Have you felt that there is more to life than just working? Today Rick and Brandon take a broader view of business by looking at its role in fostering social change in both the community and the world. Their stories explore how the anti-apartheid movement of the 1980s enacted change by addressing consumer demands, how the 1994 Northridge earthquake spawned differential change that impacted the community, and how the current visionary plan of Cliff Bar inspires employees’ change and contribution to the world.
- Consider expanding your company vision to include social change in your community, city, state, country, or world.
- Integrate the company’s vision of social change into your business operations like Cliff Bar.
- Consider your plan from the three points of views discussed:
- Consumer
- Community
- Employee
- Be sincere and patient about your vision. The public will eventually see through charitable actions that are designed just to improve a company’s brand.
- Design a program that will include your employees.
- Don’t be afraid to consider their opinions regarding the direction of the task.
- Get your employees excited about your company’s progress in “giving back.”
- Review your program periodically, as you would a business strategy.
- Different ways
- Contribute to active social change
- Be first in line to help when a local emergency occurs. (Northridge quake)
- Consider suspending operations with other companies that have a reputation of not being socially responsible. (UCLA and 1980s anti-apartheid movement)
- Measure your business ROI
- As Mission Measurement puts it, “Are you achieving your desired business outcomes by delivering the social impact your stakeholders value most?”
- Mission Measurement tools
- Measure your company commitment in FTEs (Like Cliff Bar).
