In moving from a “what” to “why” perspective and dialogue, we were able to architect a CSR action plan that is more deeply aligned with the bank’s core purpose and business strategy. And in telling the bank’s CSR story through the lens of “why,” we painted a clearer and more compelling picture of how CSR drives value for the Bank, its customers, shareholders, employees, communities and society.
The initial step was to conduct research that helped us create a unified, engaging vision of what CSR means to Scotiabank and how it relates to the company’s broader purpose: making all people better off. We reviewed the bank’s audiences, industry trends, global CSR megatrends, direct competitors and global leaders in the banking sector, as well as conducted an in-depth CSR communications audit.
Utilizing our key research insights and out-of-the-box thinking, we developed the CSR strategic narrative—Better Future, Better Off—which set the foundation for Scotiabank to begin telling a more inspiring, purpose-driven story. We created communication plans and tools designed to present specific audiences with information that focuses on what’s most important to them, via channels that best resonate. The core of this strategy dramatically altered Scotiabank’s approach to CSR communication, allowing the bank to move from a one-size-fits-all approach (a traditional report) and embrace a range of new communications tactics tailored to key stakeholder groups. Our work empowered the bank’s global CSR team with the tools and messages needed to engage, educate and create internal CSR champions for a wider messaging cascade.
The outcome of our collaboration with Scotiabank was a CSR strategy that is seamlessly integrated into the bank’s core business objectives, is embedded in the day-to-day business culture and operations, and delivers meaningful value to a diverse group of Scotiabank stakeholders and broader society.