From gathering more research on TOMS and Divine Chocolate, one of the main aspects that has stood out the most is that there is a lack of advertised information displaying what the brand are doing in terms of the positive change that they are supporting. Through discussions with peers about the subject of social enterprises and the explored brands, many are unaware of the reasons behind the brand and what they do. Although the information is available on the websites of the companies and on the packaging of some products, the public would only access the web information if they were maybe already aware or were browsing the website.
Tuesday 31 October 2017
Monday 30 October 2017
Synthesis
The critical writing research brought understanding on
social responsibility in design and knowledge on social enterprises. Klein
(1999) wrote that the brands that will succeed in the future are those that
present the consumer with an experience, a lifestyle (:21). As explored, this
is something that has been achieved by many social enterprises, however, lacks
the exposure that is deserved. Furthermore, Wolff Olins (2017) found that
businesses have the greatest potential to influence change. Klein’s thoughts
and Olins’ research conclusion are the main motivation behind the practical
project.
It is evident through the research of the explored
social enterprises that there is a lack of identity to the social enterprise
status, this being a weakness of the business strategy. Another weakness being
that social enterprises are open to manipulation and exploitation for
commercial terms, as explored in The Body Shop example. This contrasts the
explored theory that states identity and concept is key for a successful brand
(Klein 1999). As discussed with Christina Elliott, (entrepreneurship
researcher) it has been suggested that it is due to the need to appeal to the
consumer market, to compete with commercial brands. However, with the current
market seeing a rise in independent businesses (James 2015) there is the
potential for social enterprises to benefit from a trusting identity that adds
recognition to their purpose. The practical outcome is a proposal for a Social Enterprise
Certification. The body of design for the identity of the organisation includes
a logo, animation and mock ups of various platforms relating to the outcome.
Divine Chocolate Limited
Divine Chocolate Limited
- Established in 1998
- First ever farmer-owned Fairtrade chocolate bar
- Originally, the 99 ordinary shares were owned by: 52% Fairtrade NGO Twin Trading, 33% by Kuapa Kokoo farmers' co-operative and 14% Body Shop International
- In July 2006, Body Shop donated its shares to Kuapa Kokoo
- Oikocredit bought 12% of the shares
- Kuapa Kokoo now have 45% stake in the company
- Worth £4 billion in the UK
- Kuapa Kokoo means Cocoa Growers
- Divine Fairtrade milk chocolate was launched in October 1998
Their governance structure of having a board of directors (two Kuapa Kokoo, two Twin and one person from oikocredit, Christian Aid and Comic Relief) is a unique in both UK Fairtrade and confectionery markets. The company has won a number of awards for its outstanding social enterprise status.
(Reworded content from website)
http://www.divinechocolate.com/uk/about-us/research-resources/divine-story
A number of the leading cocoa farmers in Ghana gathered resources to set up the Kuapa Kokoo so that they would be able to efficiently sell cocoa. Their mission is to empower farmers in their efforts to gain a dignified livelihood, to increase women's participation in the Kuapapa activities and to develop methods of environmentally friendly cultivation of cocoa. To ensure full leadership, Kuapa Kokoo weighs, bags and transports the cocoa to market and carries out the required legal paperwork for its members. This ensure that all their activities are transparent and accountable, reflecting on the true nature of the co-operative. Due to the efficient methods of operating, the savings are able to be passed on to the members, encouraging more farmers to join the association with now 85,000 members.
Branding:
- The Fairtrade Logo hold a prominent place on the front of the products. Due to the colour contrast on some of the bars, the eye is more drawn to this logo that the Divine own recognition, placed to the right of the main logo.
- Support for women cocoa farmers is communicated on the front of some of the products
- Established in 1998
- First ever farmer-owned Fairtrade chocolate bar
- Originally, the 99 ordinary shares were owned by: 52% Fairtrade NGO Twin Trading, 33% by Kuapa Kokoo farmers' co-operative and 14% Body Shop International
- In July 2006, Body Shop donated its shares to Kuapa Kokoo
- Oikocredit bought 12% of the shares
- Kuapa Kokoo now have 45% stake in the company
- Worth £4 billion in the UK
- Kuapa Kokoo means Cocoa Growers
- Divine Fairtrade milk chocolate was launched in October 1998
Their governance structure of having a board of directors (two Kuapa Kokoo, two Twin and one person from oikocredit, Christian Aid and Comic Relief) is a unique in both UK Fairtrade and confectionery markets. The company has won a number of awards for its outstanding social enterprise status.
(Reworded content from website)
http://www.divinechocolate.com/uk/about-us/research-resources/divine-story
A number of the leading cocoa farmers in Ghana gathered resources to set up the Kuapa Kokoo so that they would be able to efficiently sell cocoa. Their mission is to empower farmers in their efforts to gain a dignified livelihood, to increase women's participation in the Kuapapa activities and to develop methods of environmentally friendly cultivation of cocoa. To ensure full leadership, Kuapa Kokoo weighs, bags and transports the cocoa to market and carries out the required legal paperwork for its members. This ensure that all their activities are transparent and accountable, reflecting on the true nature of the co-operative. Due to the efficient methods of operating, the savings are able to be passed on to the members, encouraging more farmers to join the association with now 85,000 members.
Branding:
- Support for women cocoa farmers is communicated on the front of some of the products
- Adinkra symbols, Together Design. These symbols are from Ghana. The studio describe the usage of the symbols as being bold and representative of the funky dimension of the brand. They communicate the heritage of the brand.
- On the inside of the wrapper there is a the background of the brand, informing the consumer of their motivations. This would be seen if the consumer removed the gold foil that is between the outside wrapper and the chocolate bar
Friday 27 October 2017
Stephen Bayley
Stephen Bayley is a design critic who was brought to my attention in Design For Society, Nigel Whiteley where Baileys criticisms towards Papanek were described as 'disdainful'. Whiteley wrote that 'Bailey dismissed Papanek as 'a cult figure while ecology was fashionable during the early seventies'. This is therefore an example of a critic of Victor Papanek.
From this criticism being highlighted, I have further researched Bailey to understand his views more.
Stephen Bayley. Dezeen. 16.10.17 "A war against branding is a war against people" Available at https://www.dezeen.com/2017/10/16/stephen-bayley-opinion-war-against-branding-signs-life-why-brands-matter/
In this article, Bailey expresses his views towards the changing/dying media and how brands are maintaining their status in society - 'people are still motivated by desire and magic, by the promises that brands offer, the stories they tell, the secrets they share and the ambitions they excite.'
'No-one wants to promote smoking, but here's a warning that this might even predict the death of branding itself. Cars and alcohol are at least as dangerous as cigarettes: why not forbid attractive presentation of them too?' - I agree with Baileys questioning however Is he disagreeing with the change in cigarette packaging because of the negative reflection it has on branding? Perhaps.
'A brand is a collaboration between consumer and producer in a piece of theatre: playwright and actor working on an agreed script. But the last act is not written.'
https://vimeo.com/224995419
'Design for me is the whole of the world arround us. The application of inteligance to ordinary things. The application of asthetics to ordinary things.'
'You can't create brands...they evolve over time'
'A brand is about a associations and expectations that all succcessful products have'
'The consumer identifies with the brand, or the product'
'The worrying thing, at the money, is that the whole idea of brand is becoming under threat. One from health and safety legislation'
When talking about tobacco packaging, Bailey describes it as being 'designed to be dull'. 'Now we have the deliberate imposition of ugliness'
'If brands are under threat then so is our culture and economy'
Summary: Bailey is pointing out that the change in brands such as tobacco companies may only be the start of presenting the consumer with the health warnings that the product entails. He is saying that if this is the start of new legislations, then will there be warnings presented on other items, such as sugary foods, diesel and petrol cars?
Although Bailey is fighting for true nature of branding not to be lost, he also does not address the impact that branding can have on society. He describes a brands as being 'an image, a promise' and this is what consumers buy into. Through having an understanding of branding, I would not disagree with Bailey in this sense. However, there is a balance of being honest to the consumer as well as presenting the product through 'good' design.
From this criticism being highlighted, I have further researched Bailey to understand his views more.
Stephen Bayley. Dezeen. 16.10.17 "A war against branding is a war against people" Available at https://www.dezeen.com/2017/10/16/stephen-bayley-opinion-war-against-branding-signs-life-why-brands-matter/
In this article, Bailey expresses his views towards the changing/dying media and how brands are maintaining their status in society - 'people are still motivated by desire and magic, by the promises that brands offer, the stories they tell, the secrets they share and the ambitions they excite.'
'No-one wants to promote smoking, but here's a warning that this might even predict the death of branding itself. Cars and alcohol are at least as dangerous as cigarettes: why not forbid attractive presentation of them too?' - I agree with Baileys questioning however Is he disagreeing with the change in cigarette packaging because of the negative reflection it has on branding? Perhaps.
'A brand is a collaboration between consumer and producer in a piece of theatre: playwright and actor working on an agreed script. But the last act is not written.'
'Still, the fear is that generic packaging is not just the last battle in the war against tobacco manufacturers, but one of the first actions in a new and more sinister war against branding itself. And a war against branding is a war against people. Brands are, quite literally, signs of life, or, at least, popular expressions of it. They are culture, art, design, value, belief. And they make a lot of money. Without them, we will in every respect be poorer.' - This would suggest that Bailey does not see the social responsibility that he has a designer. The aspect of money and 'good' design is of greater importance than influencing positive change in society.
https://vimeo.com/224995419
'Design for me is the whole of the world arround us. The application of inteligance to ordinary things. The application of asthetics to ordinary things.'
'You can't create brands...they evolve over time'
'A brand is about a associations and expectations that all succcessful products have'
'The consumer identifies with the brand, or the product'
'The worrying thing, at the money, is that the whole idea of brand is becoming under threat. One from health and safety legislation'
When talking about tobacco packaging, Bailey describes it as being 'designed to be dull'. 'Now we have the deliberate imposition of ugliness'
'If brands are under threat then so is our culture and economy'
Summary: Bailey is pointing out that the change in brands such as tobacco companies may only be the start of presenting the consumer with the health warnings that the product entails. He is saying that if this is the start of new legislations, then will there be warnings presented on other items, such as sugary foods, diesel and petrol cars?
Although Bailey is fighting for true nature of branding not to be lost, he also does not address the impact that branding can have on society. He describes a brands as being 'an image, a promise' and this is what consumers buy into. Through having an understanding of branding, I would not disagree with Bailey in this sense. However, there is a balance of being honest to the consumer as well as presenting the product through 'good' design.
Thursday 26 October 2017
Chapter 3 Design For Life or Consumption Designed?
Steven Miles
This chapter looks at the role of design in contemporary society and raises the question 'do we as consumers design our own lifestyle or are those lifestyles designed for us?'
Notes:
- In the text Sparke's (1986) thoughts on consumerism and how the widespread use of electricity resulted in a variety of consumer products to be available is discussed. Following on from this NAME states that because of this 'The second half of the nineteenth century was therefore a boom period in the history of consumption, and design became a legitimate means of sustaining and expanding markets.'
- When discussing car manufactoring, the text presents arguments created by Whiteley (1993). Although not graphic design, it presents an interesting concept that developed from the manufactoring and economic benefit of car production...'By streamlining the cars they produced, manufactorers were matching consumers to products, rather than products to consumers.' This idea could be applied to other consumer products and is a direction of branding to explore further.
- 'Compulsory obsolescence is the foundation-stone of the modern design industry and involves the intentional design of products for short-term use. In other words, designers ensure constant demand for new products by intentionally designing products with a limited life-span.' Through this discussion, it is evident that although the 'brands' are controlling the products they put out on to the market, if the consumer no longer 'desires a product he or she will not buy it' and this therefore will have an affect on the market.
- In the late 1980's Britain was 'undergoing considerable social change' that was influenced by the consumer goods of the USA. Miles states that this was the time that 'consumerism became a way of life'.
Is there such a thing as 'green design'?
- 'nowadays designers are finding themselves under more pressure to design things that will last and yet can also be recycled and reused'.
- The Body Shop are an example of a company which produces environmentally and ethically green cosmetics. This is something that is integrated throughout the brand and is therefore key to the consumers that they attract. However, as Miles states the brand must 'to a certain extent, prioritise financial profits before ecological concerns'. This would suggest that, in this example, that some of the values that the brand have are to attract a particular audience and therefore used to increase sales of their products. Miles supports this by saying that a cynic may argue that companies such as The Body Shop 'have done nothing more that discover and exploit previously underexplored opportunities in the marketplace'.
- 'The problem is that socially useful-design is not amenable to the imperatives of capitalism in that, as Whiteley notes, it is often the manufacturer and not the consumer that has the real power in the marketplace.
- 'The problem is that socially useful-design is not amenable to the imperatives of capitalism in that, as Whiteley notes, it is often the manufacturer and not the consumer that has the real power in the marketplace.
Design For Society, Nigel Whiteley 1993
1. Consumer-led Design
'We are so much surrounded by examples of 'consumer-led' or 'market-led' design in our everyday lives that it now appears to be a natural and inevitable aspect of our society. But we need to stand back from this type of design to understand its values - both explicit and implicit - and its implications.'
'Terence Conran recalls that, 'There was a strange moment around the mid-60s when people stopped needing and need changed to want. . . Designers became more important in producing "want" products rather than "need" products, because you have to create desire.' This relates to brand strategies and how they focus on providing consumers with what they 'need'.
'A product broadly aimed at an undefined mass is likely to fail because it does not satisfy any particular group or segment of the market.'
'Market research and motivational research are the tools frequently used by manufacturers to gain such information and, predictably, it was in America - the country with the most developed consumerist society in the 1950s that such tools were used widely for the first time.' This section of the chapter relates directly to brands and how they ensure that the products they produce are suitable and needed by their consumer market.
Papanek and designers from the 'Real World' :103
'The design profession is understandably unsettled by Papanek's fundamental rejection of the way they earn their daily living, and their defence reasction usually takes the form of a sneering accusation of naivety in believing that society could be otherwise.'
'We are so much surrounded by examples of 'consumer-led' or 'market-led' design in our everyday lives that it now appears to be a natural and inevitable aspect of our society. But we need to stand back from this type of design to understand its values - both explicit and implicit - and its implications.'
'Terence Conran recalls that, 'There was a strange moment around the mid-60s when people stopped needing and need changed to want. . . Designers became more important in producing "want" products rather than "need" products, because you have to create desire.' This relates to brand strategies and how they focus on providing consumers with what they 'need'.
'A product broadly aimed at an undefined mass is likely to fail because it does not satisfy any particular group or segment of the market.'
'Market research and motivational research are the tools frequently used by manufacturers to gain such information and, predictably, it was in America - the country with the most developed consumerist society in the 1950s that such tools were used widely for the first time.' This section of the chapter relates directly to brands and how they ensure that the products they produce are suitable and needed by their consumer market.
Papanek and designers from the 'Real World' :103
'The design profession is understandably unsettled by Papanek's fundamental rejection of the way they earn their daily living, and their defence reasction usually takes the form of a sneering accusation of naivety in believing that society could be otherwise.'
Wednesday 25 October 2017
Tutorial One
In today's tutorial I was able to discuss my research and the directions that I have considered for continuing on with. Through working through the mind map produced prior to the tutorial, the following question has been secured - To what extent can branding as a social enterprise be socially responsible. This question allows for an exploration into what social responsibility is to a designer, strategies used to instigate change and how success is measured.
Research to be carried out:
Social responsibility of a designer
- What should/could a designer do?
- Those who agree there is a responsibility
- Those who disagree there is a responsibility
- Those who are neutral that there is a responsibility
Social Enterprise
- Defintion
- Origins - who were the first brand to label themselves as a social enterprise
- Examples
Change
- Strategies used to make change
- Models of change
- Education
- Individual lives
- Consumer habits
How do you measure success? - This links to those brands that focus on giving back to the community. How do they know that what they're doing is fulfilling their positive aims?
- Look into brand/charity strategies
- Speak to social enterprises
- Charity models
Research to be carried out:
Social responsibility of a designer
- What should/could a designer do?
- Those who agree there is a responsibility
- Those who disagree there is a responsibility
- Those who are neutral that there is a responsibility
Social Enterprise
- Defintion
- Origins - who were the first brand to label themselves as a social enterprise
- Examples
Change
- Strategies used to make change
- Models of change
- Education
- Individual lives
- Consumer habits
How do you measure success? - This links to those brands that focus on giving back to the community. How do they know that what they're doing is fulfilling their positive aims?
- Look into brand/charity strategies
- Speak to social enterprises
- Charity models
Freelance State of Mind: Why designers have a social responsibility
Ben Tallon. Design Week. 28.06.16. Freelance State of Mind: Why designers have a social responsibility. Available at https://www.designweek.co.uk/issues/27-june-3-july-2016/freelance-state-mind-designers-social-responsibility/
'as research from the Creative Industries Federation and Design Week showed that the majority of designers supported Remain.'
'But it was all a little too late when the darker elements of the media and social networks had sustained a much longer and robust campaign under our noses.'
Through this he has recognised the informative role that was used by designers to promote the leave and remain campaigns. These campaigns were used to inform the public and subsequently resulted in the vote to leave the EU.
'We need to have fun, enjoy our work and pay our bills. But crucially, we have to take great care with every decision to draw a picture, publish a blog, share an article on social media or design a poster. With so much aggressive, agenda-driven press rampantly targeting those who are sad, disillusioned or prejudiced, it is more vital than ever before that we understand the consequences of our actions and the raw power of our skills.'
This article highlights in very simple terms the importance of the responsibility that all creatives have in terms of the work that they are releasing into the public eye and the consequences that can be had.
Visual communicators came out in force during the EU referendum campaign period, many designers lending their abilities to pro-EU imagery. In this text, Tallon expresses the importance of the visual communicators role during the EU referendum campaign period -
'We have a more urgent responsibility than ever before to stand accountable for our output.' 'as research from the Creative Industries Federation and Design Week showed that the majority of designers supported Remain.'
'But it was all a little too late when the darker elements of the media and social networks had sustained a much longer and robust campaign under our noses.'
Through this he has recognised the informative role that was used by designers to promote the leave and remain campaigns. These campaigns were used to inform the public and subsequently resulted in the vote to leave the EU.
'We need to have fun, enjoy our work and pay our bills. But crucially, we have to take great care with every decision to draw a picture, publish a blog, share an article on social media or design a poster. With so much aggressive, agenda-driven press rampantly targeting those who are sad, disillusioned or prejudiced, it is more vital than ever before that we understand the consequences of our actions and the raw power of our skills.'
This article highlights in very simple terms the importance of the responsibility that all creatives have in terms of the work that they are releasing into the public eye and the consequences that can be had.
Sara De Bondt, Insights 2014
When pitching for a brief the Barbican had presented, Sara explains how she likes to create something useful even if she does not win the brief. In the circumstance she discusses as the Insights event in 2014, 'It was extremely useful to take it as a starting point to do the same thing as graphic designers, how can we think about our impact on the environment'.
Notes:
- Apple widget, Sustainable Graphic Design - Tells you which inks are better than others
- Hop typeface, has small dots that make up the shapes and therefore uses less ink when printing
When presenting to the Barbican, they presented guidelines to follow when producing the exhibition. This was also accompanied by a manifesto. The information within this shows what not to use and what to use instead to reduce the ecological footprint of the exhibition. This is an interesting outcome to present a client with as it addresses their perhaps poor environmental considerations in a positive and constructive way. One of the main aspects that stood out was the reuse of old Barbican posters. Instead of printing the promotional material on new stock, old posters were used and the design was printed on the reverse side.
Notes:
- Apple widget, Sustainable Graphic Design - Tells you which inks are better than others
- Hop typeface, has small dots that make up the shapes and therefore uses less ink when printing
When presenting to the Barbican, they presented guidelines to follow when producing the exhibition. This was also accompanied by a manifesto. The information within this shows what not to use and what to use instead to reduce the ecological footprint of the exhibition. This is an interesting outcome to present a client with as it addresses their perhaps poor environmental considerations in a positive and constructive way. One of the main aspects that stood out was the reuse of old Barbican posters. Instead of printing the promotional material on new stock, old posters were used and the design was printed on the reverse side.
Social Enterprise
The following information has been taken from a Social Enterprise Workshop run by Chrissie Elliot on Wednesday 25th October, as well as from the Social Enterprise UK website. https://www.socialenterprise.org.uk/Pages/FAQs/Category/FAQs
What is a social enterprise?
- A business with a social mission- Organisations using the power of business to bring about social and environmental change
- 'Businesses that are changing the world for the better' Social Enterprise UK.
- 'The term ‘social enterprise’ came about from the recognition that in the UK and across the world, there were organisations using the power of business to bring about social and environmental change without a single term to unite them.' Social Enterprise UK
- Term has been more widely used since the mid 1990s
How do they work?
According to Social Enterprise UK, social enterprises should:
- Have a clear social and/or environmental mission set out in their governing documents
- Generate the majority of their income through trade (more than 50%)
- Reinvest the majority of their profits (more than 50%)
- Be autonomous of state
- Be majority controlled in the interests of the social mission
- Be accountable and transparent
Examples:
- The Big Issue
- The Co-Operative Group
- Divine Chocolate
- The Eden Project
- John Lewis Partnership
What is a social enterprise?
- A business with a social mission- Organisations using the power of business to bring about social and environmental change
- 'Businesses that are changing the world for the better' Social Enterprise UK.
- 'The term ‘social enterprise’ came about from the recognition that in the UK and across the world, there were organisations using the power of business to bring about social and environmental change without a single term to unite them.' Social Enterprise UK
- Term has been more widely used since the mid 1990s
How do they work?
- Selling goods and services into the open market and reinvesting the money earned back into their business and the local community- Putting money back into society means that they are actively able to tackle social problems, improve people's lives through community support and help the environment.
- The original concept of social enterprise was first developed by Freer Spreckley in 1978
- The original concept of social enterprise was first developed by Freer Spreckley in 1978
According to Social Enterprise UK, social enterprises should:
- Have a clear social and/or environmental mission set out in their governing documents
- Generate the majority of their income through trade (more than 50%)
- Reinvest the majority of their profits (more than 50%)
- Be autonomous of state
- Be majority controlled in the interests of the social mission
- Be accountable and transparent
Examples:
- The Big Issue
- The Co-Operative Group
- Divine Chocolate
- The Eden Project
- John Lewis Partnership
Monday 16 October 2017
Saturday 14 October 2017
Possible Directions
Writing out various plans focusing on different 'question' areas that have been informed by the research so far carried out has highlighted the areas that have greater value and supported reading content.
- Motivate and inspire to work
- Motivate and inspire to buy
- Comparisons of advertising
- The role of consumerism and how this has affected the role of graphic design
This direction would provide a clear and focused direction to the writing piece. This is important to consider due to the 5,000 word count. It requires a concise exploration. However, this would focus primarily on the consumer market which does not fully reflect my own interests.
This direction would provide a clear and focused direction to the writing piece. This is important to consider due to the 5,000 word count. It requires a concise exploration. However, this would focus primarily on the consumer market which does not fully reflect my own interests.
2. What is social responsibility
- What is means to be a S R designer
- Opinions of designers
- Opinions from key texts, compare
- Examples; Hurricane poster project & Cast Iron Design
Structure
Intro - Outline importance of topic and how it is going to be researched
2 - Compare those who have written about social responsibility (Papanek, Frascara, Garland)
3 - Case studies to present examples of design that considers S R
4 - Reflection of 2/3
5 - Conclusion
This direction would cover an topic area that has limited yet also indepth research. It is an upcoming subject area that is becoming increasingly important in today's society and therefore makes it a critical area to explore.
This direction would cover an topic area that has limited yet also indepth research. It is an upcoming subject area that is becoming increasingly important in today's society and therefore makes it a critical area to explore.
3. Brands and Social Responsibility
- Brands are using their voice to inflict positive change
- E.G Patagonia & TOMS
- Consumers are buying into a brand and not just the item
- Meeting consumer needs by goes the extra mile
Structure
Into - Importance of topic in a changing society
- Researched by analysing brands and exploring key theorists
2 - What is S R in
3 - Case study of brands and how they can be seen to be socially responsible
4 - Link 2/3 together and give opinion
5 - Conclusion
This direction brings the two previous ideas together. Brands could be used as a case study in the exploration of socially responsible brands. This provides a direction to the writing piece as well as being a current topic in today's society.
This direction brings the two previous ideas together. Brands could be used as a case study in the exploration of socially responsible brands. This provides a direction to the writing piece as well as being a current topic in today's society.
Thursday 12 October 2017
Presentation
From putting together and presenting the presentation, it became clear that at this stage having a focused direction is key with the continuation of the module. In the feedback from the presentation, it was suggested to focus on social responsibility rather than sustainability. Although the two relate to the same topic of responsibility, I am keen to find out more and focus on an alternative area within social responsibility. The research that has previously been carried out as provided an overview of a number of topics and this is therefore something that I can build on.
Tuesday 10 October 2017
Socially Responsible Brands
TOMS - Toms is a Social Enterprise business. They see it as imperative that the company operates responsibly and know that the consumers want to 'buy from a company that works hard integrate sustainable and responsible practices into all that they do.'
What is a social enterprise? A brand with a social mission.
Breakdown - Toms are not only a brand. They focus on the social and environmental impacts that their products have.
5 ways in which they're helping people and communities around the world to succeed.
1. Production - creating jobs by manufacturing and sourcing in the countries where they give back.
2. Social Entrepreneurship - investing in the next generation of entrepreneurs using business to improve lives
3. Investment - Giving Team
4. Program Integration - contributing to community's access to health, education and well-being
5. Product Development - One for One
Initially the company started out by matching every pair of shoes purchased with a pair of new shoes given to a child in need. This was labeled, One for One. Through speaking to Chrissie Elliot who runs workshops on building social enterprises and sharing her experiences, she explained how the strategy of Toms has changed from their initial One for One practice. Initially, the brand saw the good that they were doing by providing children in need with shoes. However, they did not initially realise the implications this would have on the shoe makers in that area. They therefore adapted their strategy and helped provide jobs in the local areas where they were providing shoes.
As TOMS have developed their brand and expanding the products that they provide, they have continued to give back. Since launching their TOMS Eyewear in 2011, they have provided pescription glasses, medican treatment and/or sight saving surgery to those who are unable to provide this for themselves - 'Not only does a purchase help restore sight, it supports sustainable community-based eye care programs, the creation of professional jobs (often for young women), and helps provide basic eye care training to local health volunteers and teachers.'
Patagonia - Worn Wear
'One of the most responsible things we can do as a company is to make high-quality stuff that lasts for years and can be repaired, so you don't have to buy more of it.'
'As individual consumers, the single best thing we can do for the planet is to keep our stuff in use longer.'
Questions raised through investigating the above brands:
- is their claim to being socially responsible a brand strategy?
- Is it a brand strategy used to make the brand more appealing? Or is to ensure that their brand is giving back to the community for the right reasons?
What is a social enterprise? A brand with a social mission.
Breakdown - Toms are not only a brand. They focus on the social and environmental impacts that their products have.
5 ways in which they're helping people and communities around the world to succeed.
1. Production - creating jobs by manufacturing and sourcing in the countries where they give back.
2. Social Entrepreneurship - investing in the next generation of entrepreneurs using business to improve lives
3. Investment - Giving Team
4. Program Integration - contributing to community's access to health, education and well-being
5. Product Development - One for One
Initially the company started out by matching every pair of shoes purchased with a pair of new shoes given to a child in need. This was labeled, One for One. Through speaking to Chrissie Elliot who runs workshops on building social enterprises and sharing her experiences, she explained how the strategy of Toms has changed from their initial One for One practice. Initially, the brand saw the good that they were doing by providing children in need with shoes. However, they did not initially realise the implications this would have on the shoe makers in that area. They therefore adapted their strategy and helped provide jobs in the local areas where they were providing shoes.
As TOMS have developed their brand and expanding the products that they provide, they have continued to give back. Since launching their TOMS Eyewear in 2011, they have provided pescription glasses, medican treatment and/or sight saving surgery to those who are unable to provide this for themselves - 'Not only does a purchase help restore sight, it supports sustainable community-based eye care programs, the creation of professional jobs (often for young women), and helps provide basic eye care training to local health volunteers and teachers.'
Patagonia - Worn Wear
'One of the most responsible things we can do as a company is to make high-quality stuff that lasts for years and can be repaired, so you don't have to buy more of it.'
'As individual consumers, the single best thing we can do for the planet is to keep our stuff in use longer.'
Questions raised through investigating the above brands:
- is their claim to being socially responsible a brand strategy?
- Is it a brand strategy used to make the brand more appealing? Or is to ensure that their brand is giving back to the community for the right reasons?
Monday 9 October 2017
Cast Iron Design
Cast Iron Design was researched as part of OUGD501 Studio Brief 03. I have contact Cast Iron Design as they are a sustainably driven studio who only work with clients whose values reflect their own. This is a very current practice that very few studios fully commit to.
Q1 - What is your understanding of social responsibility?
I grabbed this from the web, but it’s much better than what I’d have ad libbed: Social responsibility is a duty every individual/organization has to perform so as to maintain a balance between the economy and the ecosystems.
Q2 - is your personal/professional understanding different?
My personal understanding isn’t different, but I do feel compelled to dedicate my life to fulfilling that duty.
Q3 - If so, has one influenced the other and in what way?
Absolutely. My personal interest in sustainability has had an enormous impact on the way we run the business professionally. In fact, it was the reason the business was started—to practice social responsibility and share knowledge with others.
(Sharing knowledge is important, it informs, educates and improves understanding. This is something to consider in terms of the practical response.)
(Sharing knowledge is important, it informs, educates and improves understanding. This is something to consider in terms of the practical response.)
Q4 - In what way, if any, do your values influence the way you respond to a brief?
We turn down work that doesn’t align with our values. Just yesterday we turned down an opportunity with a national pork supplier due to the enormous environmental impact of meat and the cruelties of conventional factory farming practices. This happens fairly regularly, and we find that the clients we get are better because of our selectiveness. People that care—that have empathy in lieu of apathy—are usually nicer people and tend to make great clients.
(This is an example of a graphic designer who does not just work for money. They evidently see design for its greater importance. Not all may agree but it is important to follow your own values.)
(This is an example of a graphic designer who does not just work for money. They evidently see design for its greater importance. Not all may agree but it is important to follow your own values.)
Q5 - I’m currently looking into how the social responsibility of graphic designers has changed over time, starting from the Industrial Revolution. Are you seeing an increase in environmentally responsible designers? Are more people becoming aware of the impact they can make?
We’re seeing an increase in empathy in the students we talk to today. They care more about important social, environmental, and political issues than their predecessors. We’re definitely seeing an increase in socially responsible designers, but not quite as much as I’d like to see. I believe the coming decade will see a much greater increase in this area.
(Student - more socially aware? Why?- internet, education...more of a care giving society?)
(Student - more socially aware? Why?- internet, education...more of a care giving society?)
Q6 - Are you seeing an increase in the market for environmentally responsible designers?
Definitely. Brands that are taking a stance, using their voice to effect positive change, are increasing. Brands like TOMS and Patagonia have paved the way, and it’s now common for companies to have values that extend beyond offering great products/services.
(Patagonia - 'One of the most responsible things we can do as a company is to make high quality stuff that lasts for years and can be repaired, so you don't have to buy more of it' - Could I focus on brands?)
(Patagonia - 'One of the most responsible things we can do as a company is to make high quality stuff that lasts for years and can be repaired, so you don't have to buy more of it' - Could I focus on brands?)
Q7 - Who are your main influences in the creative field/life?
At the moment, we’re not aware of any design studios creating top-notch work and deeply integrating environmentally responsible practices (we’re trying the best we can to do just that). As a result, our influences are divided into environmentally responsible inspirations and concept/aesthetic inspirations. Regarding the former category, Eric Benson & Yvette Petrullo are the founders of Re-nourish, an organization that disseminates information about green design and provides valuable resources, such as their Project Calculator.
Q8 - I have read through your suggested reading list. Can you recommend anymore?
Eric and Yvette recently wrote a great book, Design to Renourish. Unfortunately, there are very few books published on the topic of green graphic design. All of John Thackara’s work is great, although often dense and theoretical.
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