With the New Year almost upon us, companies may be making some resolutions to ensure their CSR and sustainability efforts start off on the right foot in 2014. To give companies a leg up on their planning, we’ve highlighted five CSR trends that are likely to pop up on corporate radar screens and gain more traction in 2014.
Greening of Retail
Is there truth to the message that we can shop our way to a better world or are we simply trying to ease the pain?
Editors Note: The great biologist E.O Wilson wrote about the “biophilia hypthesis”. Human beings feel a deep connection with nature that is rooted in our biology. Living in cities disconnects us with nature and and leaves us feeling unsettled. On a subconscious level we feel that something is missing and we seek that connection for the rest of our lives. For many the chance to shop distracts us and eases the pain but it doesn’t work for long – we need the good stuff!
New research by Havas Media Group, which surveyed 134,000 people around the world, shows that consumers would not care less if 73% of brands were wiped off the face of the earth and that only a fifth of brands notably improve people’s quality of life.
Sustainability at retail can be perceived as being illogical if not contradictory. Because according to logic, if the purpose of retail is about promoting only purchase and thereby consumption, then it runs counter to sustainability principles such as reduce, recycle and re-use. But retail in its broadest sense is not just about stores. It also refers to having a physical, local or direct to community business presence (i.e. a bank or post-office would qualify as retail). But in order to bring the concept of “sustainability” out beyond the niche and to the masses, we will need to transcend logic and find more ways to get people to care about life tomorrow – today.
“Logic will get you from A to Z; imagination will get you everywhere.” ― Albert Einstein
Tim Faveri of Tim Hortons will be at TSSS on May 17, 2012 (live and via webcast) click here for more details
Tim Hortons understands Corporate Social Responsibility. They are proud of their ‘Making a True DifferenceTM’ initiatives including Tim Horton Children’s Foundation, local programs such as Earn-a-Bike and Timbits Minor Sports, sponsorships of national sports leagues and local community programs, environmental events and their Coffee Partnership. They issue an annual Sustainability and Responsibility Report. Clearly, Tim Hortons knows how to talk the talk. But are they walking the walk of corporate social responsibility?