Disney takes more transparent approach to reporting

Family entertainment giant and American institution, Disney is changing the way it records and publicises its CSR strategy in citizenship. 

 

The company’s new Citizen Performance Summary reflects a shift from “report” to an ongoing “reporting”. Disney says the move will increase the frequency and transparency of disclosures to stakeholders. Along with this performance summary, it will also publish stories, policies, and other performance-related information on its website throughout the year.

 

The summary focuses on performance against targets, stating whether targets have been met or not. Among this year’s many ‘target-met’ successes was the company’s commitment to making all Disney Baby apparel in its North America stores from 100% organic cotton. Among targets not met for 2012 was the goal to engage over 4m players through online games; Disney’s properties Pixie Hollow and Club Penguin only engaged 2.4m.

 

Robert Iger, ceo, Disney commented: “We’re proud of our progress and continue to work diligently toward our corporate citizenship goals. We recognize it is an ongoing effort that will never be fully completed. As we achieve our initial targets, we set new challenges for our company to ensure we are constantly striving to improve.”

 

Jay Rasulo, cfo, added: “Driving positive change on a global scale is rarely easy, and the path to success is seldom straightforward. There are times we are required to accept minor setbacks in order to achieve sustainable, long-term benefit, and we are willing to make those short-term sacrifices to create the conditions for the meaningful progress required to drive lasting, positive impact.”

 

Later this year, Disney will launch a citizenship platform called Be Inspired. The company says it hopes that the new platform will “provide greater clarity about our areas of focus and will further define where we can make a significant contribution to society”.