Brendan Seery
Deputy Editor
3 minute read
2 Oct 2021
6:50 am

Orchids and Onions: Good Hope Meat Market shows how to do corporate social responsibility properly

Brendan Seery

Also an orchid for a Wimpy's amusing ad with race-based spices goes down a real treat

LONDON, ENGLAND - SEPTEMBER 21: A piece of meat on a butchers block at 'Larder' butchers in Bromley on September 21, 2021 in London, England. Meat production in the UK is under threat from a looming shortage of CO2, which is used at abattoirs to stun animals before slaughter. The C02 shortage is itself a result of surging natural gas prices, which has caused two UK fertiliser plants - which produce CO2 as a byproduct - to close. Dan Kitwood/Getty Images/AFP (Photo by Dan Kitwood / GETTY IMAGES NORTH AMERICA / Getty Images via AFP)

The most cynically overused phrases in marketing-speak are “corporate social responsibility” and “corporate social investment” – because many large companies use them to pretend they have a conscience, when the opposite is often true. There are many who believe that a brand has to “have purpose” to attract customers – but, in most cases, I think this ignores the reality that people want two things from the product they buy: a good price and that it is fit for purpose. Generally speaking then, I cast a rather jaundiced eye over any marketing campaign aimed at polishing false corporate halos. This...