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Do you really need a pure supply chain, free of all organizations that fail ethical standards?
#SethGodin suggests you do. But he’s wrong. The business challenge is to deliver greatest value. That may mean eliminating suppliers that fail ethical standards OR helping those unable to meet such standards rise up.
I ask my thirteen year old son, Devin, to think through the related consumer choice. “Is #SethGodin correct that consumers should avoid ‘cheap chocolate’?” I ask. “As Seth points out, cheap cocoa is largely grown by poor West Africans, including children.” Devin’s brow furrows as he thinks. “No. Seth’s wrong. But chocolate companies better do something positive for Africa.”
Devin’s right. We cannot abandon the poor.
In my TEDx, Meaningful Profit: When Business Solves Society’s Big Problems I discuss how the chocolate industry invests hundreds of millions of dollars developing West African society– and how the return benefits both shareholders and farming communities. The current situation in West Africa remains dire– but business involvement is critical for change. (The #WorldCocoaFoundation helps lead collaborators strengthen cocoa growing regions, with participants including #ADM, #BarryCallebaut, #Cargill, #Hersheys, #Mars, and #Nestle.)
A man with a (chocolate) mission. So how should business feed their need for supplies? At one level, the decisions to be made are straightforward: find the most attractive seller. Improve #Sustainability. Market your #SocialResponsibility.
But such simplicity misses a world of value-creating, socially responsible options. Luxury chocolatier Lindt, for example, shares insights and strategies to improve conditions for ‘cheap’ cocoa producers in West Africa. And exclusive clothing manufacturer Patagonia creates tools that support sustainable mass clothing production.
As a purchaser of a product or service, you develop expertise that prepares you to solve problems, and a thirst for knowledge and innovation. Engage suppliers (even those you rarely use) to deliver creative #SocialResponsibility and you are likely to unearth unique industry insight or inspire new creations. And, of course, improving society can always support marketing and recruiting, especially as #DigitalTechnology simplifies sharing your story. Investors, as well as society, will thank you.
So, as a consumer, don’t avoid chocolate. Buy more! And as you take that scrumbscious first bite, ask yourself, “How can I help solve the social problems that surround me?” By doing so, you’re likely to find a creative way to deliver more value to yourself and your investors.
Please share your thoughts in the comments or by sending me an email: info@RodWallacePhD.Com.
Our society cannot just survive. For the sake of our children, it must thrive.
Rod
Dr. Rod Wallace is an economist, consultant, and speaker who helps businesses make more money by solving society’s problems. A Fulbright Fellow, he has led multi-organization billion-dollar initiatives worldwide and partnered with a Silicon Valley pioneer to explore the impact of Artificial Intelligence on society.
Rod speaks about how to integrate social responsibility into business to maximize profit and purpose. He highlights digital technology’s impact on society and the strategies and tools with which business can solve our big, systemic problems.
Contact Rod at info@RodWallacePhD.com.