Listening and
Responding

 

The inwardly-
locused Shell must
become a Ihing of
the past

We are changing
lhe way we
communicate

as an organisation

The (Pro?ts 8C Principles?
Advertising Campaign

In April 1998, we published a special Shell report entitled ?Pro?ts
86 Principles does there have to be a choice??. It marked the ?rst
external sign of our renewed commitment to recognise the
legitimate interests of a much wider group of stakeholders in our
business, and our need to listen, engage and respond to them.

The Shell Report directly addressed the dif?cult issues that we face
in the modern business world. It raised the areas of public concern
with the work that we do and explored the tough questions that we
will all face in the future. It outlined the work we are doing to
bring our business practice in line with the principles by which we
operate and, most importantly of all, it encouraged open comment
and feedback from all our stakeholders, large and small.

We recognise that the inwardly?focused Shell must become a thing
of the past and are committed to become better at communicating,
both listening and responding.

As part of this commitment, we are changing the way we
communicate as an organisation and are making a long-term
investment in a communications programme, designed to keep all
of our stakeholders informed, both about the issues themselves and
the work we at'Shell are doing to address those issues.

We will be looking to use as many information channels as we can
within this programme. For the most part it will take the form of
information updates, regular brie?ngs for special interest and
educational groups and conferences and meetings to involve
stakeholders in our policy?making process.

We have also taken the decision to widen the scope of the dialogue
using advertising. We want to take the debate to those who might
not necessarily come to us for information, but whose lives are
touched, nevertheless, by our business in its many different forms
and by the issues raised by the future energy needs of our world.

The advertising campaign is not designed to sell Shell products and
services in a traditional sense. We recognise that many of the issues
are immensely complex and that it would be both arrogant and
foolish to pretend to ourselves and the outside world that we have

 

 

 

solutions to all the problems of today and tomorrow. We know
that we will be judged by our actions, rather than by ?ne words.

However, we do believe that it is important to tell people about the
ways in which we conduct our business. We need to reassure
people publicly of our commitment to the principles of
sustainable development, balancing our own legitimate commercial
interests with the wider need to protect and enhance the
environment and contribute to social progress and stability. We
know that it is vital to give people evidence of the tangible steps
that we are taking to build these principles into our business
practice.

This booklet contains the ?rst pool of examples which we will
draw on over the coming months. Each advertisement
acknowledges and explores one of the complex areas identi?ed in
our engagement and research among stakeholders and allows us the
opportunity to extend our point of View in a frank and open way.

Of course, we don?t expect you to see things just from our point of
view. We know all real dialogue must be a two?way conversation
and so we?ve ended each advertisement with a request to our
stakeholders to talk to us and let us know What they think.

Please join the debate and let us know what you think about what
we?re doing, and how we?re doing it.

You can contact us on the Internet at e-mail us at
or write to us at: ?The Pro?ts 8C Principles
Debate?, Shell International Petroleum Co Ltd, Shell Centre,
London SE1 7NA United Kingdom.

Wage?

Mark Moody?Stuart
Chairman of the Committee of Managing Directors
Royal Dutch/ Shell Group of Companies

We will be iudged by
our actions, rather
than by fine words

All real dialogue
mus! be a two-way
conversation

1'qu l'o us and let us
know what you think. We .
promise lo listen
and respond to your
views

 

   

 

 

   



 

   

is; Pith 



  

   

Every business wants to make its mark. i . 
However, in the sensitive regions of the world, . :5 j,
like our tropical raintorests and our oceans, a 
the scars oF industrialisation are all too apparent? 
Our shared climate and Finite natural resources . 

concern us as never helore, and there?s - I
no room tor an attitude oi ?It?s in the middle
of nowhere, so who?s to know?? . . 3

(Each Shell company is a separate and distinct entity. In this advertisement, the words ?Shell?, ?us" and ?our? refer, in some places, to the Royal Dutch/Shell Group 3

as a whole, and in others to an individual Shell company or companies, where no useful purpose is sewed by identifying the specific company or companies.)

.53?53? 

3
l-l gm?- 
'l 
1" 1.. 
a 

Is.

Time and again at Shell we're discovering the rewards

of respecting the environment when doing business. If we're
exploring for oil and gas reserves in sensitive areas of the
world, we consult widely with the different local and global
interest groups. Working together, our aim is to ensure that
bio-diversity in each location is preserved. We also try to
encourage these groups to monitor our progress so that we can
review and improve the ways in which we work. We see this
process as an important investment in our goal of sustainable

development, balancing economic progress with environmental

care and social responsibility. It won?t happen overnight. But
lessons like these are helping us move forward?with careful steps.

WE WELCOME YOUR INPUT. CONTACT US ON THE INTERNET AT OR
EMAIL US AT OR WRITE TO US AT: PROFITS PRINCIPLES 
SHELL INTERNATIONAL LTD, SHELL CENTRE, LONDON SE1 7NA UK.

WISH UPON A STAR

 

PROFITS PRINCIPLES.

 

The sun holds such bright promise as
a clean, renewable energy source.
And yet For years, it's remained out of
reach. Clean, yet too expensive.

So the question is: do we Follow the sun
or just turn out the lights and go home?

(Each Shell company is a separate and distinct entity. In this advertisement, the words "Shell", ?us? and ?our" refer, in some places, to the Royal Dutch/Shell Group
as a whole, and in others to an individual company or companies, where no useful purpose is served by identifying the specific company or companies. Likewise the

reFerence to ?Shell International Renewables? is a reference to those Shell companies which are individually engaged in the Renewables business)

 

 



?ins. Wt

OR MAKE A DREAM COME 

 

 

 

IS THERE A 

 

Ignoring alternative energy is no alternative. Keeping pace

with the world's accelerating demand tor energy and
supplying power to remote areas require Shell to pursue
renewable resources like solar, biomass and wind energy.
We established Shell International Renewables with a
million commitment to develop these new
opportunities commercially. One of our goals is to make solar
energy cheaper, more efficient and more accessible,

both tor businesses and homes. It?s part of our commitment
to sustainable development, balancing economic

progress with environmental care and social responsibility.
So with real goals and investment, energy from the sun

can be more than iust a daydream.
WE WELCOME YOUR INPUT, CONTACT US ON THE INTERNET AT OR
EMAIL US AT OR WRITE TO US AT: PROFITS PRINCIPLES DEBATE:
SHELL INTERNATIONAL LTD, SHELL CENTRE, LONDON SEI 7NA UK.

CLOUD ISSUE 

PROFITS PRINCIPLES

The issue of global warming

has given rise to heated debate.

Is the burning at fossil fuels

and increased concentration at
carbon dioxide in the air a serious
threat or iust a lot at hot air?

(Each Shell company is a separate and distinct entity. ln this advertisement, the words ?Shell?, ?us? and l?aur" rater, in some places, to the Royal Dutch/Shell Group
as a whole, and in others to an individual Shell company or companies, where no useful purpose is served by identifying the specific company or companies.)

 



.. m: .

.54. *1

OR CLEAR THE 

 

4; on" A 

 

 

Shell believes that action needs to be taken now, both by
companies and their customers. So last year, we renewed
our commitment not only to meet the agreed Kyoto targets
to reduce greenhouse gas emissions, but to exceed them.
We're working to increase the provision of cleaner burning
natural gas and encouraging the use of lower-carbon fuels
for homes and transport. It?s all part of our commitment to
sustainable development, balancing economic progress with

environmental care and social responsibility. Solutions to

the future won?t come easily, particularly in today?s business

climate, but you can't find them it you don't keep looking.

WE WELCOME YOUR INPUT. CONTACT US ON THE INTERNET AT OR
EMAIL US AT OR WRITE TO US AT: PROFITS PRINCIPLES DEBATE:
SHELL INTERNATIONAL LTD, SHELL CENTRE, LONDON SE1 7NA UK.

 

  
    
   
     
     
   
  

COMMODITY

\u -w -

 

 
 

Uncaring. Exploitative. Operating
behind closed doors. Multi-national
companies are sometimes accused
out?thinking-uonly of themselves and
their shareholders. However, they
cannot attord to ignore the world
outside the office and the communities
on which their business depends.



(Each Shell company is a separate and distinct entityt In this advertisement, the words :"Shell", l'we", ?us?1and'?0url'. refer, in some places, to the Royal Dutch/Shall Group
as a whole, and in others to an individual Shell company or companies, where no useful purpose is served by idian?fyin' the specific company or companies.)

.

OR 

HERE A 

 

For Shell, improving social conditions improves business
II conditions. There's no better market than a healthy,
ll prosperous society. So, in very practical ways, we support
the communities around us, From working with schools,
health and agricultural services in developing countries, to
assisting with youth iob training and advice services

for people setting up small businesses. We see this as

investing for the Future, in the same way that we invest in oil,

gas and solar power. It's all part of our commitment to

sustainable development, balancing economic progress with
environmental care and social responsibility. Atter 

bringing energy to communities is the heart of our business.

WE WELCOME YOUR INPUT. CONTACT US ON THE INTERNET AT 
OR EMAIL US AT OR WRITE TO US AT: PROFITS PRINCIPLES DEBATE:
SHELL INTERNATIONAL LTD, SHELL CENTRE, LONDON SEI 7NA UK.

 

 

In the attempt to satisFy the world's
ever?increasing demand for energy,
it's easy for companies to overlook . 
the importance of plants and animals.
But ignoring endangered species
can be very costly. Lasting
environmental damage andpublic
outrage are the real business
consequences of forgetting the
small and vulnerable.

(Each Shell company is a separate and distinct entity. In this advertisement, the words ?Shell", ?w ?us? and ?our? refer, in some places, to the Royal Dutch/ Shell Group
as a whole, and in others to an individual Shell company or companies, where no useful purpose is served by identifying the specific company or companies.)

 

 

 

OR BECOME 

 

Shell works hard to discover new sources of energy.
But, we also work hard to see the world doesn?t suffer in
the process. If we're exploring for oil and gas reserves in
environmentally sensitive regions, we consult widely with
the different local and global interest groups to ensure that
bio-diversity in each location is preserved. We're also
trying to encourage these bodies to stay involved throughout
the process and monitor our progress so that, together,
we can review and improve the ways in which we work.
It?s all part of our commitment to sustainable development,
balancing economic progress with environmental
care and social responsibility. Because we believe that,
even when times are tough, supporting the best interests
of the world is in our own best interest.

WE WELCOME YOUR INPUT. CONTACT US ON THE INTERNET AT 

OR EMAIL US AT OR WRITE TO US AT: PROFITS PRINCIPLES
SHELL INTERNATIONAL LTD, SHELL CENTRE. LONDON SE1 7NA UK.

 

COVER UPI

 

 

It's a picture the world has seen betore:
unused barrels ot hazardous materials

lett to rust because ot a lack ot local
expertise, tacilities or tunds tor organising
their sate collection and disposal.

Endless accusations and inertia
can hamper progress, until the issue
gets torgotten completely.

(Each Shell company is a separate and distinct entity In this advertisement, the words ?Shell Chemicals?, "us" and ?our? refer to those Shell companies which are
. I individually engaged in the Chemicals business, where no useful purpose is served by identifying the individual company or companies.)

 

 

OR CLEAN 

  

    
 

IS THEREHA 

  
  
 
  

.Ai-?e

Shell Chemicals embraces a policy called Product Stewardship
which involves taking certain responsibilities for its products
throughout their litecycle. In northwest Atrica,

an obsolete insecticide lay unwanted, together with a large





number of contaminated storage drums. The insecticide was
owned by the government and had been provided by

aid organisations to combat locusts. However, we had
produced it some thirty years before, so we willingly agreed
to assist in its sate collection and incineration, It?s part of our
commitment to sustainable development, balancing economic
progress with environmental care and social responsibility.

Because do we really profit it the world doesn?t?
WE WELCOME YOUR INPUT. CONTACT US ON THE INTERNET AT OR
EMAIL US AT OR WRITE TO US AT: PROFITS PRINCIPLES DEBATE,
SHELL INTERNATIONAL LTD, SHELL CENTRE, LONDON SE1 7NA UK.



             

 

 

 

 

seeking energy rot exponential rates,
Fossil luels will eventually lode. And so,
the likely question is: will oil companies



Iustsm?andradelaswen? I I I 


c'es, to the Royal Dutch/ Shell Group
company or companies. Likewise the

(Each Shell company Is a separate and clIstInct entIt'y In

'pani I
reference to "Shell International Renewables" is a relerence those Shell co

as a whole, and In others to an IndIVIdual Shell company

I

 

 

 

OR THE FUTURE TAKING 

u"

   
 

(xv: 





THERE A 

an?

I
It. 
2' 1?7 

Shell is playing a major part in the move from oil to gas,
and now we're planting the seeds of renewable energy with
Shell International Renewables, a new business committed
to making renewable energy commercially viable. In
Uruguay, we?re exploring the great potential of ?biomass?
energy from fast-growing forests. And we?re developing
biomass-fuelled plants in the South Pacific to bring electricity
to remote areas. It's part of our commitment to sustainable
development, balancing economic progress with
environmental care and social responsibility. In 2050, half
the world could be powered by renewable energy, so we're
focusing our energies on developing these new solutions.

WE WELCOME YOUR INPUT CONTACT US ON THE INTERNET AT OR
EMAIL US AT OR WRITE TO US AT: PROFITS PRINCIPLES DEBATE:
SHELL INTERNATIONAL LTD, SHELL CENTRE, LONDON SE1 7NA 

 

- Human Rights. It's not the usual
business priority. And tor
multinational companies operating in

developing countries, it could be

tempting to dismiss it; to call it a
socio-political issue rather than a business
one, and hope it iust goes away.

(Each Shell company is a separate and distinct entity. In this advertisement, the words ?Shell", ?us? and "our? refer, in some places, to the Royal Dutch/Shell Group
as a whole, and in others to an individual Shell company or companies, where no useful purpose is served by identifying the specific company or companies.)

 

vi.

. 11,, 

?a 

Made?.

 

 

OR THE HEART 

 

At Shell, we are committed to support fundamental human

rights and have made this commitment in our published
Statement at General Business Principles. It begins with our
own people, respecting their rights as employees wherever
they work in the world. We invest in the communities around us
to create new opportunities and growth. And we?ve also
spoken out on the rights 0t individuals even it

the situation has been beyond our control. It?s part of our
commitment to sustainable development, balancing economic

OUR 

progress with environmental care and social responsibility.

In today?s business environment, we don't pretend there

are any easy answers, but we continue to stay involved.

Because making a living begins with respecting lite.

WE WELCOME YOUR INPUT CONTACT US ON THE INTERNET AT OR

EMAIL US AT OR WRITE TO US AT: PROFITS PRINCIPLES 
SHELL INTERNATIONAL LTD, SHELL CENTRE, LONDON SE1 7NA UK.

 

If you have any views or comments about the material in this
publication we would like to hear from you.

You can contact us via the Internet at 
Or via e?mail at 

Or write to us at

?The Pro?ts 8C Principles Debate?
Shell International Petroleum Co 
Shell Centre

London

SE1 7NA

United Kingdom

Each Shell company is a separate and distinct entity but in this publication, the words ?Shell?

?we us? and ?our? are used For convenience to refer to Shell companies in general or where no
useful purpose is served by identifying any particular Shell company or companies,

Printed by Shell Publicity Services 32406/1999