Jim Peacock

I like to think that I have one of the broadest and most exciting jobs at Hill+Knowlton Strategies.  I have the role of critical friend to our clients to help them mitigate the risks and increase the opportunities that come from putting corporate responsibility at the heart of business strategy. The speed at which this area is developing, the volume of issues it encompasses and the complexity of the stakeholder relationships involved makes it fascinating, dynamic and challenging in equal measure.

To date I have been lucky enough to work with a wide range of leading brands helping them to develop and implement robust strategies that have created real brand and reputational benefits.  A specific area of focus for me over the last ten years has been environmental and climate change issues and how business respond to the multiple legislative, commercial and reputational pressures exerted upon them. I have worked right across the spectrum of issues from building awareness of and advocacy for carbon offsetting to creating and launching the first consumer focused carbon label to delivering insight on the shareholder value at risk from not reducing carbon emissions.

One of the most exciting and challenging elements of my job is the extent to which businesses are now operating in uncharted waters. Scrutiny of corporate responsibilities and demand for transparency are at an all-time high. The explosion of online media has enabled almost anyone, anywhere to become a journalist or activist.  This means that it is no longer tenable to ignore or try to smooth over risks, real commitment and leadership are required. While corporate reputations can be undermined in 140 characters or less, there are huge upsides for companies that can clearly communicate the shared value they are creating in tackling their impacts.  As competition across all sectors increases, the companies that successfully integrate corporate responsibility into business strategy and unlock the brand, product and market opportunities it can create will have the advantage.