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Selling in the Agora or Connecting Online – Consumer Products Companies Adapt to Growing Demand for Sustainable Products

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June 20 2021  – Here we go shopping!

by Hank Boerner – Chair & Chief Strategist – G&A Institute

Selling “at retail,” both direct to consumers and through business partners to consumers in both digital and physical spaces, is a rapidly- changing (every day!) area of the North American economy.

Think of the upheavals in the once-staid and steady consumer retail marketplace in recent years.

Tiny Amazon came to life in summer 1994 in Washington State founded by a former Wall Streeter, Jeff Bezos. The first products offered were books (with human editors writing summaries!).

By 2020, the company had reached annual revenues of US$386 billion (up $38% over 2019) with net profits of US$21 billion (up 84% over 2019) – with an amazing array of products moving to consumers.

Amazon was the “go-to” retailer for many people in the sheltering-in-place days of the Covid pandemic. Need “it”? Chances are Amazon’s “got it” as the company’s inventory of products and methods of delivery have been dramatically expanding. And disrupting many other retailing organizations.

The largest U.S.-headquartered, “location-based” as well as remote order retail organization selling direct to consumers is Walmart, with 11,443 stores, 404 distribution centers and 2021 fiscal year sales of $559 billion worldwide.

Consider that Walmart is the largest retailer on the globe — including being the #2 digital retail marketer. All this from small beginnings as storefront stores in Arkansas founded by Sam Walton and family in 1962. By 1967, there were 24 stores with a healthy $12 million in annual sales.  Walton Stores morphed to “Wal-Mart Stores”.

Walmart today is also a business disrupter for many other retailing organizations and for companies in the middle all along the value chain from farm-to-factory-to-shelf and table. But there are other disrupters as well in the digital retail marketing space.

Top web-based retailers today include Apple (at #3, just passed by Walmart), Dell, Best Buy, Home Depot, Target, Wayfair, Kroger, and Staples.

In 2020, the U.S. Department of Commerce estimated that retail sales topped $4 trillion in the United States. While e-commerce grew by 44% to become $1-in-$5 of all retail sales, “in-store” sales still dominated the retail space.

There are more than one million retail establishments across the breadth of the U.S., and even the 50 top retailers with online presence operate stores (a hybrid model).

Fixed-space retailing is still very popular with consumers – “wandering the Agora” has been a favorite pastime for many of us since the classical times in ancient Greece and down through the ages.

The Athens agora was an important city and just part of the agora of settlements in Greece; this was the center of economic activity and the consumer marketplace for goods…as well as for sharing ideas.

Today’s huge malls are a sort of equivalent but minus the philosophers holding forth.

What about large consumer products companies selling to consumers in domestic and global marketplaces, mostly through value chain partners ranging from Walmart and Amazon to supermarket chains?

How are these companies managing their way through the embrace of sustainable products by a growing number of consumers?

We have selected three firms to look at this week who are leaders in terms of their corporate ESG profile: Kellogg’s, Colgate-Palmolive, and PepsiCo. Some top lines for you:

Kellogg’s is partnering with 440,000 farmers in 29 countries to promote climate, social and financial resiliency (this is the “Kellogg’s Origin” program). The company’s Kashi subsidiary began to partner with local growers (wheat, corn, rice, sorghum) to help transition from traditional farming to organic farming. The food manufacturer / marketers’ programs are outlined in the story from Baking Business (see link below).

Colgate-Palmolive is reporting on its corporate sustainability journey with updates on its “purpose” progress – re-imagining a healthier future for all people, their pets, and our planet.

News: 99 percent of Colgate-Palmolive products launched in 2020 have improved sustainability profiles – that should be attractive to this large company’s customers.

PepsiCo is a large multinational enterprise marketing beverages and snacks around the world. The company is coming out in support of the idea of better “environmental labelling,” as the European Union considers as part of its “Farm-to-Fork” strategy a sustainable food labelling framework. PepsiCo is generally on board, says its director of environmental policy, Gloria Gabellini, with the idea that consumers have the right to expect transparency from the producers.

And so – for consumer purchases in the digital space or taking place in a fixed location (the venerable physical storefront) – consumer products companies are recognizing the shift underway with many more buyers seeking “sustainable” products (especially for consumables).

These food, beverage, personal products, and related products are disrupting their own businesses to remake the model.

Think of retailing – including wandering the Agora of the 21st Century – as an ever-changing economic activity.

Free-range chicken for dinner tonight, anyone? Even farming practices considered “old” or traditional are coming back into vogue for consumers.

TOP STORIES

Corporate Progress

G7 Developments

The “G7” are heads of governments of the leading economies of the world – United States of America, France, Germany, United Kingdom, Japan, Italy, and Canada.

These sovereigns represent about 60% of global net wealth and almost half of global GDP. The European Union has representatives at the G7’s annual summit. G7 decisions influence the major economies of the world. So – these steps need to be monitored going forward:

The Corporate Proxy Season is Underway – ESG Issues Are in Focus

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by Hank Boerner, Chairman, G&A Institute

It’s a new year and the 2014 corporate proxy season is really underway, and the topics in focus are reflective of asset owners’ and managers’ concerns about key societal issues. Managements taking no action on the issues, deciding the wrong actions, or boards and managers ignoring the facts regarding key topics of concern to the asset owners could lead to greater risk, lost opportunities, and dramatic hits on corporate reputation — and share price valuations.

And all of that that could affect the value of the investors’ holdings. Since many of the shareowners are fiduciaries (think of SRI mutual funds, public employee pension funds, state trust funds), the growing consensus is that as fiduciaries, asset owners have a duty to be vocal, to actively engage with corporate management, and to take strong stands on key ESG issues. And, in some cases, to bring those issues to the electoral process at proxy time so all shareholders can have their say. Of course, there is usually negative press resulting for some companies.

“Proxy season” used to be those times of year when certain gadflies showed up to (in the view of management and board) ” harass” the assembled corporate leadership. (Such pioneer proxy luminaries as the Gilbert Brothers and Evelyn Davis come to mind.)

Today, the proxy  season is actually a year-round engagement, with advocates such as the Interfaith Center on Corporate Responsibility (ICCR) institutional members active in dialogue with corporate managements and board members on various E-S-G issues. One sea change of a decade ago or more was the linking of traditional corporate governance concerns with environmental and social or societal issue concerns, and working through the barriers to getting their resolution to the proxy statement and to vote.

Linking “good governance” practices with progress (or lack of) on supply chain issues, or product stewardship, marketing practices, protection of natural resources, or lobbying and political spending, now helps advocates avoid the “no action” letter from the SEC that allowed corporate managements to ignore the shareholder’s resolution. (In the past, the usual practice of SEC staff was to advise the company protesting the draft resolution that “no action” would be recommended to the commissioners if the company ignored the draft.)

So what is in store for 2014 corporate proxy voting — what are the issues in focus? Sustainable & responsible investing (SRI) advocates are raising issues with companies about public policy and climate. (As we write this, every US state is in the grip of a cold wave, that is being linked to climate change by experts.)  For two decades now, investors have engaged company managements about climate change.

Now, coalitions of shareholders are involved in a larger collective effort — “Raising the Bar” — in response, they say, to the expanding and alarming scientific evidence of our changing climate. And, as long-term advocates like Tim Smith of Walden Asset Management point out, the resulting significant environmental and economic impacts on the corporate enterprise. Investor interests are very concerned about climate change.

A number of companies — AEP, Chevron, Conoco, ExxonMobil — have received draft resolutions by coalition shareowners urging boards and managements to re-examine their opposition to regulation and legislation intended to address climate change. That includes their lobbying on climate change issues and disclosing more about those actions to their owners.

It’s not just direct company actions in focus — the shareowners include the corporation-funded efforts of the US Chamber of Commerce , the oil lobby (American Petroleum Institute) and the National Association of Manufacturers in the lobbying and advocacy on issues…

Beyond climate change, other proxy resolutions call for companies to re examine their state-level lobbying, especially through such groups as ALEC (the American Legislative Exchange Council), which operates primarily with corporate contributions and promotes conservative public policy issues with :”model” legislation which often moves from state-to-state. (An example is the “Stand Your Ground” laws adopted by a number of states.)

The companies in focus include Microsoft, Pfizer, Time Warner Cable, and UPS. Among the prime movers in this initiative: State of Connecticut Retirement Plans, Zevin Asset Management, Sisters of Charity of the Incarnate Word, and Walden Asset Management clients.

Some companies are responding to shareowner concerns — Coca-Cola, John Deere, Dell, P&G, GE, GM, Unilever, and Wal-Mart have reduced their involvement or quit ALEC,according to information provided by Walden Asset Management.

Other concerns: ICCR’s David Schilling advises that an issue now in focus is the garment industry’s pricing policies, following the Rana Plaza tragic fire in Bangladesh (killing 1,000+ people). The “Accord for Fire and Building Safety” addresses pricing practices and the almost 300 institutional members of ICCR and other shareholder advocates are focused on current pricing models, outsourcing, and prevailing wages in developing countries.

And, from Green Century Capital Management we hear that more than 40 institutional investors representing US$270 billion in AUM are urging the other invesotrs, major palm oil products, consumers, and major shareholders in such companies as food marketers Kellogg and financiers HSBC to support an effort to not contribute to further deforestation or support human rights violations. “Fueling deforestation is bad business for any company seeking to position itself as a responsible, sophisticated global player,” says Lucia von Reusner, Green Century’s shareholder advocate.

Ceres helps to mobilize business and investor leadership on climate change. Rob Berridge, director of shareholder engagement, says investors Ceres works with are asking corporate managements to actively address forced labor, deforestation, habitat destruction, and accelerating GhG emission, and to develop and operate palm plantations more responsibly.

Consumer-facing brand companies — Uniliver, Kellogg, Dunkin Donuts, HSBC — are facing high-profile consumer campaigns on palm oil issues. Some companies are saying in response that they will purchase of finance palm oil that has been certified by the Roundtable on Sustainable Palm Oil (RSPO).

There is much more action to come in the days ahead as the peak of proxy voting nears — we’ll bring you news and commentary and insight on trends in this space.  Stay Tuned to the 2014 ESG-focused proxy campaigns.