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MASTER CLASS social responsibility SOCIAL RESPONSIBILTY It could be everyone's cup of tea 1. Firstly, globalisation has fuelled the exploitation of labour standards and natural IN RECENT YEARS BUSINESSES have begun to face mounting pressure to consider more than simply the bottom line. This pressure can be attributed to a number of factors. resources, and international trade liberalisation laws have had a dramatic effect on the ability of nations to consider environmental and human rights standards as criteria for purchasing decisions. 2. Second, as a result of the absence of government regulation of the social and environmental impacts of business, social drivers like NGO pressure and media attention are pushing businesses to be more accountable. 3. Thirdly, an increasing wave of consumer demands, particularly by niche markets often referred to as LOHAS (Lifestyle of health and sustainability) are demonstrating their values through a preference for goods and services that they consider to be socially and environmentally responsible. As a result, the concept of corporate social responsibility (CSR) has been propelled into the mainstream. In concrete terms, CSR takes the form of public and private partnerships to take advantage of organisational strengths, social and environmental reporting to demonstrate transparency, socially responsible investment funds that ensure values-based investment, and increased concern for issues and impacts throughout the supply chain of a company's product. 50 | www.hermagazine.co.nz WHAT IS FAIRTRADE? Fairtrade is an international certification system allowing consumers to identify products that meet agreed social, economic and environmental standards. Overseen by a standard-setting body, Fairtrade International (FLO), and a certification body, FLO-CERT, the system involves independent auditing of product supply chains to ensure standards are met. The Fairtrade certification system covers a growing range of products, including bananas, cocoa, coffee, tea, sugar and cotton. CASE STUDY 1 As New Zealand's largest Fairtrade workplace, BNZ drinks around one million cups of Fairtrade tea, coffee and hot chocolate in its offices and retail branches every year. BNZ's Sustainable Development Manager, Michael Field states, "It's a very visible sign of our organisation's commitment to sustainability and it is also something that triggers a lot of discussion and engagement, for example in informal meetings around the coffee machine." Given the pivotal role that a company like BNZ plays in the economy, the bank is keen for its commitment to reach beyond its own organisation to influence its entire supply chain. On its CSR programme, BNZ's Director of People and Communications, Louise Harvey-Wills reports, "It's simply about doing the right thing. For BNZ this means making a positive and sustainable impact for our customers and communities, and of course being an excellent employer. So we really challenge ourselves to look beyond our everyday operations, and face the broader issues facing society." BNZ reports that the gains to be had from focusing on, and investing in, sustainable development are numerous, and include improved reputation, reduced risk, increased staff engagement, and the opportunity to positively influence its supply chain. Field reports, "If a business chooses not to place emphasis on sustainable development, they're also choosing not to be around for the long-haul." CORPORATE "If a business chooses not to place emphasis on sustainable development, they're also choosing not to be around for the long-haul." - Michael Field, BNZ