Design for All and Corporate Social Responsibility
Companies of the future will be measured in terms of their ‘economic value’ and also -unavoidably- in terms of their ‘social value’ - We can’t consider the social aspect of CSR without taking into account ‘Design for All’.
Some weeks ago we attended the 13th Jornadas Corresponsables, event hosted by MediaResponsable, the publisher of the magazine Corresponsables, one of the main referents in the subject of Corporate Social Responsibility in Spain. In this conference we had the opportunity to learn about very interesting ideas and experiences from prominent lecturers from both the public and private sectors, but also from civil society. However, we came across a relevant doubt, and we think it is appropiate to make some reflection about it.
Is CSR possible without 'Design for All'? We don’t think so, and below we will state the reasons so you (reader) can judge. It is obvious that business world is large and complex: managing the expectations of different stakeholders, the current crisis, meeting the goals... all this is a daunting task that leaves little time for philanthropic discussions.
But do not lose the bearings. Increasingly, CSR is proving to be a necessary, positive, fundamental and strategic (I leave the choice to the reader) commitment to face the future. A company that forgets its environment to think in terms of pure short-term economic performance is blurring its long-term vision, and this can have dire consequences. Just think of the reasons for the current crisis: decisions taken seeking only immediate financial gain, ignoring the most basic ethical considerations.
The social face of CSR
When talking about CSR, what we do is take into account the impact that the activities of the firm causes in its environment. And this impact can be grouped into three blocks: economic, environmental and social. Fortunately (or necessarily), more and more companies endorse the principles of CSR, publicly pledging to work in the three blocks.
But from here I denounce a serious lack that affects the social block, the great forgotten: in the vast majority of cases, activities regarding it are focused on the workers (the staff) and on the regions where factories are located, pursuing the –fully legitimate- social calm. However, the ‘social’ impact on customers and final users of products or services offered is not taken into account at all.
If we started to count in absolute numbers the groups of people potentially impacted by the decisions of the company, in the first place we would invariably find the environmental impacts that may affect the entire world. But secondly we would find the customers of the company, ahead of workers, suppliers, shareholders, etc. Therefore, it's the customers and potential users to whom the company should have the highest degree of commitment.
Let me give an example that demonstrates to what extent this impact exists: the new Apple iPhone-4 loses coverage if it is held with the left hand. A problem that may affect the 11% of the world population: the left-handed. And what solution have the company applied initially to avoid the problem? You can buy a bag, or take the phone with the right hand.
I do not know what some famous left-handed people , such as American presidents Bush, Clinton, Obama, or people like Bill Gates, Nicole Kidman, Paul McCartney, Gari Kasparov, Diego Maradona, and many more may think about this situation. Or if people like Julius Caesar, Isaac Newton, Wolfgang Amadeus Mozart or Marie Curie would have complained. But surely you will agree that being a left-handed (a physical property) should not deprive anybody from enjoying the same opportunities as other people, and that includes products and services offered by companies.
The costs of such a mistake are incalculable. In a case as clear as this is relatively easy to quantify the economic and image benefits that applying the ‘Design for All’ criteria would have meant, but it is known that it is easy to talk once the results are on the table. And, in contrast, it is much more difficult to act proactively. Look for example what the vast majority of economic analysts were saying shortly before the current crisis.
From here we demand a long-term business vision, which must focus not only on strictly economic results next quarter. Companies of the future will be measured in terms of their ‘economic value’ and also -unavoidably- in terms of their ‘social value’. The real business leaders must go further, take a broader view in time and in the analysis of the impacts generated by their decisions, and choose the CSR in all its dimensions, as a strategic investment and as a corporate and personal commitment.
The role of ‘Design for All’ in CSR
The ‘Design for All’ is merely an expression of a company's strategy to truly approach to their customers and users, to know their characteristics and needs, to consider them in their diversity. It represents a commitment taken by the company towards its customers and users. It may bring economic profits and reputation, but the original decision is made on a social justice basis.
Let's avoid misconceptions! ‘Design for All’ does not mean going against the marketing department. It does not imply rejecting the segmentation processes. It does not mean uniformity. In contrast, ‘Design for All’ can help to reduce risk, increase markets and discover new opportunities, integrating seamlessly within the strategic marketing while also improving operational marketing.
‘Design for All’ is then the missing pillar in the social field of CSR. It’s the way to take into account one of the biggest group of stakeholders: its customers and users, which is also one of the most directly affected by the activities of the company. A heterogeneous group of people with many diverse characteristics and needs; people who share the human desire (and right) to enjoy equal opportunities and a full life.
Conclusions
Being Responsible does not mean meeting a quota. It’s not about an annual donation to cooperate with the Third World. It is not using recycled paper or separating the waste. Being Responsible is all that and much more: it’s about taking into account some social justice criteria in each of the decisions taken at all levels of the company, permeating the entire organization of these criteria, and the different stakeholders the company relates with.
And we can’t consider the social aspect of CSR without taking into account ‘Design for All’, it would be like having a table with one shorter leg, it would be rickety and will not fulfil its mission. Customers, users and all people who can buy a product or enjoy a service wait.
Paul Mussach
Deputy Director at the Design for All Foundation
