Amidst CSR efforts, let us practise ISR


Some of the current commercials appear to be efforts at quieting (not stifling thankfully) company conscience (if I sound cynical, I apologise). A tea brand's wake up call is certainly quite refreshing. Another brand's message 'This greeting card has been made using pulp from sustainably managed forests' is also heartening. Nearly all notebooks that my son buys from the local stationer carry a short passage about how the book has been made from 'bagasse, not trees'.

But back to the tea commercial. [For those who have not seen it - a youth 'interviews' a vote-seeking neta: Are you educated, qualified and experienced for this job - the job of running the country? The neta is discomfited; the commercial's message is for the citizen to not only arise every morn, but also be(come) aware.]


There it is: Being aware is half the battle won, and you'll soon be a practitioner of Individual social responsibilty.

In the context of environmental issues, we could categorize the kind of citizens we are:
1. The Downright Indifferent: "Have car, will drive, so what?" - Most celebrities and upper / middle calss 'haves' count in this category, even possibly those who lend their name and time to a good cause.

2. The Aware-but-we-are-helpless kind: "what is the use if I refuse a carrybag, and the grocer willingly supplies an extra bag to a customer who asks for it?" - The vast majority of us are official members of this club.

3. The Aware & Angry kind: "How dare he throw waste out of the coach window?" - Busybees who have time for everything but social issues populate this group.

4. The Green Individual / Groups who strive come what may: Valmik Thapar, Greenpeace, Siruthuli, Rural Litigation and Entitlement Kendra
Let companies continue sincere CSR or conscience-placating efforts, may this last tribe increase.

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