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. By accepting responsibility as community stewards, Alcoa and Landsvirkjun can foster continued local support and thus sustain community support for the companies' operation in the area.
Both Alcoa and Landsvirkjun generously support sports in East Iceland.
Performance
The graphs below show the ratio of East-Icelanders who were positive towards Fjardaál and Landsvirkjun in the years 2004 to 2011. Survey results show that since surveillance started in 2004, Alcoa Fjardaál has reached the targets set by the Sustainability Stakeholders Group, that is, that 75% of the local people, or more, were positive towards the companies. 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.
More than 71% of the people in East-Iceland were positive towards Landsvirkjun in 2011. The graph shows the development in attitude since 2005.
Development (Þróun). Very satisfied (mjög ánægður), rather satisfied (frekar ánægður), neutral (hvorki né), rather dissatisfied (frekar óánægður) and very dissatisfied (mjög óánægður)
Graph 2: Attitude towards Alcoa
Almost 83% of the people in East-Iceland were positive towards Alcoa in 2011. The graph below shows the development in attitude since 2004.
| Year |
2004 | 2005 |
2006 | 2007 |
2008 |
2009 |
2010 |
2011 |
|---|---|---|---|---|---|---|---|---|
| Fjardaál | 77.7% | 78.5% | 78.5% | 76.2% | 82.0% | 78.4% | 81.2% | 82.9% |
| Landsvirkjun | - | 84.0% | - | 76.2% | 72.9% | 73.4% | 74.6% | 71.4% |
Alcoa Fjardaál asked: "How positive or negative are you towards Alcoa Fjardaál?"
Landsvirkjun asked: "How positive or negative are you towards Landsvirkjunl?"
Both surveys had the options: Very positive, rather positive, neutral, rather negative and very negative.
No attitude surveys were performed for Landsvirkjun in 2004 and 2006.
Source: Capacent Gallup surveys 2004-2011.
Metrics, Targets and 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.
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.
