The voluntary approach to Corporate Social Responsibility does not always lead to organisations meeting their environmental and social obligations. This award encourages those who lead by example and have implemented a structured approach to social, environmental and ethical impacts within their business plan also known as triple-bottom line reporting. Judges will seek evidence of the expansion of directors duties to manage and minimise such impacts, as well as for measurable results.

The winner in 2011 was CTT Correios de Portugal who was judged to have adopted a corporate strategy which embodied three main concepts: ecology, innovation and proximity. These epitomised a company which had succeeded in grappling with current and future challenges, without losing sight of customer needs and incorporating social and environmental awareness.