THE CONFERENCE PROCEEDINGS - IFEAT

The internet age has dramatically changedthe landscape for CPG Brand reputations!"#$$%&'()*+(,-.'(/)*(0#&%(%)'1"2($%3(34%1&(0%'')$%(#53(3#(01""1#*'(6(74%34%&(&%)"(#&(*#38(94%&%()&%(1*3%&*%3(:5'1*%''%'(*#7((3&)/;1*$()*+(53)?#*'@(– !"#$%&'$()*+,($-.– /0&1*'0,($-.– 20#)'($"03",($-.– 4#*56'070,($-.– !75*"'0)5&0#*(890,($-.11 Companies With TheWorst Reputations InAmerica: Harris InteractiveThe Huffington PostHarry Bradford First Posted: 05/ 3/2011 10:03 amUpdated: 07/ 3/2011 5:12 amAs many businesses know the internet haschanged everything. There are hundreds ofbloggers and non-governmental organizationsall looking to express their point of view oropinion – whether real or imaginary. All thismessaging impacts our brands. Social mediais now so prevalent no one knows if a brandcommercial, as an example on YouTube, isproduced by the owning company or createdby an avid fan. There are even businesses thatwill track brand reputations and providecompanies monthly scores highlighting areasof risk. Of course as you know the internet isalmost “instant”. A message posted thisminute could be shared around the world in avery short period of time. There is no place tohide!CEOs around the world know sustainabilityin the broadest context is critical to the futuresuccess of their business – 98% of CPGCEOs believe it. 96% believe sustainabilityshould be built into their strategies andoperations. Note brand trust and reputation isa key factor driving them to take action onsustainability. The overwhelming majority ofCEOs want to integrate sustainability throughtheir supply chain – this is you! Yet few feelthey are where they want to be. Finally,consumers are watching. They will have thegreatest impact on the way companiesmanage societal expectations in the future.Sustainability & Corporate Reputationare in the strategic spotlight...98% of consumergoods CEOs believethat sustainabilityissues will be criticalto the future successof their businessOver the next " 5 years,which stakeholder groupsdo you believe will havethe greatest impact onthe way you managesocietal expectations?Consumers - 58%.Number One!Source: UN Global Compact-Accenture CEO Study 2010 “A New Era of Sustainability”"96% of CEOs believe thatsustainability issues shouldbe fully integrated into thestrategy and operations of acompany"" 72% of CEOs cite ‘brand,trust and reputation’ as oneof the top three factorsdriving them to take actionon sustainability issues."88% of CEOs believe that theyshould be integratingsustainability through their supplychain. Only 54% believe thatthis has been achieved withintheir company.!!"“Business cannotsucceed in a societythat fails.”Bjorn Stigson, formerPresident, WorldBusiness Councilfor SustainableDevelopmentLet’s face it – “business cannot succeed if societyfails” - as Bjorn Stigson former president of the WorldBusiness Council for Sustainable Development said.So sustainability is not a nice to have it is a must have.153