In committing to the principle of Humanity, Sukuma makes clear that its relief effort must be done in a spirit of human compassion, recognising that small businesses are the creations of people who ventured and risked in an effort to provide goods and services. Therefore, we approach our interactions with small businesses in distress by recognising the inherent worth and dignity of the people in the business.
Sukuma stands on the side of small businesses. Impartiality requires of Sukuma to approach its relief work with fairness and equal treatment of all small businesses that need help to weather a crisis. This is why Sukuma cannot apply criteria that would favour any group, creed or gender in its work of relieving small businesses in crisis distress.
Sukuma stands by its Independence from all stakeholders to enable its relief programmes to be implemented without reference or influence from outside. Sukuma does not adhere to the wishes or dictates of individuals, groups or organisations, but respond to the needs of small businesses during national crises by its own lights and vision.
While being independent in its decision-making and actions, Sukuma recognises the need for Unity in crises – that taking hands to solve a problem is often the only way forward. Therefore, Sukuma will strive for cohesion of purpose and a spirit of partnership in conducting its crisis relief work for small businesses.
In dedicating itself to Neutrality in the rescue and relief of small businesses during crises, Sukuma strives for objectivity, so that its relief work is not done to represent any side in an argument or take a view on ideology, but focuses solely on the relief of small businesses in distress as a result of the crisis. There are never enough resources for all the needs of all small businesses during a crisis, which is why Sukuma applies its resources rationally and objectively inharmony with its principles.