'The Pulse' of Benthurst - Team Perspectives

Rethinking Corporate Social Responsibility (CSR)

The Handwashing Angels project, now active in four countries challenges the status quo and offers a compelling case for why businesses should rethink how they engage with social impact – and why in the first place.

Launched in 2019, Handwashing Angels isn’t your typical CSR initiative. It's a powerful example of how aligning purpose with business strategy can lead to profound social and operational benefits. The project introduced a ‘magic blue foam’ hand soap created by Diversey specially for this initiative, and a seven-step motivational approach to improve hand hygiene among children in developing countries.

The numbers speak volumes: approximately 900 million children lack adequate handwashing facilities at school, and nearly 47% of schools worldwide are without proper handwashing amenities.

Current Progress and Challenges

Insurance companies have begun integrating Environmental, Social, and Governance (ESG) criteria into their operations. This shift involves comprehensive collaboration across the organization and the value chain, impacting everything from product development to investment strategies. Investment management and risk management are evolving to meet these challenges, yet one crucial area remains underdeveloped: claims handling. This area holds immense potential for societal impact but has lagged behind in sustainability efforts.

The 5 Key Challenges

Holistic Integration: Embedding sustainability into all facets of the business, from underwriting to claims management.

1. Innovation That Transforms:

‍More Than a Philanthropic Gesture Handwashing Angels goes beyond simple charity. By integrating a behavioral change model into daily routines, the project not only addresses a critical public health issue but also exemplifies how strategic innovation can drive social change. The partnership with Diversey, Maastricht University, Simavi and Benthurst & Co. is a testament to how purpose-driven innovation can align with business goals, proving that impactful solutions can be both socially responsible and strategically sound.

2. Efficiency Meets Empathy

The New CSR Paradigm Forget the outdated notion that social initiatives are merely a feel-good exercise. Handwashing Angels demonstrates that efficiency and empathy are not mutually exclusive. The project's rapid expansion to schools in Kenya, Vietnam, India, and Uganda showcases how social responsibility can enhance operational effectiveness and extend market reach. Businesses that embrace this approach can improve their reputation and stakeholder relationships while driving real-world impact and revenue. Yes, revenue.

Behavioral change programs in hand hygiene can lead to a 50% reduction in respiratory and gastrointestinal illnesses among children.

3. The Power of Strategic Partnerships

No impactful social initiative operates in isolation. Handwashing Angels highlights the effectiveness of collaborative efforts, leveraging the strengths of diverse organizations to tackle complex challenges. Businesses should move beyond traditional CSR models and seek out strategic partnerships that amplify their social contributions, creating a broader and more sustainable impact.

4. Scaling for Greater Impact

Handwashing Angels isn’t just addressing a localized issue; it’s setting a global benchmark. With nearly 2 million deaths annually due to diarrhea—primarily from poor hygiene—and a staggering percentage of schools lacking basic handwashing facilities, the project’s success across multiple countries underscores the need for scalable solutions. Businesses should be inspired to think beyond their immediate surroundings and act on a global scale, demonstrating that large-scale impact is both achievable and necessary.

Strategic partnerships in social initiatives can increase the impact of CSR programs by up to 40%.

5. Measuring Success: Social Good and Business Gains

The prestigious Beta Gamma Sigma 2024 Business Achievement Award recognizes Handwashing Angels not just for its social impact but for its demonstration that doing good and doing well are intertwined. This initiative shows that integrating empathy with strategic objectives can yield both ethical and business success, not just for corporates.

What does it mean to you?

Handwashing Angels is more than an award-winning project; it’s a blueprint for reimagining CSR on a global stage. It challenges businesses to combine purpose with strategy for transformative results.