MTG’s corporate responsibility programme, Modern Responsibility, was first introduced in 2004, and has been an integrated part of our business for the last four years.
Acting responsibly towards our stakeholders has always been important for us, but with Modern Responsibility, our framework for doing so has become more comprehensive and tangible, making it easier to implement a truly responsible approach across the Group. Modern Responsibility enables the Group to deliver a consistently high level of performance, and is the platform for our future development. This supports the company’s mission statement “Maximising the power of entertainment”.
The importance or relevance of Modern Responsibility has not decreased during the global economic downturn. Rather, the opposite is true – we believe that it is more crucial than ever to focus on our core values and conduct our business in an ethical and responsible manner in the current market environment. Focusing on cost control, something we have always done anyway, can make us even more creative in the ways we support local communities, train and develop our employees and negotiate with suppliers.
The Modern Responsibility programme is overseen by senior management and coordinated by a central Modern Responsibility Coordinator, with local ambassadors in each country. In the beginning of 2009 we established a Group-wide Modern Responsibility Committee, to further structure and develop our corporate responsibility programme by reviewing existing and potential new initiatives and making adjustments where necessary, in order to ensure the efficient and effective delivery of the programme’s objectives.
We have recognised seven key stakeholder groups, who are in the focus of our responsible behaviour:
- Customers – The people we dedicate our business to.
- Shareholders – Our valuable investors.
- Employees – The people that make us what we are today.
- Suppliers – The companies whose products and services we buy.
- NGOs – The non-governmental organisations we work with.
- Regulators – Ofcom, RTVV and other authorities that set the rules for what we do.
- Society – The surroundings we do our business in.
We engage with our stakeholders on a daily basis as part of our everyday business, which helps us understand what is expected from us and how we can improve. We have primarily used our stakeholder engagement channels to develop our products and services to best meet our customers’ needs, but we are also increasingly engaging our stakeholders on a much broader basis.
Modern Responsibility is divided into four key areas, each area addressing our responsibilities towards a number of stakeholder groups. The four areas are: