Green is Good

Years to create and seconds to lose, business reputation is as fragile and precious as the world’s environment in which we live.

There was a time when doing good in business seemed to be nice if you had the time, but today doing good is not only about helping others it is also vital in helping yourself.

That is why responsible corporate citizenship and fair trade policies are no longer fringe ethical or philanthropic activities, they are commercial obligations and at the heart of a sound business practice.

The world has changed and in this case it has changed for the better.

The transformation of consumer attitudes and awareness has helped fuel a commercial climate where transparency and fairness are essential parts of the customer experience.

Products based on child labour, sourcing from global conflict zones, and environmental destruction are living on borrowed time. Feel bad about what’s behind your product and you can be sure that negative consumer attitudes won’t be far behind.

We want to feel good about what we buy and that means understanding the sustainable fundamentals and authenticity behind our purchases. Beauty then is not only in the eye of the beholder it is also rests in the mind.

At the De Beers Group we understand that the appeal of the diamond dream rests in the heart and in the head.

Diamonds are a precious gift of love and are based on the firm values of emotion, mystery, uniqueness and eternity. This is why every diamond is individual containing within it a unique fire and personality.

Maintaining confidence among consumers in their diamond purchase is a responsibility we have always taken seriously. For, no matter how beautiful the diamond, its mystery is threatened if there is not complete trust in the chain that takes a diamond on the journey from Mother Nature to its new owner.

Practically this means a sustained focus and commitment to corporate social investment – we call it “Living up to diamonds” .

It encompasses a range of sustainable initiatives including a global commitment to promoting health. In southern Africa, for example, this means helping address the HIV/Aids pandemic, educating the children of mineworkers, caring for the environment and strengthening the communities we work with.

It also means sharing in success and through the Kimberly Process we are helping diamonds drive international development in some of the poorest countries in the world.

So, when in the movie Wall Street Gordon Gekko famously uttered the words “Greed is good” it defined something about that time. Today, “Green is good” and doing good for our environment and communities is as essential to the board room as it is for charity.