1. The Think Big Blueprint &
Telefónica UK ‘s Journey
to Sustainability Leadership
2. Contents
01 Starting a 3 year journey
02 Establishing the Blueprint
03 What is the Blueprint?
04 What next?
3. 01
Starting a 3 year journey;
Sustainability within Telefónica UK
4. 2008 Planning the journey
• Launch action lead by a personal ambition of O2’s CEO &
Board to be recognized as a sustainability leader by 2012
• It starts with a box of detergent
• Establish Sustainability team
• Used Forum’s Laggard-Beginner-Performer-Leader-Pioneer
model to benchmark O2
Laggard Beginner Performer Leader Pioneer
2008 2012
5. 2008 Planning the journey
• Developed and implemented a Sustainability
new sustainability strategy
Devices Services Community
Inspire our customers to Be recognised as the Inspire young people to
choose devices which market leader in services join together to make a
help them to lead easier that connect for good positive change to their
and sustainable life- and help reduce the community
styles (and incentivise impact on the
them to retain and environment of O2 and
recycle devices) our customers
O2 People Inspire our people to lead sustainable life-styles both inside &outside work
Sustainability Board House in order Care for the environment by having the most efficient network & operations
sponsor: Ronan Dunne
Driving agenda at a senior level
Sustainability Taskforce
Oversee and manage Sustainability/
Community strategy (meets every 6 weeks)
• Developed and implemented a
new governance structure
CR/ Environment Working Community Working Group
Group Co-ordinate action plan to deliver targets
(every 4 weeks)
• Initiated momentum through ‘Star
Co-ordinate action plan to deliver targets
(every 4 weeks) projects’
6. 2009 Star projects start delivering
• What is a star project ?
• High visibility, Bold ambition
• A 12 month + time frame
• Likely to catalyse significant change
• These projects cover our Sustainability Strategy – Devices, Services,
Community, O2 People & House in Order, e.g.
• Carbon reduction
• Greener Devices
• Green Work and Travel
• Sustainable Procurement
• Results
• Feb ‘09 – 1st UK operator to be awarded Carbon Trust Standard
• Oct ‘09 - Partner Sony-Ericsson in UK GreenHeart launch
• Oct ‘09 – O2 Recycle launches online
Laggard Beginner Performer Leader Pioneer
2009 2012
7. 2010 Engaging our people
• Engaging our People
• Launched Think Big (Jan 2010)
• Dedicated intranet site
• Call to action – ‘the Big Six’
• Call to action – Big Thinkers & Eco champions
• Think Big for Young People
• Why do?
• Published Tomorrow’s Workspace sustainable
products &
Reduce Reduce
energy water
services
1 2 3
• Launched Eco- Rating
Reduce Support
young Reduce
travel
• Staff awareness reaches 79% by ‘11 impact people waste
4 5 6
Strong
Beginner Performer Leader Pioneer
Performer
2008 2009 2012
2010
8. 2011 Embedding in Strategy & Services
• O2 Learn Launches UK’s largest Classroom (Nov ‘10)
• O2 Health ramps up (Launch Jul ‘10)
• O2 in top 5% of CRC rankings
• Sustainability embedded in Project CAPEX process
• Sustainability embedded in Business Strategy Committee
• Think Big embedded in Brand strategy
• ChargeMaster and O2 launch Electric Vehicle Charging (Oct ‘11)
• O2 launch national cinema campaign on Think Big for Young People
• Sustainability team begin TB Blueprint
Strong Cusp of
Performer Leader Pioneer
Performer Leader
2009 2012
2010 2011
10. Establishing the Blueprint
Becoming sustainability leaders
• In 2010, Forum for the Future noted that while we’d launched lots of great
initiatives, it was difficult to ‘join the dots’.
• If we wanted to be a sustainability leader, we needed to deliver a clear
narrative in the context of a goal and a purpose
• The Board agreed and asked us to develop the plan hand-in-hand with our
stakeholders
11. Establishing the Blueprint
Outside in
• In the meantime, other companies had also
launched, or were launching sustainability plans
Plan A
since Marks & Spencer's set out their Plan A, DOING THE
with the ultimate goal of becoming the world's RIGHT THING
most sustainable major retailer
Other companies to follow suit include:
• Unilever: their Sustainable Living Plan is now
considered best in class
• IBM: Smarter Planet
• Sony: Road to Zero
• Co-op: Join The Revolution
• Anglian Water: Love Every Drop
12. What we did
• We spent a year talking and listening to a wide range of stakeholders,
including:
Specialist sustainability stakeholders
Employees – through surveys, face-to-face interviews, events
Consumers – through focus groups
Corporate customers
A stakeholder event
• We then took those insights to the business to start developing our goals
and commitments, ensuring that they were in line with our business and
brand strategy
15. Think Big Blueprint: Our plan for people and planet
•It’s our new 3 year sustainability strategy
•It’s owned and been built by you
We believe that by thinking big and developing digital innovations we will create
new possibilities for people and the planet
Think Big for people Think Big for customers Think Big for planet
1 million 10 million X 10
By 2015, we’ll help 1 By 2015 our products and By 2015, we’ll deliver carbon
million young people services will be helping 10 benefits to customers that
develop skills for life and million people live in easier are 10 times the impact of
lead community projects and more sustainable ways our network
across the UK
Underpinned by:
• 40 tangible, time-bound commitments and
• Global policies and processes
16. Some ‘Hero’ commitments
• We will halve the emissions from our
network by 2015, relative to data traffic
• We will no longer offer a new charger
as standard with a new phone
• We’ll have established individual
sustainability responsibilities within all
O2 employees’ roles and link to a
reward and recognition programme
• We will help 350,000 UK households
save over 300,000 tonnes of carbon
• We will help over 125,000 business
employees work flexibly, and
collectively save over 500,000 miles of
travel and over 160,000 thousand
tonnes of carbon emissions
17. Some ‘Hero’ commitments
• We will save the NHS 1m hours of
health-care staff time, £50m of savings
that can be reallocated to primary
healthcare, and 100,000 tonnes of
carbon through our O2 Health services
• We will have improved the lives of over
600,000 young people through the
development of local community
initiatives, inspired and led by young
people
• We’ll back 5,000 young people to lead
community projects across the UK
• We’ll support 4,000 young people to
gain work skills and experience in
order to improve their employability
and enterprise potential
18. Launch; Feb 2012
• Launched on Tuesday 7th
February
• Positive media reaction so
far
• Positive stakeholder reaction
so far
• Positive Telefónica reaction
so far
19. New Website
You can get all the info and download the Blueprint at
http://www.o2.co.uk/thinkbig/blueprint
21. 2012 And Beyond
• Delivering on the original ambition; Leadership by 2012
• Delivering the Commitments through Directorate’s plans
• Personal Objectives underway
• Developing tools to better monitor performance on targets
• Reviewing KPIs and Governance
• Working on sustainable service pipe-line
• Delivering innovation
• Demonstrating in-built sustainability
• Quantifying effect
• Supporting Telefónica
• Digital
• Wayra,
• Eco-rating, recycle
Strong Cusp of
Cusp of
Performer Leader? Pioneer
Performer Leader
Leader
2009 2012
2010 2011
2011
