One of the business challenges is to inform our stakeholders and our partners about what we did, where we stand, what are our results and potential for development. Moreover, another challenge is to improve put transparency towards our partners and stakeholders and to inform them about all our activities and to set an example in spreading best practices.
Transparent business operation, stakeholder and social dialogue about the topic are essential for a sustainable development. Finding the path that supports the corporate strategic goals, and that is acceptable for stakeholders, and produces a productive dialogue, also represents a great challenge.
Being transparent and accountable does not mean only providing information to our stakeholders, but implies doing it effectively, in an open and creative way. In this order, our stakeholders and our clients will get interested in our projects and will give us feedback, becoming our critical friends.
We have not started to think about our environmental and social impact. However, after our award-winning 2004 Environmental Report, we have reached a point where we would like to inform our stakeholders about our results and plans.
Our Sustainability Report, besides enhancing transparency, has two aims. Firstly, to systematize and evaluate our operation and results for ourselves. Secondly, to gain feedback based on this from our stakeholders and carry out a dialogue with them. Our company knows that it can only remain successful if it is in harmony with its immediate and wider environment, thus we are striving to meet environmental and social expectations, not just economic ones. We maintain conscious and continuous communication with our stakeholders (shareholders, employees, business partners, media, suppliers, NGOs, local community, government, authorities, etc.). We would like it if this sustainability report, and its content, would become fundamental to future cooperation and would encourage real dialogue through its well-based transparency.
To this end, we introduce our point of view, results and plans not only in the printed version of our report (awarded the best report in the region in 2010), but on a complimentary micro site and through communicational campaigns as well.
As the distribution of the report has various aims:
- Best practices are spreading: in cooperation with other professional organizations we have held best practice sharing with brewery tours for company managers and we provide these personalized for our partners;
- To receive feedback so that we can develop: primarily we get positive evaluations through questionnaires and personal meetings
- To make dialogue and use information received: we made games in-house and for outsiders as well, so that our stakeholders truly understand and use the given information.
- Start a discourse in a wide circle: for this we had to use and activate the media creatively, like on the waste dress fashion show and photo shoot for example.
The process of writing a report in itself requires cooperation within a company: departments, colleagues have to cooperate, speak the same language and provide data. We included our professional and business partners primarily for feedback and during distribution.
The report in itself is not enough for anything – on one hand, the process of its development, and on the other hand what we do with it after it is finished is fundamentally important. Often, the discourse is not about the essential questions and/or only tells about the successes, which is not productive. The use and added value of the report can only prevail through creative resources, cooperation, dialogue, feedback from stakeholders.
Our report, and through that the whole company, received recognitions this year (Green Frog Award, Business Ethics Award, Ozone Green Award, CSR Best Practice). Furthermore, our stakeholder relationships grew stronger and deeper. The publication has contributed significantly to our transparency, in a way that all our company's plans and undertakings are visible, understandable and accountable. We have also made, by using creative means through the media, the "not so attractive" topics of sustainable development widely known and have encouraged a dialogue about them. Our employees have become are more informed and have become more engaged in the topic after seeing the efforts and successes achieved so far. We have also introduced the first real online microsite on corporate sustainable development which gained recognition in business decision makers.