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Less is moreOld is goldHealth is BasicNICE IS WISELOVE IS WARMeco is goodSHARED IS BESTsustainability is now
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INTRODUCTION
Analysing consumer behaviour in the last fifty years, it is possible to notice how demand has been shifting from a mere consumerism approach, typical of the ‘60s and '70s, towards an orientation more focused on certified quality goods in the '80s. During the '90s demand asked for environment-friendly products. Now the market is asking companies to operate with a socially responsible approach within a sustainable development perspective.
In the United States and Europe, on a dimension parallel to this kind of sensitivity, several organisations and initiatives have started up aimed at delivering a ‘guarantee mark’ – the so-called certification – that companies can use to show their correct approach to the public.
Within the further development of company management tools, specific tools linked to the social-ethical environment are now emerging, gaining more and more attention from management. The initiative of SAI (SOCIAL ACCOUNTABILITY INTERNATIONAL), the body that defines the requirement at worldwide levels through the SA 8000 norm to prove and certify the good social behaviour of companies via third parties has gained. special relevance. Among the other tools we should note the so-called Social Balance, the Ethical Code and, last but not least, the Accountability 1000 (AA 1000) norm.


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