There are many ways to define Corporate Citizenship, and it is critical for a company to focus on the ones most material to its business operations and competitive landscape.

As such, one of the more important organization-wide activities we undertook in 2020 was to conduct a formal materiality assessment to provide all of our stakeholder groups an opportunity to tell us what kind of value, broadly speaking, we should be creating through our business operations.

The assessment included topics from the Sustainability Accounting Standards Board (SASB) and the Global Reporting Initiative (GRI) Sustainability Reporting Standards. We established key sustainability issues, which were ranked by 26 internal and 21 external stakeholders through a survey—and for additional input, our outside provider, Quantis, conducted 10 interviews across 21 participants.1 The assessment helped us create a focused, structured approach to environmental impact metrics.

They fall into three broad categories of focus:


Items closely linked to our business practices

  • Transparent reporting on sustainability goals
  • Customer expectations for meeting their own ESG goals and setting sustainable practices
  • Responsible sourcing and procurement practices

Items closely linked to environmental outcomes

  • Reducing greenhouse gas emissions
  • Reducing food waste and promoting composting
  • Supplier assessment using environmental criteria

Items closely linked to our team and our culture

  • Providing adequate benefits for employees
  • Promoting diversity and practicing non-discrimination
  • Identifying risks to data services and security
  • Promoting a corporate culture of learning, inclusion, and professional growth

Each of these items has corresponding metrics so that we can establish a baseline of performance, set goals for improvement, and monitor performance to promote accountability. In certain cases, the materiality assessment highlights an area where we had established a range of practices and outcomes. In other cases, the assessment has prompted us to set goals. In short, we undertook this process to point us to those areas where we could provide the most value for stakeholders in the future.

Materiality matrix

Impacts of Rubicon — GRI compliant matrix


Employees from various departments were involved and asked to fill out the questionnaire.


External views were gathered from various stakeholders such as: Board of Directors, Partners, Suppliers, Customers, Cities.

  1. Economic performance: Financial implications and other risks and opportunities due to climate change
  2. Economic performance: Direct economic value generated and distributed
  3. Market presence: Addressing customer concerns over sustainable practices
  4. Market presence: Leading the way toward sustainable environmental, social, and governance (ESG) business practices, in partnership with suppliers and retailers
  5. Transparency: Transparent performance reporting and communication
  6. Procurement practices: Use of responsible procurement and sourcing practices
  7. Anti-competitive: Taking measurements against anti-competitive behavior
  8. Anti-corruption: Operations assessed for risks related to corruption
  9. Marketing and labelling: Incidents of non-compliance concerning product and service information and labelling
  10. Tax: Tax governance, control, and risk management
  1. Energy: Use of energy in own operations
  2. Energy: Use of energy outside of Rubicon operations
  3. Energy: Implementing structured energy reduction practices
  4. Water: Water use and water use reduction
  5. Emissions: Measuring greenhouse gas (GHG) emissions
  6. Emissions: Reduction of greenhouse gas (GHG) emissions and reduction targets
  7. Waste: Proper transportation, handling, and recovery of waste and recycling streams
  8. Waste: Waste processed as waste-to-energy
  9. Waste: Food waste processed as waste-to-energy
  10. Waste: Food waste processed as compost
  11. Transport: Use of alternative fuel vehicles in hauler network
  12. Transport: Employee business travel (considering mode of transport, frequency, and distance)
  13. Biodiversity: Identifying and reducing significant impacts of operations, solutions, and the entire value chain on biodiversity (the variety and abundance of life)
  14. Environmental compliance: Monitoring and solving incidents of non-compliance with environmental laws
  15. Supplier environmental assessment: New suppliers screened using environmental criteria
  1. Employment: New employee hires and employee turnover
  2. Employment: Providing adequate benefits for full-time employees
  3. Training and education: Upgrading employee skills and tracking training time
  4. Diversity and equal opportunity: Having diverse governance bodies and employees
  5. Non-discrimination: Recording and taking action against discrimination
  6. Local communities: Operations with local community engagement, impact assessments, and development programs
  7. Local communities: Operations with significant actual and potential negative impacts on local communities
  8. Product safety and quality: Incidents of non-compliance concerning the health and safety impacts of products and services
  9. Supplier social assessment: Ensuring suppliers have gone through a social assessment
  10. Corporate governance: Corporate governance, control, and risk management
  11. Data privacy: Transparent description of policies and practices relating to behavioral advertising and user privacy
  12. Data security: Transparent approach to identifying and addressing data security risks, including use of third-party cybersecurity standards
  13. IP protection and competitive behavior: Management of intellectual property protection and anti-competitive business practices