ability to analyse social and
Multinational companies have a benefi- magazine and the market research firm environmental risks and mitigate them through CR
cial effect on the growth of corporate GSK-Turkey. activities is the key for their sustainability as well as
responsibility and sustainability in Turkey, Given their influence in Turkish society, leadership in the 21st century.”
with companies such as Unilever, Carrefour, these companies seem to have embraced