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Corporate Sustainability Websites Go Interactive

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In this independent on-demand briefing, Jaclyn Pitera presents key findings from AltaTerra's Greening the Company Website report. Michael Beutler, Global Director of Sustainability Reporting at SAP, presents an inside view of developing and delivering an online sustainability reporting experience--SAP's 2009 Sustainability Report, which received an A+ GRI rating. Includes a copy of the Greening the Company Website report.

Corporate Sustainability Websites Go Interactive
Leading Practices and Case Study

Michael Beutler, SAP
Jaclyn Pitera, AltaTerra Research
Don Bray, AltaTerra Research


From its origins as static brochure-ware, sustainability reporting is evolving into an interactive, web-based community-building mechanism. Increasingly, companies are using the web to dynamically demonstrate how sustainability principles are becoming integral to management of business operations. Interactive, online sustainability reporting is emerging as a powerful tool for engaging customers and other external stakeholders in corporate environmental performance.  

In this independent online briefing: Michael Beutler, Global Director of Sustainability Reporting at SAP, presents a practitioner’s inside view of SAP’s recent experience in developing and delivering an online sustainability reporting experience, SAP’s 2009 Sustainability Report. A market survey by AltaTerra Research identified SAP as a leading company in sustainability reporting, especially in the areas of data timeliness, stakeholder interaction, and environmental data materiality. Conference participants learn about the unique features of SAP’s online reporting website, as well as the processes and lessons learned in making it happen.

This online briefing is the second in a series, based on the January 2010 report from AltaTerra Research, "Greening the Company Website: A New Era in Sustainability Reporting." Introducing this conference, Jaclyn Pitera, Senior Analyst and lead report author, addresses:
  • How 60 companies recognized as leaders in corporate sustainability are using their websites to communicate their activities and engage stakeholders
  • Eight attributes that are most essential for this type of communication
  • Examples from leading green corporations, including top rankings and areas of improvement for online reporting  
Don Bray, President of AltaTerra Research, introduces the session and speakers, and moderates online participant Q&A.

Key Topics

  • Welcome and Introductions -- Don Bray, AltaTerra Research
  • Greening the Company Website: A New Era in Online Sustainability Reporting -- Jaclyn Pitera, AltaTerra Research
  • Research Approach
  • Eight Essential Attributes
  • Key Findings
  • Leading Practice Examples
  • Emerging Practice Examples
  • Recommendations
  • Creating Trust through Transparency: Measurement Standards and Success Engagement -- Michael Beutler, SAP
  • How Does SAP Define Sustainability?
  • What is the Credibility Gap?
  • How Do You Gain Trust?
  • From Philanthropy to the Material
  • From Transparency to Accountability
  • From Reporting to Performance
  • From Static Publishing to Interactive Dialogue
  • What are the Benefits?

Companies Mentioned

SAP, Ford, Vodafone, BMW, GM, Toyota, Alcoa, BASF, Dow, DSM, Holcim, Panasonic Electric Works, Adidas, Kingfisher, Nike, Patagonia, Starbucks, Timberland, Unilever, Wal-Mart, Aracruz Celulose, EnCana, ENI, Total, Xstrata, ANZ Banking Group, Credit Agricole, Investomentos Itau, State Street, Swiss Re, Bristol-Myers Squibb, Johnson & Johnson, Merck, Novartis, Roche, Smith & Nephew, Applied Materials, Atlantia, Atlas Copco, General Electric, TNT, Dell, HP, IBM, Intel, Sun, Pearson, Reed Elsevier, GPT Group, Land Securities, Dexus Property Group, BT Group, Nokia, NTT Docomo, Telefonica, Telus, Air France/KLM, East Japan Railway, Sodexo, Centrica, Cia Energetica de Minas Gerais, Iberdrola, PG&E.

Who Will Benefit From This Briefing
  • Corporate Sustainability and Corporate Responsibility Professionals
  • Marketing Communications and PR Professionals
  • Corporate Finance and Accounting Professionals
  • Corporate IT and Website Professionals
  • Environmental/Regulatory Affairs Managers
  • Clean Technology Industry Professionals

About the Presenters
As global director of sustainability reporting at SAP, Michael Beutler drives innovation and product thought leadership for sustainability performance reporting, and brings social media driven accountability and enterprise performance analytics together to move sustainability reporting toward a true nexus between the organization and its eco-system. Previously at SAP, Michael was director of SME on-demand services and, prior to that, volume program director. He has also worked in senior level positions with Autodesk, DHL, PricewaterhouseCoopers, U.S. EPA, and Ford. Throughout his work in environmental management, finance, operations, sales, and marketing, Michael’s focus has been on how to use technology, from internal systems to social media, to understand issues from a 360 degree perspective and drive improvements in resource use, environmental impacts and financial performance. Michael earned his MBA and JD from the University of Colorado. He holds a BA in finance from Michigan State University.

Jaclyn Pitera is a senior analyst at AltaTerra Research. She has advised firms in developing their sustainability strategy and implementation plans, particularly regarding carbon footprint mitigation, energy efficiency, green building, sustainable material sourcing, employee behavior change, and marketing and communications, generating for client firms documented cost savings, competitive differentiation, and risk mitigation. She has also advised start-up companies in the green building and energy efficiency industries, providing strategy development, industry and market analysis, and product life cycle analysis. Prior to AltaTerra, Jaclyn was a sustainable business consultant for Williams-Sonoma, Business for Social Responsibility, H&M, Cummins, and JBG, a real estate developer in the Washington D.C. area. Jaclyn holds an MBA, a master of science in sustainable systems, and bachelor of science in biology from the University of Michigan.

Don Bray is cofounder and president of AltaTerra Research. He has led a broad range of market research and consulting engagements in corporate sustainability, green IT, carbon management, and renewable energy systems. He is a frequent author, speaker, and discussion moderator on emerging solutions for energy efficiency and corporate sustainability. Prior to AltaTerra, Don served as a managing partner for Accenture. He continues to be actively involved in energy and environment related initiatives with the Silicon Valley Leadership Group. Don earned a master’s degree in engineering management from Stanford University, and a bachelor’s degree in civil and environmental engineering from the University of California at Davis.


Includes a copy of "Greening the Company Website" report, the presentation slides in PDF format, and access to a recording of the live event.

Member* $245 
Non-member $345 

*Becoming a registered member of the AltaTerra Research Network is free, easy, and obligation-free. Simply click on "Register" in the upper right menu bar.

** For non-profit, academic, government, and student prices, please email

About AltaTerra Research Briefings

AltaTerra Research Briefings are designed to provide independent professional education on critical market developments in efficiency, renewable energy, and sustainable business. Recognized experts from the business community, institutions, and government share information and insights in an accessible conference session format that is interactive and non-sponsored (unless otherwise specified). Briefings typically begin with an overview, then move into greater detail, and close with a moderated audience question-and-answer (Q&A) period. After the live briefing, on-demand access to the recording, including audio and presentations, is provided to registrants and available for sale.

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