ResponsibleSteelâ&#x201E;˘ Webinar Programme Update & Branding (promise and value crea<on)
Introduc<on
Ma@ Dransfield Managing Director (interim) ResponsibleSteel™ (25+ years in corporate) Ma@hew Wenban-Smith Technical Director (interim) ResponsibleSteel™ (20+ years in cer<fica<on and standard seLng)
Agenda
• • • • • • • •
Context Objec<ves Benefits Programme Roadmap Branding (promise and value crea<on) Next steps Q & A
Context
• Governments, businesses and society at large are focusing a@en<on on the social and environmental impacts of the materials and products they specify and use • Common in other industries and established • Ensure that steel is on a level playing field and not be leX behind • Now is a good <me to build one for steel
Objec<ves
The primary objec<ves are to define and promote responsibly sourced and produced steel, in order to : - 1. Improve responsible sourcing in the steel supply chain and reduce supply chain risk 2. Allow steel producers to meet the sustainability needs of their customers 3. Enable leading producers to promote steel as a responsible material
Benefits
• ISEAL represents the global movement of credible and innova<ve sustainability standards. • To strengthen sustainability standards for the benefit of people and the environment. • Research into business benefits from using sustainability standards across agricultural, fishery, mining and forestry. • Independent research found that sustainability standards improve market access, profitability and produc<on for cer<fied businesses and enhance reputa<on while reducing risk for manufacturing and retailers.
Benefits
Early business benefits related to sales and marke<ng were most frequently men<oned, followed by benefits on opera<ons, procurement, stakeholder engagement and sector-wide change. Almost all sources (98%) referred to sales and marke<ng related benefits, 78% of the sources to opera<ons related benefits and 70% to procurement related benefits.
RoadMap Grand Launch Event
ResponsibleSteel Summit ‘New RS’ Board MeeBng
2017
Q2
Q3
RS Standard Process launch, September
Q4
Q1
RS Standard Approved
2018
Q2
Q3
Q4
Q1
2019 Q2
Q3
Q4
RS Webinar Series
1. Design
2. Build and Test •
Building Blocks: • 1) Market Strategy (theory of change) 2) Branding (promise and value crea<on) • 3) Standards (performance level) • 4) Assurance (verifica<on of performance) 5) Governance (decision making and • legi<macy) 6) Business model (resources to get the • job done) • 7) Market uptake((actual demand)
• •
First product cerBficaBon RS cer<fica<on field tested RS Standard developed (ISEAL process) Recogni<on of mining and other materials schemes Assurance scheme developed RS cer<fica<on piloted Branding, Licensing, Marke<ng materials developed First sites cer<fied against beta standard ISEAL Membership
3. Operate •
RS Fully Opera<onal
Market Strategy/ Theory of Change VISION
LONG-TERM RESULTS
INTERMEDIATE RESULTS
OUTPUTS ASSUMPTIONS Broad stakeholder agreement on ‘responsible’ sourcing and production is achievable RS Standard(s) applicable to all steel manufacturing processes RS Assurance mechanism recognised as credible
ResponsibleSteel Assurance Programme
ResponsibleSteel Communications Programme
RS Standard(s) for Responsible Steel Production and Sourcing of Raw Materials
RS Marketing
Credible Assurance Mechanism
The “RS Promise”
Claims by Steel Producers
Claims by Downstream Customers
Increasing uptake of RS Standard(s) (or equivalent) by steel producers worldwide RS Brand achieves wide recognition and key stakeholder support RS Brand recognition creates value for producers and users of steel, driving uptake of RS Standard(s) (or equivalent)
Compliance with ResponsibleSteel Standard(s) (or equivalent) becomes standard business practice worldwide RS Brand creates value for early adopters and late adopters, for leaders and followers, in developed and developing countries, across the whole steel sector
All steel worldwide is sourced and produced responsibly
Steel’s contribution to a sustainable society is maximised
Steel’s contribution to a sustainable society is maximised when all steel worldwide is sourced and produced responsibly.
ResponsibleSteel: the Organisation RS Governance
RS Multi-Stakeholder Membership
ResponsibleSteel’s Vision and Theory of Change supported by a critical mass of key stakeholders, who become RS Members
RS Resources
RS has the resources to implement its programmes effectively
RS Culture and Participatory Processes
RS Member Commitments
ResponsibleSteel’s Governance, Culture and Processes generate and maintain value for its membership
RS Members (civil society) RS Members (Steel Makers, Steel Users, Raw Material Suppliers…) RS Partners (e.g. other standards schemes) RS Certified Sites Customers of RS Certified Sites Steel from RS Certified Sites Products containing steel from RS Certified Sites
Websites
Company Reports
B2B Communications Materials
Site Signage and OnSite Communications
Local advertising
Print and Other Advertising
Social Media
B2C Communications Materials
Entity using ResponsibleSteel brand materials (‘labels and claims’)
Product Labelling
Platforms for the use of ResponsibleSteel brand materials.
Labels/claims: some op<ons
Company narra<ves…
• Levi Strauss
• Patagonia
100% organic
Unilever Halve the water associated with the consumer use of our products by 2020 • Abstraction by global factory network • Low water use laundry products • Comprehensive water reduction plans of agricultural suppliers and partners in waterscarce countries.
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What do ResponsibleSteel users want to be able to say?
• We understand our supply chain • We’re managing risk in our supply chain • Our company has a long-term sustainability strategy, and ResponsibleSteel is a part of that story • We’re proud of what our company is doing in terms of sustainability, and ResponsibleSteel is a part of our story • It’s a journey, we’re on it
So, what do ResponsibleSteel makers want/need to say? • Because we are a ResponsibleSteel company, we can reassure our customers that:
– As a company, we are responsible, which should reassure you that we are not a reputa<onal risk for you, our customer – We understand our supply chains, so we can reassure you about them – We’re managing risk in our supply chains
• And, if you buy from a ResponsibleSteel Cer<fied Site, we can give you more specific reassurance about the steel from that site • Through ResponsibleSteel, we can provide you with the informa<on you need to support your own long-term sustainability strategy • We’re proud of what our company is doing in terms of sustainability, and ResponsibleSteel is a part of our story • It’s a journey, we’re on it
What does this mean for our labels/claims?
• Company-oriented use of the ResponsibleSteel brand materials is a – possibly the – major driver • Labels/claims need to be usable and add value all along the journey – for early progress as well as sustainability top performers • Product labels and claims help make it real, tangible, tell the story • Steel users want the numbers – consumers not so much
Proposal
• ResponsibleSteel Company Membership will be core. ResponsibleSteel Members will be able to use the ResponsibleSteel Brand to tell their stories. ResponsibleSteel Members will have to show commitment. We know it’s a journey. • ResponsibleSteel Steel Makers: Gold, Silver, Bronze level awards • ResponsibleSteel Makers will be able provide customers with relevant underlying numbers • ResponsibleSteel Product Labelling: Yes, both to support Company and Site stories, and as an op<on for non-Members. Just one label.
Next Steps • ResponsibleSteel™ Webinar Building Blocks: April 13th: Programme Update, Market Strategy (Theory of Change) April 27th: Programme Update, Branding (promise and value crea<on) May 25th: Programme Update, Standard (performance level) June 22nd: Programme Update, Assurance (verifica<on of performance) By the end of June – commit to roadmaps for each building block – Remaining programme to be announced – 1:1’s with all interested par<es – Summit – date TBC – Second summit – date TBC
• ResponsibleSteel™ Webinar Working Group Discussion: - feedback on Branding (promise and value crea<on) - sugges<ons for new Working Group members