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CANADIAN BUSINESS LEADERSHIP
FORUM

INNOVATION CANADA:
20 IDEAS THAT MATTER
WHAT’S GOING TO HELP
YOUR BUSINESS
INNOVATE, WIN OVER
NEW CUSTOMERS AND
ATTRACT TOP TALENT?
PROFIT +
PURPOSE
CAUSE IS A
DIFFERENTIATOR
FOR YOUR
BUSINESS
ESPECIALLY TRUE AMONG
MILLENIALS WHO EXPECT IT
AND WILL RULE THE
WORKFORCE (40% BY 2020)
I AM NOT TALKING
ABOUT CHARITY
CHARITY MAKES US
FEEL GOOD BUT
IT

DOESN’T

SCALE
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
AC...
WHAT I’M
TALKING ABOUT IS
SOCIAL IMPACT
THE SOLUTIONS TO THE
WORLD’S PROBLEMS
MUST COME FROM
BUSINESS
IN U.S. TOTAL REVENUE
GENERATED BY SECTOR

C O R P O R AT I O N S $ 2 0 . 1 t r i l l i o n
GOVERNMENT $3.1 trillion
NON P...
C O N V E N T I O N S AY S B U S I N E S S
S H O U L D G I V E B A C K TO C O M M U N I T Y
CONVENTION ALSO SAYS
BUSINESS PROFITS
FROM CAUSING SOCIAL
PROBLEMS
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”
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 20...
THERE IS A
“P” IN
MARKETING: PURPOSE
TH
5
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 ...
SO WHY DON’T WE APPLY
SUSTAINABILITY
THINKING TO
COMMUNITY GIVING?
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
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 ...
NOW IMAGINE IF WE
REDEFINED “GOOD”
FUN
I N N O VAT I V E
SCALABLE
ORDINARY
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...
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 ...
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 OP...
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
NOT POSSIBLE?
D O N ’ T TA K E M Y W O R D F O R I T …
PATA G O N I A’ S R E S P O N S I B L E
ECONOMY
G E E C O M A G I N AT I O N
TOMS SHOES
WA R B Y PA R K E R
U N I L E V E R ’ S S U S TA I N A B L E
LIVING PLAN
DOVE’S REAL BEAUTY
LIFEBUOY SOAP
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...
NOW, DOESN’T THAT
FEEL GOOD?
“BE THE CHANGE
YOU WISH TO SELL
IN THE WORLD.”
Why Shouldn't Business Profit by Doing Good?
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Why Shouldn't Business Profit by Doing Good?

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.

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Why Shouldn't Business Profit by Doing Good?

  1. 1. CANADIAN BUSINESS LEADERSHIP FORUM INNOVATION CANADA: 20 IDEAS THAT MATTER
  2. 2. WHAT’S GOING TO HELP YOUR BUSINESS INNOVATE, WIN OVER NEW CUSTOMERS AND ATTRACT TOP TALENT?
  3. 3. PROFIT + PURPOSE
  4. 4. CAUSE IS A DIFFERENTIATOR FOR YOUR BUSINESS
  5. 5. ESPECIALLY TRUE AMONG MILLENIALS WHO EXPECT IT AND WILL RULE THE WORKFORCE (40% BY 2020)
  6. 6. I AM NOT TALKING ABOUT CHARITY
  7. 7. CHARITY MAKES US FEEL GOOD BUT IT DOESN’T SCALE
  8. 8. 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
  9. 9. WHAT I’M TALKING ABOUT IS SOCIAL IMPACT
  10. 10. THE SOLUTIONS TO THE WORLD’S PROBLEMS MUST COME FROM BUSINESS
  11. 11. IN U.S. TOTAL REVENUE GENERATED BY SECTOR C O R P O R AT I O N S $ 2 0 . 1 t r i l l i o n GOVERNMENT $3.1 trillion NON PROFIT $1.2 trillion
  12. 12. C O N V E N T I O N S AY S B U S I N E S S S H O U L D G I V E B A C K TO C O M M U N I T Y
  13. 13. CONVENTION ALSO SAYS BUSINESS PROFITS FROM CAUSING SOCIAL PROBLEMS
  14. 14. 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”
  15. 15. 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
  16. 16. THERE IS A “P” IN MARKETING: PURPOSE TH 5
  17. 17. 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
  18. 18. SO WHY DON’T WE APPLY SUSTAINABILITY THINKING TO COMMUNITY GIVING?
  19. 19. 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
  20. 20. 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
  21. 21. NOW IMAGINE IF WE REDEFINED “GOOD” FUN I N N O VAT I V E SCALABLE ORDINARY
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. NOT POSSIBLE?
  27. 27. D O N ’ T TA K E M Y W O R D F O R I T …
  28. 28. PATA G O N I A’ S R E S P O N S I B L E ECONOMY
  29. 29. G E E C O M A G I N AT I O N
  30. 30. TOMS SHOES
  31. 31. WA R B Y PA R K E R
  32. 32. U N I L E V E R ’ S S U S TA I N A B L E LIVING PLAN
  33. 33. DOVE’S REAL BEAUTY
  34. 34. LIFEBUOY SOAP
  35. 35. 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…
  36. 36. NOW, DOESN’T THAT FEEL GOOD?
  37. 37. “BE THE CHANGE YOU WISH TO SELL IN THE WORLD.”

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