A very strong trend right now is CSR (Corporate Social Responsibility) and for a very small organisation of only 16 people, Wools of New Zealand does a lot in this area. We put it all under the Wool for a Better World banner.
We do this stuff because it’s the right thing to do and because it gives our team of passionate people an element of pride to work for a socially minded company.
What I’m noticing is that everyone now has a CSR statement. On the surface this is good, but I worry, jut slightly, that we are entering the next phase of green washing, or CSR-washing, as we may need to call it.
Are companies making a care statement because it is part of what they do, part of the culture of the organisation? Or is the marketing department making a claim that has no real substance?
Green-washing became a marketing sin, and it looks like fake CSR claims might be next.
I’m really glad that quite a few of our partner companies are heavily into supporting their local communities and wider social and environmental issues. A good cause often takes the focus away from business as usual and gets people working together, trusting each other and building partnerships that are good for business.
One of my friendly contacts reminded me about Movember so I decided to sacrifice my upper lip to help the campaign. Now that I’m trotting about the UK sporting a fuzzy caterpillar on my face I’m getting a few sideways glances, but mostly I’m getting a pat on the back and smile from people who realise that its not an attempt to look like a Hawaiian private detective from the 80’s, its all for a good cause and a bit of fun.
My hard to see Fuzzy Caterpillar
It is worth checking out Movember, not only is it a fun way to raise awareness of men’s health issues, it a very well run digital marketing campaign and a brilliant example of the power of the internet to make things happen.
You can see my fuzzy caterpillar at my MoSpace here or click on my silly grin.