Business Link defines corporate social responsibility (CSR) as "understanding your business impact on the wider world and considering how you can use this impact in a positive way". To elaborate, this spans human rights, fair trade, local economic development, non-discriminatory employment practices and reducing waste and emissions (Collings, R.)
While the cynics amongst us might write it off as "green-wash", arguably, it's human nature to want to feel good about the decisions we make, and in this case, what we consume. Organisations/companies with credible CSRs would therefore be seen to have integrity in their operations and win consumers over; mutually benefitting each other and the wider environment. Perhaps then, it's little wonder that the likes of Pret a Manger, Innocent and (RED) have gained their following.
While the cynics amongst us might write it off as "green-wash", arguably, it's human nature to want to feel good about the decisions we make, and in this case, what we consume. Organisations/companies with credible CSRs would therefore be seen to have integrity in their operations and win consumers over; mutually benefitting each other and the wider environment. Perhaps then, it's little wonder that the likes of Pret a Manger, Innocent and (RED) have gained their following.
Pret's CSR policy takes into account sustainability issues from packaging, food sourcing to energy consumption, as well as community/charity involvement via its Foundation Trust, all carefully detailed on its website, and even clues in its customers on how staff are rewarded. It's great that this information is so easily available; coupled with a well-designed identity, I get the impression that Pret takes prides in the little details.
Innocent works on a very similar model to Pret in terms of its CSR, and perhaps what's encouraging is that it readily shares information on the methodologies used in determining their efforts in sustainability, complete with helpful charts and graphs.
(RED) however, is an interesting case study, billed as a "business model designed to create awareness and a sustainable flow of money from the private sector into the Global Fund, to help eliminate AIDS in Africa". This is done by channeling a part of the profits from the sale of specially created (PRODUCT) RED products fronted by leading brands globally, and championed by U2's Bono,
Striking some as highly ambitious, (RED) deserves at least to be commended for being innovative in its approach and on such a scale. To date, $140 million has been raised, with less than 3% put down to administrative costs. Accountability here is highly integral, and the Global Fund has had to suspend grants to Uganda and Ukraine following the misuse of funds.
As a designer, I feel it is important that the service/product I'm designing doesn't over-promise and under-deliver, in particular, the copy being featured. Being a consumer myself, I really dislike being misled by sleek graphics only to be let down later. Sourcing appropriate materials and minimising waste also matters to me, and to that extent, I try to ensure that collateral is effectively distributed and easily recycled.
