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Contents 4 Ethical Business Thought Leader of the Year: Nadine B Hack 5 Veda KM (CSRone): Best Sustainability Advisory Firm – Taiwan 7 Zenith: Best Renewable Energy Microgrid Provider & Enterprise Empowerment Excellence Award 8 MNG Airlines: Aviation Sector Waste Reduction Excellence Awards – EMEA 9 Four Signs Your Business is Guilty of Wellbeing Washing and How to Avoid It 10 How to Include Sustainability Initiatives in Email Signatures to Improve Customer Conversion 6 4 8
4 | Acquisition International, CSR Awards 2024 Ethical Business Thought Leader of the Year: Nadine B Hack Contact: Nadine B. Hack, CEO Company: beCause Global Consulting Website: https://www.because.net/ Nadine Hack - who’s held senior posts and/or served on governing and advisory boards in city, state and federal government, the United Nations, global nonprofits, and international companies - has been an Ethical Business Thought Leader since the 1960s. A champion of multi-sector partnerships to improve social problems, she describes one from the 1970s in her TEDx ‘Adversaries to Allies’ which has 15,000+ views. Nadine’s a Top Corporate Social Responsibility Voice on LinkedIn and was shortlisted ‘Responsible CEO of the Year’ with the CEOs of Patagonia, Accenture, Danone, Yes Bank and Globe Telecom. The first female Executivein-Residence IMD Business School, she was recruited specifically to focus on ethical business (i.e.: CSR, diversity and inclusion, sustainability, human rights, etc.). She’s the author of the upcoming book, ‘The Power of Connectedness’ with a foreword by Nobel Peace Laureate Desmond Tutu, who writes, “Connectedness – the idea that all of humanity is inextricably interconnected – is at the core of what we in South Africa call ‘Ubuntu’ or ‘I am a person through my relationship with other people.’ Nadine was guided by Dr. Martin Luther King, Jr.’s idea of ‘Beloved Community’ and Ubuntu. No one embodies the spirit of these teachings better than her.” She’s worked with leaders in business (Coca Cola, Unilever, Omnicom, etc.), academia, NGOs (Business for Social Responsibility, Renewable Resource Institute, etc.), civil society, government, including Nelson Mandela who wrote, “When I was in prison it was very good to know that I had powerful friends like Nadine Hack working on behalf of South Africa’s freedom.” Among her many Honors are: Green Business and Sustainable Governance top influencer; Catalyst for Change award; Lifetime Achievement Inspiration award presented at Säid Business School Oxford University; and she was named Top 100 Thought Leader Trustworthy Business often enough to earn a Lifetime Achievement Trust Award. She developed a proprietary framework ‘Strategic Relational Engagement’ that she presented at IMD Business School and was published by Huffington Post. A by-invitation Forbes Councils author, she writes articles about business’ responsibility to do good for people and planet, providing concrete examples of how some businesses have achieved this or are striving towards it. On Atlantic Speakers Bureau, she’s addressed Barclays, Business Council for the UN, etc. Hailed for an ability to connect and engage, IMD wrote in 2010: “This very influential ‘master bridge-builder’ has joined IMD as an Executive in Residence. A world recognized expert in multi-sector, multi-issue ‘win, win, win’ partnerships, she will bring her expertise on strategic action planning, creative problem solving, insightful policy analysis and politically sensitive negotiations to IMD.” Her alma mater Harvard wrote in 2008: “Nadine has worked as a passionate advocate for more than three decades on behalf of a host of vital social causes – from economic development to female empowerment to HIV/ AIDS prevention – affecting millions.” An active alumna, she’s had lively interactions about social responsibility issues like promoting its Overseers divestiture candidates. Former Harvard president Lawrence Bacow wrote: “Dear Nadine, Thanks to you especially for your work in strengthening our alumni network not just in Switzerland but elsewhere. I am pleased and grateful for your work with HAA to deepen the ties between our alumni from across the university. All the best, Larry.” Her company was named Best Specialist Stakeholder Engagement Consulting Firm opening with: “Keeping the concept of human connection and empathy at the heart of its business, beCause Global Consulting helps individuals and organizations across the world better get in touch with their purpose and supporters.” For decades an advocate of connecting diverse cross-sectoral, intergenerational individuals and groups for the benefit of each and the larger society, her sister nonprofit Global Citizens Circle has convened in-person and on-line discussions to address some of the world’s most pressing issues since 1974 including climate justice, defending democracy, making capitalism work for everyone. Having served on many for- and non-profit boards, she’s currently on the founding advisory council of the Geneva Center for Business and Human Rights that educates future business leaders and supports companies in developing business models that align profits and human rights principles (e.g. Congolese cobalt supply chain; coca sector in Côte D’Ivoire; etc.). All in all, we can’t think of a better exemplar of an Ethical Business Thought Leader! Contact: Nadine B. Hack, CEO Company: beCause Global Consulting Website: https://www.because.net/ AIS-Jan25004
CSR Awards 2024, Acquisition International | 5 Best Sustainability Advisory Firm – Taiwan ince its establishment in 2013, CSRone has been unfalteringly committed to improving the state of corporate sustainability, serving as a beacon of knowledge for professionals in the field. Renowned across the industry for its high standards of service, the firm provides clients with access to the latest resources, tools, training programs, sustainability conferences, and connections with global stakeholders. There are endless opportunities in sustainability, and Veda KM (CSRone) is determined to share this knowledge with the world. Countless businessowners are eager to make the transition towards greener practices but are hesitant to begin their journey as they are simply unsure of where to start. Between maintaining compliance with changing regulations and providing continual communication with key stakeholders, the process of greenifying a business can become daunting. With stellar sustainability strategies and reporting services, Veda KM (CSRone) aids its clientele in defining and implementing their sustainability vision, goals, and actions. Veda KM (CSRone) provides comprehensive ESG solutions and research on sustainability trends throughout the Asia-Pacific region. In addition to delivering an encompassing suite of environmental, social, and corporate-based solutions and services, the firm conducts annual research on Taiwan and the APAC region in collaboration with educational institutions, focusing on sustainability practices and emerging trends. This is an incredibly important field for the firm, as Richard tells us, “We chose to focus on this particular area because we believe that businesses should have obligations to the environment and society whilst pursuing economic interests.” On a mission to champion CSR throughout Taiwan, Veda KM (CSRone) works with a diverse range of clientele, from the leading plastics corporation in Taiwan to a number of international brands from various industries, including automobile, technology, financial, and fashion. The firm believes that no business can achieve complete sustainability alone and works to support each client every step of the way. Noticing that the majority of progress in recent years have come from collaborative movement rather than competitive action, Veda KM (CSRone) opts to collaborate closely with clientele and build long-term relationships, with more than 80% of its client base having worked with the firm for over a decade. “We listen to our clients and engage them in a collaborative and transparent process, involving them in every stage of the project from ideation to implementation,” explains Richard. “We collaborate with them to co-create value and deliver impact through our design thinking, sustainability goal-setting impact map, and on-the-job learning approaches. The consultancy is constantly learning and evolving to meet the changing needs and expectations of its clients and the market.” Collaboration is crucial to Veda KM (CSRone), a core value that has been effectively instilled throughout the entire team. The firm’s employees apply a cross-functional approach to sustainability, which involves collaborating with various teams, departments, and organisations – both internally and externally – to create and deliver innovative solutions that address the environmental and social challenges and opportunities throughout the industry and wider society. “Our success comes from the team,” Richard affirms. “We have created and delivered innovative solutions for environmental and social issues through the Sustainability Service Development Lab, or SSDL. As a core sustainability team, we show our skills in managing the budget and resources; our ability to communicate clearly, concisely, and compellingly; and ensuring the alignment of the project and its stakeholders. We leverage diverse skills, knowledge, and perspectives to complement and enhance each other’s work, as well as generate new ideas and insights for sustainability development.” As for generating new ideas in sustainability development, Veda KM (CSRone) is prepared for another year of pioneering the shift towards Corporate Social Responsibility across Taiwan. Looking ahead, the firm will continue to align its operations with its ultimate vision, mission, and values, in addition to global sustainability goals and objectives, such as the UN Sustainable Development Goals. A professional consultancy firm, Veda KM (CSRone) strives to share its knowledge in a manner that is attractive and digestible, inspiring others to follow and join the sustainability journey. Throughout 2025, the firm will continue to provide consultation that extends far beyond providing advice in a meeting room, planning to explore new markets, customers, and partners in order to better adapt to the changing needs and expectations of the industry. This commitment to CSR has enabled the firm to make meaningful contributions to society by reshaping the industry and enacting true change, earning Veda KM (CSRone) the apt title of Best Sustainability Advisory Firm – Taiwan. Contact: Chien-Yu (Richard), Chen Company: Veda KM (CSRone) Web Address: https://csrone.com/ Veda KM (CSRone) is a leading sustainability consultancy firm providing innovative and tailored solutions to meet clients’ needs across various sectors and industries. Based in Taiwan, the firm has been deservedly recognised in the CSR Awards 2024 for its demonstrated excellence, high quality services, and dedication to creating positive social and environmental impact. Chien-Yu (Richard), Chen, Executive Vice President of Veda KM (CSRone), tells us more below. S AIS-Jan25038
6 | Acquisition International, CSR Awards 2024 Dec24221 Best SustainabilityFocused Chemicals Company – SouthEast Asia ffering tailored strategies that directly align with CSR goals, Diversey provides its solutions to an array of areas, such as hospitality, food service, healthcare, beverages, and the processed food and dairy markets. Diversey offers a comprehensive range of CSR-driven services and solutions, which include sustainability consulting, waste reduction programs, and community engagement planning. These solutions, including advanced chemicals, digital technologies, and value-added services, support clients in their mission of building a cleaner, safer, and more sustainable future. As a chemical solutions provider, Diversey’s core focus within the corporate social responsibility space is threefold: - Committed to reducing its environmental footprint by minimising resource consumption and waste generation across industries - Promoting circular economy practices through initiatives and partnerships to produce renewable resources from wastage - Fostering community engagement through programs that create shared value whilst addressing environmental and social challenges. “Our specialisation is driven by decades of experience and a commitment to innovation,” says Sherif. “As a global leader in cleaning and hygiene solutions, we recognise our responsibility to mitigate environmental challenges while creating meaningful impacts for society. This focus is rooted in our belief that advancing technologies and fostering partnerships are essential to addressing global sustainability needs effectively.” Diversey is on a mission to empower businesses to help build a sustainable future by providing them with impactful, practical solutions that drive responsibility and operational efficiency. To achieve this, the company deploys a range of expert strategies and initiatives, including strategic partnerships with organizations like Corsair International Group in Thailand and NatureLoop in Malaysia to implement closedloop systems. Furthermore, Diversey develops advanced chemical formulations, digital technologies, and more sustainable packaging to aid businesses in reducing their environmental footprints without compromising performance. The company’s solutions have been specially designed to minimise water, energy, and waste production across industries, aligning operational practices with sustainability goals, helping businesses in their transition to more responsible and sustainable practices. Named the Best Sustainability-Focused Chemicals Company – SouthEast Asia, Diversey has established their leadership through its relentless pursuit for excellence. Since its establishment, the company has been on a journey of sustainability and has achieved many industry firsts along the way. Diversey has a broad range of biodegradable cleaning products offered to customers, making it the company of choice for environmentally responsible consumers. Diversey is dedicated to upholding the most stringent standards in CSR. The company is able to produce carbon footprints for many of its products and can also provide its customers with biodegradability certificates and non-APEO (alkylphenol ethoxylate, a known endocrine disrupting chemical) commitment letters to prove itself a trusted partner. Additionally, Diversey has developed calculators to measure its packaging waste and carbon footprint. As of 2022, 78.3% of Diversey packaging has a Material Circularity Indicator (MCI) score of 0.95 and is on track to achieve 1.0 before 2030. “We are working towards having every aspect of our operations contribute to reducing environmental impact while delivering value to customers,” Sherif tells us. This extends beyond the scope of Diversey’s services, impacting how the company forms partnerships and makes strategic decisions. This can be seen in its collaboration with Corsair International Group to convert packaging waste into bio-oil, which not only reduces waste but also creates renewable energy resources and promotes circular economy practices. This can also be seen in the community initiatives that Diversey participates in, reflecting upon its commitment to CSR. The company is involved in a number of initiatives, including Soap For Hope™, Linens For Life™, PlasticShredsSM, and CoffeeBriquesSM. These initiatives allow Diversey to partake in localised CSR activities, creating shared value by reducing waste whilst simultaneously generating livelihood for underserved communities. At its core, Diversey is a company that values the impact it has on the economy, environment, and society. The company has demonstrated unwavering dedication to fulfilling its mission of building a cleaner, safer, and more sustainable world by leveraging innovation and collaboration to deliver top-tier solutions that have empowered countless industries to go green. Following its monumental achievement in the CSR Awards 2024, we at Acquisition International magazine look forward to seeing how the future of corporate social responsibility will take shape under the expert guidance of Diversey. Contact: Nihan Sevinc Email: [email protected] Company: Diversey Web Address: https://diversey.com/en The Corporate Social Responsibility (CSR) landscape is evolving at a rapid pace, as consumers and businesses alike pay increasing attention to the impact their actions have on aspects of the world, including the economy, environment, and society. One organisation currently championing this transition is Diversey, a Solenis company that provides cleaning, hygiene, and infection prevention solutions for a myriad of industries. We learn more from Sherif Fahmy, SouthEast Asia Vice President, Diversey, below. O
CSR Awards 2024, Acquisition International | 7 operation’s continuous energy needs with a guaranteed high percentage of renewable energy and ensuring seamless integration of diverse technologies.” The project integrates Australia’s largest off-grid wind farm with solar PV, advanced battery storage, synchronous condensers, and gas reciprocating engines to deliver Australia’s largest operating off-grid hybrid power system with the highest renewable energy fraction in the industry. Remarkably, the system has powered the site entirely on renewable energy continuously for 84 hours, marking a breakthrough in the security of supply from intermittent renewable energy sources. In addition to sustainability, Zenith Energy is equally as passionate about its contributions towards local communities and upholding the social aspect of CSR. The Kathleen Valley Project was built upon Tjiwarl native title lands, on Tjiwarl country. Zenith Energy is the only independent power producer servicing the mining sector to have entered into an Engagement Agreement with an Australian First Nations people, a significant step towards fostering collaboration and mutual benefits. Additionally, Zenith Energy and Tjiwarl Contracting Services, a wholly owned entity of the Tjiwarl Aboriginal Corporation, formed a joint venture company called Tjiwarl Katu Power. The joint venture is 80% owned by Tjiwarl, making it a majority Indigenous-owned entity. Ultimately, this agreement aims to provide low carbon power solutions and powerrelated services on Tjiwarl native title lands, as well as build the capacity of Tjiwarl Contracting Services to offer economic opportunities and promote cultural awareness throughout Western Australia. From innovating renewable energy solutions to providing opportunities for equity to First Nations communities, Zenith Energy maintains an unwavering dedication to upholding its corporate social responsibilities and truly giving back to the communities it serves. For its significant contributions to the CSR landscape throughout Australia, shaping the industry and empowering countless companies through better practices and increasing inclusivity, Zenith Energy has been deservedly recognised with the Enterprise Empowerment Excellence Award. Contact: Dominic Da Cruz Company: Zenith Energy Web Address: https://zenithenergy.com.au/ Best Renewable Energy Microgrid Provider & Enterprise Empowerment Excellence Award Founded in 2006, Zenith Energy operates a Build-Own-Operate vertically integrated business model, integrating a complete range of renewable and thermal energy generation with innovative technologies to deliver cost-effective and reliable sustainable energy solutions. The company serves predominantly investment-grade and Tier 1 resource companies, including global miner Newmont; Australia’s largest gold miner, Northern Star Resources; and future-facing, battery and critical minerals miners Liontown Resource, Lynas Rare Earths, and IGO. On a mission to be a CSR enabler within its active markets, Zenith Energy prioritises collaboration, accountability, and innovation across its operations. The company has taken deliberate steps to achieve this mission, including partnering with clients, First Nations communities, and stakeholders to progress CSR themes; embedding stringent CSR principles across the business; and continuously developing higher fraction, renewable energy, hybrid power systems that push the boundaries of decarbonisation, reliability, and reduced energy costs. Across its operations, Zenith Energy’s CSR focus is centred on decarbonising power systems, ethical supply chains – with a focus on anti-modern slavery-, and energy transition equity for First Nations people. These specialisms have been built upon a foundation of clientcentricity as Zenith Energy strives to recognise, understand, and address the needs of the mining and property development sectors, two sectors that heavily rely on appropriate CSR governance for success. Throughout Australia, the CSR landscape is shaped by decarbonisation targets as Net Zero 2050 drives industries to prioritise renewable energy, ethical business practices with an increasing prevalence of audits from Tier 1 and investment-grade miners, and a rising focus on ethical engagement and shared benefits with First Nations communities becoming standard practice across major projects. Zenith Energy champions these areas by aligning its solutions, fostering meaningful partnerships, and continually innovating its operations to meet the evolving needs of its target clients. Zenith Energy stands apart in the industry as a leader in off-grid and grid-connected, microgrid, high-fraction renewable energy and hybrid power solutions. The company has demonstrated a remarkable ability to seamlessly integrate wind, solar, and battery technologies with traditional power systems to ensure reliability and sustainability, an ability that is unmatched throughout the sector and has earned Zenith Energy the title of Best Renewable Energy Microgrid Provider. “Our Kathleen Valley Hybrid Power Station with Liontown Resources is a shining example of our innovation and impact,” Dominic tells us. “We overcame significant challenges, including balancing the mining Australia’s leading independent power producer, Zenith Energy specialises in tailored remote off-grid power generation and urban microgrids. With an exceptional portfolio of successfully delivered solutions throughout Western Australia and the Northern Territory, Zenith Energy is committed to scaling its renewable energy capabilities and helping its clients to achieve net zero. We learn more from Dominic Da Cruz, Executive ESG and Stakeholder Engagement at Zenith Energy, as the company receives its title in the CSR Awards 2024.
8 | Acquisition International, CSR Awards 2024 Aviation Sector Waste Reduction Excellence Award – EMEA Contact: Gamze Ete Kuran Company: MNG Airlines Web Address: https://www.mngairlines.com/ Specialising in efficient air freight services, MNG Airlines caters to a diverse range of esteemed clientele, ranging from multinational corporations to small businesses. Established in 1996, MNG Airlines holds a respected position in the industry with a steadily growing fleet and an unparalleled approach to customer services that focus on quality, trust, and unconditional customer satisfaction. With a substantial market share in air cargo transport, MNG Airlines is committed to upholding high standards in corporate social responsibility, continuously working to contribute to a more sustainable and responsible industry. In its pursuit of corporate social responsibility, MNG Airlines takes immense pride in its implementation of eco-friendly practices that foster community engagement. The company has developed several initiatives, such as GoGreen, that aim to reduce its carbon footprint and contribute towards environmental sustainability. From the very beginning of its operations, MNG Airlines has held an unwavering dedication to responsible business operations, making a remarkably positive impact on the regions it serves. “At MNG Airlines, our mission is to be a leading force in the air cargo industry,” Gamze tells us, “setting the standard for unparalleled services while prioritising environmental sustainability and social responsibility. We achieve this by continually investing in technologies, fostering a culture of innovation, and maintaining a commitment to ethical business practices.” MNG Airlines is renowned for the calibre of its client service and commitment to Dec24188 quality, but what truly sets the airline apart is its unwavering commitment to upholding environmental sustainability and corporate social responsibility. The company has distinguished itself throughout the industry with its dedication to seamlessly integrating CSR principles into its operations, making MNG Airlines the perfect choice for clients prioritising ethical and sustainable logistics solutions. Freight transportation is a dynamic industry that requires creative solutions, with an endless array of problems that may arise when transporting cargo for different customers within similar timeframes. Challenges must be assessed quickly and overcome with effective solutions, and in response to one especially challenging case MNG Airlines successfully developed and implemented a method that it continues to utilise today to meet such challenges. In this particular case, the shipments for two separate customers had to be transported within a similar timeframe. However, the capacity of the two aircrafts departing from Turkey was not sufficient to carry the entire load, and a quick and efficient solution was needed to ensure that both customers’ shipments were to be delivered on time. “A creative approach was taken to solve the problem by staging a cargo transfer at an intermediate airport outside of Turkey,” Gamze recalls. “Two aircrafts were brought together, the cargo was redistributed between the aircraft, and the load distribution was optimised. As a result, the cargo for both customers were delivered to its final destination on time and in the requested amount.” The main challenges of this operation were the effective alignment of flight slots, the correct classification of the cargo during the transfer process, and the simultaneous coordination of the ground services required for the shipment. Despite these challenges, the operation was flawlessly executed, and MNG Airlines successfully met the needs of both customers without any delays. This approach has now become the standard practice for MNG Airlines whenever similar situations are encountered. The airline’s ability to deliver such effective solutions time and time again is an exceptionally strong testament to its operational expertise, flexibility, and commitment to customer satisfaction. Moving forward, MNG Airlines remains steadfast in its commitment to advancing sustainability efforts across the industry. Throughout 2025, the airline plans to invest in greener technologies, explore alternative fuels, and expand its community engagement initiatives. In 2024, MNG Airlines initiated its first sustainability reporting process, outlining the company’s roadmap for achieving specific targets and actions over the coming years, serving as a testament to its dedication to shaping a sustainable future for the air cargo industry. “In our rapidly evolving region, MNG Airlines actively engages with the dynamic landscape of corporate social responsibility,” Gamze concludes. “Collaborations with local organisations and businesses underscore our commitment to community wellbeing and environmental stewardship. As the region embraces sustainable business practices, we stand at the forefront, contributing to the collective effort to build a responsible and resilient business environment.” Headquartered in Istanbul, MNG Airlines is a distinguished air cargo carrier renowned globally for its commitment to quality. On a journey characterised by a relentless focus on speed, security, and precision, MNG Airlines is a trusted partner in global logistics that has been awarded for its excellence in the CSR Awards 2024. We speak to Gamze Ete Kuran below, Head of Compliance and ESG at MNG Airlines, on the back of its significant success.
CSR Awards 2024, Acquisition International | 9 Four Signs Your Business is Guilty of Wellbeing Washing and How to Avoid It t’s not rocket science that if employees feel valued and heard, they are more likely to engage in organisational goals, collaborate effectively, and do their best. High wellbeing results in workplace retention and serves as a talent magnet. However, with the rise of wellbeing initiatives, there’s also a growing concern about “wellbeing washing” – the practice of giving the appearance of prioritising employee wellbeing without making meaningful changes. According to a survey of 1,000 people by Claro Wellbeing, more than a third (35%) of businesses do it. Although seven in 10 workplaces celebrated mental health awareness days, only a third of organisations’ mental health support was deemed good or outstanding by their employees. Identifying the signs that your business might be guilty of wellbeing washing and providing actionable steps to ensure your efforts are genuine and impactful is therefore crucial. Scratching the surface One of the obvious signs of wellbeing washing is the existence of initiatives that are superficial or purely performative. Such initiatives may look great on paper or in some company newsletter but actually hold no substance or effectiveness in truly supporting staff. For instance, running a Mental Health Awareness Week with only a few posters and emails while doing nothing to really fix ongoing mental health challenges at work does not help. Employees must be heard. Whether it is through questionnaires or targeted focus groups, find what they individually need for wellbeing. Rather than shallow blanket initiatives, design your programs to really respond to the needs of your workers. For example, if a lot of people express feeling stressed, consider offering access to professional counselling or flexible working hours. Not leading by example If management isn’t genuinely invested in wellbeing programs, employees notice. For wellbeing programs to truly succeed, they need strong engagement and support from top management. By making the employee wellbeing component an integral part of your business strategy, where clear goals and metrics for success can be spelt out, employees are more motivated to engage with programs when they find interest in developing in the leadership itself. No Long-Term Commitment Wellbeing washing frequently appears in terms of short-term commitment. If your business only does wellbeing at specific periods within the year or as a reaction to certain events, it most likely is not genuine. Establishing a long-term well-being strategy and a budget for employee well-being activities, as well as creating a team responsible for such initiatives, can make a big difference. Regularly review and check how effectively the programs work and make adjustments if need be. Acknowledge that employee well-being is not in itself a one-off project; the commitment remains to be followed up on. Make a difference One example of a wellbeing initiative that can have a long-term impact is the Cycle to Work scheme. This is an excellent way of improving physical health and stress and can be nothing but beneficial. Just offering it however will not be enough, and employers need to make some efforts towards encouraging participation. Ben Mercer of Leisure Lakes Bikes, a leading UK road bikes supplier, agrees: “In recent years, we’ve seen a real upswing in cycling to work and the Cycle to Work scheme has undoubtedly played a massive role in this. “Given the nature of our business, we’re big advocates of it and I would encourage all business owners, small or large to add the scheme to their employee benefits. “Cycling to work is the perfect way to encourage bike enthusiasts and newcomers alike to cycle more and make the most of their commutes. You can even introduce bolt-on incentives like vouchers, rewards and charity events, which our team are always keen to take part in.” Conclusion Incorporating such ideas may have been the big leap that turned your well-being activity from the tick-in-the-box type into creating an engaging and supportive work environment. It all comes down to making sure your action matches your intention. Get it right, and you’ll be reaping dividends across your people and all parts of your business with your culture of wellbeing. I
10 | Acquisition International, CSR Awards 2024 How to Include Sustainability Initiatives in Email Signatures to Improve Customer Conversion recent report highlighted that 63% of consumers are more likely to purchase products from companies that prioritize and highlight their sustainability initiatives. With 7 in 10 customers influenced by a businesses green credentials, it’s important that brands understand the importance of including their environmental activities within their email marketing efforts. Carol Howley, Chief Marketing Officer at leading email signature management platform Exclaimer, discusses how organizations how use email signatures to help promote sustainability initiatives which can improve customer conversion rates. The power of eco-friendly signatures: How they can attract conversions “Consumers are increasingly basing their purchasing decisions on a company’s CSR practices. An email signature that highlights your company’s eco-friendly activities clearly demonstrates your commitment to sustainability, which can resonate with customers and influence their choice toward your product or service. Understanding and incorporating what a customer wants to see from a brand in your email signature can help them feel heard, understood, and valued. As a result, they’re more likely to trust the brand, which can boost brand loyalty. Further research also shows that 14.5% of the top email signature users work in marketing and sales. Since these departments directly interact with your brand, incorporating eco-friendly activities into their email banners or signatures is crucial for conveying your sustainability message to customers.” How to incorporate green initiatives into your email signature to attract customers 1. Add environmental messages “Environmental messages are often included in a line of text at the bottom of an email, asking recipients not to print the email they’ve received. “Adding an environmentally conscious email disclaimer is a smart move. These email footers show customers that you’re committed to being a more eco-friendly business. At the same time, they subtly encourage recipients to reduce paper consumption. “This can resonate with customers who are increasingly concerned about sustainability and could give you an edge over your competitors. “Overall, an environmentally conscious email disclaimer is a simple yet effective way for a brand to establish its eco-credentials, enhance its brand image, and connect with a growing segment of the market.” 2. Promote environmental activities with display banners “A more impactful way for a brand to promote its environmental and sustainability efforts is by using a display banner. You can use the same text from your footer but make it stand out more within your email signature. “Alternatively, the banner could highlight an ecological marketing campaign you’re running or feature an eco-friendly charity your company supports, like Greenpeace or Friends of the Earth. “Since this banner will be displayed in your work email, the environmental message will be seen by potentially thousands of contacts. This shared value builds implicit trust between businesses and consumers, making it more likely that recipients will respond positively to your environmental email signature and engage with the banner. “A display banner in an email signature offers a powerful tool for brands to amplify their environmental and sustainability messaging. Compared to a green footer, the banner’s increased visibility and flexibility allow it to showcase specific initiatives and reach a wider audience with every email sent. “This prominent display not only strengthens brand awareness but also fosters trust by demonstrating a shared commitment to the environment, ultimately leading to a more positive brand perception and potentially increased engagement.” 3. Display sustainability awards you’ve won “When your organization wins any award, you want to promote it as much as possible. An environmental award should be no different. An award image or badge in your green email signature instantly tells recipients that you’ve been recognized for making your business more sustainable. “This adds credibility to your email content and sparks conversations with eco-conscious customers. Ultimately, these elements build trust, generate publicity, and can lead to stronger brand loyalty. “Leveraging these awards in email signatures offers a strategic advantage for brands looking to amplify their environmental and sustainability efforts. This approach combines subtle messaging with public recognition. “A well-designed display banner enhances brand awareness by prominently showcasing environmental initiatives and partnerships. Additionally, by demonstrating their commitment to sustainability, companies can build trust and credibility with customers, which can ultimately lead to increased customer conversions. “However, make sure to keep the award you showcase current to ensure your message remains impactful. Promoting an outdated environmental accolade won’t help your sustainable business credentials. “Ultimately, consumers who prioritize environmental responsibility seek brands that share their values. Showcasing eco-conscious practices in your email signature signals your dedication to meaningful environmental action. This not only builds a positive brand image but also sends a powerful message that can inspire others to adopt similar practices, creating a ripple effect toward a more sustainable future.” A
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