Within the world of CSR there is a tendency to focus on the negative stories who did what to whom or who and what effect did it have. But sometimes we need to look at all the other things that companies do in order to be good citizens. I have spent some time reading through the A.P.Møller-Maersk (APM) first published CSR report and it is big and impressive. For a company that has made a virtue out of being as closed as possible it is a giant leap forward.
There are some key areas which I would like to highlight for other to learn from.
It utilizes the tools that technology can offer when navigating the 140 page report. When I first took a look at the report I thought that it was a monster but when I dug into the material it was easy to navigate around. So the lesson for others is that you should provide extensive information about the performance of the company but keep in mind that mortal have to read it too.
APM identify and create strategies for stakeholder engagement. I think is a sheer brilliance most companies just write that stakeholders are important and we communicate with them but APM goes a step further and tells us how they aim to achieve this. I like this a lot. (Yes, I know there are properly a lot missing but for a company the size of APM they give it hell of a shot.)
They set them self ambitious target (from a Danish perspective) on getting female representation in top management. Knowing APM as a male testosterone driven organization it is clearly a way of showing that this company is moving also on the fundamentals.
I also like the absence of “Hurray”-words. There is nothing like a report filled with green this and green that it just does not do it for me. The APM report is a serious piece of work and they are ambitious but keep the business perspectives in focus. A lesson to be learned from many others in the CSR industry.
I look forward to the reports to come on how APM have come true on the ambitions.