Part 8

Communication

08

Discussing CSR

WHO

In their communication, O'Neill primarily targets consumers. In their CSR report, we see the emphasis they have not only on the products themselves, but also the quality of them. They go into heavy detail of WHY their products are the best and continually suggest that the progress that they have made is beneficial to not only the company, but also the customer. The CSR report shows that they care about their products the same way a consumer would.

O'Neill discusses their CSR primarily through their annual CSR report. The website has some information about the current actions and programs they are working on, but the majority of the information can be found in the report. It can be assumed that those in their network of stakeholders are sent the report at the beginning of each year in an attempt to make stakeholders aware of their most recent efforts. They also have videos describing their Ocean Mission that are accessible on Youtube and their website.

How They Discuss

The efforts that O'Neill takes towards CSR fit within their business and strategy. As a surf culture brand, the ocean and beach are important factors to their stakeholders. In knowing this, they heavily report and market around the fact that they work to have clean oceans/beaches. With O'Neill Blue at the forefront of their CSR efforts, consumers can feel comfortable knowing that O'Neill's brand is reliable and sincere.

Business Strategy

One of the things O'Neill prides themselves on is the accessibility to traceable materials within their supply chain. Since 2018, they have made efforts to have a 100% traceable supply chain. As of 2020, all tier one suppliers were considered 100% traceable with goals of tier two by 2021. They also show transparency in the ways that they let stakeholders understand what is in their products, as well as the conditions they are made in.

Transparency