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Giving back: the people to pay o unmanageable debts For the greater
in Brazil, for example.
good: six CSR drives
But CSR is not just recruitment
PR; it can also have a tangible
best way forward impact on a company’s bottom line. Google’s Project Loon
Companies that integrate climate-
change management into strategic Forming a network of oating satellites
Far from being a nice bit of PR for well to do companies, corporate social planning, for example, see an 18% near space, Loon will provide internet
higher return on equity than those that
access to some of the 4.1 billion people
responsibility is essential for luring in the best sta . By Seb Murray don’t, according to a study by CDP, a across the globe who do not have it .
non-pro t that helps companies with
environmental disclosure. TOMS shoes
rom teaching kids in deprived poor CSR practices. The survey of “While there are many reasons why For every pair of shoes sold by the
F areas of the world to code to ‘Companies 1,000 people found 75% of millennials a company might achieve good results, company, a pair is donated to someone
creating a platform that helps leading would take a pay cut to work for a it’s clear that companies leading the who needs them. TOMS has shipped
people access a ordable loans, the way on responsible company, and 83% would way on sustainability can and do 75m pairs, which has contributed
companies are increasingly be more loyal to a business that perform well nancially,” says Paul to protecting more than 2 million
incorporating corporate social sustainable enables them to contribute to solving Simpson, chief executive. children from hookworm, an intestinal
responsibility (CSR) into their business practices social and environmental problems. Enterprise software company parasite typically acquired by walking
plans. In 2011-2013 Fortune 500 can and do “ To attract and retain talent, you SAP’s 1,800 UK employees can take barefoot on contaminated soil.
companies spent $19.9bn (about £13bn) need to show you are doing all you can part in Africa Code Weeks in 35
a year on initiatives that had a positive perform well to give back to the communities you countries, helping youngsters develop Asda’s wonky veg box
impact on society or the environment. fi nancially’ operate in,” says Richard Donovan, technical skills and promote economic To tackle food
And while some worry CSR could head of corporate responsibility for the development. “I do not believe CSR waste, the UK
threaten nancial performance, a UK and Ireland at Experian. undermines our nancial results,” supermarket group
growing body of evidence suggests it The credit agency’s UK employees says Tom Loe ert, HR director for the last year began
actually provides numerous bene ts. volunteered nearly 12,500 hours in UK. “By providing the opportunity for selling imperfect
For one, it can help you attract and 2016/17 to support community and employees to do meaningful work, we vegetables via a
retain talent. Research by marketing nancial education programmes , and have seen higher levels of engagement Above: fruit of the “wonky veg box”
agency Cone Communications found its social innovation programme has and productivity. CSR can also help us Loon – Google’s priced at £3.50, 30%
that nearly two-thirds of young people helped more than 9 million people win new deals and, ultimately, grow internet balloons cheaper than standard lines. Farmers
will help lift people
won’t take a job at a company with globally since 2014 – by supporting our business.” out of poverty may bene t by getting money for
produce such as misshapen carrots,
Right: shoe win – which are often chucked away. Some
for every pair sold, £13bn worth of food was wasted in
TOMS ships a pair of
shoes to someone the UK in 2015 – that’s approximately
in need 7.3m tonnes, or £470 per household
per year.

Nu Skin’s Nourish the Children
Employees and customers can purchase
and donate a nutrient-rich food to
people su ering from malnutrition
and famine. Since 2002, the company
has donated more than 550m meals to
malnourished children across the globe.
Ikea’s Brighter Lives for Refugees
campaign
Last year, Ikea funded a solar farm to
Left: power to the bring renewable energy to the 20,000
people – harnessing Syrian refugees living in the Azraq camp
solar energy in Syria in Jordan. Each family can now power
a fridge, TV, fan and lights, as well as
charge their mobile phones – essential
for contacting family overseas. The
solar farm will save $1.5m and reduce
CO2 emissions by more than 2,000
tonnes per year.
PHOTOGRAPHY: GOOGLE; TOMS; IKEA; GETTY consumption
Heineken’s responsible

Heineken wants to brew a better
world. The beer maker invests 10% of
its media budget in some countries on
advertising to encourage responsible
alcohol consumption. It also committed
to invest €200m over ve years on a
campaign to combat drink-driving.
Be happy! 3 February 2018 9