CERTIFIED SOLIDARITY

Social and solidarity economy is on everyone’s lips

There are already more than 150,000 inclusive and solidarity companies in France, which prioritise community, reduce inequalities and put down roots in local areas. Among the best-known are Biocoop, Groupe SOS, Chèque-Déjeuner, Théâtre du Soleil… and our favourite: Fiers, a disability solidarity brand of jams, spices and honey sold in supermarkets and made by people with disabilities. 

On the French government website, here’s what it says about SSE: The concept of social and solidarity economy (SSE) refers to a group of companies organised in the form of cooperatives, charities or foundations, whose internal operations and activities are based on a principle of solidarity and social utility. It’s a solid, legally regulated concept, offering consumers the chance to buy from brands that are conscious of their social and environmental impact. 

Transparency also means communicating with consumers. The social commitments made by these brands must reveal their main priority, but they must not be distorted through the prism of an artificial marketing discourse. The brand must serve the commitments and not the other way round. As with greenwashing, a brand claiming to be part of the SSE cannot simply proclaim a particular commitment. Consumers must be able to access the entire value chain and understand its purpose. If we take the example of Fiers, its communication conveys its commitment in a global way. The brand becomes an anchor for changing the perception of people with disabilities who, like everyone else, need to work.

At Shortlinks, we encourage initiatives for conscious consumption by highlighting brands that are truly committed!