Chevron's energy dialogue showcase

Company: ChevronTrend: The DialogueSubject: CSR

What do you see?

WillYouJoinUs.com is an initiative of Chevron, an American energy company and The Economist Group. The goal of the website is to reach a greater understanding of the dilemmas and solutions in the field of energy supply. The interactive website features a discussion forum, an energy game, called Energyville, and independent expert views.

The discussion forum covers various topics. Until now seven energy dilemmas have been posted, each having at least 300 comments, and some even having over a 1,000 comments. After each discussion, Chevron formulates a conclusion based on an analysis of the submitted comments.

Energyville, which resembles the nineties hit SimCity, is a game in which visitors have to manage their virtual city’s energy supply. They have to choose between a wide variety of energy sources, each having a specific economic, environmental and security impact.

Why is it effective?

Academic research by Burchell and Cook suggests that ‘one of the most challenging aspects of a stakeholder dialogue often is the conversation between a company and NGOs, as this relation has often been relatively hostile.’ The WillYouJoinUs initiative demonstrates that it is actually possible to engage in an online dialogue between potentially conflicting parties. Chevron uses a well-known, renowned and independent mediator. The result: a seemingly objective and lively debate, which brings together the different positions in the field of one of the most challenging issues of our time: energy supply.

What’s next?

Very few companies engage in an active online stakeholder dialogue on the CSR issues they are facing. Chevron is paving the way for other companies by demonstrating that an online stakeholder debate can be fruitful and contribute to greater understanding. Let’s hope more companies will use publishers, social communities and other independent parties as mediators for social dialogue.