Modern Responsibility Report 2010

MTG’s 2010 Modern Responsibility initiative establishes a comprehensive framework for integrating economic, environmental, and social accountability across its global media operations. Spanning 33 countries, the company’s strategy centers on four pillars: responsible business conduct, broadcasting integrity, employee relations, and community engagement. By adopting the Global Reporting Initiative framework and conducting a formal materiality analysis, the organization has aligned its internal governance with stakeholder priorities, specifically emphasizing anti-corruption, regulatory compliance, and fair employment practices.

Operational performance in 2010 reflects a dual focus on professional development and social impact. The company invested heavily in human capital through the MTG Academy, which emphasizes leadership and sales training, while simultaneously promoting diversity and female representation in management. Beyond internal operations, the company leveraged its media influence to drive social change, donating 111 million SEK in airtime to charitable causes and launching foundations such as MTG United for Peace and Playing for Change. These efforts underscore a commitment to using broadcasting platforms to support disaster relief, cancer research, and youth development.

Environmental stewardship remains a critical, albeit challenging, area of focus. Total climate impact reached approximately 15,000 tons of CO2e in 2010, driven largely by business travel and facility energy consumption. Despite a 36 percent increase in travel-related emissions, the company has implemented rigorous mitigation strategies, including the adoption of ISO 14001 standards and a mandate to reduce CO2 emissions per employee by 5 percent by early 2012. Through the integration of green training for 59 percent of its staff and the expansion of video conferencing, the organization seeks to balance its international growth with a measurable reduction in its corporate carbon footprint.