I attended this week’s 3BL Forum themed Brands Taking Stands – What’s Next and heard from more than 90 corporate responsibility professionals and experts from NGOs over two amazing days.
Given this is the height of conference season and we can’t all be everywhere, I wanted to share a few of the learnings and comments that I found particularly insightful. Enjoy!
Does it ever feel like you are being pressured to sign on to every petition and join in every cause? Well Eileen Boone, EVP of Corporate Social Responsibility, CVS Health, thinks differently. She shared with attendees her perspective: “Just because it’s the issue of the day doesn’t mean you have to jump in…If you can’t bring resources to the issue , don’t do it. People will see it’s not authentic.“
Whoever said CSR was easy? “Being in the CSR space, is a challenge. Every side of every issue is going to get more sophisticated going forward,” said Tim McClimon, President, American Express Foundation and SVP, American Express.
Timberland shared details of its recently launched Nature Needs Heroes campaign which seeks to inspire a greening movement among consumers. What’s different about the campaign is that it involves consumers. “The campaign is a call-to-action to engage people in small, everyday actions that make a difference and help create a greener world,” Atlanta McIlwraith, Senior Manager of Community Engagement and Communication, Timberland, shared. "The small actions add up, and as many people do small actions, you get a movement—and it is movements that change the world."
Is it possible for a perfume to solve the world’s greatest challenges? According to Kip Cleverley, Vice President of Global Sustainability at International Flavors & Fragrances (IFF), it is. Speaking during the first day of 3BL Forum, Cleverley shared his company’s pursuit to focus not simply on doing less bad – for example, by reducing water use, something they have done – but by doing more good. And what’s really cool is he’s working with actress and environmentalist Michele Pfeiffer to do it. Curious? Read more in my recent coverage.
Perhaps my favorite speaker of the Forum – and not just because he gave out free ice cream to all attendees, although that certainly helped – was Matthew McCarthy, CEO of the iconic brand Ben & Jerry’s, who said “If your company is not doing something to deal with a global issue it is probably dead.”
While I am all for plant-based diets, I was interested to hear from Stewart Leeth, VP of Regulatory Affairs and Chief Sustainability Officer at Smithfield Foods, that they are working with local farms in their supply chain to convert manure into biogas to create a second revenue source for struggling U.S. farmers.
Amanda Gardiner, Director of Social Responsibility at Verizon, announced that the company is working on a new CSR framework that will be based on “radical transparency” and partnerships and will include new targets. Not surprising given the refreshing focus on CSR by their new CEO Hans Vestberg. Watch out for an announcement next year.
According to the new 2019 Porter Novelli/Cone Gen Z Purpose Study shared at the Forum, Gen Zers believe they are the key to pushing forward on the world’s top social and environmental issues, from climate change to gun control. And they are willing to roll up their sleeves and participate. Around three-quarters stand ready to support companies that care in a variety of ways, including: sharing their positive opinion about a company doing good (85 percent), buying a product with a social or environmental benefit (84 percent) and learning what they can do to make a difference (also 84 percent). Check out my article on 3p for more details.
Alicia Chin, Senior Manager of Social Impact and Growth Initiatives at the NHL, shared how the League is helping local ice rink operators and owners invest in new sustainable, energy efficient technologies so they can stay open. And the NHL is offering tips on how fans can be more sustainable in their lives. Very cool.
And last but not least, I loved a quote from Mona Amodeo, Author of Beyond Sizzle: The Next Evolution of Branding, who said she likes to think of the shift in focus from “looking at a company’s environmental footprint – measuring negative impacts -- to focusing on their environmental handprint – measuring positive impacts.”
Maggie Kohn is excited to be a contributor to Triple Pundit to illustrate how business can achieve positive change in the world while supporting long-term growth. Maggie worked for more than 20 years at the biopharma giant Merck & Co., Inc., leading corporate responsibility and social business initiatives. She currently writes, speaks and consults on corporate responsibility and social impact when she is not busy fostering kittens for her local animal shelter. Click here to learn more.