Acting strategically means focusing your efforts. At Bertelsmann, we seek to get involved and evolve sustainably especially wherever our value creation comes into contact with our stakeholders’ expectations.
What social and environmental topics are particularly relevant to Bertelsmann and its divisions? In a 2014 analysis, more than 130 participating executives and employee representatives from around the world rated 12 issues with more than 30 subtopics on a four-point scale. Two evaluative dimensions were surveyed: first, the business relevance of each topic, based on a qualitative estimation regarding the categories of risk potential, financial impact, efficiency and optimization potential, differentiation and growth potential, and future orientation; and second, stakeholder relevance regarding employees, end users and business customers, as well as – depending on the division – other relevant stakeholders. Overall, seven topics were identified:
- Education with a focus on learning and corporate training, social education initiatives, and the promotion of media literacy;
- Press freedom with a focus on creative, journalistic and editorial independence, from an internal and external perspective;
- Fair working conditions with a focus on partnership, job security, fair distribution of benefits and treatment of external employees;
- Protection of media users and customers with a focus on content responsibility (protection of minors and fair marketing) and protection of customer data;
- Diversity with a focus on gender, generations and internationality;
- Health with a focus on integrated health management and prevention;
- Eco-efficiency/environment with a focus on energy, emissions and paper.
The update of the CR relevance analysis is an integral part of the strategic development of CR at Bertelsmann.