In this presentation at the Canadian Business Leadership Forum I make the case for businesses to profit by doing good. To evolve from charity/philanthropy to social impact by driving bottom line results.
9. A N N U A L C H A R I TA B L E G I V I N G
I N T H E U S I S R O U G H LY
$400 BILLION
C O S T T O E D U C AT E K - 1 2
ACROSS THE US FOR ONE YEAR
$500 BILLION
15. I A M TA L K I N G A B O U T
BUSINESS PROFITING FROM
S O LV I N G S O C I A L P R O B L E M S
“SHARED VALUE”
16. THIS IS NOT A “NICE TO DO”
IT IS A NEED TO DO
MOST PEOPLE WOULDN’T
CARE IF 73% OF BRANDS
DISAPPEARED OVERNIGHT
- HAVAS 2013 MEANINGFUL BRANDS SURVEY
18. T H E S U S TA I N A B I L I T Y A G E N D A I S A L I V E
A N D W E L L ( A N D F I N A N C I A L LY V I A B L E )
IKEA AND ITS PEOPLE PLANET
POSITIVE
WA L M A R T I S T H E B I G G E S T S E L L E R O F
ORGANICS
19. SO WHY DON’T WE APPLY
SUSTAINABILITY
THINKING TO
COMMUNITY GIVING?
20. B E C A U S E W E S T I L L H O L D T I G H T TO
B E L I E V I N G T H AT C H A R I TA B L E G I V I N G
MUST BE PURE
21. WE GIVE BACK BECAUSE:
IT’S THE RIGHT THING TO DO
I T ’ S T H E WAY T O B E H AV E A S A G O O D
C O R P O R AT E C I T I Z E N
A N D M AY B E ( J U S T M AY B E ) T O O F F S E T
S O M E O F T H E B A D T H AT W E D O
22. NOW IMAGINE IF WE
REDEFINED “GOOD”
FUN
I N N O VAT I V E
SCALABLE
ORDINARY
23. W O U L D E N A B L E B U S I N E S S T O S TA R T
A S K I N G H O W S O C I A L I M PA C T C O U L D :
A C T A S A D I F F E R E N T I AT O R
BE AN ACQUISITION AND
RETENTION TOOL
G E N E R AT E S A L E S
D R I V E L O YA LT Y
24. I M A G I N E I F B E L L M A D E M E N TA L H E A LT H
N O T A C H A R I TA B L E P L AY, B U T R AT H E R A
S H A R E D VA L U E
25. I M A G I N E I F WA L M A R T T U R N E D T H E I R
“ AT C A S H ” C H A R I TA B L E P R O G R A M I N T O A
BUSINESS OPPORTUNUTY
26. IMAGINE IF CIBC LEVERAGED “RUN FOR
THE CURE” INTO A BUSINESS OPPORTUNITY
T O AT T R A C T F E M A L E C O N S U M E R S
36. B U S I N E S S L E A D E R S T H AT G E T
AHEAD OF THIS CURVE
HARNESSING PROFIT AND PURPOSE
G E N E R AT I N G L A R G E S C A L E S O C I A L I M PA C T
A N D B O T T O M L I N E B U S I N E S S R E S U LT S
WILL WIN…
to be clear,i am not talking about charity.that’s the old model you are doing already.
and while charity is nice, has benefit, and makes us feel goodit doesn’t scale
YOU HAVE THE SCALE, INFLUENCE AND REACH
Be a good corporate citizen
what I am talking about is different.it’s about business profiting from solving social problemswhat michael porter calls “shared value”
this is not a “nice to do” it is a need to doaccording to Havas’ 2013 Meaningful Brands survey, most people around the world wouldn’t care if 73% of brands disappeared overnight. Across the US and Europe the number goes up to 92%
IN PARTICULAR I AM TALKING ABOUT THE SLICE THAT REFOCUSES YOUR CHARITABLE $ TO SOCIAL IMPACT THROUGH MARKETING
and it’s not a new idea . . . .the sustainability agenda is alive and well (and financially viable)IKEA and its People Planet PositiveWalmart is the biggest seller of organicsthere isn’t a hotel on the planet that doesn’t ask you to re-use your towels
. . . don’t mix your peanut butter in my chocolate
18 billion in sales by 2009
Since 2010. Embedding social purpose into their brandsDove Real BeautyLifebuoy Soap – I biilion people with hand washing/hygiene – double digit growth
…BECAUSE THE COMPANY WILL DIFFERENTIATE ITSELF FROM ITS COMPETITORS, CUSTOMERS WILL BE MORE ENGAGED, AND EMPLOYEES WILL BE HAPPIER