The end of the corporate environmental report? Or the advent of cybernetic sustainability reporting and communication

Abstract

It is becoming clear that communicating effectively with stakeholders on progress towards economic prosperity, environmental quality and social justice i.e. the triple bottom line, will become a defining characteristic of corporate responsibility in the 21st century (Elkington J. 1998. Cannibals with Forks: the Triple Bottom Line of 21st Century Business. New Society: Vancouver). However, most companies that currently use paper-based and even web-based communication vehicles for their corporate performance reports are not realizing the full potential value of these communications – either for themselves or for their stakeholders. This may be due in part to the fact that historically reports have not sufficiently engaged ‘direct stakeholders’, i.e. employees, customers, investors, suppliers and local communities. In this paper we review the recent history of environmental and social reporting and conclude that, whilst much progress has been made, significant challenges remain. Most notably these challenges include (i) the avoidance of engagement fatigue by stakeholders and opinion formers alike and (ii) the extension of triple-bottom-line principles from corporate headquarters into business unit operations. Conversely there is enormous potential for addressing these challenges and creating significant value for both corporations and their stakeholders through the development of truly interactive (cybernetic) corporate sustainability reports and communications delivered via the internet and other channels. We explore some of the implications of what we believe to be an inevitable transition in how these communications will be orchestrated. Copyright © 2001 John Wiley & Sons, Ltd and ERP Environment