Body Shop, then Ben & Jerry's, now innocent drinks...
These three became more than just another company, but proof that strong commitment to the community and business can go hand in hand.
Yet these companies started out being built upon the ideas and principles of the founders.
Can existing companies transform themselves placing ethics and social values at the heart of their business? Do they want to or are we destined for more Annual Reports which has cost more to print than the investment in brand citizenship?
Some companies ignore the consumer demands for good business citizenship at their peril. Kevin Roberts maybe right that the brand is not the company's brand, but the consumers. Brands need to face up to this.
Companies can be transformed as long as their true desire is to transform. Sounds pretty obvious, but I have seen the Annual Reports where one sentence on some good deed in a far off country is the single sliver of good citizenship. It's the "hey Fred, have a look around the business for a CSR story, so we can tick that box off. I have to get a nice photo of the CEO done" approach.
Brand citizenship must be one of the cornerstones of the company values. This thought needs to be lived by the head of the company, not just rattled out when it suits them; hiring smart PR companies to add a social sheen to their business practices can only go so far.
More companies are moving in the right direction, some faster than others admittedly, but the momentum is the right one. The realisation is hitting home that good citizenship and a profitable business is not mutually exclusive.
However, as much as CEOs can lead by example, it is not just down to them; the responsibility and opportunity lies with every person in the company. And I am not talking about the responsibilities that appear on the spreadsheet alongside 'Roles', 'Accountabilities' and other such wonderful contributions by management consultancies to make working such an uninspiring and unproductive place.
Individuals can transform companies, just as consumers are doing. So many of us have to deal with the 'politics' of an organisation. This negative energy needs to be turned into something positive. Let's call it the new workplace politics: citizenship in the workplace. Little ideas to transform the culture of a company. There are already so many great examples; let's make the list longer.