Does your company have a troubled green past? Here’s my latest column for Business Green with ten tips on how to overcome and past and regain a reputation for sustainability: http://www.businessgreen.com/bg/opinion/2263208/10-tips-for-fixing-a-broken-sustainability-reputation
Here’s a new article by me in Guardian Sustainable Business, about why the Robertsbridge Group decided to work with Asia Pulp & Paper (APP Group). http://www.guardian.co.uk/sustainable-business/blog/asia-pulp-paper-sustainab…
Just when one former nemesis seems to have turned a corner and embraced sustainability leadership and engagement over megaphone PR (see Asia Pulp & Paper post here http://tiny.cc/2t85sw ), as sure as night follows day, up pops a new one in the form of EDF Energy.
EDF has in recent days managed to trump Shell (quite an achievement; more on the latter’s incompetence here http://tiny.cc/mx85sw ) as my ‘PR idiot’ firm of the year. If you’re reading this, you’ll probably know this is because of EDF’s ludicrous and disgraceful attempt to close down peaceful protest in this country by filing a civil claim for £5 million against a group of brave campaigners who trespassed on one of their sites last year. This is quite unprecedented. Legal facts of the matter aside, it is reputational suicide for EDF Energy.
In a battle of hearts and minds, who will win, I wonder; the big French nuclear giant wanting to bankrupt young people or the climate change realists in their twenties who face jail, in some cases possibly losing their homes, and a lifetime of paying money to EDF?
As with all good campaigns, the backlash has started and is growing. Twitter is awash with environmentalists, journalists, business people and, crucially, EDF customers, attacking the brand and deserting its products. And it hasn’t even really got going yet. Sometimes you just know, it’s a hunch thing, that a movement will start and it will stick, until the battle is won. The battle in this case is not about energy policy, the rights and wrongs of gas, nuclear or renewables. It’s not even about whether people should trespass on company property; that’s a criminal matter for courts to determine. This fight, as ably articulated by George Monbiot in the Guardian, is about the future of protest in Britain.
I felt so angry about this that a couple of days ago I started firing off a few tweets about EDF. They’ve been helpfully compiled here http://tiny.cc/n985sw The response was fast, strong and amazing. Yesterday I spoke briefly with the brave Hannah Davey, one of the people who faces financial ruin courtesy of EDF. She wanted to thank me for my pledge of a donation, far too little, towards a new fund that will help people like Hannah if they end up being broken by EDF’s bullying tactics. As I put it yesterday, I made the money helping the clean up of business, so it might as well go back to the same cause.
It will take EDF a generation to recover from its idiocy if the firm persists with this unprecedented civil claim against the individual protestors. EDF will be the poster child for all that is wrong, not just with energy policy, but with big business. Those of us who work with very large companies day in day out, must speak out. And those in the PR firms sustaining EDF’s feeble morals should be ashamed. The agencies should resign the accounts. If they do not, then account directors and managers should refuse to work on EDF Energy until they drop this misguided strategy.
One of the legendary tales in Private Eye magazine’s history was its owner Peter Cook gleefully waving his cheque-book at Robert Maxwell during the latter’s libel action against Ian Hislop & Co. A simple message from a flamboyant man: ‘You won’t bring us down, you bully’.
We need the same ethos here – a fund that will help and sustain the brave young campaigners if the worst happens. EDF won’t be allowed to crush their spirit or their finances. That’s why I made my own pledge. Who else is in?
I want to stress that at Robertsbridge Group we work with big business. We believe it’s important, that we can create progress, and that companies are part of the answer to the planetary emergency. A big part, in fact. But we are very clear about where we draw the line. Against our criteria, EDF has crossed it and indeed lapped it several times over. It’s unforgiveable. No-one with even the slightest interest in the green agenda should have anything to do with EDF’s sustainability stategy or communications until the company backs down, stops behaving like a despotic regime and starts behaving like a citizen.
Readers of my blog and Twitter account may be aware that I have long followed with keen interest (and often hostility) the sustainability performance and communications of Asia Pulp & Paper Group (APP). In 2011 I wrote an open letter to the company, and was surprised by the scale of the response and reaction it generated. I have continued to push hard for APP to scale down its green communications whilst ramping up its level of ambition when it comes to sustainable forestry.
At long last, there is good news. Today, in Jakarta, APP unveiled an immediate cessation of any further natural forest clearance throughout its supply chain. You can read the commitments in full here: http://tiny.cc/viy0rw
Coupled with stronger policies on human rights, and a commitment to transparency and NGO scrutiny, this is a landmark moment for a company with a deeply troubled past. In partnership with The Forest Trust (TFT), there is a better than good chance that APP has turned the corner towards real sector leadership in Indonesia, and possibly beyond. Greenpeace, long APP’s nemesis, has welcomed APP’s new Forest Conservation Policy, as you can see here: http://tiny.cc/p3x0rw
They will, of course, wait for proof that it is working on the ground, but for the first time, collaboration is on the table and there is a ceasefire in place that will, for now at least, end the mutual hostility and distrust that has for so long existed on all sides of the debate.
So this is a new chapter. I have always said that, if APP turned around, I would be among the first to praise them. That is only fair, and it’s clear that this commitment comes from the very top of the company. The Chairman’s presence at today’s event, which I attended, in Jakarta, was significant in itself. As was the attendance of some of APP’s harshest critics. Much of this progress is attributable to the truly ground-breaking work of TFT, not to mention the uncompromising pressure of highly successful market campaigns by Greenpeace and other campaigning NGOs. But it is also proof, long documented on this blog, that Greenpeace is fast to praise and collaborate when meaningful change is on the table. Now we must make sure that we all help APP meet the very high expectations it has set. That means those of us who have expended time and energy attacking APP must now be part of its recovery and rehabilitation. So to be clear – I’m rooting for APP as it embraces meaningful change. My view, and that of other conservationists I respect, is that further progress from APP will only now come from constructive engagement and encouragement. It is time to draw a line under the past.
To my surprise, APP’s senior management did not simply invite me to attend their announcement, but asked whether my organisation, the Robertsbridge Group, would feel able to assist them in the coming stages of their new journey. As you will imagine, this is something we thought about long and hard. Our view, as business campaigners ourselves, has always been that in order for APP to become credible on sustainability, it would need to go much further in meeting the expectations of key conservation and social stakeholders, not to mention customers. Now that tangible progress has been made towards a no deforestation commitment, and greatly improved levels of dialogue with Greenpeace, APP stands on the brink of a challenging but exciting journey. It will not all be plain sailing. This week I have had the chance to spend time with the senior leadership of APP, and they acknowledge that the next phase in their history will be tough, but they are absolutely clear that this new commitment is real. I believe them.
We have also discussed our ‘critical friend’ advisory role with some of the company’s harshest critics. They agreed that this announcement was a sufficiently important landmark to warrant providing APP with the right level of strategic help and guidance. Personally, I think it is a sign of change that APP would approach me at all, given that I have been more vocal about my views of them than I have of any other business in over 15 years of environmental advocacy. I admire that. It’s a sign of genuine engagement and a willingness to embrace critics rather than firing back with tired old PR.
I am genuinely excited about the potential for APP to become a true sustainability champion in the years ahead. But I feel it is absolutely critical to be open, from the outset, about our engagement with APP. Transparency at all levels will be the key to the success or failure of this mission, and everyone will be holding all parties involved to account, Robertsbridge Group included, as they should. I will keep you posted about APP, and hope that the news I share will be good news for rainforest conservation. If it is not, you can rest assured I will say so. But for now, the signs are certainly positive.
My new e-book will be out this week. Details here along with reviews from Mike Barry, John Sauven, Tom Burke, Charles Clover, Tony Juniper, Richard Ellis, David Grayson & Michael Mainelli : http://www.dosustainability.com/shop/how-to-make-your-organisation-a-recognis…
It’s all in the latest Robertsbridge Group update, which you can access here… http://www.icontact-archive.com/SvUgDSccyUyhz4zogJh6GIi1lLVTBNaC?w=3
Here’s a link to my latest article…http://www.robertsbridgegroup.com/what-we-think/london2012/