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.