Whether it’s steelmaker ArcelorMittal, biscuit major Parle Products or global bank HSBC, big businesses across sectors are increasingly partnering with millions of schoolchildren on green and corporate social responsibility (CSR) initiatives and strengthening their brands.
The world’s largest steelmaker, ArcelorMittal, is supporting probably the biggest campaign worldwide focused on 200,000 schools to crown 20 million student climate ambassadors in India. Run with the help of an Ahmedabad-based NGO, Centre for Environmental Education, and the Ministry of Environment and Forests, the ongoing second three-year phase seeks to consolidate the work of the first phase and inform schoolchildren about science, social, ethical and economic issues pertaining to the environment and impart skills to them so that they become effective change agents. The first 18-month phase ended in December 2009 by designating A P J Abdul Kalam as the country’s first Paryavaran Ambassador.
Sudhir K Sinha, country head, CSR and R & R, ArcelorMittal India, says, “It is our community climate change initiative. The aim is to not only crown climate ambassadors, but also ensure that they function as change agents. In the longer run, it also reinforces our image as a responsible company.” The company has committed Rs 10 crore to the project.
My Green Planet campaign launched last year by the country’s biggest biscuit and confectionery major Parle Products too seeks to spread awareness on plastic waste reduction and ecosystem conservation in 5,000 schools in 70 towns and cities. The campaign has already reached more than 37 lakh schoolchildren and also tries to engage families of these students. The company claims to have already reached more than one crore people in all.
Mayank Shah, group product manage, Parle Products, says, “If we are the largest biscuit company, it’s because of these children. This is our way of partnering with them to make the world a better place. In the long term, it also positions us as a caring company.” The company has committed Rs 10 crore per year to the initiative.
Giving an insight into the rationale behind the trend, Ramanujam Sridhar, CEO, Brand-Comm, a brand and public relations consultancy, says, :It is a smart way of building a well-rounded corporate brand in a world where companies want to portray a human face, differentiate themselves from the competition, and identify with an increasingly environment friendly younger generation.” He adds, “While for some companies the co-relation between the initiative and their core business has an immediate rub-off, for others it is a long drawn out brand building exercise.”
While ArcelorMittal and Parle Products may be new players in running such initiatives, multinational bank HSBC has been at it globally for long. In keeping with its global initiatives, HSBC is running a number of programmes in India, too, to sensitise schoolchildren on environmental issues. For example, HSBC Young Rangers has so far engaged 175,000 children. The active learning programme focuses on live interactions, field sessions and school campus activities to show how little actions can make a big difference. Similarly, HSBC is supporting the third phase of the Science Express, under the Science Programme conducted by the Department of Science and Technology, which is a science exhibition mounted on a train. It introduces children to pathbreaking discoveries and cutting-edge technologies. Last year, a dedicated climate change coach was attached to the train. The Science Express has been so far visited by 1.6 million school and college goers.
Malini Thadani, head, corporate sustainability, HSBC in India, says, “We are engaging with a younger age group corresponding to the emerging demographic profile of the country and our workforce. Besides, the issue of environment is the obvious choice because it’s a pressing issue of our times and gets the most traction from youth.”
Agreeing that the younger generation is the best bet for such initiatives, Avik Chattopadhyay, MD, Saffron Brand Consultants, a branding and identity consultancy, says, “Amongst the common people, students are the best section to work with they are both opinionated as well as action-oriented. They will benefit the most from what they do today in the years to come.” At the same time, he cautions companies against behaving like big benevolent providers and consciously following their own agenda. Saying that the urge to advertise these initiatives, put up their little signs, do a little jig and jive to draw an obvious association with the corporates brand is just too high, he concedes, This is the toughest act for the corporate. But it’s necessary because if the common man sees through such plans, he adds, the programme will fold up in some time and there will be mud on the face of the corporate.
It’s not only individual companies that are partnering with a younger generation to focus on the environment, but also business chambers. Young Indians, which is a forum set up by the Confederation of Indian Industry (CII), organises Green I Contests to inculcate environmental values in school students by seeking ideas on setting up eco-labs or green centres in the school campus and funding the winning school to set it up. The contest is sponsored by the Indian Green Building Council and Carrier Aircon.
Bhairavi Jani, national chairman of Young Indians, who is also a director of SCA Group of Companies, a logistics & supply chain management group, says, “The idea is to go beyond obvious tree plantation. India’s development needs are unique and we need to develop our own sustainable development models. What can be a better way than to begin with children The idea is to create an ecosystem so that there is a symbiotic relationship between academic and societal imperatives.” YI has 59 student networks all over the country.
Of course, no one is complaining. Aditya Pundir, country manager, The Climate Project – India, says, “It’s a win-win situation for all. While we get support for our initiatives, companies get positive brand association.” A nonprofit founded by Nobel Laureate Al Gore, The Climate Project is run by 800 trained volunteers. They have undertaken an initiative to train 10,000 teachers, who will in turn sensitise the society, particularly youth. They have already begun with public schools in Delhi.
The Climate Project India is being guided by its trustee Kamal Meattle, who is also CEO of Paharpur Business Centre & Software Technology Incubator Park & GreenSpaces. It seems it’s only a matter of time before more proactive CEOs take a lead to engage directly with the younger generation in their quest for a greener world and responsible business.
Source: The Financial Express
Published on 4 October 2010