Yell, the FTSE 100 international directories business, has published its second Corporate Responsibility report, detailing achievements during the last year and outlining its approach and targets for the year ahead.
The 2006 report includes particular focus on Yell’s economic stakeholders, mainly users and advertisers, together with details of its impact on its people and the community.
John Condron, chief executive of Yell said: “We recognise the commercial benefit of stimulating enterprise, of selling responsibly, of providing good customer service and of managing our operations with respect for the needs of all our stakeholders. We also recognise the need to go beyond what is expected of a modern business in order to be seen as a leading one.”
“Our report reflects our strong belief that good governance and corporate responsibility are inextricably linked, and that both are essential to ensuring we meet our commitments to all our stakeholders.”
The report highlights what governance and responsibility means to Yell, using four guiding principles to support its vision: Excellence, Responsibility, Reliability and Integrity.
Highlights of the report include:
Recognition
Yell’s achievements during the last year have been recognised by inclusion in the following indexes:
- FTSE4Good index
- Dow Jones Sustainability World and European Indexes
- Ethibel Investment Register and Pioneer Index
- The Global 100 list of the world’s most sustainable businesses
Corporate Practice
In 2005, Yell helped the Department of Trade and Industry (DTI) to develop and launch ‘Consumer Direct’, an impartial telephone helpline that provides consumers with the tools, knowledge and confidence to anticipate, avoid and resolve problems with suppliers.
Yell is committed to stimulating enterprise and, since 2005, has worked with the Berkshire branch of The Prince’s Trust to run workshops for the ‘Young Entrepreneurs’ scheme. Yell also helps Trade Associations promote their industries and activities.
Environment
Yell’s commitment to sustainability includes a comprehensive recycling programme for old Yellow Pages directories. Fifty seven per cent of UK households recycled their old Yellow Pages directory last year, which was above target and the fourth consecutive annual increase. Yell awarded a total of £50,000 in grants to local authorities to support Yellow Pages recycling initiatives.
Last year, Yell increased the recycled fibre content of the main text paper of its Yellow Pages directories from 46% to 48%, above the industry average, with virgin paper for the directory sourced from well-managed forests.
Community
Yell’s extensive work in the community includes a continuing partnership with the Woodland Trust through the ‘Yellow Woods Challenge’ – an educational environmental campaign involving charitable support and community engagement. Launched in September 2002, the initiative has involved more than one million pupils and recycled more than a million old directories. The 2005 Challenge involved 74 councils, 1,669 schools and 402,489 pupils. *
Yell has helped to raise more than £15 million since 1999 for Marie Curie Cancer Care, through continued sponsorship of the Great Daffodil Appeal.
Since July 2005, Yell has donated banner advertising space on Yell.com to Childline International worth almost £300,000 in equivalent advertising value.
People
Key achievements to enable Yell people to continue to achieve their potential included becoming one of only 24 companies in the UK to gain Investors in People ‘Champion’ status. Yell demonstrated outstanding best practice in promoting the IiP standard, which helps organisations to improve performance and realise objectives through the management and development of their people.
Yell also launched its Code of Ethics and re-launched its confidential Whistleblowing Line for its people.
* The Yellow Woods Challenge won Best Corporate Social Responsibility Campaign in the prestigious CIPR (Chartered Institute of Public Relations) National Excellence Awards in July 2006.