38 min
Why communication is key in fostering a sustainability culture at BASF | Marko Jelicic (S2.E6) Social Capital Matters
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- Ledelse
Getting more than 100,000 employees to buy into the idea that ESG and sustainability makes good business sense can be a monumental task. BASF, which operates across diverse sectors ranging from healthcare products to petrochemical solutions, works hard to make sustainability a core part of every employee’s work ethic. Effective communication that resonates with teams across vastly different cultures, social strata and job roles is critical to make the sustainability message stick. Marko Jelicic, Communications & Advocacy for BASF South East Asia Pte. Ltd., discusses how BASF created, nurtured and has grown such a culture, and how he avoids the “sea of sameness” that marks the death knell of corporate sustainability efforts.
Marko Jelicic is responsible for Communications & Advocacy for BASF South East Asia Pte. Ltd. He has been with the company for 11 years.
(0:00) Begin
(1:19) Marko introduction
(2:23) How does a giant company like BASF
engage with stakeholders about sustainability?
(7:24) How does BASF embed a culture of
sustainability in its workforce?
(10:02) Do BASF employees see their job as
one within the realm of sustainability?
(11:27) How does technology play a role in
embedding sustainability in a workforce that is widely distributed and might
not even work in an office?
(12:31) What has worked really well and not
so well when it comes to communicating with your workforce?
(15:59) How does BASF handle criticisms of
its sustainability efforts from rating agencies or advocacy groups?
(23:02) What is the role of communicators in
helping to build ESG capabilities within organisations?
(27:49) How does BASF measure the impact of
its communications efforts?
(30:16) How does BASF measure its impact on
sustainability?
(32:57) The Takeaway – What practical steps
can communicators take to start thinking about sustainability and how to
communicate effectively about it?
(36:09) Host wrap-up
Getting more than 100,000 employees to buy into the idea that ESG and sustainability makes good business sense can be a monumental task. BASF, which operates across diverse sectors ranging from healthcare products to petrochemical solutions, works hard to make sustainability a core part of every employee’s work ethic. Effective communication that resonates with teams across vastly different cultures, social strata and job roles is critical to make the sustainability message stick. Marko Jelicic, Communications & Advocacy for BASF South East Asia Pte. Ltd., discusses how BASF created, nurtured and has grown such a culture, and how he avoids the “sea of sameness” that marks the death knell of corporate sustainability efforts.
Marko Jelicic is responsible for Communications & Advocacy for BASF South East Asia Pte. Ltd. He has been with the company for 11 years.
(0:00) Begin
(1:19) Marko introduction
(2:23) How does a giant company like BASF
engage with stakeholders about sustainability?
(7:24) How does BASF embed a culture of
sustainability in its workforce?
(10:02) Do BASF employees see their job as
one within the realm of sustainability?
(11:27) How does technology play a role in
embedding sustainability in a workforce that is widely distributed and might
not even work in an office?
(12:31) What has worked really well and not
so well when it comes to communicating with your workforce?
(15:59) How does BASF handle criticisms of
its sustainability efforts from rating agencies or advocacy groups?
(23:02) What is the role of communicators in
helping to build ESG capabilities within organisations?
(27:49) How does BASF measure the impact of
its communications efforts?
(30:16) How does BASF measure its impact on
sustainability?
(32:57) The Takeaway – What practical steps
can communicators take to start thinking about sustainability and how to
communicate effectively about it?
(36:09) Host wrap-up
38 min