April 6, 2021

Promoting a culture of conscience

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Promoting a culture of conscience


  • International Day of Conscience
  • Everyone needs to work to the same end goal
  • Our values are our anchor

Monday 5 April marked the second annual International Day of Conscience, as declared by the United Nations (UN) during its 73rd session of the General Assembly, where it adopted a resolution submitted by the Kingdom of Bahrain titled Promoting the Culture of Peace with Love and Conscience.

International Day of Conscience aims to remind people to self-reflect, follow their conscience and do the right thing. The UN is steadfast in its instructions: “The task of constructing a culture of peace requires comprehensive educational, cultural, social and civic action, in which each person has something to learn and something to give and share”.

We couldn’t agree more.

In 2015, 193 countries adopted the UN Sustainable Development Goals (SDGs) as a shared blueprint for peace and prosperity for people and the planet. Our team believes that every individual person can and should play a role in working towards these global goals and that, if we are to achieve the targets of the 2030 Agenda for Sustainable Development, every organisation and individual must take active responsibility for helping to drive positive change.

Everything is interlinked.

To build a culture of peace with love and conscience, everyone – individuals, private sector, government and non-government organisations – needs to work to the same end goal in the context of their own culture thereby fostering sustainable development.

Article 1 of the Universal Declaration of Human Rights (UDHR) states, “all human beings are born free and equal in dignity and rights are endowed with reason and conscience, and should act towards one another in a spirit of brotherhood”. It is this preamble to the UDHR that inspired the International Day of Conscience. H.R.H. Prince Sheikh Khalifa bin Salman Al Khalifa, the Prime Minister of Bahrain, proclaimed, “This day will be, from now on, a new, constructive, regular and consistent way to mobilise the international community’s efforts to promote peace for security of peoples and communities and achieve the sustainable development goals.”

The UN believes that a culture of peace is a set of values to uphold. Indeed, the way our business operates reflects our own beliefs and values, while echoing the need for every organisation to maximise its positive contribution to the world. Since the moment of start-up in 2012 we have been a conscious business. It’s not just what we do that’s important, it’s how we do it. Our ambition is to do well by doing good, and to influence others to do the same. Our values have been developed jointly by the team and we all take responsibility for using them as an anchor, ensuring they underpin everything we do – from our pledge to go above and beyond for our clients to the voluntary work that we undertake.

As we all know, COVID-19 affects people across the globe, it doesn’t recognise borders or boundaries, it affects us all regardless of race, nationality, religion, ethnicity or gender. But what is evident is that we are all bound by something powerful – which we can harness for good – a set of values inspired by principles: freedom, democracy, human rights and solidarity. This is the core foundation of the UDHR and the driving force of the implementation of the SDGs.

If nothing else, this past year has highlighted that when people take the time to reflect on how they can have a positive impact and make a conscious decision to do the right thing – incredible things can happen. From the Clap for the NHS to our very own Digital Drive Cambridgeshire and Peterborough – these actions have consciously been taken to benefit the communities around us.

So, we hope that in the spirit of this year’s International Day of Conscience, you take the time to self-reflect, follow your conscience and do the right thing. Together we can all contribute to fostering sustainable development at a global level.