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.
No comments:
Post a Comment