Responsibility Deal pledges

  • Read about the brands that are stepping up to provide public service in the face of government cuts, here
  • For a case study on O2’s Learn service, click here
  • For a case study on Wickes’ Trade Builder service, click here
  • Find out about The Co-operative Group’s advice and training service in our viewpoint, here
  • Read a Q&A with Ginsters head of personnel, here
  • For Unilever, Diageo and Mars’ Responsibility Deal pledges, click here


FMCG manufacturer Unilever has been sharing information with companies near its UK and Ireland headquarters in Leatherhead, Surrey, and alerting them to relevant public resources, such asNational Diabetes Day, reduced-price gym memberships, smoking cessation and healthy eating. As relative newcomers to the area, the initiative has been aimed at forming bonds with the community.

Vice-president of human resources Alan Walters says: “The biggest challenges facing most SMEs when trying to embark on healthy workplace initiatives – or any initiative outside their core business focus – are a lack of time and dedicated resource.

“Unilever has been able to support local companies by providing access to resources where useful, publicly available information can be found and shared.”



Since February, alcoholic drinks company Diageo has funded a training programme for midwives, run by the National Organisation for Foetal Alcohol Syndrome, to help educate mothers-to-be about the risks of alcohol to their unborn child.

Diageo has provided funding for films, face-to-face training sessions, an online training package, surveys and distance learning packages. It wants these to reach at least 1 million pregnant women over three years, via 10,000 midwives.

A Diageo spokesperson says: “There is a strong business case for responsible drinking. It is not in our interests if the bad behaviour of a few alienates the majority of our brands’ loyal consumers. The scheme also helps contribute to the sustainability of our business by strengthening our relationship with consumers, governments and other stakeholders.”



Like Unilever, Mars is running health and wellbeing partnerships with 11 SMEs near its Slough headquarters, which gives those using the pilot scheme access to health checks and on-site activities branded under the government’s Change4Life public health campaign. Mars also supplies information on diet, smoking, weight loss and the financial benefits of a healthy workforce.

Mars director of corporate affairs Lee Andrews comments: “We are working with the Department of Health and local businesses to assess the impact of the pilot scheme.”

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