Category — Corporate Social Responsibility

I generally don’t read the papers on holiday so it was a shock to learn recently of the sudden death of Anita Roddick in the middle of September. Anita Roddick seems to have always been there as an inspirational  backdrop to the sustainability movement - so I felt an immediate sense of loss. But I quickly  reflected that the contribution to positive change she, and The Body Shop, has made over the last 30 years has a momentum that will roll on for the foreseeable future. We take the concept of fair trade for granted now, but its strong presence in the high street and consumer habits started with the pioneering purchasing and product development approaches that Anita was developing way back in the 1970’ and 80’s.

When I look at the burgeoning of CSR interest and practice that is exploding around us now it is remarkable to think that the Body Shop was motivated by a revolution in kindness and facilitating employee volunteering more than 15 years ago.  Of course that was just a part of it.

As Anita has said in interviews, she used her business to revolutionise  business. She demonstrated most famously that things could be done differently in the corporate world, yet still profitably. And if knowledge is power, she personally went to some lengths to acquire it, living with indigenous farming peoples around the globe to understand the forces at work in their markets. Then using that knowledge to shape the pioneering purchasing programme that underpinned the success of the Body Shop brand.

By helping  supplier communities develop sustainable production models for ingredients she made Body Shop products unique and delicious -  thereby introducing millions of consumers to the benefits of fair trade. Anita was a pioneer in mutual marketing.

But she didn’t stop there.  Anita’s company also set out to engage its customers and staff in its ‘kindness’ mission through creativity and meticulously planned communications. She was a forerunner of co-creation.  Millions of consumers have participated effortlessly in fair trade since all that cocoa butter first hit the shelves. But how many customers would have pictured themselves joining campaigns to release human rights activist prisoners across the world? Probably surprising themselves more than anyone, that is just what they did. As thousands of customers per store signed petitions and sent messages to lobby governments the prison doors swung open. Meanwhile, bathtime beauties felt ever better about their consumer choices. Astonishing.

Of course, there were mistakes and maybe some over-claims occasionally. In interviews Roddick seems to have been more than willing to put her hand up to these and assess why they had happened. I guess you have to be brave on all fronts if you are going to be a pioneer, including facing up to your very public slip-ups.

Finally, there was the L’Oreal business. Well, Anita Roddick certainly sold a very successful business for an awful lot of money. Whether she ‘sold out’ is another matter. She reckoned not: in interviews she likened the Body Shop becoming part of the L’Oreal beauty empire to a Trojan horse that would bring change from within. I hope so.

In the meantime the sale made £millions available to the foundations she established to further her causes. I’m sad that after all that hard work and enterprise she won’t be around to enjoy the fun of giving the profits away. But I’m convinced that the ingenuity and sheer gutsiness that she brought to business will impact on many of us for a good while to come.

Anita Roddick’s example of stepping out of line to achieve positive change and encouraging others to effortlessly engage in the process is even more relevant  in a world awash with CSR activities. There is a lot of CSR noise but those who can skilfully identify how to make a real difference in the context of  ground- breaking, mutual business will be equally as successful in their own  way.

Last night I experienced my first slow food event.  Ironically I was dashing about trying to sort the kids out before I went.

The event was the first for the Cheshire region and offered a "Cheshire Ploughman’s Tasting" held in a barn at the Spitting Feathers Brewery in Waverton, Chester.  An impressive range of slow foods was showcased.  We grabbed rich, fresh breads from the Food for Thought Bakery in Crewe, smothered it with Charlie’s farm butter from Weaverham, topped that both fruity, creamy cheeses from Anne Connolly of Malpas and rich, home-made pates from Katie Cooks of Wilmslow.  An organic side salad from Roots of the Earth in Poole complemented our plate which was washed down with either Windsor’s apple juice from Willington or, for me, one of a range of beers from the micro-brewery on the farm.   We were offered the opportunity to buy products direct from the producers after our meal - we indulged in a fab pasta sauce from Eliot Green’s School of Cookery with labels made by the local school as well as all the ingredients for a great ploughman’s.

The Slow Food movement which was started in Italy has gained momentum, campaigning for great tasting food which is sourced locally and is produced in a sustainable way, minimising both impact on the environment and artificial intervention.  And there is no obsession with the perfect shaped veg.

The event last night contributed to growing that momentum and establishing a local heart to the concept.  We met some great enthusiasts as we discussed the ethos of slow food over huge crusts of bread and lively cheese.  However, the fact we attended illustrates that we are already advocates.

One of the critical objectives of the movement must be education, particularly among children whose early eating habits establish long-term behaviours and choices.  There were a couple of children there who seemed to be tucking in with as much enthusiasm and it would be great to see more events designed around kids.  Our local school is currently considering the sourcing of ‘slow’ food for school dinners, discussing how local producers can bring produce to a hub which is then delivered to the school kitchen.  I think that the Slow Food movement is going to be an essential part of our Cheshire community, working with our kids to get them more involved too.  I’ll raise my glass of organic beer to that.

The Slow Food movement is about taking the concept to local areas.  Each local branch establishes a community offering tailored events.  The communities are developing organically, gently finding their feet and building a proposition based on a strong belief in local, organic, great tasting food.   Why not get involved early and join your local group?  Visit http://www.slowfood.org.uk/

I’ve just discovered Freecycle at uk.freecycle.org.  A great way to give away unwanted items to people in your local communtiy who do want them.  Equally people can ask for things they need.  The key idea is to keep ’stuff’ out of landfill,  but it also keeps things out of my loft and garage!!!!!   And I like the idea that it is local.

Freecycle was set up in 2003 and now has 444 local community groups across the UK. Their vision - Changing the world one gift at a time.  I came across it earlier this week when I just had to get rid of some unwanted computer equipment that had been lying around.  At 5.15pm I put a notice offering the items on the Freecycle site for Ilkley,  at 5.45pm I got a reply.  I called the gentleman, decided he was genuine and by 6.30pm  Andy had a computer he was going to make into a coffee table.  I wasn’t quite sure how he was going to do it,  apart from the fact he wanted a working machine which he was going to feature in the table.  Said it was the only way his wife would let him have a computer in the ’sitting room’.   Anyway, he seemed quite sane and I’ve asked for a photo of the finished object.  Nice to think my old rubbish is to become a work of art !!

Is seems anyone can set up a Freecycle group,  including local companies who  could perhaps offer support or take out some of the danger of choosing genuine people to give things away too; people who may come to your house to collect.  In the end I got a few more replies,  but some seemed to plead the ‘poverty and charity’ angle a little too readily.   No one makes up turning a computer into a coffee table!!  

Many companies are looking for innovative added value service, whilst an increasing number are realizing the benefits of customer communities.  One idea that serves both purposes is to find a logical ‘area or interest’ for your company to build a community of interest around as a service.  A pharmaceuticals company did just that with a women’s group in Africa.  They were providing women with HRT, but found that in African society women going through the menopause felt isolated; what they really needed was support from other women who understood their personal issues.  So the company started a community group for them, helping with organization and materials - not only did this help the women, but it reflected well on the company and they gained more customers and custom.

I have thought of this story this summer whilst I have been laid up with my broken ankle trawling the internet looking for advice on turning scar tissue to ligament, good diets for healing bones, and flexibility exercises.  What experience has taught me is that Doctors don’t tell you everything and you have to take charge of your own recovery.  So what you need is other people to talk to who are in the same boat - there is only so much ‘wittering’ your friends will take.   I eventually found a good site for mutual support at my broken leg. com; basically a community for invalids to help each other through a time that can be very distressing.  Now how easy would it be for a relevant company - a sports clothing company, a medical company, health and fitness companies - to set up and support such a community.  Because the one thing I know from experience so many communities need is time and energetic people to run the show.

So is there a ‘problem’ that your customers have that you could support with a community service?  And serve as good research for you! And if anyone with a broken ankle needs help on their road to recovery do let me know.  I can tell you about everything from beauty treatments to ensure your have the prettiest potted toes, to the regime I’ve learnt to turn that pesky internal scar tissue back into useful ligament!  But more importantly, I can empathise with the emotional roller-coaster.