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| Stakeholder research |
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During 2004, we commissioned an independent research company to interview AMEC stakeholders on the subject of sustainability. The purpose of this was to find out who was reading the report and whether it was giving them the information they needed. We have taken the findings on board and used them to shape this report. | |
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Key findings
Our stakeholders believe a sustainable approach to business is important and much more than the latest management fad. They believe it will become more important in buying and investment decisions. While, in the long run, the sustainability report may be absorbed into the general good reporting of a company’s activity, for now at least it is seen as important to report separately. Health and safety is seen as the most important element of AMEC’s approach. It is empirically measurable, governed by legislation and directly affects employees and company reputation – while other aspects of sustainability are not so easily quantified, or so mission-critical. Customers and employees interviewed thought that AMEC had an outstanding safety record. |
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Show why you are doing it
Interviewees asked why we were adopting a sustainable approach, and several asked us to be clearer about the business case for being sustainable. Customers and employees in particular wondered about AMEC’s motivation in adopting a sustainability programme. Readers of our report do not want to feel we are just reporting for the sake of reporting and are intolerant of what looks like “fluff.” They don’t want a general report, they want us to show how sustainability applies in our own business, in detail. They want to know about the business benefits, or rationale, for a sustainability programme. |
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Embedding: benchmark against meaningful targets
They want us to demonstrate that sustainability is genuinely embedded in our organisation. A commitment at the top is not enough, we need to be able to show that sustainability is working right through the organisation. Customers and investors asked us to set more meaningful targets for our industry and for AMEC as a business. We should then benchmark against these annually. |
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Be transparent, but show the positives
Openness is very important to good sustainability reporting. We have to show where we are failing. However, interviewees wanted us to demonstrate our positive contribution rather than just focusing on what we do to minimise damage or waste. |
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In this section
Responding to the research |
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