SUSTAINABILITY AND CSR
a cause , any organisation looking to ‘ give back ’ is making a decision based on shrewd business sense . Good karma ? Call it a welcome bonus .
“ This is a huge group of people who have come into the mainstream market , who are looking to change the world for the better ,” says Asanka De Silva , Founder of Liver Health UK . “ Consumers are increasingly looking for brands that actually have a role in their lives . They ’ re not necessarily interested in companies that just make money and maybe give a tiny bit to charity or do a bit of corporate social responsibility … we ’ re moving into a world where consumers want to see companies do good , and are driving that change .”
Fittingly , Liver Health UK is a gleaming example of this very type of enterprising , socially-conscious company , yet that remains ostensibly commercial . After his teetotal mother was diagnosed with cirrhosis , De Silva – whose career previously
67