Critical Debates in Design: Task 4 - Corporate Social Responsibility

After seeing the Michael Moore "Fahrenheit 9/11", I made a research on good CSR policies of companies around the world. One of the companies, that caught my attention is one of the biggest manufacturers of sport equipment - Nike. 
According to a site, the company sells approximately to 19 000 US retailers, and approximately in 140 countries around the world. The company manufactures in China, Taiwan, Korea, Mexico, and as well in the US and Italy. 
It seems that in the past the company had issues with critics such as Naomi Klein. In her widely read book "No Logo" she deals quite extensively with Nike, accusing them of abandoning countries as they developed better pay and employment rights in favour of countries like China, where these are less of a cost. She points to a photo published in 1996 showing children in Pakistan stitching Nike footballs as an example of the use of child labour. Other critics have suggested that Nike should publicise all of its factories, and allow independent inspection to verify conditions there. Any auditing carried out by Nike should be made public. A lot of focus is given to wage rates paid by the company’s suppliers. By and large, audits have found that wage rates are above the national legal minimum, but critics contend that this does not actually constitute a fair living wage.

Nike accuses Naomi Klein of peddling inaccurate and old information. They point out that they have not abandoned countries as she claims, and remain in Taiwan and Korea despite the higher wages and labour rights. They admit that the 1996 photo documented what they describe as a "large mistake" when they began to order soccer balls for the first time from a supplier in Pakistan. They now operate stitching centres where the non-use of child labour can be verified.

In 2011 Nike stated their corporate responsibility by creating a site. Through their site Nike Better World they gather their initiatives at one place. Designers Wieden+Kennedy, Ian Coyle and Duane King created it and a 100% Recycled Ads short movie. It is created by Nike's archive footage from old ads. I think that it is very creative, simple and strong idea. Here it is:

It seems that nowadays the company has created a good CSR policy by making their goals public, so the audience can appreciate them better.
Nike recycles different objects to make performance apparel and shoes and basketball courts. Nike also tries to bring attention of war, homelessness, HIV awareness, and the less privileged around the world. Nike is using the power of sports and its brand recognition to make the world a better place.
Some examples:
- "Nike Free TR Fit" shoes – made from environmentally preferred rubber, water-based cementing and recycled polyester.
-  "8 Plastic Bottles" – each Nike 2010 World Championship Football jersey is made entirely from recycled polyester.
- "A Better Shoebox" – using 23% less material in the box saves the equivalent of 200,000 trees annually. 


The reason I chose Nike is because they are well known company, and as I researched they previously had problems with their corporate policy and how the public react to it, but they resolved their problems by keeping things clear, simple and outspoken. The design approach to the cause is very innovative and simple at the same time, and that is what caught my attention.
As for me as a designer, I consider a good cause raising the awareness on environmental friendly practices. We all know, that designers especially graphic designers love to see their work printed out. By keeping most things digital, printing less, using recycled paper we as designers should show our appreciation to the environment and protect it.


In my home country there is a organisation for example called Gorichka (meaning "forest" in English) that tackles the issues of global warming, CO2 emissions etc. This organisation helps local businesses develop environmental friendly and practical way of thinking. They organise lectures, gather media and corporate partners. People can calculate their own carbon footprint on the site, and also participate in planting their own tree.

ECOIST Another interesting company, that I actually bought a product from is Ecoist. It produces mostly bags in different sizes made from candy wrappers, old newspapers and magazines.As the company info claims the idea started with a family trip to Mexico in 2004. They saw some locally crafted handbags made from post-consumers waste such as candy wrappers and chip bags, and that's when they decided to develop a business making products from waste. Since then, they partnered with multinational brands such as The Coca-Cola Company, Disney, Frito-Lay, Mars, Cliff Bar, and Aveda. So far, Ecoist has saved more than 40 million wrappers from landfills.
 Ecoist plants a tree for every handbag sold. In partnership with Trees for the Future, Ecoist has contributed to reforestation efforts around the world. So far, they’ve planted over 100,000 trees in places like Haiti, India, and Uganda.


"By definition, an Ecoist is “an individual that lives a modern, eco-minded lifestyle.” We hope to inspire people to become “Ecoists” so we can all live in a healthier, better, and more peaceful planet. We hope to make a difference."

                                 Source: Ecoist