IMBO Magazine Issue 33: One Love | Page 92

THE REVIEW “ P R S T U N T O R N O T, SOCIAL RESPONSIBILITY IS T H E N E W FA C E O F B U S I N E S S , T H E H U M A N F A C E .” Companies that have adopted the forward thinking approach are leading innovation within CSI. Social responsibility expresses the company vision, showing the culture and purpose, speaking to the “human” nature of the company. Consumers look for transparency and accountability within companies. Research has shown that consumers are now looking behind product brands to the parent company with higher expectations than before. Those companies involved in CSI have the ability to mitigate risk through engaging in conversations with consumers beforehand. Taking a close look into a purpose driven organisation, the Human Kind Group, Human Kind SA is based north east of Johannesburg. They have a unique philosophy: “We put the HUMAN at the centre of our work but are also able to balance people, planet and profit to ensure a more sustainable future.” IMBO/ ISSUE 32/ '14 The consultancy worked on the Wildlife and Environment Society of South Africa’s (WESSA) Annual Review document. The document was created by using recyclable materials and ecofriendly production processes; it could also be re-constructed into a solar lamp with eight hours of usable light on a single charge. Once done, you could fold it back into the report. The execution of this project further reinforced the link between a company’s values and how they operate by embracing the approach of stating: “who we are and how we do things”. 92