Sustainability Project Presentation

GROUP 10

TATIANA COELHO DE OLIVEIRA

How can Desigual become more transparent thus improving brand awareness?

"Transparency is not a choice. It's going to happen. The only choice is: does it happens to you, or do you participate in it?"

Alex Bogusky- Common

How can Desigual integrate Corporate Social Responsibility into their corporate culture?

Desigual current Internal Culture

Fun

Diversity

PROFIT

COMPETITIVE

3,800 staff members, from 85 different nationalities

New Headquarters in Barcelona

Build to Inspire team working and positive vibes. The employees participated in the layout. Eco-friendly building leading to sustainable initiatives

SWOT ANALYSIS - Culture driven by profit - Sales driven leading to internal competitives - Unclear vision/mission - Weak Mission - Unclear internal culture

- Strongly brand DNA - Respect difference.

- Cultural diversity - Strong presence social media - New eco-friendly Headquarters with sustainable policies - New geographies location - Growth potential

S

W

O

T

- Increase in ethical and environmental issues - Millennials appetite for mission-based leadership - Brand association with NGOs - Increase company transparency by building a genuine culture of doing “the right thing�

- Relationship between company and employees - Creates en inspiring envirioment that generates creativity, productivity and innovation

- Lack of employee engagement - Internal and external conflicts/ confusion - Damaged credibility

STEP 1

STEP 2

STEP 3

STEP 4

CSR – HR = PR If employees are not engaged, corporate social responsibility becomes an exercise in public relations. The credibility of an organization will become damaged when it becomes evident the company is not “walking the talk” Adine Mees and Jamie Bonham, Canadian Business for Social Responsibility

STEP 5

STEP 6

STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

Incorporate CSR values on Corporate Culture:

CURRENT VISION : “LA VIDA ES CHULA” MISSION: For every wardrobe in the world to have at least one Desigual item Inspire and create positive emotions through original clothing Share happiness, passion and a non-conventional spirit

Successful CSR requires a clearly articulated vision, mission and values, So it can be transmitted through the whole company. iT SHOULD BE DRAFTED WITH THE HELP OF EMPLOYEES TO ENSURE ENGAGEMENT “LA VIDA ES CHULA CUANDO VERDE” Desigual inspires positive social and environmental initiatives

STEP 6

while embracing creativity and diversity in a fun, happy and non-conventional way.

STEP 1

STEP 2

IMPLEMENT A Code of conduct:

STEP 3 document handed to employees that expresses the organization’s commitment to socially and environmentally-based decision-making.

STEP 4

STEP 5

STEP 6

1.Deliver WOW Through Service 2.Embrace and Drive Change 3.Create Fun and A Little Weirdness 4.Be Adventurous, Creative, and Open-Minded 5.Pursue Growth and Learning 6.Build Open and Honest Relationships With Communication 7.Build a Positive Team and Family Spirit 8.Do More With Less 9.Be Passionate and Determined 10.Be Humble

STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

STEP 6

Orientation and training:

- Incorporate CSR into recruitment programs - Include CSR questions in recruitment interviews - Support business units in developing performance evaluation systems that foster CSR behavior - Integrate CSR into the annual performance review

STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

STEP 6

HR is involved in setting performance standards and expectations and monitoring results to performance objectives.

Autonomy + Mastery + Purpose

Employees involvement AND Rewards

STEP 1

OBJECTIVES

Environmental To minimize environmental impacts

STEP 2

Community To participate and inspire community initiatives

STEP 3

STEP 4

STEP 5

STEP 6

FOCUS AND TACTICS

- Reduce waste produced inside the offices as well as create programs that focus on reducing CO2 emission.

- Incentive and reward employees that that use public transportation, share car rides and walk or bike to work.

- Include the implementation of a carpooling strategy as well as the Implementation of bicycle parking spaces.

- Support and encourage employees in becoming volunteers.

- Provide events that focuses on community service in which employees will be encouraged to participate.

- Provide a “community donation” bonus to employees so they can donate to a non-profit organization/cause of their choice.

Diversity - Implement a central equality and diversity committee that monitors To ensure non-discrimination and ensures the materialization of the equality principles in the comand gender equality among its pany’s operation. employees.

- Training and coaching designers and managers to consider CSR into their decisions.

- Encourage employees to further their education towards CSR poliTo build our team so that we cies. create more value - Incorporate CSR measures into employee engagement surveys Development

Develop CSR policies, programs by setting SMART Goals

STEP 1

BALANCED SCORECARD STRATEGY

STEP 2 Environment (2 years)

STEP 3 Community (2 years)

STEP 4

Diversity (5 years)

Development (4 years)

KPI

ACTUAL

VARIANCE

Reduce paper usage by 60% Recycle paper by 80% Reduce plastic cups usage by 70% Recycle plastic cups usage by 80% Reduce energy consumption by 20% Reduce water waste by 15% Reduce CO2 emission by 50% Dedicate a total of 300.000 hours of workforce towards community service Have 70% of workers engaged in no-profitable community activities Invest 5% of total revenues towards non-profit organization in which 1% will be given to workers so they can make donations to non-profit projects of their choice Establish a 50/50 gender balance in managing and executive positions Invest 10% of total revenues for coaching designers and managers to consider how decisions they make upstream can cause unintended impacts on suppliers downstream Invest 5% of total revenues towards scholarships Have 80% of workers satisfaction

65% 81.5% 65% 81% 22.3% 12% 65%

+ 5% + 1.5% - 5% + 1% + 2.3% - 3% + 15%

300.500

+ 500

75%

+ 5%

5%

-

10%

-

6% 81.5%

+1% + 1.5%

STEP 5

STEP 6

MONITORING AND EVALUATING PERFOMANCE

deming wheel

PLAN - Engage employees on meetings - Brainstorming - SWOT analysis

DO Implement culture changes (hr) Steps 1 to 4

CHECK

ACT - Celebrate successes - Final implementation - Implementation of CSR trhoughout the whole company supply chain.

Check to see if changes are working Steps 5 to 6

THANK YOU