BSc Business: CSR Analysis of Innocent Drinks' Strategies

This essay provides a comprehensive analysis of Innocent Drinks' corporate social responsibility (CSR) strategies and initiatives. It explores the policies and strategies the company uses to fulfill its social responsibility, including its B Corp certification, diversity principles, and recycling strategies. The essay also examines Innocent UK's philanthropic activities, such as donating 10% of its profits to charity and contributing to sustainable development goals. Furthermore, it assesses the impact of Innocent UK's CSR initiatives on environmental and sustainable development, as well as their contribution to economic development and livelihoods in countries involved in their ingredients supply chain. The essay concludes that Innocent Drinks actively participates in national development and addresses social and environmental issues.

Corporate social
responsibility

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Corporate social responsibility is related to those management under which the business
organisations integrates the social and environmental issues with their main business. This
concept was developed with an aim of the development and protection of natural environment by
the efforts of business organisations (Adnan, Hay and van Staden, 2018). The ideology behind
this concept is the that, environment provides different resources to organisation so it is the duty
of the business to provide the something in exchange of this. The organisation which is chosen
here to demonstrate this report is Innocent drink. This report provided the brief discussion
related to the activities performed by the management of Innocent for the social and society
warfare. This report also states the impact of company's CSR in the economic development of
the country.
TASK
A lot has changed for innocent in the last few years. Since 2010 Innocent have gone from a
company of 250 people to nearly 600 people across Europe and they have taken first steps
outside of Europe too by launching business in Japan and China. “Our human rights policy
shares the standards we expect and it’s up to all of us here to keep to them” In the light of its
growth and human rights commitment, provide the policies and strategies which the management
of organisation user to fulfil the their social responsibility.
The management Innocent drink always put the local people and their employees as more
important in comparison to their personal profits. Innocent try to develops those culture in their
organisation so it become favourable for their employees as well as those people which are
environment friendly and wanted to do something for the betterment of society and nation. This
culture helps their employees to think out of the box and adapt creative steps for the development
of nation and society (Amorelli and García‐Sánchez, 2021). There are different policies and
strategies which the management of Innocent adapted to ensure its human rights and ethnic
accountability and the brief discussion related to the same are given below.
In the year year 2018, innocent become B Corp. it is related to the points provided to
those organisations on the basis of their environment friendly behaviours. More than 50 percent
of the point of Innocent came from their people and culture people alone. Company applied

effective employee review processes flexible working environment and career development
plans in their organisation.
In the year 2019, the management of the organisation has created five principle to
promote the diversity in the organisation (Barauskaite and Streimikiene, 2021). To achieve this,
Innocent is working with different BAME affinity groups to express the work about the
behaviour and impact of the business on different social issues.
One of the major strategy of the Innocent is their recycling strategies for their business
products. The management of the company promotes the idea of recycling used product to their
customers and developed many technologies which helps the management of organisation to
convert the used product into useful things.
As a part of B Corp Innocent becomes more sensitive about the environment issues and many
problems arises in the environment. One of the major commitment of company to become free
from carbon by the year 2030.
2) “By being a successful and profitable business, we can do our bit to support those less
fortunate than ourselves and as we continue to work on being a business that’s good all round,
we will make sure we carry on doing our bit to give back”. (James Davenport, Chief Operating
OfficerInnocent UK) On the basis of the above statement, undertake an provide the range of
efforts and activities which the management of organisation perform for the community.
As Innocent drink is operate their business in United kingdom where the performance of
corporate social responsibility by the business organisation is regarded as the voluntary activity
in place of any legal obligation. No the company has to face any obligation in regard to the same.
It is the quality and environment friendly behaviour of Innocent drink that the management of
the company spent 10 percent of their net profit to perform many social activities and for the
development of nation (Cook and Glass, 2018). The brief discussion related to Innocent UK’s
range of Philanthropic activities in contributing to local, national and international communities
are given below
One of the most important initiative of the organisation that it spend 10 percent of their
profit as a charity. The employees of the organisation and also other stakeholders take support
from this amount. This charity helps different types of people to improve their standard of living
and enjoys better resources in their life.

There are many local charitable trust operates in united kingdom which recieves
considerable amount of charity from Innocent. These local trust helps poor people which does
not have essential things for their life. The amount given by the company plays an important role
to improve the conditions of local poor of the country.
The management of Innocent donates 10 million pounds to reduce the world hunger and become
the part of goal2 of sustainable development gools. The main aim of the set is to eliminate the
hunger from the world by the year 2030. this initiatives only achieved by the collective efforts of
people, governments and business organisations like Innocent drinks.
Innocent drinks regarded their people as the most important resource and it always try to
provide favourable and attractive environment to their employees and for those peoples whom
want to be better world.
3)“We think it's very important that as a business, we take full responsibility for our impact on
society and the environment. So we’re making sure that we’re doing our bit to help solve some
of the big challenges facing our planet and the people we share it with”. (Rozanne Davis, Head
of Sustainability and Nutrition-Innocent UK) Assess and Evaluate the impact of Innocent UK’s
CSR strategies and initiatives on environmental and sustainable development activities.
Being a business organisation, Innocent wants people to do something beneficial and good for
themselves as well the planet by fulfilling some social responsibilities in order make planet a
better place to live. Company has reflected this responsibilities through its operations by using
green electricity in its Fruit Towers that is one of its head office which is situated in London.
Company sources fruits for production from places that looks after environment measures as
well as goes extra miles in search of peoples who works on farms. Company sources all of
bananas from farms that are licensed under Rainforest Alliance. Innocent mainly focuses on
offering delicious juicy natural drinks to its customers. By adapting this measures Innocent
wants to achieve a good position in market as a sustainable business by looking after suppliers of
electricity in its Fruit Tower to suppliers of bananas in the firm.
From its initial stage company is looking forward in making innovations in its packaging
of products. It was the first to launch 25 percent of post consumer recycled in its PET packaging.
Recently, company has increased this ratio of recycled content by 50 percent. In January 2007,
Innocent has launched its new, compostable, eco-friendly, renewable bottle which was made
from corn starch. This eco-bottle is presently being used for offering breakfast thickie. In its

other drinks, 100 percent recycled plastic bottle were being used with measures of environmental
safety. Through websites and by its packaging Innocent advises its consumers by communicating
clearly on recycling its bottles. Company also occupies its customers in recycling process by
engaging them into a fun tasks. Company's maximum customers includes ethical customers
because of its operational activities. Innocent does not chase a particular group segment in
market. Company is always involved in accepting continuous improvements in its operations as
well as products. For instance, while collaborating with Rainforest Alliance, banana was the only
fruit they could manifest but fortunately now there are much more options for company to even
introduce more fruit drinks in market while following its strict certification.
Wider issues of society has influenced Innocent operations in times. In previous era,
consumers of Britain were not much familiar with benefits of consuming fruits and vegetable
drinks which impacted its sales as well as turnover. Nowadays people are much familiar with
benefits of fruits and vegetables though being aware of its benefits a half level of population of
country were not consuming fruits and vegetables. Company interacts and communicates to its
target audience about the benefits of consuming its smoothie in order to fulfil necessary nutrients
in body. Innocent main objective is to make a healthy society by delivering its quality nutritious
product to its target audience. Company's vision is to make carbon neutral environment by 2030.
in order to achieve its vision, company is taking potential measures such as investing its
activities in building a world's most sustainable bottling and blending site. This measures will
influence its competitors to think outside the box by bringing a real productive and positive
change in the respective industry.
4) “Putting our money where our mouth is - Last year we invested more than £73,000 (€81,000)
into sustainable agriculture projects”. (good-all-round-report-2019) Carry out an Assessment of
the impact of Innocent UK’s CSR initiatives in enhancing the economic development and
livelihoods in the countries involve in their ingredients supply chain.
The amount invested by the organisation in their corporate social responsibility plays an
important role in the development of united kingdom. The management of Innocent conduct

activities which promotes the economy of United kingdom and the brief discussion of these
activities are given below:
One of the major activity which the management of Innocent drink is that they provide
timely tax to the respected government which is used by them for many infrastructure projects
such as roads, canals and public building (Han, H and Kim, 2019). These are used by the general
people and improve their standard of living.
The management of organisation perform those activities which promotes the economy
such as the employment provided by the company. In their past time company is providing the
employment to few peoples but in the recent time, the management of the organisation provide
huge number employment which helps the government to solve the problem of unemployment
arises in the economy.
The management of the organisation has play important role in the waste management of
the government of United states. Innocent promotes the idea recycling in the country which helps
the government to reduce the plastic waste arises due to used product. These plastic are very
harmful for the people and environment. The management of Innocent has employees many
technology and separate working belt which provided huge number of employment in the
country.
The sustainable development programme of organisation enables the organisation to
make development in their organisation while concerning to the development of the nation. The
development take place without sacrificing the development of future.
CONCLUSION
One of the most important thing which is concluded here that it is the duty of the business
organisation that they take part in the development of nation and concerned about the social
issues of the environment. This report concluded the activities and efforts made by the
management of Innocent to for the betterment of the society and environment . It also concluded
the discussion related to the contribution of innocent to solve various social problems arises in
the organisation.

REFERENCES
Books and Journals
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performance of companies: The puzzle of concepts, definitions and assessment
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Wong, A.K.F. and Kim, S.S., 2020. Development and validation of standard hotel corporate
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