Tools of engagement by Manolo Ruiz

THE TOOLS OF ENGAGEMENT

A SUSTAINABILITY STRATEGY IS A WONDERFUL THING.   But what to do next?

In our seven years we have created CR, sustainability and shared value strategies for some of the biggest businesses in Australia.

The way we see it, if a sustainability strategy only lives within the sustainability department, it’s a lost opportunity.

If there’s one thing we’ve learned it’s that sustainability is best when it’s simple, sexy and has substance.

To be truly effective it needs to integrate with the business strategy and brand strategy. And that means making it it easy to understand and interesting for everyone in the business to get involved in.

These are some of the tools we use and which you might find useful too.

It gives focus to your initiatives and direction to your team.

Simple + sexy + substance = : )

TOOL #1  STRATEGY ON A PAGE

Isn’t it nice when everything just fits together? Strategy on a page lets all your stakeholders see what’s important and what you are aiming to achieve in one page or wall poster. Here’s the one we made for Mirvac.

Sustainable Lifestyle Future Cities & Adaptation

Develop a sustainable lifestyle index for implementation (2015)

Hold a Future of Place Summit (2014)

Create a one planet living community (2018)

Water Reduce potable water intensity by 15% (2018)

Shaping the Future of Place

Increase water capture by 15% (2018)

To create a framework for the future of place by 2015

Skills and training Educate 1 million people on Sustainability (2020)

Waste Recycle 75% of waste (2018)

Technology Deliver the first Smart building (2018)

Smarter Thinking

Re-imagining Resources

To create the first smart portfolio by 2020

To be net positive by 2030

Zero waste (2025) Implement three closed-loop recycling projects (2018)

Energy Reduce carbon intensity by 20% (2018) Install 1MW renewable energy (2018)

Enriching Communities To demonstrate community investment within and beyond our boundaries by 2020

Materials Prequalify 50% of the supply chain on their aligned sustainable practices (2015) Complete life-cycle assessments for all new projects commencing after Jan 2014

Community Investment Create a data capture system for measuring and monitoring community investment across whole business (2015)

Social Impact Develop and utilise SROI methodology for key projects (2015)

Find out more at mirvac.com/change

TOOL #2  TIME ON A LINE

Targets and missions make more sense when you map them to a timeline. It gives everyone a one pager that shows how your strategy will roll out.

Install 1MW renewable energy Complete Life Cycle Assessments for all new projects post-June

Reduce carbon intensity by 20% Implement three closed-loop recycling projects

Hold a Future of Place Summit

Recycle 75% of waste Reduce potable water intensity by 15% Increase water capture and recycling to 15% Create a "one planet living" community

2014

2018

Demonstrate our community investment within and beyond our boundaries

Deliver the first smart building

2015

Prequalify 50% of the supply chain on their aligned sustainable practices

2020

â&#x153;&#x201D;

Achieved: Create a data capture system for measuring and monitoring community investment across whole business

2030

Zero waste

Create the first smart portfolio Create a framework for future of place

Develop a sustainable lifestyle index for implementation

From now until 2030

Educate 1 million people on sustainability Develop and utilise Social Return On Investment methodology for key projects

Be net positive by 2030

Looking ahead The year that changed everything page 24

Sustainability Report 2014 page 25

TOOL #3 STAKEHOLDER ENGAGEMENT PLAN

The engagement plan is another one pager, this time outlining who needs to be reached out to and what parts of the strategy are most relevant and interesting to them. This page is for Mirvac, the following is for NAB.

In our world Engaging with our stakeholders Customer

Visitors

Community

Employees

Suppliers

Government & Industry

Who they are: People who buy, occupy and lease our assets.

Who they are: People who visit our assets.

Who they are: People who work directly for Mirvac.

How we engage:

Who they are: People who live, work or play in and around our properties.

Who they are: Companies that provide goods, services and materials as part of our supply chain.

Who they are: Peer and partner businesses, industry and legislative bodies.

Residential • Residential events: Including the Summer Festival providing free community events across Australia.

• Mystery shopping (bimonthly) (infographic showing national average score of 92%).

How we engage:

• Face-to-face meetings: with strategically allied suppliers (quarterly).

• Strategy launch.

• Publications: Such as the Right Place Magazine (quarterly) for existing and new customers with relevant lifestyle and general interest stories and introduce them to new residential offerings. • Surveys: Delivered at key points in the purchasing process. Tenants

How we engage:

Events • Facebook pages for most shopping centres. • New Communities: Mirvac continues to support new communities through a • Online centre feedback forms at retail program developed in partnership with centre websites. Community Connections to help new • Centre events to engage visitors, catered to residents forge social connections. the specific needs of the community. • Summer Festival events. • Community Liaison Officer at all large-scale FY15 focus: Masterplanned Communities supporting Expand the way we engage within our new communities. shopping centres with new surveys, online platforms and live feedback mechanisms in all our amenities.

How we engage: • Employee engagement survey (annual): Engagement score increased from 66 to 67 to stay in the Best Employer category. • Events/programs: including Wellbeing week and community day.

• Go To Market information with minimum HS&E requirements.

• Employee Assistance Program (EAP): providing free counselling to Mirvac staff and their families.

• Sustainability/innovation sessions held with key suppliers.

• Open Line: enabling anyone connected to Mirvac to report any concerns regarding potentially unethical, unlawful or improper practices or behaviours.

• Work Safe, Be Safe program to promote safety for our construction workers.

• Tenant Liaison Centre: Dedicated to responding to tenant requests. • Face-to-face engagement including waste education sessions at 40 Miller and 10-20 Bond Street.

• Open Line which enables anyone connected to Mirvac, including contractors, to report any concerns regarding potentially unethical, unlawful or improper practices or behaviours. FY15 focus: Increase sustainability engagement by prequalifying 50 per cent of our supply chain by 2015.

• Live building displays designed to showcase environmental features of the building..

Focus on our eTendering procurement management platform.

FY15 focus: Continue to gather information on what our residential customers value most in sustainability to inform our future developments.

Educate suppliers on sustainability.

COMMUNITY

80%

• Site visits and inductions.

of customers

would recommend

Who they are: Those who have a financial investment in our business. How we engage: • Sustainability Indices including the Carbon Disclosure Project (“CDP”), Global Real Estate Sustainability Benchmark (“GRESB”) and the Dow Jones Sustainability Index (“DJSI”). • Investor Relations team and website. • Sustainability report. FY15 focus Improve on our sustainability indices performance.

GRESB

in peer group

CUSTOMERS

The year that changed everything page 14

Investors

DJSI score

INVESTORS

Mirvac to a friend

• Sustainability report.

68/100 4th

EMPLOYEES GOVERNMENT & INDUSTRY

VISITORS

• Committee involvement including active participation with Better Building Partnership, the Green Building Council of Australia and the Property Council of Australia.

SUPPLIERS

Sustainability Report 2014 page 15

TOOL #4 THE BIG PICTURE

WE HELP MAKE YOUR WORLD A SAFER PLACE SAFER FOCUS AREAS

SAFETY AT HOME The safest homes in the world

SAFETY ON OUR ROADS The safest roads in the world

STRONGER SAFETY AT WORK World leading safety and wellbeing at work

WHERE WE WILL PLAY

ASPIRATIONS

GOALS

PARTNERSHIPS

HOW WE WIN

PROGRAMS

• Reduce home fires and damage from severe weather by educating on hazard minimisation, preparation and response • Increase personal safety by educating and equipping householders with safety and security tools

• Reduce accidents by improving vehicle safety through research, design & technology • Promote safe driver behaviour and educate road users on key causes of accidents, incident response and importance of vehicle safety features • Analyse and report on poor road infrastructure while engaging road authorities to improve road safety

• Create and maintain workplaces free from risk • Promote and support improved wellbeing at work across the communities we operate in • Support our people to take care of themselves and others

Be recognised global leaders in disaster preparation and recovery

Improve the lives of everyone we touch

SMALL BUSINESS RESILIENCE The world’s most resilient small businesses

SOCIAL INCLUSION The world’s most connected communities

• Increase property infrastructure and resilience through research, design and technology improvements while influencing the public policy

• Demonstrate leadership in reducing the environmental, social and ethical impacts across our business value chain • Build participation in Shared Value initiatives by educating and engaging our people through meaningful opportunities

• Educate and equip SMEs with the tools to manage and mitigate risks as well as improving recovery when disaster strikes

• Improve insurance literacy by helping at-risk communities understand their risk and insurance • Empower indigenous, minority and CALD communities through programs that facilitate improved social connectedness

SES, Australian Red Cross

EcoSmash, IAG Foundation partnerships, Energy Efficiency Council NZ, Sustainable Business Council NZ

Supply Nation

Jawun, CareerTrackers, AIME, NPY Women’s Council, Neighbours Day NZ, Neighbourly NZ, Diverse NZ, Garden to Table NZ

AFFORDABLE INSURANCE Insurance for all

• Increase and improve access to insurance through niche product and service development

Travelwise School NZ, NZ Police, NZ Transport Authority, Let’s Carpool NZ, University of Technology Sydney

IAG Research Centre, Community Grants

Safe and Well Program, Employee Assistance Program, Wellbeing Program

IAG Research Centre, Community Grants, StormSafe (SES), FloodSafe (SES), Need2Know NZ

Carbon neutral program, Sustainability programs and reporting

Reconciliation Action Plan, Diversity & Inclusion Action Group, Community Grants

IAG Research Centre, Community Grants

Home safety education (including online), Ageing safely in place, Research grants

Blackspots, Research grants

Enterprise Group Risk and Compliance Project, Personal Safety Project (AU & NZ)

UNEP-PSI Global Resilience, ABR research papers, Disaster management, Flood Advocacy, Bushfire Taskforce, Christchurch Earthquake Whitepaper

Measurement Framework Project

SME risk education, Research grants

Measurement framework project

IAG affordability project, SUU Strata Affordability

Community Grants

Get On To It campaign, Work health and safety champion and representatives roles, Business led safety risk projects

SES volunteering secondments

EVP Initiatives, ABCN, Workplace giving (incl employee matching program – IAG Foundation), skilled & unskilled volunteering, Wear Orange Wednesday

Community Grants

Jawun placements

ICA, Royal Humane Society

ICA, Road Safety Council, RCAR, ANCAP, Royal Humane Society

Finance Industry Group (AU), Regulators, ACC (NZ)

ICA, Australian Business Roundtable for Disaster Resilience & Safer Communities ABR, UNEP – PSI, Flood Management Association

ICA, Royal Humane Society

IAG Foundation

• % reduction in waste, water & carbon against agreed unit of measurement (eg per FTE or per square metre of office space) • % top tier suppliers with social/human rights management strategies • % employees who change behaviour to ride/use public transport/car pool to work

• # of small businesses with continuity plans 6 months after attending a training program • % reduction in time for small businesses to return to where they were before events

EMPLOYEE ENGAGEMENT

Beyond Blue (AU), ACC (NZ)

PHILANTHROPY

EXAMPLE INDICATORS

SUSTAINABLE OPERATIONS

SES, Qld Fire and Emergency Services (Safehome), Neighbourhood Support NZ, ACC in NZ

PROJECTS

EXTERNAL FORUMS & GOVERNANCE

RESILIENCE TO NATURAL PERILS

MORE CONFIDENT

• % reduction in insurance claims for home fires ( # and $) • # households that have made changes/developed improvements/ taken action • % increase in households with response technology and safety devices

• % reduction in insurance claims for accidents ( # and $) • % increase in awareness of key causes of accidents • % increase in awareness of hotspots • # reports on road infrastructure published • # accident mitigation plans signed by local governments • # road infrastructure improvement plans signed by local governments

• % increase in near miss/hazard reports • % increase in incidents reported and followed up within 24 hours • % increase in leader and employee safety training completion rates • # increase in risks/hazards identified with controls in place • % decrease in injury frequency rates • % reduction in claims cost • Positive shift in safety culture maturity

• # of building assessed and rehabilitated/retrofitted • % increase in number of people who recall / have access to disaster risk information • % reduction in time for customers to return to where they were before events

• Established and tracking IAG resilience index • % increase in number of people who belong to community network groups

Partnership with Good Shepherd Microfinance. Brotherhood of St. Laurence, Consumer Action Law Centre, Legal Aid NSW & Footscray & Wyndham Community Legal Centres, Financial Counselling Australia, ASIC

• % increase in target communities covered by insurance and having appropriate insurance; • % increase of low income householders with appropriate insurance • % reduction in risk premium of insurance in target areas/groups

TOOL #5 THE SAME SONGBOOK

Having everyone understand what you stand for and what you seek to achieve in the same consistent language is key to successful communications. This narrative guide is for Australian Ethical.

These pages from the NAB narrative pack show everyone in the organisation how to talk about their CR strategy

TOOL #6 INITIATIVES THAT MAKE PEOPLE GO ‘WOW’

Herald Sun, Melbourne 10 Sep 2014, by Wes Hosking General News, page 17 - 195.00 cm² Capital City Daily - circulation 399,638 (MTWTFS-)

A strategy is nothing if it doesn’t result in ideas and initiatives that are good for the world and good for business. We worked with NAB to co-create their ‘$20 Copyright Boss’Agency initiative which teaches financial literacy to high school students. licensed copy (www.copyright.com.au)

ID 310256614

PAGE 1 of 1

Tahlia, 13, Emily, 14, and Lachlan, 12. Picture: JANINE EASTGATE

‘$20 BOSS’ PLAN TO GET YOUNG MINDS WORKING

VICTORIAN high school students will be loaned cash in a government-backed pilot to help them become “job creators”. The $1.5 million program, to be announced today, aims to help students develop business ideas and hone their money management skills. Ten schools will initially take part. Each student will get $20 as part of the initiative and is required to plan, budget and market their business idea. They then have a month to run it. Youth Affairs Minister Ryan Smith said the “$20 Boss” program was part of a commitment to ensure students left school prepared for the world of work. “$20 Boss is a fantastic way to engage young people

WES HOSKING

in an immersive experience at school and not only allows them to build enterprise skills and confidence, it also makes them more likely to be job creators in future,” he said. The not-for-profit Foundation for Young Australians has developed the program with the Government and National Australia Bank, which is providing $1.3 million. Schools in Melbourne, Geelong, Ballarat and Bendigo are taking part. “Unleashing the creativity of young people is crucial in preparing them for their future roles as innovators and creators of social change,” foundation chief executive officer Jan Owen said.

Our home grown sustainability initiative, the Garage Sale Trail won the 2014 Banksia Award for Leadership in Citizenship and Communities. Over 100 councils get involved, redistributing millions of items and creating hundreds of thousands of new neighbourly connections.

TOOL #7 A LAUNCH THAT GETS NOTICED

Your new strategy needs a launch campaign so everyone knows itâ&#x20AC;&#x2122;s important, how it fits into their job and how they can get involved. To launch Unileverâ&#x20AC;&#x2122;s Sustainable Living Plan into Australia, we gave everyone in the company the job title of Head of Sustainability.

For NAB, we created a giant blackboard in the foyer of Head Office, telling their CR stories. It took a week to create, building interest and anticipation up to the day of the launch.

See the video atâ&#x20AC;¨ http://youtu.be/gghb9JnQ7hE

TOOL #8 REPORTING YOU WANT TO READ

Reporting neednâ&#x20AC;&#x2122;t be boring. Good stories told well can engage and excite. Our CSR report for News Corp feels like editorial, but also acts as an easy reference index where employees and customers can quickly find what their paper and part of the world is doing.

Our reporting for Mirvac takes tone and style from the strategy and tells the world how progress is going.

THE TOOLS OF ENGAGEMENT 1. Strategy on a page 2. Time on a line 3. An engagement plan 4. The big picture 5. The same songbook 6. Initiatives that make people go, â&#x20AC;&#x2DC;wowâ&#x20AC;&#x2122; 7. A launch that gets noticed 8. Reporting you want to read

A BIT ABOUT US

WE BELIEVE: Sustainability needs creativity. Everyone wants a better world. Doing good is good for business.

WE DO: Sustainability & CSR

Brands of Purpose

Good Storytelling

A good sustainability strategy should support the business strategy. That’s how doing good becomes good for business.

The best brands connect on an emotional level. And nothing’s as emotive as a bigger purpose to make the world a better place.

Advertising creates demand.   Let’s use it to demand a better world.

Strategy Inspiration Materiality Audience surveys Stakeholder engagement Strategy development Commitments, Missions & Initiatives Reporting

Brand Strategy Brand-Good mapping Find your purpose Missions Define your actions Write your language

Insights & Strategy Qual & Quant research Comms strategy Implementation strategy Fundraising Strategy Campaigning Strategy

Engagement Communications Launches Green Teams Embedding Training Reporting Full reports Snapshots Digital showcases

Impact Ideas Missions Collaborations CSV Ideation SROI

Communications Ideas Advertising TV & Video PR Design Naming Identity Look & Feel Guidelines Logos & Branding Books & Brochures Infographics

Digital Websites Social Banners Campaigns eDMs SEM Apps

WE WORK WITH

Indigenous Jobs Australia .com.au