Made in China – For many European consumers, this is a label with more negative connotations. However, in China, there are countless sportswear manufacturers who actually place great emphasis on the long-term development and sustainability of their production chains, while also upholding Corporate Social Responsibility (CSR). Brands for Good, headquartered in Munich, has joined forces with ISPO Shanghai to specially create a CSR exhibition area, promoting these principles by showcasing outstanding companies in the field of CSR.
Diverse and Exciting CSR Activities in the Sports Industry
CSR activities in the sports industry come in a wide variety of forms. For example, recruiting second-hand sports equipment to donate to skating coaches in remote areas like Kyrgyzstan; or recycling leftover materials from major sportswear producers such as Volcom and Burton for use in producing eco-friendly recycled goods; collaborating with Arc'teryx’s “Birds Nest” project, where volunteers sew capes for the homeless in Vancouver using high-quality leftover materials; small-scale charity projects collecting sunglasses for people in impoverished Himalayan regions; and 100% PFC-free outdoor clothing primarily produced through Columbia’s women’s sewing volunteer initiative. In reality, many brands and projects not only focus on profit figures but also strongly align with the overall ethos of CSR.
For businesses, Corporate Social Responsibility (CSR) is a highly rewarding investment
Frank Lohse, founder of Brand for Good, told ISPO that CSR can benefit businesses in many ways, such as boosting employee morale and encouraging companies to pay more attention to consumer interests. Ultimately, all these approaches aim to maximize value based on cost savings. For instance, through CSR initiatives, Burton snowboards saved 50% on packaging material costs. However, this concept has not yet been fully embraced by the market. This is why we hope to inspire, promote, and exchange ideas related to CSR.
CSR Begins to Take Root in the Chinese Market
Frank Lohse mentioned that although we can’t yet say CSR has garnered widespread societal attention, the Chinese government has already begun taking action. As China’s economy enters a “period of slower growth,” the government is trying to innovate and has invested heavily in “sustainable development” and “environmentally friendly” projects. Currently, Brand for Good has just entered China and needs to pay more attention to the market and the overall environmental atmosphere, conveying the concept of CSR to more people and building a platform that connects businesses with craft projects. Information is key – and this applies not only to the sporting goods industry but also to consumers. The more consumers understand about CSR, the more rationally they can make purchasing decisions.
ISPO Contributes to the Development of CSR
The CSR project by Brand for Good achieved significant success and garnered widespread attention at ISPO MUNICH. Many consumers are eager for change, and we need to provide them with the right information to help them make the right choices. Collaborating with ISPO Shanghai is the first step in bringing CSR to a larger stage, reaching as many visitors and exhibitors as possible, helping CSR shed its previously rigid and uninteresting image, and conveying the new philosophy of “investing in the future and delivering benefits to businesses, employees, and customers.” Ultimately, this will form an image that is beneficial to the whole of society.
Leveraging the resources of the global ISPO team and optimizing the combination, ISPO Shanghai 2017 will set sail again from July 6–8, 2017, at the Shanghai New International Expo Centre, proudly launching three major sports-themed exhibition halls: Outdoor Enjoyment, Extreme Power, and Urban Trends. It focuses on uncovering new audiences through multiple categories, channels, and cross-industry collaborations. The exhibition further strengthens its focus on outdoor sports while delving deeper into running and fitness, urban light outdoor activities, and sports fashion trends, supporting innovative brands, providing backing for technological innovation, and promoting communication and exchanges across industries.