Corporate responsibility is back on the boardroom table for many companies, especially for those where public perception impacts the bottom line. Car makers, big-box retailers, and energy companies come to mind as those who fret about consumers' opinion of environmental and social responsibility. As a consequence of the latest trend to be a model corporate citizen, some companies have become greenwashed. As in, faking responsible practices for the sake of image.
The company I work for has recently announced 10 initiatives that are meant to establish the company as one of the most creative in the world by 2010. Admittedly, the objective is lofty and grandiose. However, one of the initiative has to do with improving social and environmental practices. The company has asked for volunteers at each of the locations around the world to take part in the 10 initiatives, and I think I know which one I would like to have a part in.
I'm hoping that this is not an empty promise, and I would like to see some or all of the objectives come to fruition in the next 2 years. In terms of the general goal of becoming the most creative company, I think it is doing pretty well. The company was just recognized as the most awarded agency in the world for 2007 by the Gunn Report. None too shabby.
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