By: Beatriz de Andrés Mora
CEO Art Marketing
We have already passed half the years to meet the challenges of the 2030 Agenda, which we welcomed with so much enthusiasm when they were born. It is not the time, nor the place to assess the objectives that hide “the 2030 objectives”. But I must point out that, as a company, we left the “club” in 2021 because the time, dedication and knowledge that are necessary to respond to the requirements posed by the Global Compact, in small companies, is not that they are not met, possibly even more, but we do not have the means to report them. On the other hand, in the case of Art Marketing, which is a 100% delocalized, digitized and remote work organization, it was impossible to measure certain measurements, because the criteria are designed for traditional face-to-face work and localized in a workplace. Finally, because, although it is full of well-intentioned people, as I believe it is us and you who read us, at the bottom of the SDGs there is a patina of doubt that takes its shine off: Nobody voted for those 17 global goals, almost no one has read the small print hidden in each of the simple icons of the colored doughnut, and much less do we know the interests they hide, although legislative decisions of enormous depth and scope are being taken, taking them into account.
Having said these cons, from which I cannot extract, what is certain is that one of the good things that the SDGs have brought us is that it has given companies the self-awareness that we can, and should, be an engine for social change, not only by what we sell, but also by the way we do it. how we produce, and how we treat the people who make it possible. We have transcendence and a responsibility. And that we take on that role, without waiting to be asked, going further and faster than legislation, even the market, has been a great merit that the SDGs have instilled in us.
There is a fashionable halo that seems to put an accelerator to incorporate sustainability in all operations, and it is true, SDGs aside, that as human beings we must take care of our home, respect the planet and its ecosystems, no longer because of global warming (or not only) but because it is our duty
No matter the sector of operation: culture, NGOs, industries, universities, government institutions or even the media, they are all already committed to implementing initiatives to contribute to the process of overcoming the challenges that we have imposed on ourselves as citizens of the world. However, when sustainability is analyzed, more attention is almost always paid to the environment: the saving of natural resources such as water or energy, the reduction of paper use, rational use of land, or policies to protect animals and vegetation. A little more distant are the social and governance dimensions. Although it must be recognized that many companies have undertaken serious initiatives to ensure that these requirements are met. Some do so in compliance with European and Spanish sustainability regulations, others do so Motu proprio. And, finally, the communicational component is very far away, where most of it remains at very precarious levels.
Telefónica recently presented its Transparency report, which highlighted all its corporate governance policies and the impacts they have managed to obtain in all their institutional actions. A significant example was the report revealed by Coldplay and their Music of the Spheres World Tour, where the British group demonstrated that, even in the world of music, a sustainable conscience can be undertaken with forcefulness and aplomb. Two great exercises in transparency. Both have had important media coverage, which is why it has a much greater impact on their audiences.
But what is to be communicated? Like all communication, this one must be strategic, with an action plan. The results, whether social, environmental or governance, quantitative or qualitative, must be shown as they are. A development of a detailed report, in which we give an account of the actions undertaken, the resources invested, as well as the results obtained should be part of this report. Reports that become a model of good practices for companies, but also a reliable source of information for the media, allies, associations and even for the government.
The channels used to deliver these reports are becoming more versatile and accessible. Although we can show them printed (increasingly less recommended with a view to eliminating the unnecessary use of paper), they are shown more quickly through digital communication tools. Corporate websites or virtual headquarters are the most ideal platform, as they facilitate the permanent consultation of these reports. This way the information will be available to audiences 24 hours a day, 365 days a year.
And it is that, increasingly, the information requested by the audience goes beyond the financial border. In the case of Spain, since 25 November 2017, when Royal Decree-Law 18/2017 was published in the Official State Gazette, in accordance with Directive 2014/95/EU of the European Parliament and of the Council of 22 October 2014, it is necessary to place more emphasis on the non-economic details of institutional actions. Diversity, inclusion, as well as social improvements, both for internal and external audiences, become the point of greatest national and international observation.
Art Marketing and other companies that had been carrying measurements such as BCorp, Balance of the Common Good (the evaluation tool promoted by the Economy for the Common Good), just to mention two, and even the report that the Global Compact requires every year to be able to continue being a member of the select group, we already had integrated into our systems and processes. It has not been easy, especially for small companies, which, although we have no legal obligation, want to demonstrate our solvency in terms of corporate responsibility.
In addition, Art Marketing has had the great privilege of being in charge of “making beautiful” several NFIS of large multinationals and for several consecutive years. Because the technical part is complicated and deep, especially when you have to make comparisons and there is a lot of numerical information. Sometimes the excess of information can mean that the interested party gets bored or gets lost in so much detail, and does not manage to dimension or contextualize. Our mission, from communication, is to make all this information can be viewed in a pleasant way, with a layout that, in addition to being congruent with the visual identity of the company, is an extension of the text as the crown that summarizes and invites you to go deeper.
Because what is the point of the consultants and all the people involved in making the NFIS every year racking their brains to collect the information if then no one wants to read the document? We do not want it to remain a formality, transparency must also be reflected in providing the data in an understandable way with the minimum possible effort for the reader.
With this panorama, it is essential that a special effort is made in the construction of sustainability reports with a comprehensive and transparent nature. There is no time for half measures. The situation of the planet is critical and a joint and articulated action of all the actors of the political, social, economic and cultural work of the countries is the only way out of this crisis. Therefore, the reports help us to pinpoint weaknesses, but also opportunities for improvement. It is essential that our discourse is in line with our actions. Otherwise, the point of no return will be just around the corner.
