WHAT HAVE WE DONE IN RSA?

1
WHAT HAVE WE DONE IN RSA?

• Statement of environmental policy 1998
• First public CR report (and Annual Report entry)
  2000
• External verification and improvement targets
• Intranet for internal communications
• Integrated into revised business principles 2005
  2006
• Carbon neutral in UK December 2006
• Together launch April 2007
• Renewable energy insurance, energy services,
  Green Wheels

2
GREEN COMMUNICATION

• Sin of the Hidden Trade-off
• Sin of No Proof
• Sin of Vagueness
• Sin of Irrelevance
• Sin of Fibbing
• Sin of Lesser of Two Evils

3
NOW FOR THE SCIENCE BIT
4
WHAT DO INSURANCE CUSTOMERS THINK?

• Segmentation appears similar to other studies
  dark green and disinterested minorities
• Service and price are key but willingness to
  pay extra for green (women more than men 55
  overall)
• Not sure what a green insurance product is?
• Not sure who the green insurers are?
• Qualitative evidence that NGOs and others have
  significant influence

5
B2B and B2C PRODUCTS

• Commercial Insurance- energy efficiency-
  renewable energy
• Personal Insurancecheapest deal and invest the
  money yourselfMotor - cut the risk differently
  - discounts, offsetting - Green
  WheelsHome - offsets - insuring
  microgeneration - link to energy efficiency
  - reinstatement/claimsAffinity

Green Wheels
6
ECO WORKS

• Strategic review of climate change in
  RSA-acknowledging different audiences
• 25 key initiatives across business
• Creation of a learning network involvement in
  target setting
• Central function owns a small number of issues
  and acts a wider advocate inside out/outside in
• Importance of communications and employee
  engagement doing the right thing

7
CONCLUSIONS

• History of CR tends to be dull but worthy
• Different audiences internal v external
  plastic bags and recycling
• Role of NGOs and other commentators (everyone has
  a view)
• Lots of confusion over what is green easyJet
  or Porsche perhaps?
• Consumer perception cost and quality on products
  organic as a model?
• Ethical angle anti consumerist?
• Get your own house in order first (and build some
  credit)
• Do something interesting...maybe even take a
  risk