Start has worked for various good causes since its formation, and over the years we have donated our services to Greenpeace, the National Society for the Prevention of Cruelty to Children (NSPCC) and an Amnesty International voluntary group.

"Corporate Social Responsibility is a concept whereby companies integrate social and environmental concerns in their business operations and in their interactions with stakeholders on a voluntary basis.' European Union Green Paper on CSR, July 2001

An increasing number of European companies are voluntarily taking on commitments to raise standards of social development and environmental protection in ways which reconcile the interests of their various stakeholders - employees, shareholders, investors, consumers, public authorities and non-governmental organisations (NGOs).

In 1999 a MORI poll of 25,000 citizens across 23 countries on six continents showed that perceptions of companies around the world are linked with:

• corporate citizenship (56%)
• brand quality (40%)
• perception of business management (34%)

Start has always understood that every business has an impact on the society in which it operates. We know that this impact is created by a variety of factors - what the business produces, how it buys and sells, how it recruits and develops its people, how it affects the environment, invests in the community and respects people's rights.

We know that when a business begins to manage its impact on society, it raises the standards of its involvement in three key areas:

• Environmental protection 
• Community benefit 
• Human rights