The era of the ‘unconcerned concern’ is fast coming to a close. The prevailing belief today is that every company that wants to be known as reputable needs to be socially responsible in its approach to business. There are three key reasons why this concept has gained widespread acceptance, and I suggest to you that whether yours is a well-established enterprise seeking rejuvenation of its image or a new one looking to position itself in the marketplace, that you take a moment to evaluate why the idea of “minding one’s own business” no longer resonates, and why it is now considered outmoded to be a corporation without a cause.
1. Cause-driven, socially responsible organizations conserve resources, which both saves money and assures long-term sustainability. GE and WalMart exemplify well-established companies that are now going down that road. Pet Promise is a terrific example of how a new company can actually be established – and quickly rise to the top – with resource conservation as one of its founding principles.
2. Employees tend to rally around cause-related, sustainable businesses. They are genuinely proud to work for a company that is known for benefiting society, and carry out their tasks with a passion that goes well beyond the objective of simply getting a paycheck.
3. Consumers are beginning to demand that the companies they patronize be socially responsible and cause conscious. The CEO of Chipotle Mexican Grill, for instance, attributes the chain’s success to its use of natural meat and pork humanely treated without the use of antibiotics, while Starbucks’ employee benefits program gave the company an immediate halo.
The story of why and how your company is “giving back” should be sincere and deep. Be careful to avoid the generalities and vagueness of characteristic big corporate rhetoric. Pick a cause in which you genuinely believe, drive it home and see that your company lives up to it every day.
(Note: Corporate ‘greenwashing’ to reap the benefit of a cause can end up being detrimental to you if you are not truly committed and specific in defining and carrying out your intentions.)
