Vol. 5 No. 4 – July/August 2014

MEMBER SPOTLIGHT: The Hershey Company

MEMBER SPOTLIGHT: The Hershey Company


Shared Goodness: Good Business, Better Life, Bright Future


In order to better define, integrate and advance our CSR efforts globally, Hershey has recently evolved the structure we use to organize and communicate this important work. Our new CSR Framework – Shared Goodness – represents how we view and value the interrelationship of our CSR efforts within the scope of our global business and through the lens of our varied internal and external stakeholder expectations. Our three CSR anchors are represented by: Good Business, Better Life, Bright Future.


The rewards of operating ethically while delivering strong financial performance, which we call Good Business, create value for our shareholders and build the skills, influence and financial strength that help our many stakeholders achieve a Better Life and Bright Future.

Continue reading →

Editor’s Letter: Things are moving fast

Editor's Letter: Things are moving fast
By Bill Hatton
Editorial Director

This issue contains an extra dose of interviews—experts talking about what their companies are doing in terms of CR, sustainability and shared value, and how they’re doing it. We’ve got a stellar lineup of executives telling us their stories:

  • Saatchi & Saatchi S’s CEO Annie Longsworth delves into the communication issues surrounding sustainability and branding. Ms. Longsworth sat down with CR Magazine at the Sustainable Brands conference in June, and we followed up from there. See the CEO Interview on P. 10 for the results.
  • Fiona Pelham, managing director of Sustainable Events, Ltd., explains what it takes to pull off a sustainable event that is memorable and reinforces you business strategy. See Event Planning of P. 28 for key principles and action steps.

Continue reading →

CEO’s Letter: The Two Towers

CEO's Letter: The Two Towers

By Elliot H. Clark

No, in the headline, I am not revisiting the Tolkien trilogy in our philosophical analysis of the corporate responsibility world (but remember the little guys win in that story, so it is inspirational). I propose and we will highlight two important components of the corporate responsibility world at our upcoming COMMIT!ForumTM in New York, October 8-9. These two towers are the “sustainable workforce” and the “responsible supply chain.” And, yes, we would argue that they are linked.

First, the sustainable workforce is a complex thing to describe. To view the workforce from the perspective of sustainability, you have to look at not only the functioning of the current workforce, but the foundations of the workforce of the future.

This futuristic aspect brings in a lot of different perspectives.

Continue reading →

From Where I Sit

From Where I Sit

By Jim Murren
Chairman and CEO, MGM Resorts International

In 2006, the MGM Resorts Foundation created an event that today we call the Women’s Leadership Conference.

The idea behind the conference – or WLC — was to provide women, and their colleagues with an enrichment experience that would help them advance in the professional world. A nonprofit event, WLC is also an opportunity to enrich our community and give back to those in need.

The 2014 WLC is right around the corner, Aug. 6 and 7. All proceeds collected from the conference, after costs, will be donated to a Nevada- based nonprofit that supports women and girls. After 2013’s conference, the Foundation donated $20,000 to Safe Nest, an organization that assists victims of domestic violence.

Continue reading →

Investigating Motivations

Getting to the heart of the matter

By Bill Hatton

Why are you here?
No, why are you really here?
No, why are you really really here?

At the June 2-6 Sustainable Brands conference in San Diego, speaker Rich Fernandez encouraged the thousand-plus- person audience to dig into their motivations for attending. Once you know your motivations, it’s easier to figure out your goals. (Rich is VP of learning and development at a leadership and wellness consultant firm, Search Inside Yourself Institute. They do leadership training, specifically, mindfulness and emotional intelligence training.)

The exercise went like this: You breathe quietly, and then you ask yourself why you are here, and you answer it .

Continue reading →

Looking Up

Saatchi & Saatchi S’s CEO Annie Longsworth on green-muting, finding purpose, and making sustainability irresistible

By Bill Hatton

Saatchi & Saatchi S is the sustainability arm of the global advertising agency. Founded in 2007 when Saatchi & Saatchi acquired Adam Werbach’s Act Now Productions, Saatchi & Saatchi S provides sustainability strategy, engagement and communication services, as well as traditional PR functions such as article placement and social media. Its clients include some of the largest global companies and pioneers in sustainability, including Walmart, The Coca-Cola Company and AT&T. CEO Annie Longsworth recently sat down with CR Magazine to dig deeper into issues of sustainability, communications and purpose. She is planning to speak at our magazine’s annual event, the COMMIT!Forum, in October.

Continue reading →

Innovating, Disrupting, Cajoling

What companies are doing in supply chains that’s working

By Bill Hatton

You know one major theme of the corporate responsibility, sustainability and share value movement involves transformation of the supply chain. Numerous sustainability managers have told CR Magazine (and probably you) that their job involves a hard look outside the company—looking for ways to partner with others to drive down costs, cut waste, reduce carbon footprints, and hopefully do some social good, too.

And you know that’s easier said than done. That’s why we’ve taken a deeper look at how companies are improving their supply chains. In this section, CR Magazine offers a look at three companies who are facing some tough questions and coming with answers you can adapt and apply in your organization.

THRIVE Coffee CEO:
‘I’m not a supply-chain expert, but .

Continue reading →

Creating shared value: More old-fashioned than it sounds

Medieval guilds, value-added selling, and plain old needs-spotting

By Bill Hatton

I will admit a bias: I was dubious about the term shared value, especially when the increasingly popular term became an acronym CSV for Creating Shared Value. It’s not the larger concept or any of the individual concepts with CSV that I objected to. It’s the idea that this is a new concept that (initially) set my nose out of joint. Or rather, the fulsome, unabashed praise it has received as a new way of doing business. It actually comes from business concepts that go way back.

Shared Value, as you recall, is a term popularized by business- strategy gurus Michael Porter and Mark Kramer in a 2006 article in Harvard Business Review. CSV has been growing in popularity ever since, especially among C-level execs in multinational corporations. It’s a concept that companies can “do good” through their core businesses, i.

Continue reading →

Do your events reinforce—or undercut—your sustainability message?

Best practices for sending the right signals

By Bill Hatton

If you’re looking for a way to maximize the wow factor of your company’s next big meeting—plus impress attendees and put a gold star next to your company’s image—consider make it a “sustainable event.”

What steps do you need to take to get there?
CR Magazine put that question to Fiona Pelham, who is managing director of Sustainable Events Ltd, a U.K.-based organization dedicated to creating a sustainable event industry. She holds the same position at Positive Impact, a non-profit provider of educational materials on sustainable events. (“We have over 22 people trained around the world to be able to lead workshops, to create and implement sustainability strategies,” she explains.)

Here are her suggestions:

1.

Continue reading →

Committed Leaders

Committed Leaders


The 2014 finalists for our annual CEO of the Year Awards and Lifetime Achievement Award.

CR Magazine recognizes CEOs from companies, NGOs, and governments who have put themselves at personal or professional risk to pursue corporate responsibilty efforts. Leadership with dedication to responsible decision-making can be difficult to manage, which is why these finalists deserve acknowledgement. Here is some insight into our roundup of finalists.

Douglas M. Baker, Jr.
Chairman Of The Board & Chief Executive Officer

Ecolab
Doug Baker, chairman of the board and chief executive officer of Ecolab, has been with organization since 1989, holding a variety of key roles and leadership positions.

Continue reading →