Factors to consider when defining 'local' in stakeholder mapping

Incorporating the perspectives of diverse stakeholders is paramount when launching a new project in particular when strategising for sustainability. Not only does it ensure a broad-based understanding and acceptance of projects, but it also reinforces the importance of Social Return on Investment (SROI). SROI delves deep into the monetary quantification of tangible and intangible social and environmental impacts, evaluating the effectiveness of an organisation's efforts in generating meaningful community value.

Mapping stakeholders, especially in a modern context, requires a nuanced understanding of who "local" stakeholders truly are. The age-old concept of 'local'— traditionally tethered to geographic proximity—now encapsulates a much broader range of stakeholders, including the younger generation as well as digital entities and influencers shaping local perspectives. Thus, when you're planning a project, identifying and consulting with local stakeholders becomes not just crucial but complex.

Let's delve deeper into the intricacies of defining "local" in the context of stakeholder mapping:

Understand cultural attachments

Cultural links to nature: Understand how communities have historical, spiritual, or cultural ties to specific landscapes or resources, potentially impacted by any operational changes.

Example: Stonehenge in England is a prehistoric monument with deep historical and spiritual significance. Any developments or activities in its vicinity would potentially impact the cultural heritage and sentiments of many in the UK. Thus, stakeholders with interests in such sites must be consulted and involved in decisions.

Traditional knowledge: Acknowledge local systems and traditional insights as valuable, ensuring stakeholders with such knowledge are included due to their unique association with the land or resources.

Example: In some regions of Scotland, there are traditional methods of farming and producing whisky which have been passed down through generations. These methods are not just about the end product but also about preserving a way of life and local traditions. For a company looking to set up a new distillery or change agricultural practices, understanding and respecting these traditions is crucial.

Determine the scope of impact

Direct impact:

Identify areas or communities, including those with cultural or spiritual connections, directly affected by operations, products, or services.

Example: The immediate communities living in the vicinity of the proposed wind farm site might be directly impacted due to changes in the landscape, noise, and potential disruption to local wildlife from cabling. Additionally, if the site is close to a historical or culturally significant location, there could be direct implications for cultural heritage.

Indirect impact:

Consider broader implications like disruptions to cultural practices, supply chain effects, environmental ramifications, or shifts in traditional lifestyles.

Example: A fashion retailer in London changes its primary material from cotton to a synthetic blend. This decision might not immediately affect the UK's local communities, but it could have implications for cotton farmers in other countries, affecting the global supply chain. Furthermore, the environmental impact of producing and disposing of synthetic materials might indirectly affect communities in the UK in the long run, with potential water pollution from micro-plastics or increased landfill waste.

Identify geographic boundaries

Physical reach: For tangible products or services, pinpoint primary distribution points or service areas, bearing in mind places of cultural or spiritual significance.

Example: A new line of bottled spring water sourced from a natural spring in the Lake District, UK:

Primary Distribution Points - The water is primarily distributed to high-end restaurants and supermarkets across Northern England.

Cultural or Spiritual Significance - Given the Lake District's rich history and cultural heritage, many locals regard it as a place of natural beauty and significance. Therefore, in addition to restaurants and supermarkets, the company should also consider local communities and groups who may have a strong cultural or spiritual connection to the Lake District and its natural resources.

Online reach: For digital offerings, ascertain where the bulk of your audience lies, appreciating its cultural nuances.

Example: A London based digital company develops a mobile app for learning the Cornish language.

Bulk of Your Audience - Initial data indicates that a significant number of app users are not only from Cornwall but also from Welsh and Scottish regions, as there's a growing interest in Celtic languages in these areas. Additionally, there are users from the United States, possibly descendants of Cornish immigrants who want to connect with their roots.

Cultural Nuances - While developing content updates or marketing campaigns, the company should appreciate the cultural nuances of Cornish speakers, as well as those of Welsh and Scottish Celtic enthusiasts. They should also consider the sentiments of people in the US, understanding their unique reasons for wanting to learn the language and catering content that resonates with their journey of cultural rediscovery.

Segment stakeholders

Primary stakeholders: Directly affected entities like customers, employees, suppliers, indigenous communities, or groups with historical ties to a place.

Example: The primary stakeholders for a proposed Cornish luxury coastal hotel would include local residents who live near the proposed site, businesses that might be affected by increased tourism, local craftsmen/suppliers who might supply to the hotel, and groups who enjoy the coastline for its historical and environmental significance, like those who annually commemorate the Cornish shipwrecks e.g. Mousehole.

Narrative tools: Document the tales, histories, and traditions of stakeholder communities, and employ specialised stakeholder mapping software for a thorough approach.

Example: The same hotel developer could capture and showcase the maritime history of Cornwall and mythological tales of the sea and land in the area. By incorporating these narratives into the hotel's branding, they acknowledge and respect the region's unique history.

Secondary stakeholders: Interested parties not directly impacted, e.g., NGOs, government agencies, historians, or cultural bodies.

Example: The National Trust might not be directly impacted by the hotel's development, but they will likely have an interest as they manage many coastal sites in Cornwall for conservation. Similarly, local government agencies will be required to partake in planning discussions and might have a say in the project's green credentials. Historians would be keen to ensure historical accuracy in any public displays or narratives.

Key influencers: Entities like local leaders, celebrities, media outlets, or influencers with the potential to mould community perspectives.

Example: A popular UK travel blogger, known for their influence in promoting eco-friendly travel destinations, could significantly shape public opinion about the new hotel. If they praise its sustainable practices, it could positively sway potential visitors. Conversely, a critique from them about any environmentally unsound practices could deter potential guests. Similarly, local Cornish celebrities or influencers who champion regional culture and history might have significant sway in the community's perception of the hotel.

Engage and communicate

Cultural consultation: Collaborate with local cultural figures or elders for insights on traditions and potential operational impacts.

Example: A solar energy company planning to install solar panels near Hadrian's Wall consults with local historians and community leaders. They aim to ensure that the installation doesn't interfere with the historical significance of the site or disrupt the local community's connection to this ancient Roman landmark.

Feedback mechanisms: Launch surveys or sessions to grasp unique regional concerns, emphasising capturing cultural and spiritual viewpoints.

Example: A developer planning to refurbish an old theatre in Brighton launches a series of community feedback sessions. The aim is to understand local sentiments about the theatre's historic significance and any spiritual or cultural events associated with it. Using feedback forms and group discussions, they gather insights into how the community views potential changes and what they'd like to see preserved.

Digital engagement: Utilise tools to understand the geographic and cultural makeup of your online audience and communicate with reverence to cultural backgrounds.

Example: An Edinburgh-based online platform promoting Gaelic music wants to expand its offerings. Using website analytics and social media engagement tools, they discover that a significant portion of their audience comes from not only Scotland but also from the Irish and Welsh diaspora around the world. To cater to this diverse audience, they ensure that their content acknowledges the various Gaelic music traditions and the unique cultural significance each holds in their respective regions.

Regulatory bodies: Be aware of varying governing bodies or regulations that could influence your offering.

Example: A craft brewery in Yorkshire, keen on using a specific kind of herb in their beer, consults with the Food Standards Agency (FSA) and local council regulations. This is to ensure that the herb, which has historical significance in local folk medicine, can be safely and legally used in commercial food and drink products.

Review internal data

Cultural impact assessments: Periodically assess the cultural and spiritual repercussions of your activities on communities.

Example: A London-based fashion company that uses traditional Scottish tartan patterns in their clothing lines periodically conducts an assessment to understand how their use of these patterns affects the Scottish community. They want to ensure that they are respecting cultural boundaries and not unintentionally commodifying or misrepresenting a Scottish tradition.

Sales and service data: Gauge where sales peak and where most service requests originate.

Example: A Cardiff-based manufacturer of traditional Welsh lovespoons – hand-carved wooden spoons given as tokens of love – reviews sales data and discovers that a significant portion of their sales peak around St. Dwynwen's Day (Welsh Valentine's Day). Service requests for customisation also surge during this period. This data assists them in managing inventory and ensuring they are adequately staffed during these peak times.

Employee locations and training: Recognise remote worker locales and the potential local effects, ensuring they understand local traditions.

Example: A tech company headquartered in Manchester has a significant number of remote workers based in Cornwall. Recognising that Cornwall has its own distinct culture and traditions, such as the celebration of St Piran's Day, the company ensures that their employee training materials include a section on Cornish traditions. They also make it a point to respect Cornish public holidays and consider them when scheduling meetings or setting deadlines.

Analyse external factors

Cultural norms: Understand regional cultural values that can sway stakeholder perceptions and interests

Example: A multinational food company is planning to introduce a new line of meat products in Northern Ireland. They must be cognisant of the fact that many people in the region refrain from consuming meat on certain religious holidays or during specific periods like Lent. Understanding and respecting such cultural norms is crucial, both from a sales strategy perspective and to foster trust within the community.

Refine periodically

Regular reviews: Adapt the definition of "local" as your enterprise evolves. Consistently revisit and modify your stakeholder mapping.

Example: A renewable energy company based in Wales initially defines a subset of "local" as communities within a 10-mile radius of their wind farms. However, as they expand and set up more wind farms across the UK, they realise that this definition needs to be more flexible. They then decide to revisit this definition every year, considering factors like noise propagation, visual impact, and community feedback.

Stay abreast with trends: Monitor shifts in local cultural practices, societal norms, or political landscapes.

Example: A Brighton-based bookstore, initially focused on physical books, notices the rising trend of digital reading and audiobooks in the UK. Recognising the cultural shift towards digital formats, the store starts offering audiobooks and e-books, ensuring they remain relevant and cater to the evolving needs of the community.

Use visual and descriptive tools

Geographic and cultural mapping: Deploy Geographic Information System (GIS) and other tools to visually outline stakeholders and significant cultural attachments.

Example: An archaeological society in Scotland is keen to identify and work with stakeholders interested in the preservation of ancient Pictish stone carvings. They use GIS tools to visually map out the locations of these ancient sites. Overlaying this with data about local communities, historical societies, and tourism boards, they can visually understand which stakeholders are most relevant to each site and how they might be impacted by or interested in any preservation activities.

In conclusion, comprehensive stakeholder mapping, intertwined with the nuances of the modern definition of "local," is imperative for sustainable project implementation. By embedding cultural awareness and stakeholder perspectives into their strategies, businesses can bolster their reputation, enhance community relations, and promote the holistic success of their initiatives.

Bibliography:

MATHUR, V.N. ... et al, 2007. Defining, identifying and mapping stakeholders in the assessment of urban sustainability. IN: Horner, M. ... et al (eds.). Proceedings: SUE-MoT Conference 2007: International Conference on Whole Life Sustainability and its Assessment, Glasgow, Scotland, 27th-29th June 2007.https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=c4be034e5743c04775cba1faa40deb04604d8e7c

Ginigea,K, Amaratungab, D, Haighb, R. 2017. Mapping stakeholders associated with societal challenges: A Methodological Framework. 7th International Conference on Building Resilience; Using scientific knowledge to inform policy and practice in disaster risk reduction, ICBR2017, 27 – 29 November 2017, Bangkok, Thailand. www.Sciencedirect.com

Stockdale, R. 2023. The Elasticity of “Local” https://www.dhirubhai.net/pulse/elasticity-local-oxygen-conservation%3FtrackingId=mZKU%252FuhXSeqQ4WXY8E2iiw%253D%253D/?trackingId=mZKU%2FuhXSeqQ4WXY8E2iiw%3D%3D

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