Corporate Social Responsibility
The CSR Programme at Serena is inspired and derived from His Highness The Aga Khan’s vision of “Holistic development where organizations play an essential role in the provision of social services”. The CSR Programme at Serena is known as SEED (Serena Environmental and Educational Development Programme). This Programme underpins a broad CSR response in the areas of Culture, Environment, Governance and Society.
This programme follows the concept of an organization being a social enterprise where the business needs are synergized with the social outcomes. Serena encourages open and transparent business practices that are based on ethical values and respect for its employees, communities and the environment. The social, developmental and operational activities of Serena are designed in such a manner that these activities deliver sustainable value to the society at large, as well as to shareholders.
At Serena corporate social responsibility goes far beyond the old concepts of philanthropy of the past which was just donating money to good causes at the end of the financial year - and is instead an all year round responsibility that Serena accepts for the environment around it, for the best working practices, for the engagement in the local communities and for the recognition that brand names depend not only on quality, price and uniqueness but on how, cumulatively, Serena interacts with companies’ workforce, community and environment. Now we are moving towards a challenging feature of our corporate responsibility, where at Serena the results are judged not just by the input but by the outcomes: the change we bring along in this world in which we live through our foot prints, and the contribution we make to reduce the sufferings around us.