OgilvyEarth rings opening bell at New York Stock Exchange to celebrate Carbon Disclosure Project report

OgilvyEarth Global President Kim Slicklein today joined Paula di Perna, the Strategic Advisor of the Carbon Disclosure Project (CDP), to ring the opening bell of the New York Stock Exchange.  CDP is a non-profit organisation that provides a global system for thousands of companies and cities to measure, disclose, manage and share environmental information. It does in part this by working with 655 institutional investors holding US$78 trillion in assets to encourage companies to improve environmental disclosure and performance.This is instrumental in global efforts to drive greenhouse gas emission reductions and promote sustainable water use.

“The ringing of the bell marked the launch of CDP’s annual S&P 500 Climate Change Report analysing how the largest listed companies in the US are progressing toward a lower-carbon future. OgilvyEarth is CDP’s official Australian Communications Partner and the two organisations work closely together to ensure that CDP’s important messages resonate.

CDP is a great partner for OgilvyEarth here in Australia.  CDP’s Australian office is located at Ogilvy House in Sydney, and CDP shares OgilvyEarth’s commitment to professional excellence. In a 2012 survey of 850 sustainability professionals carried out by GlobeScan/SustainAbility, CDP was ranked as the most credible corporate sustainability rating system in the world, ahead of the Dow Jones Sustainability Indexes and the FTSE4GOOD Index Series.”

You can find out more about CDP on their website: https://www.cdproject.net/

Nestle – Employee Education and Behavioural Change Reduces Energy Use

Challenge

To reduce energy usage across the Nestle Blacktown manufacturing site

Insight

Nestlé Oceania has a program of technical initiatives in place but also wanted to see if employee behavioural change could assist further in beating their energy reduction target of 3%.

Solution

With the support of NSW Department of Environment and Climate Change, the Nestlé Blacktown team piloted the GreenLight program which included:

  • Creating a volunteer Green Team consisting of management and employees
  • Research on employee opinions and perceptions
  • Collection of energy saving ideas from front line production people, which identified non-technical initiatives that were added to their strategy over 12 months

Result

Nestlé Oceania met their reduction target of 3%. Nestlé Blacktown plant achieved an energy reduction of 2.1% per tonne of product and the focus on the plant electricity reduction saw a reduction of 8.6% in gross electricity use. The main point of difference being the GreenLight Program.

Woolworths – Employee Engagement to Drive Change

Challenge

Woolworths wanted to enhance their existing sustainability programs throughout about 2,800 different operations nationally. They were seeking to create more environmentally sustainable behaviours in a workforce of 180,000 employees.

Insight

They had few non operational communication channels that could be used to create new behaviours. We held a strategy session with key internal stakeholders. We devised a plan based around the creation of peer influencers that could champion the collection of ideas and help develop a greater awareness of the actions that could be taken. A pilot was agreed as the best way to test the ability of the organisation to embrace the change.

Result

Eco Ambassadors were created as a pilot program in the Sydney Metro area with a group of store based volunteers. The group was run through a bootcamp training session that equipped individuals to

  • Understand the challenge
  • Communicate the actions required back at store
  • Encourage feedback on effective ideas

Result

The pilot was so successful that OgilvyEarth’s employee communications team has been retained to commence immediate roll out of the program to 1000 Woolworths brands in both metro and regional locations.

Qantas begreen – Changing a Kangaroo From Red To Green Globally

Challenge

To help meet its environmental objectives, Qantas needed a program that could meaningfully engage internal stakeholders across the company’s diverse business units and job functions. A big hurdle to implementation was creating meaningful behavioural change all across the diverse roles of the brand, from cabin crew and pilots to engineering, catering and the corporate centre. Third-party labour hire, retail customers and partner airlines presented an additional set of messaging challenges. Qantas needed to create a global strategy that could deliver locally.

 

 

Insight

OgilvyEarth identified the need for employee education and capacity building in key messages and proof points. To allow each business unit to take ownership of targeted environmental initiatives, OgilvyEarth developed an overarching action plan that could be cascaded and localised.

Solution

OgilvyEarth conducted research to gather employee opinions and gauge levels of employee engagement in Qantas’ environmental programs. Employee recognition mechanisms, environmental communications materials and the employee “Green Team” were evaluated as part of the research. OgilvyEarth identified the need to make the messaging more personal and relevant to employees’ individual experiences. Building on “begreen”, the internal visual identity of Qantas’ sustainability program, OgilvyEarth worked with Qantas to create “mybegreen”. “mybegreen” reminded employees that every individual can help make a difference. It highlighted the importance of everyone’s personal contribution to improving Qantas’ environmental footprint.

Results

Qantas has already seen a number of exciting actions, ranging from the brand team turning off Qantas logos on buildings, to turning off lights in offices when not in use and deeper education on fuel conservation plans. These and other actions have yielded measurable improvements in the company’s environmental footprint around waste, water, fuel efficiency and electricity use. Awareness and growth of the program continue to be strong with over 1000 Green Team members joining since 2008.

Cascade Green Cascade Green: 100% carbon neutral beer

Challenge

An issues-rich environment with consumers and media acutely aware of ‘green washing’. The challenge was to tell the story of Cascade’s commitment to sustainability and environmental practices, with credibility and authenticity.

Insight

It’s not about the destination yet, it’s about taking the first steps and staying on course to make a real difference.

Solution: Telling the story of one of Australia’s first environmentally credentialed beers:

  • Sow Thought leadership. A panel-style media event with genuine, expert spokespeople from the ‘green’ space including Arron Wood, Prime Minister’s Environmentalist of the Year 2007 and Jon Dee, Co-founder Planet Ark.
  • Grow The proof point; the unique media photo/filming opportunity spokespeople had the opportunity to visit the Cascade brewery and experience the journey firsthand.
  • Nurture Media tasting, testing, experiencing, and interacting.

Result

A total of 100 pieces of branded coverage across all broadcast, print and online mediums.

Cascade Green became the leading product for the Cascade brand with distribution 37% higher than predicted in the first five weeks and volume 18% higher than predicted.

BlueScope Steel Tank A Day Challenge

Challenge

BlueScope Steel is a company with large greenhouse gas emissions however the company is taking action to progressively reduce its effect on the environment, and has taken a leadership role in water conservation through the Tank A Day Challenge (TADC).

Insight

Schools around Australia are educating children on sustainability and environmental issues. By tapping into the voice of children, BlueScope steel is capturing the attention of the Australian public.

Solution

BlueScope Steel created The TADC, aiming to encourage water-saving practices within primary schools, as well as teaching young Australians about the water cycle and the importance of water harvesting, conservation and management.

To date:

  • 200 rainwater tanks given away every day of the school year to raise water-awareness across primary schools
  • 30% of all primary schools across Australia have registered in the TADC
  • 486,420 primary school students across Australia have taken the online water saving quiz on the TADC website

Result

  • TADC achieved 25% national consumer awareness (Audited by Initiative Media)
  • Total coverage: 239 pieces
  • TV 52 pieces
  • Print 126 pieces
  • Radio 56 pieces

“The TADC has exceeded all expectations. Outstanding school involvement and media coverage generated for BlueScope Steel.” Head of communications, BSS

Bayer Australia & New Zealand

Challenge

In 2008, the Bayer Group flagged “global climate change is one of the most dominant issues of our age” launching its Climate Change Program. Bayer Australia and New Zealand (ANZ) needed to develop a strategy to support the global objectives, while ‘talking’ to local employees. OgilvyEarth was engaged to assist.

Insight

To achieve Bayer ANZ’s environmental targets 850+ employees across the region needed to be empowered and enabled to play their part. Engaging communication was critical to building employee support , increasing their awareness of the issues and ownership of the active role they need to play for Bayer to achieve its targets.

Solution

The B-Green Program was developed and launched across both countries in July 2009 via a range of communication vehicles: face-to-face, online,  electronic, multimedia and printed collateral.  The employee competition at launch, “B-Green Come Clean”, registered 120+ entries over 4 weeks and the leadership team played an active role in communicating and demonstrating their personal commitment.

Result

Environmental performance has improved, and employees have taken up the challenge generating more than 200 ideas to make a difference. Post-launch survey demonstrated 95% of employees thought the campaign and Bayer’s focus on sustainability is highly relevant to them, and B-Green program communication continues today to maintain employee engagement.

2009 Winner Global Bayer Gold Award for Excellence – Employee Communications

2010 Winner  IABC Gold Quill Award for Excellence  – Employee Communications

2010 Asia Pacific PR Week Environmental Campaign of the Year & Employee Communication Award

2010 Winner PRIA NSW State Award for Excellence – Employee Communications

Conference of the Parties

Today marks the commencement of the 17th annual Conference of the Parties (COP17) of the United Nations Framework Convention on Climate Change (UNFCCC) in Durban, South Africa. As with every COP meeting, commentators place undue emphasis on whether or not an all-encompassing global treaty will be achieved – a highly unrealistic expectation given the complexity of international negotiations. You only have to think about how long it takes for international trade agreements to be formalised to realise that in fact the practical progress achieved at each successive COP, by comparison, is impressive. OgilvyEarth’s partner, The Climate Institute, has a senior representative on the ground and actively involved in the Durban negotiations. To keep up with the progress of discussions over the next ten days, visit this link http://www.climateinstitute.org.au/durban for some important background and the regular video blogs and updates.

OgilvyEarth announces partnershipwith Carbon Disclosure Project

 

 

 

OgilvyEarth, Ogilvy PR’s sustainability communications practice, has today announced its Australian partnership with the Carbon Disclosure Project (CDP), an international NGO that operates the only global climate change reporting system for companies.

OgilvyEarth and CDP share a collective focus on supporting organisations to demonstrate leadership by taking action to measure, manage, reduce and communicate action on their environmental impacts. Now, with the recent passage of bills for a carbon price through the Australian Parliament, there is a growing impetus for organisations to measure, manage and disclose climate change information to their investors, purchasers, customers and other stakeholders.

OgilvyEarth’s Managing Director, Sarah Cruickshank, said “OgilvyEarth is delighted to have a formal partnership with the CDP in Australia. Like the CDP, Ogilvy Earth is committed to reducing the environmental impact of Australian businesses, and rigorous measurement and disclosure is a vital ingredient in delivering improved sustainability outcomes.  Along with the CDP, OgilvyEarth works closely with a range of other not-for-profit organisations to help bring them together with some of the nation’s largest organisations for the purposes of achieving the best possible environmental and social outcomes.”

The CDP has the largest database of corporate climate change information and acts on behalf of over 550 institutional investors globally (including 45 investors in Australia and New Zealand) with more than US$71 trillion in assets under management. 73% of ASX100 companies and 50% of ASX200 companies disclosed climate change information through the CDP in 2011.

The CDP released its Australia & NZ 2011 Report this week at Carbon Expo 2011 in Melbourne. The report revealed that only 4% of ASX200 and NZX50 responding companies reported that carbon pricing was a high impact risk to their business, while overall 33% of responding companies rated the risk as medium or above. The report is the sixth annual assessment of climate change disclosures made by ASX200 and NZX50 companies to investors through the CDP.

James Day, CDP’s Australia & NZ Director said, “CDP is delighted to be working in partnership in Australia with OgilvyEarth, one of Australia’s leading sustainability communications agencies. CDP hopes our partnership will result in more Australian companies realising the business benefits of high quality climate change communications with their employees, investors, suppliers and other stakeholders. For example, companies this year have reported through CDP that behavioural change initiatives typically offer fast payback periods of 1-3 years. Despite this, in Australia & NZ only 9% of ASX200 and NZX50 companies reported they were undertaking emission reduction initiatives relating to behavioural change.”

About CDP

The Carbon Disclosure Project (CDP) is an independent not-for-profit organisation providing a transformative global system for companies and cities to measure, disclose, manage and share climate change and water information. Over 3,000 organisations across the world’s largest economies now report their greenhouse gas emissions and assessment of climate change risk and opportunity through CDP, in order that they can set reduction targets and make performance improvements. This data is gathered on behalf of 551 institutional investors, holding US$71 trillion in assets. CDP now holds the largest collection globally of self-reported climate change data. For more information visit www.cdproject.net

About OgilvyEarth

OgilvyEarth is the sustainability communications advisory practice of Ogilvy PR Australia, a joint venture between Ogilvy PR Worldwide and the STW Communications Group, Australia’s largest marketing content and communications services group.

 

Only 4% of top ASX200 & NZX50 responding companies reported carbon pricing as a high impact risk

Only 4% of ASX200 and NZX50 responding companies reported that carbon pricing was a high impact risk to their business, while overall 33% of responding companies rated the risk as medium or above according to the latest report from the Carbon Disclosure Project (CDP) written by Deloitte Australia.

The CDP Australia & NZ Report 2011 is the sixth annual assessment of climate change disclosures made by ASX200 and NZX50 companies to investors through the CDP. 50% (up from 47% last year) of companies on the ASX200 responded to the CDP questionnaire asking them to measure and disclose what climate change means for their business, while 42% (down from 46% in 2010) responded from the NZX50.

Nathan Fabian, CEO of the Investor Group on Climate Change, said, “This year’s CDP report shows that only 4% of Australian & NZ companies reported to investors that carbon pricing was a high impact risk to their business. This is consistent with what companies have been telling the market for some time.”

Brad Pollock, Lead Partner – Sustainability & Climate Change at Deloitte Australia, said, “There is evidence in CDP 2011 disclosures of a two-speed business response to climate change by ASX and NZX companies, in terms of carbon disclosure and performance. Leading Australian companies, concentrated in the banking and property sectors, are continuing to improve their performance, while other sectors are lagging behind, with a few notable exceptions.”

For ten years, CDP, an independent not-for-profit organisation, has been working on behalf of a growing number of investors, seeking information from the world’s largest companies on their climate change and water management strategies, greenhouse gas emissions and water use. This year’s climate change information request was sent to almost 6,000 of the world’s leading corporations on behalf of over 551 institutional investors with over U$71 trillion in assets under management, including 45 signatory investors in Australia & NZ.

“Collaboration amongst investors and companies is key to mobilising a shift towards a more sustainable economy. Catholic Super will continue to support CDP’s development through collaboration with groups such as the Investor Group on Climate Change and encourages companies to continue developing their carbon management practices”, said Frank Pegan, CEO of Catholic Super, a sponsor of the report.

A key feature of this year’s Australia & NZ report – which is sponsored by Catholic Super and Westpac/BT Financial Group – is increased transparency and comparability of climate change information for investors and other stakeholders. For the first time in Australia & NZ, emissions information from all ASX200 and NZX50 responding companies has been published in the report. Carbon disclosure scores – which assess the quality of climate change disclosures by companies to investors – have been published for all Australian & NZ listed companies that achieved a disclosure score above 50. All carbon performance scores have also been published – these scores provide an indication of the extent to which companies are addressing the potential opportunities and risks presented by climate change.

“BT Financial Group is committed to promoting business best practice and strategies that contribute to the sustainability of our future generations,” said David Lees , BT Financial Group’s General Manager of Super and Investments. “As the wealth management arm of the Westpac Group, we recognise the importance of incorporating environmental, social and governance issues in our investment analysis and decision making. We are proud to support the CDP as an important tool for Australian and New Zealand businesses to manage their carbon performance through best practice reporting and disclosure.”

Top scoring ASX & NZX companies recognized on both the Carbon Disclosure Leadership Index and the Carbon Performance Leadership Index

Paul Dickinson, the co-founder and Executive Chairman of the Carbon Disclosure Project, will launch the CDP Australia & New Zealand report this morning at Carbon Expo Australasia in Melbourne. Mr Dickinson said, “CDP’s global climate change reporting and benchmarking system shows that Australia has some top-performing companies on climate change, most of which are in the banking and property sectors. The majority of Australian and NZ companies though, especially in the most emissions intensive sectors of materials & mining, utilities, energy and industrials are trailing their international counterparts in terms of setting and achieving emission reduction targets.

He continued, saying “Only 29% of reporting utilities, 36% of Energy sector respondents, 39% of Industrials and 48% of Materials sector respondents from the ASX200 and NZX50 reported having any carbon emission reduction targets. This is concerning, as it indicates that many companies with substantial emissions are still not setting emission reduction targets, and is also indicative of a lack of preparedness to respond to carbon pricing and economy wide emission reduction targets”.

Mr Dickinson concluded by saying: “Extreme weather events such as flooding in Queensland and Victoria earlier this year seems to be resulting in more companies linking extreme weather events and future physical risks in their risk reporting. More companies were better able to quantify the financial impacts of extreme weather events on their business this year, and this also seems to be leading an increasing number of companies to prepare more detailed plans for mitigating the impact of future events.”

About CDP

The Carbon Disclosure Project (CDP) is an independent not-for-profit organisation providing a transformative global system for companies and cities to measure, disclose, manage and share climate change and water information. Over 3,000 organisations across the world’s largest economies now report their greenhouse gas emissions and assessment of climate change risk and opportunity through CDP, in order that they can set reduction targets and make performance improvements. This data is gathered on behalf of 551 institutional investors, holding US$71 trillion in assets. CDP now holds the largest collection globally of self-reported climate change data. For more information visit www.cdproject.net

About IGCC – CDP Australia & NZ Investor Relations Partner

The IGCC represents institutional investors, with total funds under management of approximately $700 billion, and others in the investment community interested in the impact of climate change on investments.

The IGCC aims to encourage government policies and investment practices that address the risks and opportunities of climate change, for the ultimate benefit of superannuants and unit holders. For more information visit www.igcc.org.au

About Deloitte Australia – CDP Australia & NZ Report Partner

Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity.

In Australia, the member firm is the Australian partnership of Deloitte Touche Tohmatsu. As one of Australia’s leading professional services firms, Deloitte Touche Tohmatsu and its affiliates provide audit, tax, consulting, and financial advisory services through approximately 5,700 people across the country. Focused on the creation of value and growth, and known as an employer of choice for innovative human resources programs, we are dedicated to helping our clients and our people excel. For more information, please visit Deloitte’s web site at www.deloitte.com.au.

Deloitte’s role as the 2011 Australian & New Zealand CDP Report Partner underscores our leading role in providing a broad range of carbon advisory, reporting and assurance services to clients.

For more information, please contact:

Christine Law (Ogilvy PR)
T: +61(0)2 8281 3256 / M: +61 (0)414 810 894
E: christine@howorth.com.au

James Day (CDP)
CDP Director – Australia & New Zealand
T: +61 (0)2 8213 2452 / M: +61 (0)434 194 705
E: james.day@cdproject.net