As a result, people are increasingly choosing to support or invest in companies that they feel practice this type of responsible behaviour. And this includes companies in the printwear industry. It hardly needs saying that green and organic materials are now increasingly popular in this sector, and more and more companies are choosing to create products which are made from them.

However, CSR programmes allow a company to demonstrate its commitment to ethical and environmental issues in a way that goes further than solely using sustainable materials. Initiated properly, CSR programmes are an effective way for a company to promote its key policies through its support of sustainable practices and key social issues. And, since the public is more likely to support an organisation that appears to contribute to good causes, companies that have an effective CSR programme can have an advantage in today's competitive market.

The UK government defines CSR as ‘the voluntary actions that business can take, over and above compliance with minimum legal requirements, to address both its own competitive interests and the interests of wider society'. This voluntary initiative allows an organisation to demonstrate its awareness of the detrimental effects that modern business practices can have on their surroundings and to demonstrate that they will do their best to try to manage this impact.

So why is this relevant to the pritntwear sector?

Due to increased public preoccupation with ethical and environmental issues, a CSR programme is almost a requirement for all companies nowadays, regardless of their size, sector, or impact on society. Consequently, the printwear industry is not immune to the fact that people are increasingly choosing to support businesses that appear to care about the interests of society at large. And support often takes the form of sales and, consequently, profit.

CSR programmes have many guises and can vary greatly. For example, a company could choose to reward employees for their voluntary help in the community, sponsor a local charity, support sustainable practices in the manufacturing of their products, or make an effort to reduce their carbon footprint. There are many possibilities, and most can be adopted by businesses with an interest in the printwear sector.

CSR programmes can be mutually beneficial for a company and society at large. However, CSR is not a ‘one size fits all' initiative. In fact, programmes that do not appear to be relevant or appropriate to the company that employs it may undermine the cause the company claims to support and look like nothing more than a superficial publicity stunt.

However, this can obviously be avoided. The first step in creating a successful programme is to ascertain who it should target. All organisations have a responsibility to their stakeholders - people who have an interest in the company, be it directly or indirectly. The most successful CSR programmes will be undertaken by companies who determine who exactly their stakeholders are and respond to what they want. This is obviously because people are more likely to show their support for something that they feel reflects their own values. And, we have all seen this in recent years as more and more people are choosing ‘green' products rather than the cheapest.

Indeed, communication is fundamental in the research of the correct CSR programme for a company. Furthermore, it helps build mutual understanding between the company and its stakeholders, and this dialogue can take the form of surveys undertaken, requests for suggestions, or focus groups, to name but a few examples.

Once established, the company's programme must be promoted in order to reap the rewards that CSR can offer.

This can be done through advertising the initative's existence through emails or letters to customers, or providing information when their products or catalogue are sent out. Consequently, the company can simultaneously raise awareness of the cause they support and their company at large.

Ultimately, CSR programmes can have many benefits for a company. In fact, in today's society it is increasingly a business tool that can attract and sustain customer loyalty.

Competition within the printwear sector is now greater than ever before and, therefore, implementing and advertising an appropriate CSR programme will undoubtedly be advantageous to all those who adopt one.

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