Swedish companies are rightly seen as pioneers in many aspects of corporate social responsibility (CSR), recognising and accepting the wider obligations that are very much a part of international business.
'With size comes responsibility and influence,' says Marcus Wilert, who heads CSR programme development in the Far East for fashion retailer H&M. 'We do our best to ensure the clothes we offer have been made, transported and sold under good working conditions, and with limited impact on the environment.'
Wilert notes that in a global economy, it is not a question of whether companies like his should have a manufacturing and sales presence in developing markets. The issue is how to go about it. The goal must be to set a positive example in each community and make a long-term impact that extends beyond production or revenue targets.
To help each department find new ways of promoting socially and environmentally sustainable practices, the company introduced seven broad commitments last year.
'By shifting the focus internally, CSR is now integrated into everything we do,' Wilert says.
'It is shared and managed by every department, while head office provides expertise and support for the process.'