Saturday, October 9, 2010

Sometimes Big Change Comes in a Little Blue Box

From Fast Company

http://ht.ly/2R2tn

There's nothing like a brush with death to focus your attention.

The global economic collapse has been like a brush with death for business. It has changed our perspective and will have lasting aftereffects on our behavior. Last week I read a report called "Responsible Luxury" released by the World Jewelry Confederation. The report argued that because of the economic downturn, there are new motivating factors behind consumer decision making. We have entered an era where consumers prefer to buy products from a company with a good reputation for social responsibility. The report also suggests that this turn of events will propel companies in the distressed luxury market to adopt conscientious business practices as the only option for survival.

This is good news for the diamond industry, which has long been criticized for fueling unrest, particularly in diamond-rich central and western Africa. More to the point, it's great news for the countless families, communities, and countries ravaged by the effects of 'conflict' diamonds.

Influential industry brands are stepping up to support the "responsible luxury" trend. Recently Tiffany & Co., the world's premier jeweler and the gold standard (pun intended) of the luxury industry , stated that they are actively embracing corporate social responsibility (CSR). As regards large-scale mining, Tiffany pledges to strive to source gemstones and precious metals from mines that operate at the highest standards of social and environmental responsibility.

This is important because Tiffany has a 19 percent share of the global jewelry market. This move is sure to be a catalyst for change. What it means is that Tiffany has the opportunity to set standards for best practices. Ethical jewelry currently accounts for less than 1 percent of the $56 billion market in annual jewelry sales. But when a revered brand like Tiffany proactively engages in CSR, it is bound to have powerful cascading effects across the entire luxury goods industry.

This is also a smart business move for Tiffany, because consumers are becoming increasingly conscientious about the origins of the products they buy. An excellent study on this topic from Cone titled "Consumers Like Companies With Cause," states that causes help to convert new customers and revealed that 83 percent of U.S. consumers have a more positive image of a product or company when it supports a cause they care about. What's more, the study reveals that consumers are asking for transparency; 90 percent of consumers surveyed confirmed that they want companies to tell them about the ways in which they are supporting causes.

On the consumer behavior front, 80 percent of Americans say they are likely to switch brands to buy a product equal in price and quality from a company that supports a cause, and 19 percent will even buy a more expensive brand. This should be music to the ears of the luxury goods companies, which desperately need to spark beleaguered consumers to spend more this holiday season.

These are still early days to demonstrate the inherent value of CSR from the perspectives of consumer mindshare, market share, and profitability. It will take time for C-suite and boardroom discussions to reevaluate a company's social contract with the environment and the communities in which they do business.

Still, I often talk about CSR being a tsunami that will wash over business and change everything. I firmly believe this is so. Tiffany is leading a big change by setting an example in a little blue box.

Michael J. Kowalski, Chairman and CEO of Tiffany & Co put it this way: "Tiffany & Co. is committed to crafting our jewelry in ways that are socially and environmentally responsible. It is simply the right thing to do: Our customers expect and deserve nothing less."

New York City • Great Leaders Conference • BRANDFog

Monday, October 4, 2010

Philanthropy Is the Gateway to Power

BY Fast Company CSR Expert Blogger Ann Charles

While catching up with old episodes of "Mad Men," I was brought up short by a show-stopping quote from Roger Sterling. Sterling, the senior partner at the Sterling Cooper Agency, tells Creative Director Don Draper that he's been invited to join an arts foundation board. Looking puzzled, Don asks "What does that mean?"

Without skipping a beat, Roger says "Philanthropy is the gateway to power."

Then he elaborated: "There are few people who decide what will happen in our world. You have been invited to join them--pull back the curtain and take your seat."

And so it was. For generations, traditional philanthropy was the exclusive domain of the wealthy and powerful. Many of the great benefactors of the early 20th century made their fortunes from the railroad, steel, and oil industries. These industrial giants sat on boards of nonprofit foundations that they themselves established to oversee how their treasure troves would be dispensed. They determined which causes were worthy. Much of the philanthropic activity was focused on large, sweeping gifts to benefit big institutions like the New York City Public Library, the ballet, universities, and art museums.

How times have changed. Many of today's entrepreneurs are building their businesses based on the idea of fulfilling a new kind of social contract, one in which organizations voluntarily take responsibility for the "triple bottom line": people, planet, and profits. While corporate social responsibility (CSR) is not a new concept, it has new meaning in a Web 2.0 world. For consumers, the Internet and social media deliver a kaleidoscope view of a company's corporate culture. Given this new insight, consumers are exercising their right to patronize companies with values that mirror their own.

Companies today have to address questions that are external to their core business. Does the organization have a moral compass? Does it support worthy causes? Is it a good corporate citizen? Stepping back and taking a fresh look also gives brands a great opportunity to redefine themselves and optimize for the future. It should come as no surprise to corporate America that CSR has become a talent magnet, a sales magnet, and an investor magnet.

How is CSR a talent magnet? Research is revealing the none too startling news that people want to work for caring and ethical employers. According to last year's study by Kelly Services Inc., acting in a socially and environmentally responsible manner is what it takes to gaini top talent. Nearly 90 percent of respondents said they are more likely to work for an organization perceived as ethically and socially responsible. A more recent study opened eyes by revealing that one-third of workers would take a pay cut to work for a socially responsible firm.

How is CSR a sales magnet? Globally conscious consumers are changing the rules about consumerism. A 2010 CSR Branding Survey noted that consumers are much more likely to purchase a product with an "added social benefit." We are experiencing a trend in which consumers want companies to meet their needs and simultaneously have a positive impact on society. And why not? Enlightened consumers want their food to be organic, their coffee free trade, their purchases sustainable, and everything to be green. They are even willing to pay a premium for goods from socially responsible companies.

How is CSR an investment magnet? A slew of books and articles have come out recently that articulate the value of socially responsible investing, including the ubiquitous "Socially Responsible Investing for Dummies." The premise is that companies can do well financially by doing good. SKS Microfinance is an example of this concept. A recent New York Times article noted that SKS is aiming to raise $344 million in an initial public offering. This is being closely watched to determine if big profits can be made through the small micro-loans that are changing the lives of thousands of entrepreneurs in the developing world. The early financial results looks good. Socially responsible investment funds largely outperformed their benchmarks in 2009, according to Social Investment Forum data.

The corporate giants of our time are starting to follow in the footsteps of their industrialist predecessors. While yesterday's philanthropists were Getty, Guggenheim, Astor, and Carnegie, today's benefactors are Gates, Buffet, Turner, and Moore. These great leaders are working from a platform of social responsibility, and have started to address some of the most intractable problems of our time such as poverty, global illiteracy, and disease.

The next natural evolution of this trend is the new "social enterprise," a social mission-driven organization that applies market-based strategies to achieve a social purpose. In Andrew Carnegie's 1889 essay "The Gospel of Wealth," he stated that business and the wealthy are the caretakers of our future society. At the time Carnegie's ideas were the exception rather than the rule. Today, many small and large companies are still new to CSR. If the social enterprise enjoys financial success, CSR can become a fundamental principle for businesses rather than an afterthought.

To use a quote from Winston Churchill that even Don Draper would appreciate, "We make a living by what we get. We make a life by what we give."

Ann Charles is founder and CEO of BRANDfog, offering social media and corporate social responsibility strategy (CSR) for CEOs. She is also founder and producer of the Great Leaders Conference, an event honoring great leaders in CSR, social advocacy, sustainability, and innovation; speakers include Fast Company columnist Nancy Lublin, Yele Haiti Founder Wyclef Jean, Zappos CEO Tony Hsieh, Timberland CEO Jeff Swartz, among others.Fast CompanyEditor Robert Safian will help moderate Q&A sessions. Register today at Great Leaders Conference.