Professional Documents
Culture Documents
Briefing
1
Agenda
2
British American Tobacco
Verity Lawson
3
Stakeholder
Engagement at
British American
Tobacco
Verity Lawson
Sustainability Reporting Manager
British American Tobacco
at a glance
Responsibility is fundamental to
our strategy for building long term
shareholder value
Anti-tobacco
Employees lobby
Investors
Governments
Retailers
Farmers Suppliers Scientists
…but we often have different global and local stakeholders
Engagement – HOW we do it
Engaging stakeholders is often a challenge for a
tobacco company
Rigorous approach
AA1000 Series
GRI Guidelines
Independent assurance
Engagement – HOW we do it
Engagement requires a fundamental shift
in the way we conduct our business
Traditional Social Reporting
Decide Listen
Deliver Decide
Defend Deliver
The impact of dialogue on BAT
CSI GUIDELINES
Youth Smoking
Prevention
Social Responsibility in
Tobacco Production
Social reporting & dialogue allowed us to…
2007-2008
Used stakeholder dialogue to redefine our
reporting & issues…
Defining materiality
Stage one: Mapping dialogue issues
level of interest to stakeholders and;
current or potential impact on company
Stage two: Internal consultation
Management board
Function’ champions’
Stage three: External consultation
CSR experts
Issue experts
Stakeholder dialogue to review our conclusions
Have we included the right issues?
Is there anything missing?
Feedback on the targets and plans
Low impact, Medium impact, High impact,
HIGH high concern high concern high concern
issues issues issues
MEDIUM
stakeholders
Creating a vision
Gather expectations
Still valid if an issue hasn’t been the subject of dialogue in the past
‘Sense check’
Are we still heading in the right direction?
2007-2008 Dialogue Topics
2007
Marketplace
Supply chain
People & culture
CSR/Sustainability
2008
Human rights
Environment
Illicit trade of tobacco products
CSR/Sustainability
England Marketing
Stakeholder Engagement
why bother and how to do it
21
Stakeholder Engagement – Why bother? And how to do it.
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Why we can talk to you
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Stakeholder Engagement
» What is it?
» A flamboyant term to describe talking to, listening to, meeting with and reporting
back to stakeholders
» Stakeholders are those who have an interest in what you as a company are doing -
typically they are customers, employees, investors and neighbours
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Why engage with Stakeholders?
» To elevate your organisation above the competition to ensure long term sustainability of
your activities
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Why engage with stakeholders?
www.englandmarketing.co.uk
www.englandmarketing.co.uk
The process
1. Stakeholder mapping
3. Create a matrix
6. Report back
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Stakeholder Mapping
Employees
Investors Customers
Media Suppliers
Academics NGOs
Government
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Stakeholder Mapping
» Devise a scale……..
1 5 10
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Stakeholders
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Materiality – what are the issues?
Climate Change
Food Security
Water Supply
CO2 Flooding
Giving Biodiversity
Poverty
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Materiality Index
» Devise a scale……..
1 5 10
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Ranking by Importance
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Matrix of Importance
Climate
Change
Water Supply
CO2
Food Security
Flooding
Biodiversity
Poverty
Giving
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Matrix of Importance
Climate 18 18 16 18 19 15 15 15
Change
Water Supply 14 7 8 12 12 4 6 7
CO2 20 18 16 18 19 16 16 16
Food Security 2 4 2 8 2 3 2 2
Flooding 4 8 6 4 3 8 6 2
Biodiversity 10 9 8 6 4 4 8 10
Poverty 16 9 8 7 15 4 2 4
Giving 10 16 5 6 8 8 6 5
www.englandmarketing.co.uk
www.englandmarketing.co.uk
How to talk to Stakeholders
» Face-to-face interviews
» Telephone interviews
» Online/postal/touch screen surveys
» Focus groups and workshops
» Stakeholder panels
Results
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Who should do the stakeholder
engagement?
INTERNAL TEAM VS EXTERNAL RESEARCH TEAM
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Why bother?
In summary……….
www.englandmarketing.co.uk
www.englandmarketing.co.uk
Bureau Veritas
Murray Sayce
40
26th February 2009
Stakeholders & Assurance
London
CR reporting – stakeholder engagement
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CR reporting - best practice in assurance
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CR reporting – stakeholder engagement
Of the G250
of which 65%
70
‘better
60 understand
50 s/holder
expectations’
40
%
%
30
20
10
0
feedback for
feedback IN
engagement
feedback
s/holder
strategy
s/holders
structured
informs
s/holder
reporting
identify
reporting
s/holder
s/holder
Stage further..:
44
CR reporting – stakeholder engagement
Stage further..:
45
External Review Committees & Expert Panels
Stage further..:
46
assurance – stakeholder inclusion
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assurance – stakeholder inclusion
• Private-Public Partnerships
• Responsible investors
• Governmental Organisations
• Research bodies
• Industry groups and associations
• Patients’ and consumers’ groups /
associations
• Others
48
GSK Case study – “what they said…”
• ‘GSK a leading organisation on vaccines…’
• ‘PPPs can be very positive if set up well…’
49
assurance – outcomes Issues to manage together
Statement
Opinion: Feedback from indicates that GSK is performing well in
relation to vaccines; differential pricing; PPPs….
illustrates a partnership approach to healthcare and…
Provides information on direct impacts
50
assurance – learnings Issues to manage together
Other considerations
• Can be done a scale to suit the assurance engagement
• Consider informal /confidential feedback process to reporting organisation
51
52
Thank you for attending
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