Telus Corporation is a Canadian Telecommunication Services company and is ranked 88 on Forbes Global 100 list of the world’s most sustainable companies.  Their slogan “the future is friendly” has become synonymous with some of the most popular and probably the cutest TV commercials around.  But since the company is not in the US I would assume most of you have not seen the commercials, let alone ever heard of the company.  So for all of you who haven’t seen them get ready to give a collective Awwwwwww!! 

Based on their website they also seem to be living up to their spot as a sustainable company.  They have received numerous awards including 2010 Outstanding Philanthropic Corporation by the Association of Fundraising Professionals, making them the first Canadian corporation to ever receive this award.  In 2010 they also signed the UN Global Compact which aims to align companies operations and strategies with 10 universally accepted principles in the areas of human rights, labour, the environment and anti-corruption.

Through the use of Google Scholar I was able to find an article called “The Role of Sustainable Development Indicators in Corporate decision Making”, the paper used Telus as an example of “how sustainable development indicators are used in Board-level decision-making, corporate  strategic management and supply chain management.”  In their corporate responsibility report Telus reported on 22 indicators such as greenhouse gas emissions, charitable donations, etc.  Of the companies studied in the report Telus was the only one to give economic, environmental and social performance measures with targets, results and information about whether they had been met or not.  It also said that these targets are regularly reviewed at directors meetings.  Overall compared to the other companies in the survey it seemed that Telus was doing a very good job in being open about their corporate social responsibility, as well as holding themselves accountable to it.

Telus was also referenced in another article about employee health in a report by the Industrial Accident Prevention Association.  The report showed how companies actually saved money on overall health costs when they spent money on corporate health initiatives.  For every $1 that Telus spent on initiatives they estimated that they saved $3 on healthcare costs.  This seems to be in line with what Costco was also doing.  If you treat your employees right not only will they be more productive but it also seems to reduce costs.




6 responses »

  1. Kate says:

    Sarah, that commercial is not only cute, but it’s also effective. I really liked the phrases that were used: “we’re listening, we’re learning, we’re getting better” because it highlights Telus’s transparency. Telus openly admits that its results and information, even when the company does not reach its objectives. Missing objectives (sometimes) is not necessarily a bad thing because the company then has something to strive for during the next year. Telus’s continued openess, in my opinion, is the true definition of social responsibility.

  2. Tomas Smaliorius says:

    I agree with Kate. Just because the company fails to meet their goals, it may simply due to the fact that goals have been set very high, which as she mentioned would be a good indicator of where the company is striving to be. Even though the commercial was adorable, I wanted to see a little bit of information of how Tellus is impacting the life of those animals, whether that was a quick phrase or a statistic. But then again the commercial might be sufficient enough because other wise the company would be trying to boost its self image too much.

  3. Mike M says:

    While I agree that the commercial is very cute, I was a bit surprised to see that it did not say anything about how Telus is helping those animals or the environment in general. The commercial seems to only send the message that Telus is a friendly, customer service oriented company. This is a good message to send as far as marketing the company, but it does nothing to show how the company is being environmentally friendly which seems to be one of the company’s major priorities.

  4. Jordi says:

    Oh, you faithful cannuck. Was 88 the highest you could find for a Canadian company? Isn’t the whole country more sustainable?

    • Sarah says:

      I think there were other Canadian companies that were higher, I just picked Telus because I love there commercials! P.S it is spelled Canuck in Canada.

  5. […] Least Heard of Company: Posco: Friend or Foe by Alex & Telus: The Future is Friendly…and Socially Responsible and Cute by Sarah […]

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