why shouldn't business profit by doing good?

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

IT DOESN’T SCALE

CHARITY MAKES US FEEL GOOD BUT

ANNUAL CHARITABLE GIVING IN THE US IS ROUGHLY

$400 BILLION

COST TO EDUCATE K-12 ACROSS THE US FOR ONE YEAR

$500 BILLION

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

CORPORATIONS $20 .1 t r i l l i on

GOVERNMENT $3 .1 t r i l l i on

NON PROFIT $1 .2 t r i l l i on

CONVENTION SAYS BUSINESS SHOULD GIVE BACK TO COMMUNITY

CONVENTION ALSO SAYS BUSINESS PROFITS

FROM CAUSING SOCIAL PROBLEMS

I AM TALKING ABOUT BUSINESS PROFITING FROM SOLVING SOCIAL PROBLEMS

“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- H A V A S 2 0 1 3 M E A N I N G F U L B R A N D S S U R V E Y

THERE IS A 5TH “P” IN MARKETING: PURPOSE

THE SUSTAINABILITY AGENDA IS ALIVE AND WELL (AND FINANCIALLY VIABLE)

IKEA AND ITS PEOPLE PLANET POSITIVE

WALMART IS THE BIGGEST SELLER OF ORGANICS

SO WHY DON’T WE APPLY

SUSTAINABILITY THINKING TO

COMMUNITY GIVING?

BECAUSE WE STILL HOLD TIGHT TO BELIEVING THAT CHARITABLE GIVING

MUST BE PURE

WE GIVE BACK BECAUSE:

IT ’S THE RIGHT THING TO DO

IT’S THE WAY TO BEHAVE AS A GOOD CORPORATE CIT IZEN

AND MAYBE ( JUST MAYBE) TO OFFSET SOME OF THE BAD THAT WE DO

NOW IMAGINE IF WE REDEFINED “GOOD”

FUN

INNOVATIVE

SCALABLE

ORDINARY

WOULD ENABLE BUSINESS TO START ASKING HOW SOCIAL IMPACT COULD:

ACT AS A DIFFERENTIATOR

BE AN ACQUISIT ION AND RETENTION TOOL

GENERATE SALES

DRIVE LOYALTY

IMAGINE IF BELL MADE MENTAL HEALTH NOT A CHARITABLE PLAY, BUT RATHER A

SHARED VALUE

IMAGINE IF WALMART TURNED THEIR “AT CASH” CHARITABLE PROGRAM INTO A

BUSINESS OPPORTUNUTY

IMAGINE IF C IBC LEVERAGED “RUN FOR THE CURE” INTO A BUSINESS

OPPORTUNITY TO ATTRACT FEMALE CONSUMERS

NOT POSSIBLE?

DON’T TAKE MY WORD FOR IT…

PATAGONIA’S RESPONSIBLE ECONOMY

GE ECOMAGINATION

TOMS SHOES

WARBY PARKER

UNILEVER’S SUSTAINABLE L IVING PLAN

DOVE’S REAL BEAUTY

LIFEBUOY SOAP

BUSINESS LEADERS THAT GET AHEAD OF THIS CURVE

HARNESSING PROFIT AND PURPOSE

GENERATING LARGE SCALE SOCIAL IMPACT

AND BOTTOM LINE BUSINESS RESULTS

WILL WIN…

NOW, DOESN’T THAT FEEL GOOD?

“BE THE CHANGE YOU WISH TO SELL

IN THE WORLD.”