Page 58 - Strat mag_africa_1st quarter

CORPORATE SOCIAL RESPONSIBILITY Markets are ripe for supply chains. “There is a growing cause marketing number of businesses throughout Africa that have developed their own response to the environmental, social and governance trends that are shaping the African economy. Notably, the big Organisations like South Africa’s corporate players are leading the way; state-owned logistics group, Transnet, they are the ones with the most resources are entrenching these beliefs in their to pump into sustainability responses, business model. Why? According to Sue but they’re also the ones with the most Lund, Transnet’s General Manager: Public to lose, not least of which is their social Policy & Sustainability: “In South Africa, licence to operate,” said Thwaits, referring business has a considerable obligation to to the ‘buy-in’ companies need from determine the value that we create in the consumers and societies in order to society in which we live … sustainability effectively operate. is about value creation over time.” Thwaits’ words echo the findings of This view is reinforced by Claire the Nielsen study, with the company’s Thwaits, MD of the Network for Business Nic Covey commenting: “In countries Sustainability South Africa. Thwaits where scepticism toward corporate social stresses that consumers are increasingly responsibility runs high, cause marketers looking through ‘greenwashing’ (PR face an uphill battle. In these markets In SA, Nedbank clients who opt for and marketing spin designed to make especially, social-impact programmes the reen Affnity bank acco nt a company seem sustainable) and must be incontestably authentic to a invest ent acco nt or ins rance olicy can contrib te at no ersonal demanding that businesses behave company’s business objectives, vision cost to organisations s ch as The ethically and responsibly across their and values.” World Wide nd for at re WW CSR ASSISTS KENYAN SCHOLARS In Africa, examples of corporate Foundation, which is spending social responsibility initiatives US$41-million over nine years abound. In Kenya, for instance, to provide study financing and Equity Bank – one of the top five leadership development for banks in Kenya and the largest secondary school students. The microfinance provider in East and programme provides comprehensive Central Africa – started the Equity scholarships to academically gifted, Group Foundation in 2006. yet economically disadvantaged, “The Foundation’s aim is young Kenyans. Called ‘Wings to Fly’, to catalyse the socioeconomic it covers tuition, books, uniforms and prosperity of the people of Africa by stipends for the entire duration of giving opportunity to the millions their secondary education. at the bottom of the pyramid to The programme places emphasis be incorporated into the modern on leadership development, markex economy,” the bank says. “The EGF career guidance, networking and Foundation has started forging mentoring to help these students partnerships with development succeed in school and beyond. marketing I promotions I special events marketing I promotions I special events organisations who wish to do good Upon graduation, high-performing to society without duplicating effort scholars are given financial support PHOTOS: ISTOCKPHOTO, SUPPLIED and/or investing in infrastructure.” for post-secondary education and Among its partners is the are selected for internships at Canadian-based MasterCard Equity Bank. 56 strategicmarketingafrica First quarter 2014