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How do you shift superficial social-responsibility into meaningful profit?

You may need a fresh perspective, not more resources. Perhaps taking your client’s view will unearth elements of the problems you’re missing today. And by addressing the true, broader challenge, the value created with your energy will multiply.  

The goal of such a fresh perspective is to increase impact, which my wife, Ming, reminded me about recently. It was early Sunday morning and Ming stood behind me. She sucked her breath in and gasped, “Mmmmm. You look hot doing that!”

Wearing tattered boxers and a sweat-stained t-shirt, I’d made a pile of pots on one side of me and placed old wallets, coins, and plastic bags on the other. This was the first time in years I’d re-organized the kitchen. I don’t get the same treatment when I paw through piles of papers searching for lost keys, even though doing so takes more energy than organizing. But my current actions were delivering a durable solution, and Ming approved.

Business leaders also court desire. #TangerOutlets, for examples, owns 44 shopping malls where branded manufacturers like #OshKosh sell directly to the public. Shoppers are attracted by Tanger’s socially responsible effort, Pink Campaign in the Ongoing Fight Against Breast Cancer. And Tanger’s 88% female frontline staff likely feel an integral part of the effort as their primary work includes selling Pink Cards that fund the cause while delivering merchandise discounts. Such integration of work with a noble effort can engage employees and reduce turnover.

But where’s the Pink campaign’s impact on lives today? A woman diagnosed with breast cancer faces possible death, toxic treatments, infertility, hurdles to intimacy, and a potentially shattered self-image. Patients must feel overwhelmed by such troubles that are as much social and psychological as about digital medical technology. Shifting Pink’s existing budget from medical-research only towards a complete strategy for the social problem would do more to solve real patient challenges.  

If you want to invest in new production capacity, you don’t just buy a forklift and stick it in an otherwise empty building— you build a complete factory. Approach social responsibility the same way: ensure the complete problem is addressed, either by you or collaborators. Your stories will be more human and compelling; your profit-driving relationships stronger; and the benefit you create for investors and society more meaningful.

Who do you want to gasp and exclaim, “You look hot doing that!”? Consider the insights and tools you have to deliver the durable solutions that will drive them wild.  

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

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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​.