The RISE Social Enterprise Mark swoosh, which is being developed into a new identifier logo
One of the three proposed tiers of the new social enterprise brand has been scrapped at discussion stage in a bid to give the initiative more strength and focus.
The branding aimed at businesses on a social enterprise 'journey', revealed by Social Enterprise last month along with two other tiers of the identifier, was to be aimed at organisations heading in the direction of becoming a sustainable social enterprise.
The other two tiers are the top level Social Enterprise Mark, with a range of qualifying criteria, and a more general awareness campaign for those supporting social enterprise.
The 'journey' level identifier - which sat midway between the other tiers - could have been awarded to businesses without three years of accounts, such as start-ups, to back up their social intentions, or to those that hadn't yet reached the top level Social Enterprise Mark criteria, which demand, for example, that 50 per cent of the enterprise's income must come from trading.
But the 'journey' level idea had been criticised for being confusing and diluting the strength of the main Social Enterprise Mark.
This month, following some research on the three-tier system, the identifier steering group decided to reject the middle tier and concentrate on launching the main Mark alongside an awareness campaign.
Steve Wyler, chair of the steering group and director of the Development Trusts Association, said: 'The research found that we need to keep things simple.
Because of this the steering group have decided to focus on a single business identifier and an awareness campaign, instead of the three-tiered system that was initially proposed.'
He added that the main Mark would continue to use the criteria set by RISE, which developed the original Social Enterprise Mark, although this could change in the future to ensure "maximum take-up". This would also allow social enterprise support agencies to take up the Mark.
Until then, the steering group needs to perfect the Mark branding and a logo, described as an evolution of the RISE 'Swoosh' (see photo), is being perfected.
Wyler added that decisions would be made in the next few weeks as to how to take the Mark project forward.
'Ultimately, we want to see thousands of organisations using the identifier. We still have a way to go and we have to continue to work hard to get this right, but I believe this is a really exciting venture and one that could potentially go very far in raising awareness and understanding of social enterprise - something that I think we would all agree is a high priority.'
* Read about the initial proposed three-tier system in our exclusive feature by Steve Wyler and our interview over lunch with steering group member Lucy Findlay, CEO of RISE.
The current issue of Social Enterprise takes a look at the community pub, as well as five years of CICs, lunch with a dragon and top business advice on how to plan for holidays, mergers and organising that unforgettable event.
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Comments
Scrapped the wrong one!
I thought it was meant to be a halo (a poor choice because of the religious connotations) rather than a swoosh.
Anyway, when faced with criticism here and elsewhere that the bottom tier was too wishy-washy and would probably allow in some clearly non-sector businesses (while, presumably, continuing to exclude some co-ownership and worker co-ops), they've scrapped the middle tier instead?
I wonder what the research said to support that surprising conclusion. Is it online?
MJ Ray, a member of www.software.coop
There'll be fewer social enterprises
This is the right decision, and should help to make the Social Enterprise Mark something that ethical businesses will want to aspire to.
But one outcome will be that supporters cannot continue to claim that there are 62,000 social enterprises in the UK.
There is a danger that unless there is very rapid and enthusiastic take up of the top level Social Enteprise Mark, the movement will start to lose political influence.
David Parker
Alpha Communication
www.alpha.coop
Common sense prevails
I welcome the prompt response of the Social Enterprise Identifier working group to scrap the three-tier approach and go for the single approach. Pity this got so public, but then I guess consultation through social media holds merit, though it looks as though the new 'research' appears to have been the final persuader. Mind you there still appears to be a fuzzy edge to the debate regarding 'attracting business toward social enterprise' is there really evidence that private companies are converting to 'capped profit' social organisations?
My hope is that social enterprises will become much more visible and that private enterprise will ratchet up their commitment to social reponsibility. Social value will be the marketing buzzword of the future.
I look forward to the final plans to be unveiled 19th November - National Social Enterprise Day.
Bob Northey
Director, Social Traders