Corporate Social Responsibility

I was invited to speak to an elite Los Angeles group of high powered CMOs (Chief Marketing Officers) about innovation and corporate social responsibility. Representing an array of organizations (size, demographics, geographic reach & industry focus), the question I wanted to the group to tackle was:

• “Is Corporate Social Responsibility working?
  o If so, “How do you define CSR success?”

Over the last few years, all of us – consumers, employees and business leaders – have been shepherded into the “responsible business movement” without the benefit of true definition and scope.

And the result? Some corporations swear they have earned net-positive triple bottom line rewards: a-la “profit, planet & people” – and other corporate CSR initiatives have been labeled as expensive, “green-washing” failures that have actually damaged a company and/or its brand reputation. What has crystallized, for me, is the obvious need for greater collaboration between organizations and the people in them. We need to do this so that we can define true integrated strategies that address the issues of sustainability and social justice.

The bottom line is, sustainability is not a business issue – it’s a societal concern – in which business is deeply implicated. We share this planet and therefore responsibility to its ecology and people.

Since our current business climate allows voluntary and free-market CSR measures – we are recognizing “niche” successes. Critics are demanding that our government get involved. But were we to mandate CSR through legislative intervention, I think we’d run the risk of stifling innovation around these societal problems.

When evaluating whether a company has a successful CSR initiative, I proposed that the following checklist be considered:

• At the organization’s helm, is there a visionary leader or a clearly-assigned CSR implementer?
  Achievement of complex sustainability outcomes is related to the attainment of advanced leadership capabilities. While it doesn’t have to be the CEO, this executive has to have the overall responsibility for delivering CSR objectives, and the authority to remove internal roadblocks.
  
• Is there complete internal “departmental” commitment to the CSR initiative?
  Suppliers need a consistent message, especially between the sourcing & merchandising departments
  
• Does the CSR initiative have measurable goals? (You can’t improve what you don’t measure)
  o Business Ethics / Governance
  o Community Outreach
  o Diversity / Employee Empowerment
  o Environmental Stewardship / Green Practices / Sustainable Development
  o Philanthropy
  o Employee Relations
  o Human Rights
  o Lobbying
  o Transparency / Financial Disclosures
  
• What recognition programs are in place for stakeholders?
  o Supply Chain
  o Employees (volunteerism / gift matching)
  o Community in which the business serves
  o Consumer Engagement
  
• Are there sound external relationships to engage effective Corporate-Community Partnerships?
  o NGOs, Charities, Non-profits, For-profits
  
• Why is the organization engaging in CSR?
  o To enhance the corporate image?
  o In response to stakeholder pressures?
  o Innately part of the corporate culture?

There is a growing body of evidence that links companies which take their pursuit of social and environmental goals seriously -- firms guided by enlightened innovative values -- with superior stock market performance, low employee turn-around and excellent reputations.

As it turns out, my question shouldn't have been whether or not corporate social responsibility is working, but rather "What can we, as business innovators do to make CSR work better?"

Getting in the Spotlight

While this blog has primarily been set up as an informational resource for parents, mentors & families of the kids participating in the KooDooZ beta, I have decided to include a very indepth interview with the founder of REGARD VENTURES, Steve Beauregard, who has been a guiding light in shaping, funding & incubating KooDooZ.

It is my sincere hope that anyone who has the stamina to take their amazing ideas into the public light will have someone as good as Steve to guide them. None of us really does anything completely alone.

There are always helping hands, inspiring ideas and a community behind the achiever.

Interview performed by Tech Zulu

Thanks Steve.

To Treat Fair…is to Treat Different

I watched with amusement as my friend broke a chocolate-chip cookie in half, and counted how many delicious milk-chocolate chunks were on one side versus the other.

“What are you doing?” I asked, as she nibbled a jagged edge off one half. “Walking a tightrope,” she said. “No matter how equal I try to make things, somehow the kids tell me I’m not being fair.”

I had to laugh. I’d been there, and had learned that the cookie crumbles differently every time. It’s never perfectly fair, or perfectly equal. Nor is life, for that matter.

A parent’s attempt to judiciously allocate, divide, and share everything equally does not offer balance – it does the exact opposite. Kids are given the false impression that “fair” is synonymous with “exactly the same,” and instead of discouraging sibling rivalry, we accelerate it.

“How often do your kids NEED exactly the same amount of any one thing at the same moment?” I ask my friend. I squint, as though this will somehow bring my pointed question into focus for her, and I punctuate it with the shake of my head. “Almost never,” I answer my own query.

The point is, children benefit from their parent’s ethical act of keeping the needs of the individual child balanced against the kid's (and the sibling’s) perception of what is fair. Alas, so many perceptions are in the eye of the beholder.

"It's not fair" is all too common an outburst of school age children. So ingrained is that sentiment, that it was reported the average teenager will say "it's not fair" 8.6 times a day! (see source).

There's a way to dimish, if not eliminate that statement all together.

Treat your children differently – based on who they are and what they need. In doing so, you will treat them fairly.

Like it or not, your kids are different – from each other, and from you. Based on who they're becoming, and the stage of life they’re in, their levels of patience, stamina, independence, need for approval, desire to be alone, sense of humor, and perception of self… are different. This is what sets them apart as individuals.

As you make decisions about who gets what when and for what reason. Don't forget that beyond our individual drivers, that tricky little quirk known as "human nature,” can occasionally cause actions and reactions which contradict individual values. In certain situations – such as being presented with two halves from which to choose – the instinct to compare and measure what’s offered is inevitable. (And this becomes magnified when the other recipient is a sibling or rival, regardless of want or need!)

Most everyone I know is eager to get the biggest slice of life -- not to mention the bigger half of a chocolate chip cookie!

Soles with Soul

It’s always a pleasure to attend a fund-raiser for a “company of conscience” – and TOMS is just that. Founded just two years ago, the company has been serving children living in poverty by donating a pair of shoes to a child in need for every shoe that is purchased. Derived from “Shoes for Tomorrow,” TOMS has already given away more than 58,000 pairs of shoes and last November the band, HANSON, joined them on their second shoe drop, delivering a whopping 50,000 pairs to children in South Africa.

This year, TOMS plans to give away 100,000 pairs of shoes to needy children in Ethiopia and even more to children in the United States.



http://www.youtube.com/watch?v=kJ8c5QWsCRQ

TOMS is the brainchild of Blake Mycoskie, known by his peers and friends as the “Chief Shoe-Giver.”

As for the actual shoe, TOMS are modeled after alpartagas, which are made by the natives of Argentina. The shoe is made with a light canvas and is offered in a wide variety of styles. TOMS Shoes has won the “People’s Design Award,” an award sponsored by Target and awarded to the company with the best design as voted by the people.

Keeping in-step with their charitable grassroots efforts, TOMS has a “Style Your Sole” fundraiser across the country at 45 universities, sponsored by Hope For Africa. This gives students the opportunity to design their own shoes with their unique style & flair.

So... if you have soul, support TOMS -- whose “sole” purpose is to give.

VIEW ADDITIONAL INFORMATION ABOUT TOMS SHOES

How To Bridge The Gap

The gap between today’s parent & child is digital in nature.

As long as they’ve been alive, the world has been a connected place. They text, they IM, their iPods are continuously in their ears… if they’re not watching their favorite show on TV, they’re watching it on the net. This is the generation of young people who prefer to learn by doing rather than being told what to do.

Poor parents. Most of us don’t truly “get” the phenomenon that our kids can be standing just a few feet away from each other, and still choose to text or IM rather than walk over to initiate a conversation. Adults are less likely to value an online interaction the same way we would a face-to-face conversation.

Sociologists refer to these kids as “iGeneration” (born after 1996), “Generation Z (born after 2000)” and “Net Gen” (born between 1977-1997). They only know digital, and are growing up with easy access to information.

Even though some of our future “Zeds” have not been born yet, experts understand the key challenges they will face in their life, and can predict their key traits. For example, because this generation will be exposed to marketing at a young age, they will demand relevance.

I recently read an article which stated that babies 6-months of age can recognize mental images of a company’s logo. This means that brand-loyalties can be established at the age of 2-years, and when these children go to school, high numbers can recognize these brand logos. (see article)

But I digress.

The point of this blog entry was to take a closer look at how to bridge the gap.

When it comes to children, any degree of risk is seen as “unacceptable.” Today’s parent lives in a “risk-averse culture” and it has been argued that children’s immersion into the “virtual world” is partly due to the limited encounters of today’s children outside the home. If our kids can’t play alone outside, they shouldn’t venture unaccompanied on the internet. (see “Safer Children In The Digital World") Correct?

Yes. But while aiming to protect our children, we might actually be thwarting their developmental need to socialize and establish risk identifiers, assessment and management skills that can help keep them safe. (see Maslow’s Hierarchy of Needs Pyramid)

In an interview with Larry Rosen (author of “Me, MySpace and I: Parenting the Net Generation”) he spoke to the importance of proactive parents. The challenge, Rosen said, is that most parents he talks with “have absolutely no idea what their kids are doing. They don’t even understand what MySpace is and what function it plays.” As a result, too many parents skew to extremes. They ban video games based on parental buzz, rather than knowledge. (see full interview)

Few parents believe that online games encourage collaboration among players and provide a context for peer-to-peer teaching. Most are of the opinion that online gaming is addictive and dangerous. Don’t forget, just shy of a year ago, the American Medical Association tried to label video-game addiction as a mental illness. (According to a Harris Interactive Poll conducted last year, the average “tween” plays 13-hours of video games each week.) The “Zeds” look at gaming as a social outlet. They are playing in groups, online communities form around games, and players literally “add to” existing games to share their vision with others. (see more about “Net Gen”)

The reality is, computer-based activities play a central role in today’s youth culture. As parents, what we need to do is find a healthy way for kids to blend these two worlds. And until KooDooZ is ready for you to bridge that gap, there are a few simple things you, as parents, can do:

1. Knowledge is power. With the internet, 80% of it is going to be parenting, and 20% of it is going to be your understanding of it. Parents need to do their research – just like they would check out any other activities your kids were selected in the real-world. Not all sites are dangerous, not all games are bad -- but some are. Set limits & rules that your kids can understand... monitor them!
2. Don't dismiss their way of doing things. If your kids text, then use that tool as one way to communicate with them. (See the 04/16/08 article “Text messaging improves parent-teen relationship”)
3. Play games with your kids – board games and interactive. Learn to appreciate the age-appropriate online games your kids like as much as the board or card games that you grew up with. (43% of parents who have gamer children never play along)
4. Learn to see the kid in front of you, not the kid you wanted to have. The aspirations of your kids are unique to them. Take a moment to stop & listen to their dreams.
5. Promote a sense of family by making the kids responsible for specific household decisions and chores. A dinner for example can involve a kid's participation in the shopping and preparation as well as enjoying the meal with you.

Make a Pledge to the Planet

Cities across the world... and the people in them... are getting ready for Earth Hour! Of note is Mayor Newsom (San Francisco) who will "green out" landmarks like Ghiradelli Square, City Hall, Coit Tower, AT&T Park and the Embarcadero Center.

Flex your own power and reduce your annual emissions with these simple ideas:

• Turn-off / un-plug: When you leave a room, ask yourself, "is there anything I can turn off?" A lot of appliances remain on "stand-by," so it's up to you to unplug things like mobile phone chargers, TVs, microwaves, and MP3 players -- guess what? You'll save on your electrical bill as well!
• Bright idea: Don't be dim! Compact fluorescent light bulbs use 75% less energy... trade your bulbs out now!
• Close it up: If you have to run the A/C or heat, keep your doors & windows closed to maximize your expenditure. Don't forget to make sure there's nothing blocking the vents!
• Bag it: Keep extra bags around to bring to your favorite stores. You don't have to waste!
• Use less: If you see a leaky faucet, get it fixed. Spend one minute less in the shower! This is not only a good water saving tip, it saves electricity too.
• Watch what you trash: You don't want toxics, poisons, medications or other chemicals to enter the environment or our food systems. Dispose these products carefully.
• Eat locally: When you benefit the local economy, you benefit the environment as well! You're also likely to get fresher, healthier eating choices as well.
• Love a tree: Old forest trees shouldn't be cut down -- you don't have to buy products from companies that are. Remember, one tree can offset tons of carbon over its lifetime. Part of loving our planet is planting a tree.
• Trade up: You don't have to buy "new" to get something wonderful. You can trade-up for a gently-used item.
• Green power: Contact your electricity provider and switch to a cleaner, more renewable form of energy that does not contribute to global warming.

Exercise -- both body & mind

Your brain is not a passive recipient of learning.

To keep its vitality, you have to exercise – both the body & the mind.

It used to be thought that aging brain cells dried up and disappeared. But according to Neurobics by doing brain exercises, and challenging yourself with the level of difficulty, you will actually grow and form new connections. (see article) Our brains are composed of different areas and functions, and we can strengthen them through mental exercise – or they get atrophied for lack of practice.

RECOMMENDED EXERCISES FOR THE BRAIN:

By approaching every day as a learning opportunity, and trying something new, your challenges become your achievements:

• ALTER: Change your routines every way you can.
• READ: Studies show that the amount of reading you’ve done over the years is the biggest predictor of cognitive decline.
• LEARN: Try a series of subtracting or multiplying numbers, learn or foreign language or try to memorize each friend’s phone number
• PLAY: Pick up a musical instrument and teach yourself to play & read music
• VISUALIZE: You can reduce high levels of anxiety or stress by visualizing your own achievements

The tree key principles for a good brain are: novelty, variety &constant challenge – pretty much the same ideology of cross-training your body. Physical exercise improves blood circulation, digestion, and provides more oxygen to the brain. Exercise causes the release of growth factors, proteins that increase the number of connections between neurons. This leads to better learning & memory. In humans, exercise improves what scientists call “executive function” – the set of abilities that allows you to select behavior that’s appropriate to the situation. (see article) While people in their 70s typically begin to experience decline in their executive function, those elderly who have been athletic all their lives may experience less loss. Scientists also believe that exercise is strongly associated with a reduced risk of dementia late in life.

RECOMMENDED EXERCISES FOR THE BODY, TO BENEFIT THE BRAIN:

• SKATE: Skating Provides a complete aerobic workout and involves all of the body’s muscles, especially the heart, as recognized by the AMA. It’s easy on the joints since it causes less than 50% of the impact shock to joints as compared to running. (see article)
• SWIM: Endurance is developed by regularly engaging in any aerobic activity. Swimming is recommended since it is low-impact and engages virtually every muscle in the body.
• CLIMB: Exercises that help strengthen muscles are just as good as lifting weights.
• STRETCH: Allowing your joints to stretch will help improve your flexibility. Try combining your stretch with some visualization!

Physical exercise is important because it influences the rate of creation of new neurons in your brain. Mental exercise is important because it helps determine how those new neurons are used – and how long they survive.

So get out there -- challenge your body & your mind -- and get smart!