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As a leader, what’s the difference between sincere social responsibility and greenwashing?
Greenwashing uses false pretense to gloss over bad corporate intent. However, intent is invisible, so we are left interpreting actions– which are difficult to read. For example, both greenwashing and social responsibility incorporate employee volunteers. And greenwashing may actually cost more, especially when high-impact, low-cost tasks require focus.
Nonetheless this difference in intent does matter– for both investors and society.
You see, consistency identifies sincerity. Consider my two youngest sons, which my wife frequently dresses similarly. When wearing the same sweatshirts, many outsiders ask if four-year old Reuben and six-year old Rayden are twins.
For family members, differentiating the kids is easy, however. If Rayden was a professional wrestler, his signature move would be a body-slam: direct, physical, in-your-face. Reuben as a wrestler would hide and tickle you until you start laughing, and then keep going until you beg him to stop: an imp with a darker side.
Superficial similarity doesn’t mask who we are. Our personality shines through.
After things went wrong, we re-assessed multiple areas. A business’s personality shines through just as my sons’ do. I was disgusted when a well-known influencer said she was donating the day’s profit to Toys for Tots. I like the toy-giving fundraiser, but this donation was inconsistent with too many other actions that influencer took.
On the other hand, I respect the billion dollar-a-year clothing company, Patagonia, because its actions are consistent with a mission of ‘improving our environment and outdoor enjoyment’. Employees deliver better tools, more sustainable fabrics, and more attractive suppliers.
There’s an irony in my respect for Patagonia, however. I disagree with many of the company’s specific decisions. For example, I query whether the business’s effort to replace synthetic dyes is truly worth the resources used. And I expect that much of the organization’s donations have limited impact because the efforts are piecemeal rather than systemic.
In today’s digital technology world, we can find something unattractive about every potential collaborator. Yet, we also cherish the attractive impression of earned reputation. So, find an attractive mission and deliver consistent insights, tools, and strategies. And as our world becomes more like that vision, your leadership will be increasingly respected, even if individual decisions fail.
As an individual, are you tempted by that person who does what you want solely for your approval? What happens later in the relationship?
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.