透明度是与消费者建立真实联系的关键，但企业是否分享了消费者想知道的所有信息？
Julia Wilson, VP, Global Responsibility & Sustainability, Nielsen, recently sat down with Martin Whittaker, CEO of JUST Capital, to pick up a conversation about the connection points among social and environmental issues, opportunities for corporate impact and investment, as well as how consumer preferences—and a focus on trust and access to information—are driving business forward.
"惠特克说："人们对大公司的信任度仍然很低；我们在自己和他人的工作中都看到了这一点。惠特克说，"我们正在重建这种信任，不仅是对消费者的信任，也是对广大公众的信任。我认为，企业已经意识到有必要对其经营的社会许可进行投资，[而且]企业希望知道，消费者用于决策的信息是良好的信息。因此，我认为，数据的质量、信息的含义、信息的来源......都将成为人们关注的焦点。就像任何事情一样，要想建立信任，就必须有开放[和]透明的意识。
Whittaker cited the connections between company performance on “just” themes—like worker pay and environmental impact—with stronger financial performance, also focusing on the important role that investment can play in advancing action on corporate social responsibility and sustainability issue areas.
“Influencing how capital flows, and certainly influencing the way investors think about the themes that we cover, is really important for companies to understand,” said Whittaker. “We found that the more investors use our data, use our rankings, invest in “just” funds, the more companies were interested in that and wanted to really understand how their Investor Relations, their corporate leadership, C-suite, and Boards connected the dots between their performance on social and environmental issues and their financial performance.” JUST Capital has launched a series of indices, including an exchange traded fund (Ticker: JUST) with Goldman Sachs Asset Management in June 2018.
Nielsen research shows that consumers care about sustainability and are willing to change their consumption habits to address their own impact on the environment. Whittaker shared some examples of how these human and environmental needs intersect with opportunities for corporate impact. “Consumers are very motivated by aspects of environmental impact and a company’s environmental footprint,” said Whittaker. “We see it in health for example. We know people really want to drink clean water, they want to breathe clean air…Environmental impacts that affect health and the health of communities I think are very important.”
展望未来，Whittaker 预测，披露和透明化的浪潮只会愈演愈烈。他预测，企业将继续 "深入挖掘"，以确定与哪些利益相关群体分享何种数据。"Whittaker说："我当然觉得，我们将更多地了解企业领导力的方方面面，而在十年前，你根本不会想到企业会如此关注这些问题。
