An autumnal October
morning, London Underground strike averted, Hoggett Bowers CEO - Karen Wilson,
introduced Richard Pennycook to the distinguished guests attending the latest
Consumer Breakfast Seminar at The Law Society.
Chairman of the British Retail Council (BRC), Richard's expanded portfolio also
includes: Chairman of The Hut, Howdens and Fenwick's. Nobody is better
qualified to address the pressing issue of Corporate Responsibility, and
Richard's passion for the subject shone brightly through the room. Clearly
recognised as the saviour of The Co-op Group, Richard's tenure as CEO and his
leadership of this stunning turnaround was played out under the media
spotlight. Richard was not only fighting for survival, but tasked with
restoring the reputation of the UK's most ethical organisation, following
sensational revelations concerning the Chairman of its bank, Paul Flowers. This
experience, together with 7 previous turnarounds prepared him well!
financial crisis and subsequent corporate scandals have led to public
perception of corporate behaviour to deteriorate to an all-time low. A recent
Government green paper on corporate governance hands company boards and
shareholders greater responsibility for improving standards. Pointing companies
in the right direction is preferable to heavy-handed regulation, but are boards
or shareholders really up to the task of driving the required The uncomfortable
truth on Corporate Responsibility changes, or is this approach
Richard opened the discussion with a timeline. The
financial crisis started in 2007 and the run on Northern Rock was ten years
ago. For the Financial Services industry, this and a number of other events
resulted in huge reputational impact. Since then, many in business have
associated corporate responsibility issues as isolated blunders. The majority
do not associate such conduct with their own business or colleagues, leading to
the conclusion that 'it's them not us!'
"The System cannot rely on the
consumer to keep business honest"
In the last two years there has been a
realisation and collective dissatisfaction that has led to Trump and Brexit. We
have a Shadow Chancellor, who has openly stated his desire to bring down
capitalism. Therefore, corporate responsibility has rapidly climbed up the
corporate agenda and has never been more important than now. A significant
proportion of the Western population view business leaders as deserving of the
same low reputation as journalists, politicians and bankers. Sadly, business is
part of the problem and recent issues with Uber, Ryan Air and Two Sisters Food
Group, leads to the inevitable conclusion that the consumer cannot keep
business honest. Indeed, regulatory intervention is required to challenge the
behaviour of business, otherwise consumers will continue to be confused and
Will the biggest damage to Ryan Air's reputation result
from cancelled flights or the fact that that they lied to the consumer about
compensation entitlement? All brought about through a singular lack of respect
for their main asset - the pilots. Uber's poor employment practices and
political mismanagement. Two Sisters desertion by its key customers. All these
recent examples of poor practice shine a light on standards and reinforce the
need for businesses to understand and value their stakeholders.
reflected that at the Co-op they talked about the 5% of customers who care
enough and the 95% who will press on regardless. This is part of a problem that
has led the 'head in the sand' attitude by business. If corporate
responsibility merely focuses on just 5% of consumers, it becomes
It is the responsibility of Government and
Regulator to create a level playing field so that business can comply, drive
themselves forward and effectively compete. Presented with such challenges, how
should business respond? The greatest social impact of business is providing
employment. However, business is rarely - if ever - given any credit for
"Never waste a good crisis"
Richard then drew deeper on his executive experience with the Co-op group,
which he reflected got into trouble in 2013 because it was regulator-led,
rather than being sufficiently customer-led. The PRA set a deadline to restore
the balance sheet by December 2013, which proved a monumental challenge to
achieve. Additional challenges included - a combination of mutual status, scale
(£14.5bn turnover, 80,000 staff and 5 million customers) and the need to
protect the retail business by ring fencing the bank.
six month period, press coverage on turnaround progress was confined to the
financial pages. On reaching the deadline the previous week, recapitalisation
of the bank was announced, following which Robert Peston on 'The Today
Programme' announced that "the Co-op was saved!" Thursday that same week, the
Queen opened the magnificent new head office in Manchester, with an optimistic
speech applauding the Co-op's successful transformation. The next day, on that
fateful Friday, Richard received a call to advise that the Mail on Sunday
intended to break a story concerning the Chairman, Paul Flowers. It hit the
nation's front pages, where the story remained for the following six months.
Sometime later, at an industry dinner, the paper's editor put to Richard -
'what is the likelihood of religion, sex, banking and drugs, possibly come
together in the same story?' This news represented a major reputational crisis
for the Co-op - the UK's most ethical organisation. The story has a happy
ending; the business came through it, and in conclusion Richard stated, 'you
should never waste a good crisis!'
The process of reform began with the
goal of reconfirming the Co-op's fundamental purpose and reason for being.
While the Flowers story ran there was no reporting or interest in any other
aspects of the Co-op's activities so it became a case of keeping their
corporate head down. No good story will replace a bad story. The crisis
provided a window of opportunity to review the base layer of regulation and ask
what needed to be done beyond their regulatory obligations. There was cost to
be borne and customers might not have been grateful, but it forced them to
think long and hard. Certainly, it meant that power was pushed back to the
1,500 Co-op stores and highlighted areas where the Co-op could make a positive
difference. During this process they rediscovered the good things and realised
that their real strengths were not clearly understood by either customers or
employees. Increased focus was required and new passions needed to be
identified. One significant outcome was the launch of Co-op's anti-slavery
initiative, an issue now being addressed by the government.
It was also
clear that confidence needed to be re-established amongst the 65,000 staff, so
everybody from Executive to shop floor went through a re-induction process. How
had a mutual organisation, owned by its members, got it so wrong?
"Government today needs 'smart'
Richard is looking forward to starting as
Chairman of the BRC. Today, the government needs 'smart' regulators as
corporate governance legislation is not keeping up. The government must adopt a
more insightful and responsive approach to the gig economy, demonstrated by
Uber justifying their lack of employee benefits under the guise of
self-employment. Richard exclaimed, 'that's a Victorian-age problem!' The
fitting of rear seat belts in cars required legislation for the automotive
sector to spend the extra money. Effective smoking legislation has resulted in
clear benefits to society. The supermarkets and plastic bags - it's a shame the
sector did not push harder, earlier, but legislation is now reaping the
Richard concluded his address by offering three questions that
business leaders should ask themselves when waking up each morning.
- Is what we do right and is there a level playing field? For example,
insurance, each year the customer shops around to be rewarded as a new customer
rather than a loyal customer. Is that correct or are we in a race to the
- With your business, where do you make a difference
in the long term? You are encouraged to find that difference over and above the
legislation as positive stories will help counter the negative ones.
- Millennials 'get it'. They ask, what is this company for? What is this
employer's purpose, is it clear to me? So if hiring Millennials, go beyond the
The discussion was then opened up for
Richard to answer questions. A Non-Executive Director of a retailer asked:
"What's the future for the mutual; is it still relevant today?"
are defined by a lack of course to equity. The absence of competition is a
disadvantage as without the incentive, it makes it harder to compete. The Co-op
has recently benefited by the trend of customers wanting to shop locally, and
within their community, but if we were to start afresh today we would not adopt
the Co-ops current model. Co-operatives work well, locally, on a small scale
and by sharing resource, equipment and expertise. However, it's harder to make
it work on a national scale.'
The Chairman of a consumer brand asked
'when you left the Co-op, the majority of the Exec Committee were women. What
role has gender diversity played in the recovery and what role has the
Non-Executive Board played in the changes?'
'Gender diversity is highly
relevant to the corporate responsibility agenda. This is well covered elsewhere
so to add, I would ask, to what extent does your board reflect your customer?
If not, you will be out of touch and disconnect. Co-op made good progress on
gender diversity but less on the ethnic diversity. To the second question, the
NED's role is to challenge the Executive and to pose the direct questions.
NED's have the opportunity to get closer to the regulator to build mutual
understanding. I would encourage NED's to challenge the Pension Trustee by
asking where do we invest and what does this say about us?'
of an automotive supply business shared how he was concerned that both business
and government are overwhelmed and distracted by Brexit. What effect will the
Brexit distraction have on UK business?
'Regrettably I feel we will go
backwards as there is no backfill in Governments departments. The trouble with
a turnaround is it takes twice the time you predict. Three years to fix and
repair and three years to catch-up with the competition. The UK will find it
difficult to keep up with other countries.'
The CEO of a Fashion Brand
asked: 'you referred to Trump earlier, Brexit, John MacDonald, and the issue of
capitalism being in crisis, particularly in the view of Millennials. What can
'It's difficult to see how to recover and I confess I feel some
frustration towards Cameron as he was onto something with the happiness index.
The metrics we have used no longer feel relevant or right to gauge progress.
But in many ways today's generation have unimagined wealth compared to previous
generations with the access to a personal library with every book accessible,
films and information - all via the mobile phone! People don't recognise a good
thing. For example, an insightful colleague of mine, three months before the US
Election, predicted Trump would win. He runs a business in the US that employs
unqualified depot Managers routinely earning $160,000 a year. Yet they
complained they were hard done by!'
The Head of Resourcing of a retailer
asked how business should reconfigure to respond to the needs of the
Millennials. Richard answered, 'keep it simple. Do you know why you exist? What
are you here for? Many businesses have lost this clarity of purpose. It was
alarming what we found at the Co-op. If your frontline are not clear on why you
exist, you are in trouble! I recommend that your purpose is communicated in one
The MD of a retirement solutions business wanted to
understand how the NED's should respond to a whistle blower? Richard replied,
when this happens it usually indicates the NED's are not talking to the right
people. When problems occur with a business the first people to know are the
suppliers, customers - the last are the NED's! It's important that the NED's
get out of the Boardroom!
The chairman of the Risk Committee of a
challenger bank asked, 'today's society's swept with 'affluenza'. Young people
in particular seem to live in a bubble. Do they possess the necessary
'Business needs to get involved earlier in youngsters lives. We
need to play a greater role in education, by chairing school boards, sponsoring
academies, and providing experience days. In the work place, engagement can be
achieved by creating a youth board, reverse mentoring, or inviting youngsters
to shadow board members.
Get younger employees into the board room to
listen to the debate, showing that the Board is no longer a scary place.'
Richard brought the discussion to a conclusion by making three general
'Good corporate governance requires the Board to move as
close to all the stakeholders as possible, so they understand the reality, the
'Understand the needs of the millennials and
understand the Regulatory Standards but aim much higher, day to day.'
'Raise everyone's game and re-engaging with all stakeholders will make for a
much healthier society.'