Who are they? Who is accountable? Who is taking action? (part 2of 2)
Social Responsibility has become a term used more and more by global, for-profit executive leadership. As covered by Stanford Social Innovation Review: January 2011 “The article presents a rare opportunity to hear corporate executives, in their own words, articulate the paradigm shifts that occur when companies adopt shared value approaches, and how these decisions impact the balance between profitability and societal needs. Companies represented in the discussion included Alcoa, Cisco, Dow Chemical Company, Goldman Sachs, Hewlett-Packard, IBM, InterContinental Hotel Group and more.”
Furthermore, Bill Gates and Warren Buffet hosted the “The Giving Pledge”, a gathering in New York City in 2010 and convinced 40 billionaires to give away half of their fortunes within their lifetime.
We have all seen an uplifting shift in the last 5 years, watching companies shift from the sex sells advertising mentality to promoting social and environmental responsibility. Companies like Walmart, General Electric and Starbucks promote that they are environmentally friendly and associating with the “green” movement. Corporations are under assault for off shoring, layoffs, tax avoidance, lobbying, executive compensation and general malfeasance in the name of capitalism. (Source: NY Times – Read More )
It is becoming more and more apparent that branded philanthropy is gaining traction and is receiving social approval as a worthwhile marketing channel while providing an antidote to the general antipathy towards business. According to the Cone Evolution Study 2011, 88% of consumers believe that for-profit and nonprofit joint marketing is acceptable and 80% are likely to switch brands if the company is promoting global good.
I think the timing is right and it’s time to revolutionize philanthropy and create a global giving brand that makes giving easy, trustworthy and secure.