2012 Global Winners & Reporting Trends

EXECUTIVE SUMMARY
Decisions, decisions
2012 Global Winners & Reporting Trends

Experienced stakeholders judge the worlds leading CR reports April 2012
Contents
3 To our stakeholders 4 The winners and how they won 4 Best Report 6 Best First Time Report 8 Best SME Report 10 Best Integrated Report 12 Best Carbon Disclosure 14 Creativity in Communications 16 Relevance & Materiality 18 Openness & Honesty 20 Credibility through Assurance
CorporateRegister.com 2012. Data and charts may only be reproduced with explicit permission contact info@corporateregister.com
The CR Reporting Awards Global Winners & Reporting Trends
INTRODUCTION
G18 Clerkenwell Workshops 31 Clerkenwell Close London EC1R 0AT t. +44 20 7014 3366 f. +44 20 7014 3367 www.corporateregister.com
April 2012
Dear Stakeholder This is the fifth year of the CR Reporting Awards (CRRA), introduced in August 2007 as the first annual global CR reporting awards programme. This is a summary of our full 2012 Global Winners report I invite you to sign up on CorporateRegister.com and to sign in to download the full version, which includes an overview of the state of current CR reporting, background to the CRRA and our methodology, a deeper look into current reporting issues, and more besides. Our Decision, Decisions motif for this years awards was a light-hearted nod towards our voters, who we ask to select the winners from the many reports entered in our nine awards categories. Thank you to all those who did vote and identified this years best reports. But Decisions, decisions could equally be directed towards the reporters, who need to make a series of decisions before presenting us with their finished reports. Apart from the obvious to report or not quandary, reporters must then select from a range of options integrated or stand-alone reporting, assurance or none, to follow global guidelines or not, to report in html format only or to include print and pdf versions as well. Take a look at the full report for more on these issues. Decisions, decisions weve been making our own at CorporateRegister.com Our mission has always been to provide a comprehensive global directory of non-financial reporting, free of charge and completely independent (no advertising, sponsorship or grants). By comparing and contrasting reports, looking back through the archive and seeing trends over time, our users have a unique tool. We have just launched a membership service to ensure the sustainability of the directory, now that we are searching for, entering and profiling over 6,000 reports a year, and approaching 40,000 profiled reports. We hope that major reporting companies will become members, thereby ensuring that we can continue to develop and expand our free directory. As always, I would be grateful for your views and feedback.
Paul Scott Managing Director
Best Report The winners

This is the category for the best overall CR report published in 2010-11. What makes a good report? This is open to debate, which makes the results all the more revealing. We asked our users to consider five essential elements: Content, Communication, Credibility, Commitment & Comparability. The entrants This category received 45 entrants, all of which received valid votes by the end of the voting period.
The results
Winner
Coca-Cola Enterprises Inc

Corporate Responsibility & Sustainability Report 2010/2011 View online Selected voters comments on the report: The report was comprehensive and covered all the required parameters, in a very thorough approach. Corporate CSR Professional, India Report had good illustrations of their operations. Their disclosures were transparent (graphs and numerical values) and included most of the core indicators. Academic, USA Very innovative and creative, complete and engaging Corporate CSR Professional, Philippines
Runner Up #1 Vodafone Group plc

View online
Runner Up #2 Marks & Spencer plc

View online
4th 5th 6th 7th 8th 9th 10th
LOral SA Novo Nordisk A/S Co-operative Group Limited Hewlett-Packard Company Panasonic Corporation Dell Inc Hyundai Engineering & Construction Co
BEST REPORT
How the winners won

Distribution of scores
Fig 12: All scoring entrants
500 Winner 400 Pages Assurance 300 Global Compact Index GRI Index 200 Hard Copy Format 100 PDF Format HTML Format 0 Top 10 46 Runner Up #1 Runner Up #2 23 54
Winning characteristics
Scoring by stakeholder group, compared with average across all categories

Fig 13a: This category
13% 9%
Fig 13b: Overall I I I I

32%
25%
I I I I I
Academics Corporate CR Professionals CR Consultants Government, Authorities & Agencies Investors & Analysts Media / Journalists NGOs & Charities Support Services Students
14%
7%
33% 23%
2% 1%
3% 1%
4% 1% 13%
5%
2%
13%
Fig 14: Scoring by region for the top three reports
Coca-Cola Enterprises (US)
Vodafone Group plc (UK)
I I I I I I
Africa & Middle East Asia Australasia Europe North America South America
Marks & Spencer plc (UK)

0% 20% 40% 60% 80% 100%
Back to Contents
Best First Time Report The winners

The category was for companies who had produced their very first CR report. The entrants This category received 18 entrants, all of which received valid votes by the end of the voting period.
The results
Winner
La Trobe University
Sustainability Report 2010. Responsible Futures View online Selected voters comments on the report: Preparing its students and faculties to be responsible stewards of the future generation is commendable. Should be a blueprint for other universities in the world to re-evaluate their programs and curricula to prepare the youth of today to address global issues Corporate CSR Professional, Philippines It's so hard to explain the value of CSR in the educational sector, and this is a clear way to do it. Congratulations! Academic, Italy I respect the efforts of an academic institution engaging with CSR, it sets an example for the sector Corporate CSR Professional, India
Runner Up #1 Bloomberg LP
View online
Runner Up #2 American Water Works Company Inc

View online
BeyondBusiness Wilderness Holdings Limited Landmark Group GS Engineering & Construction Corp Mettler-Toledo International Inc Cognizant Kruger Products LP
BEST FIRST TIME REPORT
How the winners won

350
Winner
300 250 200 150 100 50
Runner Up #1 Runner Up #2 235 72
Pages Assurance Global Compact Index GRI Index Hard Copy Format PDF Format HTML Format
36
0 Top 10

15% 8%

35%
22%
I I I I I
14%
7%
33% 23%
2% 1% 4%
3% 1% 2% 11%
5%
2%
13%
La Trobe University (Australia)
Bloomberg LP (US)
I I I I I I
American Water Works Company Inc (US)
0%
20%
40%
60%
80%
100%
Back to Contents
Best SME Report The winners

Our definition of SME (micro, small and medium-size enterprises) is fewer than 250 employees and annual turnover of less than 50m. The entrants This category received 5 entrants, all of which received valid votes by the end of the voting period.
The results
Winner
BeyondBusiness
Sustainability Report 2010 View online Selected voters comments on the report: They know their stuff. They know what they have achieved. Material aspects are included. It is an honest report. They tell what they haven't achieved (although the organization is small and hardly anybody would hold them accountable for any failures). The content makes the readers believe in the organization. NGO & Charity, Germany It is clear that a lot of effort went into producing this report alongside a heavy workload. The content and style is original and engaging. CSR Consultant, UK Corporate reports are mostly self-serving. But here comes a company that's started small but thinks big by sharing its ideas which could have been kept for private profit. Corporate CSR Professional, Philippines
Runner Up #1 Banarra
View online
Runner Up #2 Guelph Hydro Inc

View online
4th 5th
Lipor M4C
BEST SME REPORT
How the winners won

600
Winner
500 400 300
Pages Assurance Global Compact Index GRI Index
31
200 100 0 All entrants
Hard Copy Format PDF Format HTML Format

15% 10%
Fig 19b: Overall I I I I I I 35% I I I Academics Corporate CR Professionals CR Consultants Government, Authorities & Agencies Investors & Analysts Media / Journalists NGOs & Charities Support Services Students
14% 7%
33% 23%
18%
2% 1% 5% 2% 12%
3% 1%
5%
2%
13%
Beyond Business (Israel)
Banarra (Australia)
I I I I I I
Guelph Hydro Inc (Canada)
0%
20%
40%
60%
80%
100%
Back to Contents
Best Integrated Report The winners

Most corporate responsibility reports are stand-alone ie they are separate from the Annual Report & Accounts (AR&A). Increasingly, companies are combining non-financial aspects into their AR&As, and the best are integrating them fully, rather than including just a small section of non-financial information. The award is for the report that most successfully integrates the financial & non-financial aspects. The entrants This category received 18 entrants, all of which received valid votes by the end of the voting period.
The results
Winner
Novo Nordisk A/S

Annual Report 2010 View online Selected voters comments on the report: A brilliant example of an integrated report. Successfully and thoroughly displays the company's approach to governance and risk management. Remarkable efforts have been made to quantify the impact of various initiatives. Corporate CSR Professional, India Gives both financial and non-financial information in a quantified, methodical manner and aligned to GRI and UNGC guidelines. Report parameters, scope boundaries and strategies nicely outlined. CSR Consultant, Sri Lanka Impressive example of integrated reporting that demonstrates the company truly has integrated sustainability into their business. Other / Support Service, Australia
Runner Up #1 Hyundai Engineering

View online
Runner Up #2 Vancouver City Savings Credit Union

View online
SolarWorld AG Wilderness Holdings Limited Flughafen Mnchen GmbH Syngenta International AG Korea Railroad Corporation Takeda Pharmaceutical Company Limited Alma Media Oyj
10
BEST INTEGRATED REPORT
How the winners won

400
Winner Pages
300
115
Assurance Global Compact Index

200
GRI Index Hard Copy Format

100
PDF Format HTML Format

0 Top 10

14% 8%

31% I
20%
I I I I
3% 1% 6% 2% 14%
14%
7%
33% 23%
3% 1%
5%
2%
13%
Novo Nordisk A/S (Denmark)
Hyundai Engineering (S Korea) Vancouver City Savings Credit Union (Canada) 0% 20% 40% 60% 80% 100%
I I I I I I
Back to Contents
11
Best Carbon Disclosure The winners

Which report gives the best disclosure of the companys carbon emissions, the implications for climate change, and the mitigation measures taken? We prompted voters to check for policy, quantified data and targets. The entrants This category received 10 entrants, all of which received valid votes by the end of the voting period.
The results
Winner
Coca-Cola Enterprises Inc

Corporate Responsibility & Sustainability Report 2010/2011 View online Selected voters comments on the report: I like the fact that they have really focussed on product carbon and taken their responsibilities seriously, some good data. Not perfect, still a work in progress but thats fine! CSR Consultant, UK Very innovative and creative, complete and engaging. Corporate CSR Professional, Philippines Its great to see such a large company take carbon reporting so seriously. I can see this is a genuine business issue, addressed in a business manner. Academic, USA
Runner Up #1 Vodafone Group plc

View online
Runner Up #2 Royal Dutch Shell plc

View online
Bank of America British Sky Broadcasting Group plc Banco Santander Brasil SA Wyndham Worldwide Corporation Banco Bradesco SA Amcor Limited Tieto Corporation
12
BEST CARBON DISCLOSURE
How the winners won

500
Winner
400
Pages Assurance
46
300
Global Compact Index GRI Index
200
Hard Copy Format

100
0 Top 10

15% 7%
Fig 25b: Overall I I I I I I I I I Academics Corporate CR Professionals CR Consultants Government, Authorities & Agencies Investors & Analysts Media / Journalists NGOs & Charities Support Services Students
14% 7%
33% 23%
22%
34%
4% 6% 2% 12%
3% 1%
5%
2%
13%
Coca-Cola Enterprises Inc (UK)
Vodafone Group plc (UK)
I I I I I I
Royal Dutch Shell plc (UK)
0%
20%
40%
60%
80%
100%
Back to Contents
13
Creativity in Communications The winners

Which report is a real pleasure to read, because the authors have given thought to both the content and the reader? Do you find the report engaging and informative, or boring and unimaginative? This award is for the report which best succeeds in getting its message across, using creativity as a defining factor. The entrants This category received 25 entrants, all of which received valid votes by the end of the voting period.
The results
Winner
The Walt Disney Company

2010 Corporate Citizenship Report View online Selected voters comments on the report: Walt Disney have succeeded in creating a readable, understandable and memorable report. Academic, Mexico The mix of quantified data and qualitative explanation is very well presented. Corporate CSR Professional, South Africa Its a balance, for a large successful company to report on its responsibilities and to communicate well, not too much detail and not too little. I think this report is successful in achieving this. Corporate CSR Professional, Russia
Runner Up #1 Microsoft Corporation

View online
Runner Up #2 Hewlett-Packard Company

View online
Coca-Cola Enterprises Inc Dell Inc The Coca-Cola Company National Grid plc BeyondBusiness Danisco A/S Deloitte LLP
14
CREATIVITY IN COMMUNICATIONS
How the winners won

250
Winner
200
Pages Assurance
86
150
100
Hard Copy Format

50
Top 10

13% 7%

34% I
22%
I I I I
5% 4% 2% 15%
14%
7%
33% 23%
3% 1%
5%
2%
13%
The Walt Disney Company (US)
Microsoft Corporation (US)
I I I I I I
Hewlett-Packard Company (US)
0%
20%
40%
60%
80%
100%
Back to Contents
15
Relevance & Materiality The winners

How many times have we seen reports which are long on length but short on relevant content? Which dont tell us about the non-financial issues which impact company performance, but lay down a smokescreen of non-essential information? This award is for the report which cuts to the chase and tells us about the material issues (ie those specific to the company performance and sector, the risks and opportunities), clearly and succinctly. A short report which gives us the relevant information should win over a blockbuster of several hundred pages. The entrants This category received 25 entrants, all of which received valid votes by the end of the voting period.
The results
Winner
Marks and Spencer plc

How We Do Business Report 2011 View online Selected voters comments on the report: Strong presentation, great summary graphics and concise considering how much information they have covered. Corporate CSR Professional, Australia Very good front line integration of sustainability. Encompasses SEE on a continuous basis. Corporate CSR Professional, Hong Kong Very transparent in its targets to be relevant to the times. The materiality of its services is indeed clear in its PLAN programs. Corporate CSR Professional, Philippines
Runner Up #1 LOral SA
View online
Runner Up #2 Coca-Cola Enterprises Inc

View online
Novo Nordisk A/S Royal Dutch Shell plc La Trobe University Takeda Pharmaceutical Company Limited ArcelorMittal Sonae Sierra UniCredit SpA
16
RELEVANCE & MATERIALITY
How the winners won

300
Winner
250 200 150
Runner Up #1 Runner Up #2 XX 46
Pages Assurance Global Compact Index GRI Index
54
100 50 0
Hard Copy Format PDF Format HTML Format

Top 10

5% 15%
Fig 31b: Overall I I I I I I I I I Academics Corporate CR Professionals CR Consultants Government, Authorities & Agencies Investors & Analysts Media / Journalists NGOs & Charities Support Services Students
14% 7%
34%
33% 23%
21%
3% 6% 1% 15%
3% 1%
5%
2%
13%
Marks & Spencer (UK)
L'Oral SA (France)
I I I I I I
Coca-Cola Enterprises Inc (US) 0% 20% 40% 60% 80% 100%
Back to Contents
17
Openness & Honesty The winners

Its sometimes difficult to tell the whole truth. Its easy to highlight the good news and ignore the bad. Whether performance is poor or excellent is less relevant for this award. This award is for the report which comes clean, tells both the good and the bad news, and which convinces us that this is a balanced picture. The entrants This category received 20 entrants, all of which received valid votes by the end of the voting period.
The results
Winner
Marks and Spencer plc

How We Do Business Report 2011 View online Selected voters comments on the report: It does what a report should do: Provide huge levels of transparency in an engaging manner and closely tied to the business strategy. CSR Consultant, UK Right up there they announce how they are measuring themselves, how many criteria they have reported doing well in, how many not. It's not buried in rhetoric that says "we are just plain good" like many of the others. CSR Consultant, USA Openness and honesty is clearly presented in the PLAN presentations of a report that's brief, clear and comprehensive. Corporate CSR Professional, Philippines
Runner Up #1 Microsoft Corporation

View online
Runner Up #2 Natura Cosmeticos SA

View online
Co-operative Group Limited Vodafone Group plc La Trobe University Dell Inc Coca-Cola Enterprises Inc Gas Natural SDG SA Takeda Pharmaceutical Company Limited
18
OPENNESS & HONESTY
How the winners won

250
Winner
200
Pages Assurance
54
150
100
Hard Copy Format

50
Top 10

11% 4%

33%
24%
I I I I I
6%
14%
7%
33% 23%
1%
3% 1% 5% 2% 14%
5%
2%
13%
Marks & Spencer (UK)
Microsoft Corporation (US)
I I I I I I
Natura Cosmeticos SA (Brazil)
0%
20%
40%
60%
80%
100%
Back to Contents
19
Credibility through Assurance The winners

Many of the best reports include a section on external assurance the company engages an independent third party to verify aspects of the report, and publishes its methodology, conclusions and recommendations. This award is for the assurance statement which adds the most credibility to the overall report. The entrants This category received 14 entrants, all of which received valid votes by the end of the voting period.
The results
Winner
Co-operative Group Limited

Sustainability Report 2010. Join the Revolution View online Selected voters comments on the report: Great report. Lots of supporting data. Easy to find the important information. Clearly outlined goals and progress even areas where they fell short. Transparent. Visually appealing. Great history of corporate citizenship. Academic, USA The Co-operative Group published a very inspiring CR report. They have a long history of CR reporting, and with the focus they have for year after year set increasingly challenging goals and have accomplished great things. Their CR report is packed with everything. Other / Support Service, USA Continues to lead and break the mould. The business model is exceptional as far as a demonstrably responsible organisation should be run. Corporate CSR Professional, UK
Runner Up #1 Banco Bradesco SA

View online
Runner Up #2 Royal Dutch Shell plc

View online
Danisco A/S La Trobe University Banco Santander Brasil SA State Street Corporation British American Tobacco plc City Developments Limited Capital Power Corporation
20
CREDIBILITY THROUGH ASSURANCE
How the winners won

300
Winner Runner Up #1 Runner Up #2 58 38
250 200
Pages Assurance Global Compact Index
125
150 100 50
GRI Index Hard Copy Format PDF Format HTML Format
0 Top 10

16% 6%

29%
23%
I I I I I
4%
14%
7%
33% 23%
3% 1%
1% 5% 1%
14%
5%
2%
13%
Co-operative Group Limited (UK)
Banco Bradesco SA (Brazil)
I I I I I I
Royal Dutch Shell plc (UK)
0%
20%
40%
60%
80%
100%
Back to Contents
21
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2012 Global Winners & Reporting Trends - Experienced Stakeholders Judge The World's Leading CR Reports

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EXECUTIVE SUMMARY

The CR Reporting Awards Global Winners & Reporting Trends

Paul Scott Managing Director

The CR Reporting Awards Global Winners & Reporting Trends

Best Report The winners

Coca-Cola Enterprises Inc

Runner Up #1 Vodafone Group plc

Runner Up #2 Marks & Spencer plc

4th 5th 6th 7th 8th 9th 10th

The CR Reporting Awards Global Winners & Reporting Trends

How the winners won

Scoring by stakeholder group, compared with average across all categories

Fig 13b: Overall I I I I

Fig 14: Scoring by region for the top three reports

Coca-Cola Enterprises (US)

Vodafone Group plc (UK)

Marks & Spencer plc (UK)

Best First Time Report The winners

Runner Up #2 American Water Works Company Inc

4th 5th 6th 7th 8th 9th 10th

The CR Reporting Awards Global Winners & Reporting Trends

BEST FIRST TIME REPORT

How the winners won

Runner Up #1 Runner Up #2 235       72      

Scoring by stakeholder group, compared with average across all categories

Fig 16b: Overall I I I I

Fig 17: Scoring by region for the top three reports

La Trobe University (Australia)

American Water Works Company Inc (US)

Best SME Report The winners

Runner Up #2 Guelph Hydro Inc

The CR Reporting Awards Global Winners & Reporting Trends

BEST SME REPORT

How the winners won

Pages Assurance Global Compact Index GRI Index

200 100 0 All entrants

Hard Copy Format PDF Format HTML Format

Scoring by stakeholder group, compared with average across all categories

Fig 20: Scoring by region for the top three reports

Beyond Business (Israel)

Guelph Hydro Inc (Canada)

Best Integrated Report The winners

Novo Nordisk A/S

Runner Up #1 Hyundai Engineering

Runner Up #2 Vancouver City Savings Credit Union

4th 5th 6th 7th 8th 9th 10th

The CR Reporting Awards Global Winners & Reporting Trends

BEST INTEGRATED REPORT

How the winners won

Assurance Global Compact Index

GRI Index Hard Copy Format

PDF Format HTML Format

Scoring by stakeholder group, compared with average across all categories

Fig 22b: Overall I I I I

Fig 23: Scoring by region for the top three reports

Novo Nordisk A/S (Denmark)

Best Carbon Disclosure The winners

Coca-Cola Enterprises Inc

Runner Up #1 Vodafone Group plc

Runner Up #2 Royal Dutch Shell plc

4th 5th 6th 7th 8th 9th 10th

Runner Up #1 Runner Up #2 235 72

Runner Up #1 Runner Up #2 65 242

Runner Up #1 Runner Up #2 65 250