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The Future of CSR Reporting: Coca Cola Enterprises Releases Video Report

Leon Kaye | Monday July 11th, 2011 | 3 Comments
Screen shot of the cover of CCE's Sustainability Report

Screen shot of the cover of CCE’s Sustainability Report

It used to be that corporate social responsibility (CSR) reports were paper.  Then the PDF format became the norm.  Whether they were in electronic or paper format, however, the PR-heavy approach, often with pages laden with happy children, waterfalls, and people of every race holding hands, began to grate on stakeholders and organizations who vetted these reports.

GRI (Global Reporting Initiative)’s framework has had its role in companies moving away from those whitewashed reports, and a bevy of other events also changed the way we view CSR reporting.  To that end, Coca Cola Enterprises (CCE), the European bottler that is a separate company from The Coca Cola Company, recently issued a CSR report that other companies are wise to emulate.  CCE also released a video that gives a snapshot of the report.

The video, produced by 3BL Media and CorporateRegister.com, is an example of forward-thinking CSR reporting.  The constant fire hose of information, our busy schedules, and the opportunity to provide feedback via comments are why we will see more companies produce short, snappy videos about their CSR agendas–and more importantly invite stakeholders to offer feedback.

Just a few highlights:

  • The report is 40 pages long, not too long, not too short–and full of graphs and charts that outline the company’s goals and objectives
  • CCE has 7 key focus areas, from energy to employee engagement to packaging.
  • Sustainability can pay off:  CEE decreased its energy consumption four percent while increasing the volume of its business by four percent.
  • A new PET recycling plant in the UK will double the amount of recycled PET generated in that country and will be one of the largest such facility in western Europe.

Watch the video below, and offer feedback.  This video is just one example of how CSR reporting is evolving.

Leon Kaye is the Editor of GreenGoPost.com and contributes to The Guardian Sustainable Business; you can follow him on Twitter.


▼▼▼      3 Comments     ▼▼▼

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  • http://www.meltingdownnovel.com Harvey Stone

    Great way to summarize a report. Thank you. The content focused on “less bad” environmental activities, i.e. less energy use, greater H2O efficiency, etc. I’d have appreciated a mention in the video on the degree to which social and economic factors were impacted by CCE, as well.
    Regards, Harvey

    • http://pitythecool.com Andy

      Nice idea. But I wouldn’t call this video “short” or “snappy”. The whole approach to this video needs to be re-thought and then re-shot in a way that doesn’t look like a 90s-TVC-cum-news-dramatisation.

  • Steve

    The facts of what CCE accomplished are great. Unfortunately, the video produced doesn’t do it justice. CSR videos are a great idea and this video SHOULD have taken the mainstream commercial approach. After all, these videos are meant to create awareness and to set and example so that other large corp’s will follow suit.

    The video, in my opinion, dulls down the facts and although I appreciate the commentary from a third party, it would have been much better to have executive members of CCE present these facts in a casual manner. If you take the route of having a third party boast for you, you should go straight to the source and have those who are impacted by your CSR work speak on your behalf.

    I’m not sure how interesting this man’s pen is, but the editors felt it was necessary to have 1000 frames dedicated to this pen in his hands.