Electrolux has just launched Future InSight, a platform to highlight their sustainability strategy and how they intend to realize it. With it, the appliance manufacturer is taking reporting in an entirely different direction.
They want to underline that sustainability is all about preparing for the future—so communicating about it should be forward-thinking; not a narrow-minded focus on past performance.
Sustainability is about engaging more people in the challenges ahead, rather than exclusively communicating about these issues for a select few CSR-nerds. That’s why Electrolux wanted to develop a forum and language that spoke about their agenda in a way relevant to a broader audience.
Sustainability is about defining a company’s role in tackling the enormous challenges ahead. But no company can define that on its own. So, Electrolux wanted to use the report as a springboard for dialog about the way forward, by encouraging readers to provide their insights. They even relayed the same questions that they asked themselves in the process of developing their strategy. Electrolux will have regular installments of their blog to underline different aspects of their strategy and explore the challenges.
Future InSight doesn’t replace their GRI report; it compliments it. It is much more than simply a report, too; it is a video, blog and internal communications platform.
Keith McLoughlin Electrolux CEO, set the tone in a conversation with Tessa Tennant, Executive Chair of Globalcool.org, on the challenges ahead, the key factors for success, how to engage consumers and the rising expectations among shareholders for engagement. Take ten to watch, read the report and then join in on the conversation.