Analysis of Innocent UK's CSR: Strategies, Impact, and Accountability

This report provides an analysis of Innocent UK's Corporate Social Responsibility (CSR) initiatives, focusing on human rights, ethical accountability, philanthropic activities, environmental sustainability, and economic development. It evaluates the policies and strategies implemented by Innocent UK to ensure human rights and ethnic responsibility within its business and supply chain. The report further assesses Innocent UK's philanthropic contributions to local, national, and international communities through initiatives like the Innocent Foundation, the Big Knit, and the Big Grow. It also evaluates the impact of the company's CSR strategies on environmental and sustainable development activities, highlighting their efforts to reduce plastic usage, neutralize carbon emissions, and promote responsible sourcing. Finally, the report examines the impact of Innocent UK's CSR initiatives on enhancing economic development and livelihoods in countries involved in their ingredient supply chain, showcasing their commitment to charitable donations and community support.

Corporate Social
Responsibility

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Evaluate the policies and strategies adapted by Innocent UK to ensure its Human rights and
Ethnic accountability...................................................................................................................1
Evaluation of Innocent UK’s range of Philanthropic activities in contributing to local, national
and international communities....................................................................................................3
Assess and Evaluate the impact of Innocent UK’s CSR strategies and initiatives on
environmental and sustainable development activities...............................................................5
The impact of Innocent UK’s CSR initiatives in enhancing the economic development and
livelihoods in the countries involve in their ingredients supply chain........................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Corporate Social Responsibility is a business model which assist companies in becoming
socially responsible to its shareholders, itself and towards society. CSR is an important to
implement in business in order to represent that a company understands its accountability
towards environment and society (Chabachib and et. al., 2020). The following report discuss the
policies and strategies applied by Innocent Drinks to make sure its Human rights as well as
Ethnic responsibility. Innocent Drinks is a beverage industry that manufactures smoothies and
juice which are sold in supermarket, coffee shops along with several other outlets. The
headquarter of company is situated in London, UK and was founded in year 1998. The report
also represents the Philanthropic activities of the company towards local, national and
international communities. Furthermore, the focus is paid on impact of strategies and initiatives
executed by organisation on environmental and sustainable development activities. The last
section of this report evaluate impact of company's CSR initiatives in enhancing the economic
development and livelihoods in the countries involve in their ingredients supply chain.
MAIN BODY
Evaluate the policies and strategies adapted by Innocent UK to ensure its Human rights and
Ethnic accountability
Innocent Human Right Policies
Innocent drinks treats all its people with dignity and respect as well as it ensures that all
its human rights must be implemented rightly in its business, supply chain and in overall
communities that the company works in. The human right policies of the organisation is by
guided by several global principles embraced in Universal Declaration of Human Rights, the
International Labour Organisation's Declaration on Fundamental Principles and Right at Work,
the United Nations Global Compact and the United Nations Guiding Principles on Business and
Human Rights (Our policy on human rights, 2020). The following are the human rights policies
executed by Innocent drinks:
Community and Stakeholder engagement:
The company understand its impact on the society in which it is operating its business.
They always engage with their stakeholders in those groups to ensure that the company is
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listening, learning and understanding their opinions. The company is also committed to develop
economic opportunities and fostering goodwill in societies on local level.
Freedom of association and collective bargaining:
The company respect right of employees to join or form trade unions without having any
fear of intimidation, reprisal and harassment. The company is committed to have good
communication process with the chosen labour union representatives by employees and are ready
to bargain with them in positive way.
Valuing Diversity:
Innocent Drinks respects the diversity of people within its organisation and have long
standing commitment towards providing equal opportunities to employees working in firm. The
company ensures that no body at workplace will have to face discrimination on the basis of
gender, colour, nationality, religion, age, disability, political opinions and any other factor that
are protected by laws. The company does its recruitment, placement, training and compensation
on the basis of individual's skills.
Safe and healthy workplace:
The company provides safe and healthy work environment by applying safety rules,
regulations along with internal requirements. The company is dedicated to maintain a productive
work environment by reducing risk of injury, accidents and health issues (Planer-Friedrich and
Sahm, 2017).
Innocent Ethnics Policies
The company is committed to do their work in more responsible way as they understand
their business impact on society and environment as well as aims to move these negative effects
to positive (Our approach to being sustainable, 2020). The following are some strategies that
Innocent drinks apply in their business:
Sustainable nutrition
The company is committed to provide foods that are great and healthy for their
customers. They ensures that they are taking every step to minimize their business activities
impact on society and environment.
Sustainable ingredients
The fruits for their drinks come from various different farms in several types and sizes
and company make sure that they could learn everything about their ingredients. They prefer to
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buy from those suppliers who are certified by independent environmental and social organisation
such as Rainforest Alliance.
Sustainable packaging
The company's aim is to reduce their impacts on world through their sustainable
packaging. The toolkit of company for decreasing carbon impacts looks like this:
 Use less: little material must be used for packaging per pack.
 Do not use new material: they advice to utilize recycled or renewable stuffs.
 Close the loop: they utilize materials and packs that could be easily recycled.
 Lower its impact: they tend to avoid high carbon materials (Lee and Yoon, 2018).
Evaluation of Innocent UK’s range of Philanthropic activities in contributing to local, national
and international communities
Philanthropic activities are those charitable actions taken by companies to help human
kind and society. These activities involves donating money for some worthy events or
volunteering personal time, efforts or other forms of selflessness (Hofman, Moon, and Wu,
2017). Innocent drinks execute following Philanthropic activities to help human around the
world:
The Innocent Foundation
The main aim of this foundation is to provide food for hungry people across whole world.
There are two main goals of this project that are stopping children's death due to hunger and give
a helping hand to poorest families so that they could feed themselves (Poussing, 2019). This
charity raises their funds from society and works with commercial participator. The company
does not prefer to work with professional fundraiser. The charity does not have any
commercialise divisions as well as no trustee obtain benefits from this funding.
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(Source: Income and expenditure, 2020)
The above given data is of company's financial year taken on 30 June, 2020. This
graphical representation shows that the total expenditure spent by this charitable trust is around
£1,431,987. The total income received was approximately £1,004,889 in which around £950.15K
were provided through donations and legacies, £4.74K from investments and around £50.00K by
others (THE INNOCENT FOUNDATION, 2020).
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Illustration 1: Income and expenditure. 2020.

The Big Knit
This initiative is taken by company on national level as Innocent Drinks did partnership
with Big Knit where they encourage craters of UK to knit little hats for innocent smoothie
bottles' tops. Every year many people knit hats as a part of Innocent Big Knit in partnership with
Age UK where every hat raise around 25p in order to help and support older people of country
(The innocent Big Knit, 2021). There are three easy steps which craters have to follow:
 First step is to pick patterns they want to knit, people could also look at their patterns
from earlier posted pictures on company's website.
 Second step involves is to knit hats and by producing more hats they could raise large
amount of money to support Age UK to provide facilities to older people.
 The last step includes delivering of hats to nearest Age UK charity shops or at local
office.
The Big grow
This initiative is taken by the selected company for kids in order to make them learn
about how to grow vegetables at school and home. They work with GIY (Grow It Yourself) and
expert people in growing veg themselves so that they could provide learning to several kids.
They organise various school competition where children of different schools can share pictures
of their vegetable's growing journey and could win certain prizes. The teachers or school have to
order kit from their website and could start procedure of growing vegetables by following
provided instructions. To enhance interest of children the company gives games and guides in
order to keep little hands busy (The Big Grow, 2021).
Assess and Evaluate the impact of Innocent UK’s CSR strategies and initiatives on
environmental and sustainable development activities
Innocent Drinks understands the importance of conserving environment and are taking
several steps in order to minimize their business activities impacts on it and society. There are
three main factors that the company is focusing on and aims to complete those targets by 2023.
firstly the company is working towards developing circular economy. Their main motive si to
reduce 2,500 tonnes of plastic and 10,000 tonnes of carbon-dioxide from business. Secondly, the
company is doing their part to fight climate changes and is committed to neutralize carbon by
2030 (The good times, 2019). Lastly, the company wants to become expert of responsible
sourcing in which they are investing in their farmers in order to improve lives of around 10,000
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people by the end of 2023, in line with UN's Sustainable Development Goal 10. The selected
organisation also ensures that their ingredients are SAI-FSA verified (The good times, 2019).
Today all the bottles and cans used by Innocent Drinks are 100% recyclable as well as
aims to make them into 100% renewable ones. They have created their brighter bottles with 50%
rPET and 15% plant PET. The company's motive is to create a zero virgin plastic bottles by year
2022. The organisation also stopped using black caps from their smoothies bottles and in year
2019, they start using clear plastic caps. Innocent Drinks is doing everything to keep global
warming below 1.5 degrees for which they are committed to minimize their carbon footprints per
bottle by 20% by the end of year 2023 (The good times, 2019). They are developing their own
carbon neutral blender in Rotterdam utilizing their hero supplier programme to assist in
developing efficient suppliers.
The Hero Suppliers Programme of company has a clear vision for what they want to see
from their suppliers on sustainability and assist them in keeping records and reward good
practices. The company works closely with farmers to ensure that raw materials they are using
are of good quality and healthy for their customers. Firm has also established pioneering projects
that protects environment just like their orange juice project.
The impact of Innocent UK’s CSR initiatives in enhancing the economic development and
livelihoods in the countries involve in their ingredients supply chain
Corporate Social Responsibility (CSR) initiatives refers to actions taken by companies in
favour of society and environment. Companies must organise CSR practices in such a way that
they must be align with their mission and vision as well as support in completing their goals
(Masud and et. al., 2019). In case of Innocent Drinks, the company gives 10% of their profit to
charity every year which means that they donate around £15 million. The company provide
opportunities to people around their office campus and want that almost 75% of their employees
utilize this possibility to help humankind. They are providing approximately £5 million to their
local charitable partners. Since from the start of year 2004 the selected organisation has donated
over £10 million to innocent foundation. They also work with some local charitable foundations
across Europe such as Age UK, Plastic change, National ouderen fonds, Outsiders and many
more in which the company has donated a overall amount of around £1.5 million (The good
times, 2019).
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The Innocent foundation has helped many hungry people around the world by providing
them food and company has almost 127 employees volunteering to support charity partners
foundation. This foundation has helped around 850,000 people over 16 years across 39 countries
by launching 84 projects (The good times, 2019). The Innocent foundation has also have
partnered with 'Send a Cow' under which they want to test farmers in Push-Pull technology.
From this initiative the main purpose of the organisation is to save growing crops from pests so
that there is enough food for everyone and also they could sell extra crops for profit. The
company also sends one of their innocent scholar and nutritionist in order to educate people
about health and varied diets.
CONCLUSION
From the above discussion it could be evaluated that a company should understand its
social responsibilities as well as must consider factors such as environment, community, human
rights and society in which it is operating its business. It is very important to focus on social
responsibility and ethical practices for a business in order to become successful in their sector. It
has also been observed that companies must execute various philanthropic activities on local,
national and international to enhance its presence in market as well as to improve its brand
image. The company should also keep monitoring impacts of its business activities on
environment and sustainable development. Furthermore, it is also very crucial to keep a record of
impacts caused by CSR initiatives in increasing development of economy and people lives that
are among company's supply chains.
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REFERENCES
Books and Journals
Chabachib, M. and et. al., 2020. Firm value improvement strategy, corporate social
responsibility, and institutional ownership. International Journal of Economics and
Management Systems. 5.
Hofman, P. S., Moon, J. and Wu, B., 2017. Corporate social responsibility under authoritarian
capitalism: Dynamics and prospects of state-led and society-driven CSR. Business &
Society. 56(5). pp.651-671.
Lee, S. and Yoon, J., 2018. Does the authenticity of corporate social responsibility affect
employee commitment?. Social Behavior and Personality: an international
journal. 46(4). pp.617-632.
Masud, M. and et. al., 2019. Organizational strategy and corporate social responsibility: The
mediating effect of triple bottom line. International journal of environmental research
and public health. 16(22). p.4559.
Planer-Friedrich, L. and Sahm, M., 2017. Strategic corporate social responsibility.
Poussing, N., 2019. Does corporate social responsibility encourage sustainable innovation
adoption? E mpirical evidence from L uxembourg. Corporate Social Responsibility and
Environmental Management. 26(3). pp.681-689.
[Online]
THE INNOCENT FOUNDATION. 2020. Online Available Through: <https://register-of-
charities.charitycommission.gov.uk/charity-details/?subid=0&regid=1104289>./
The innocent Big Knit. 2021. Online Available Through: <https://www.ageuk.org.uk/get-
involved/fundraise/the-big-knit/>./
The Big Grow. 2021. Online Available Through: <https://innocentbiggrow.com/>./
Our approach to being sustainable. 2020. Online Available Through:
<http://assets.innocentdrinks.co.uk/innocentsustainability.pdf>./
Our policy on human rights. 2020. Online Available Through:
<https://www.innocentdrinks.ie/content/dam/innocent/ie/en/files/innocent-human-
rights-policy.pdf>./
The good times. 2019. Online Available Through:
<https://www.innocentdrinks.co.uk/content/dam/innocent/gb/en/assets/pdf/innocent-
good-all-round-report-2019.pdf>./
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