Let Me Absorb Your Good Vibrations

I received the August 11 issue of Advertising Age today (more likely a result of my tardy subscription renewal than a result of our mail delivery system, I suspect), and was intrigued by an article by Mike Lawrence titled “Yes, Comanpies Are Responsible for Charity,” which in turn, evidently was prompted by a previous Ad Age article written by Jonathan Salem Baskin in July titled “Transparency, Not Charity, Is Corporation’s Responsibility.”  Seems the gentleman hold opposing viewpoints on the topic of social awareness and the prevailing attitudes of employees, consumers, and investors.

Given one of the topics of Geonetric’s impending eHealth Symposium (September 9-11, Cedar Rapids IA) is corporate transparency and the forms that transparency embodies, I gave the article a read.

Mr. Lawrence addresses Mr. Baskin’s assertion about corporate priorities by defining three constituencies (employees, consumers, and investors) which make up the corporate trifecta.  Indeed, the profile of each constituency is different (the way they interact with the corporation, the frequency in doing so, their motivations, goals, and certainly the level of knowledge or intimacy they hold), so the filters through which these constituents perform decision-making and make value and judgment calls are distinct.

But I suggest there’s one filter (driven by values) each group holds in common, although the individual filtered results are subjective (how the group chooses to embody or live their findings, the degree by which they might take up the cause, walk the walk) - 

I believe the “choice” filter is really a self-directed evaluation:  what does it say about me, as a citizen, to work at a company practicing recycling techniques or park clean-up days, for example.  How may I be perceived (as a consumer) when I select products using less packaging than its counterparts?  As an investor, factoring in to my portfolio strategy could be a conscious decision to fund companies advancing eco-friendly products or offering sustainable solutions such as bamboo flooring, resulting from a veil of absolution the association may offer me.

That’s to say, by extension, I am a better person for having affiliated myself with this employer, this brand, or this stock.  They’re better than the rest.

Clearly I’m not suggesting that corporate responsibility initiatives are without altruistic intent.  Indeed, there are a great number of Americans – on both the corporate and consumer sides – whose beliefs systems include and advance social and environmental causes.  As Mr. Lawrence so kindly offers, Wal-Mart saw a 66% increase in average consumer adoption rates of five sustainable products since April 2007.  That tells me that the company (and its investors) see a clear consumer need and committed consciously to fill that need, likely rolling out internal employee communications to help support the initiative and promote the brand.  The article refers to clear bottom-line results that may be achieved, from risk mitigation to talent recruitment to cost savings and efficiencies.

The point I’d like to make is that while there are those – shall we say hard-liners? – who adopt a purist view on corporate social consciousness and environmental awareness – there is likely a significant portion of us that consistently achieve a minimum threshold (recycle your pop cans, glass containers, and milk jugs) because now the behavior has become indoctrined.  Likely it wasn’t 10 years ago. 

Moving beyond that threshold on a personal level may not be a commitment we’re prepared to make, but if we A) work at a company B) buy a company’s products or services and/or C) invest in a company which does make these commitments, well then it’s all about the company you keep, right (no pun!)?  We’re doing our bit.  Feelings of self-worth emerge.  Responsibility and consciousness by association rather than personal adoption.

Author’s note:  let me be clear that personally, I make a commitment to recycle.  I even buy the curly-cue 7 year lightbulbs and have a pair of shoes made from recycled milk jugs.  But I’m not a zealot, and therefore my showers are likely too long and I open the fridge too often.  I guess I’ve found my own unique threshold.