1.19 Community Rating

Indicator 1.19 - Community Rating: Attitude towards Alcoa and Landsvirkjun


Both Alcoa and Landsvirkjun place an emphasis on positive communication with the residents of East-Iceland.  Here we report results from annual surveys on community attitudes toward the companies.





Results


Figures 1 and 2  show the ratio of Mideast-Icelanders who were positive, neutral and negative towards Landsvirkjun and Fjarðaál in the years 2004 to 2015. Survey results show that since surveillance started in 2004, Alcoa Fjardaál has in all cases except one, reached the targets set by the Sustainability Stakeholders Group, that is, that 75% of the local people, or more, were positive towards the companies. In 2015 74.1% of the local people were positive towards Alcoa Fjardaál. Landsvirkjun has had surveys conducted since 2005 and is now a little below the set target that 75% or more of the residents are positive towards Landsvirkjun.


Figure 1:  Attitude towards Landsvirkjun from December 2005 to October/November 2015a.

aLandsvirkjun asked: "Are you positive or negative towards Landsvirkjun?" The survey had the options: Very positive (mjög jákvæður), rather positive (frekar jákvæður), neutral (hvorki né), rather negative (frekar neikvæður) and very negative (mjög neikvæður). - The pie charts on the left show the distribution between positive respondents (Jákvæður), neutral respondents (Hvorki né) and negative respondents (Neikvæður).

Figure 1 shows the evolution of attitude towards Landsvirkjun from the year 2005.




Figure 2:  Attitude towards Alcoa Fjarðaál from December 2004 to October/November 2015.a

a: Alcoa Fjardaál asked: "How positive or negative are you towards Alcoa Fjardaál?"   The survey had the options: In every respect positive (að öllu leyti jákvæður), very positive (mjög jákvæður), rather positive (frekar jákvæður), neutral (hvorki né), rather negative (frekar neikvæður) and very negative (mjög neikvæður). - The pie charts on the left show the distribution between positive respondents (Jákvæður), neutral respondents (Hvorki né) and negative respondents (Neikvæður).


Table 1: 

Sum of respondents who are very positive or rather positive towards the companies.

 Year/Company  Alcoa Fjardaál
Landsvirkjun
           2004        77.7%        -
           2005        78.5%       76.5%
           2006        84.0%        -
           2007        76.2%       77.0%
           2008       82.0%
      72.9%
           2009       78.4%
      76.4%
           2010       81.2%
      74.5%
           2011       83.0%
      71.4%
           2012       80.2%
       68.6%
           2013       80.8%
      72.4%
           2014       79.0%
      67.3%
           2015       74.1%       66.4%

No attitude surveys were performed for Landsvirkjun in 2004 and 2006.



Figure 3: Pleasure/displeasure towards communication between Alcoa Fjardarál with the residents of Mideast-Iceland from October-November 2007 to October-November 2015.a

a:  Alcoa Fjardaál asked: "How satisfied/unsatisfied are you with communication beetween Alcoa Fjardarál and residents of Mideast-Iceland?" The survey had the options: Very satisfied, (mjög ánægður), rather satisfied (frekar ánægður), neutral (hvorki né), rather unsatisfied (frekar óánægður) and very unsatisfied (mjög óánægður).


Updated:  February 15 2016
Source: Capacent Gallup surveys, 2004 - 2015

Monitoring Protocol



Metrics: What is measured?
Survey of community attitudes – percent of survey respondents rating Alcoa performance on community relations, communications, and presence of the projects as good or better. (Project effect: direct).

Targets 

75% of the East Iceland population respond positive towards Fjardaal and Landsvirkjun.

Monitoring Protocol

Survey conducted by Gallup every year for both companies.


Possible countermeasures

The companies can contribute positive image using good procedure.

Changes of indicator

In forth phase of the initiative the numbers of the sustainability were changed. This indicator was originally number 33.1 and is referenced as 33.1 in early documents of the project.


Rationale for Indicator Selection



It is important for Alcoa and Landvirkjun to be good members of the East Iceland community in addition to a good steward of the environment.

By accepting responsibility as a community steward, Alcoa can foster continued local support.

Baseline


Figure 1.  Attitude towards Landsvirkjun in December 2005.

Landsvirkjun asked: "Are you positive or negative towards Landsvirkjun?" The survey had the options: Very positive (mjög jákvæð(ur)), rather positive (frekar jákvæð(ur)), neutral (hvorki né), rather negative (frekar neikvæð(ur)) and very negative (mjög neikvæð(ur)).   

FIgure 2.  Attitude towards Alcoa Fjarðaál in December 2004 and 2005.

Alcoa Fjardaál asked: "How positive or negative are you towards Alcoa Fjardaál?"  The survey had the options: Very positive (mjög jákvæð(ur)), rather positive (frekar jákvæð(ur)), neutral (hvorki né), rather negative (frekar neikvæð(ur)) and very negative (mjög neikvæð(ur)).

Further reading

Surveys done by Capacent Gallup for Alcoa Fjarðaál and Landsvirkjun (only in Icelandic)

Alcoa Fjarðaál:

Capacent Gallup's survey from 2015
Capacent Gallup's survey from 2014
Capacent Gallup's survey from 2013
Capacent Gallup's survey from 2012

Capacent Gallup's survey from 2011
Capacent Gallup's survey from 2010
Capacent Gallup's survey from 2009
Capacent Gallup's survey from 2008
Capacent Gallup's survey from 2007
Capacent Gallup's survey from 2006
Capacent Gallup's survey from 2004 and 2005


Landsvirkjun:

Capacent Gallup's survey from 2015

Capacent Gallup's survey from 2014

Capacent Gallup's survey from 2013

Capacent Gallup's survey from 2012

Capacent Gallup's survey from 2011

Capacent Gallup's survey from 2010
Capacent Gallup's survey from 2009
Capacent Gallup's survey from 2008
Capacent Gallup's survey from 2007
Capacent Gallup's survey from 2005

Landsvirkjun had no surveys done in 2004 and 2006.