Corporate Responsibility Rides Out the Recession - Investment in People and Training Key for 2010

Despite a difficult economic environment and companies cutting costs throughout their businesses, a surprising number of companies saw corporate responsibility as a priority and, in fact, are expanding their commitments. According to a survey by Boston College's Center for Corporate Citizenship, corporate responsibility is here to stay, with half of companies surveyed believing it will 'become more critical to corporate reputation and business success.'

The US recovery is being influenced via a nationwide social, business and community rebuilding mobilization. Sustainability development and social responsibility is continuing to provide the foundation for infrastructure redevelopment, empowering employees, restoring trust and confidence in business.

The growth of ethical consumerism is also impacting reputation and stakeholder engagement, forcing companies to further align sustainable program development with business strategy and integration throughout their organizations.

In fact, according to a report issued by PricewaterhouseCoopers, more than half - 62 % - of consumers bought because they liked the social or political values of the company. Nearly half of Americans said protecting the environment should be given priority over economic growth….and comes in the midst of a recession.

To be sure, companies continue to evaluate their program costs, business priorities and many reduce sustainability investments. We are not out of the woods yet.

2010 Predictions from Founder of Reputation Dynamics, Sam Taylor:

According to a Climb the Green Ladder Survey, 80% say they are willing to take actions that support sustainability at work. Yet, only 1 in 10 say they have the training and knowledge they need to make their workplaces more sustainable.  

• Attract, retain and motivate talent by creating sustainability champions: Train your workforce to innovate and advance sustainability solutions. Education is a catalyst that produces the entrepreneurs, technologists, thinkers, knowledge workers, teachers, and leaders who collectively make it possible for economies and individuals to prosper – and – create our future generation of leaders.
• Embrace the power of social media: Web 2.0 and collaborative technologies are transforming the work environment, business operations, delivery and transparency of corporate responsibility. Technological advancements offer tremendous opportunities to make a positive change in how companies approach business, economic and societal challenges.
• Protect thy reputation: Continue to align social innovation and sustainable development with the business model, stakeholders and integral to reputation management.
• Maximize monetary commitments: Forge deeper partnerships with non-profit social and environmental actors – NGOs, (UN Agencies, development agencies). Healthcare, poverty, education and workplace development are among top causes in need. Companies have a timely opportunity to collaborate with some new and innovative non-profit/NGOs who are in the trenches addressing key causes.
• End poverty in Africa: Support a project called the United Nations Millennium Development Goals. These eight goals, which the UN hopes to achieve by 2015, include reducing extreme poverty by half, halting the spread of AIDS and ensuring universal primary education. More information - http://www.un.org/millenniumgoals/

In conclusion: Now is the time to invest in our people and communities to mitigate environmental impact and promote societal advancement. The case for companies to do this has never been more compelling.

In 2010, Reputation Dynamics can help you align corporate responsibility with reputation management and performance:

• Strategic review and evaluation of your responsibility programs and impact
• Design and implementation of sustainable programs aligned with business objectives - including diversity and workplace initiatives
• Customized training programs to energize teams, develop a stronger employee culture and reinforce management's commitment
• Experiential marketing and story telling
• Develop grassroots education and community mobilization campaigns
• Identify and form deeper partnerships with nonprofit/NGO organizations
• Strategic briefing to your leadership and employees

Stay tuned for our blog facelift in 2010. Thanks for your support and your contributions to society.

By Sam Taylor.

BROADWAY THEATRE PROJECT (BTP) – Musical Theatre Arts Education for Kids

I am presently engaged in my yearly pilgrimage to help out with BTP’s musical theatre arts education program in Florida which runs from July 6-27. More than 200 talented students from 28 states, as well as Canada, England and American Samoa attend an intensive curriculum to properly prepare them for a professional career in performing arts.

As a prior student of The Guildhall School of Music and Drama programs, I am an avid supporter and believer of the critically important role that musical theatre arts can play in helping young men and women learn, gain confidence and succeed in life. Education in performing arts provides a foundation to tap creativity, enthusiasm and vivid imaginations – applicable to whatever career path we follow. It is important to support and fund these training programs.

Special guests include Patrick Wilson, Ashley Brown, Ben Vereen, Terrance Mann and Christopher D’Amboise, among others.

BTP apprentices will participate in work shopping numbers from shows currently in development including:

The Imagine Project - by Terrence Mann and Christopher D'Amboise. A performance piece will be created using historical songs from culture-changing artists who have transformed and transcended generations. This original work, created at BTP, will tell a moving story to the Beatles songs “Imagine” and “Because.” Mr. Mann began work on this concept with the National Dance Institute.

Havana - by Frank Wildhorn. Apprentices will work with Mr. Wildhorn, as well as artistic director Debra McWaters, on staging numbers from the show Havana. Vocalists will be featured as well as dance with a Latin flair.

Final Show … AND NOW FOR SOMETHING COMPLETELY DIFFERENT:

The July 2008 session culminates in a show that showcases the talents of all apprentices consisting of original works created by the BTP faculty and apprentices. The show will be held on July 26 at 3 and 8 pm in the Ferguson Hall at the Tampa Bay Performing Arts Center. Tickets are $35 and can be purchased through the TBPAC box office, 813-229-7827, or through Ticketmaster.

Founded in 1991, the non-profit Broadway Theatre Project is a prestigious musical theatre arts education program for high school and college students. Under the artistic direction of Debra McWaters, students attend an intensive three-week training program focused on acting, dancing and singing, as well as the critical life skills necessary to work in the professional world of entertainment.

For more information, support and make a donation to this terrific training program – http://www.broadwaytheatreproject.com/.

Photo: Sam Taylor with Ben Vereen.

Navigating the 'CSR Buzz' for Reputation Advantage

Advancing society's interests is influencing investment decisions globally due to the increasing power of consumers and employees advocating for their favorite brands to be more transparent and accountable for their business operations.

Against the backdrop of our lowest trust environment ever, caused by a polarized political climate, disturbing world events, untrustworthy social and business practices, companies are being further impacted in an already challenging operating environment - creating a 'show and prove it' to me marketplace among key stakeholders.

In fact, according to research conducted by Gallup International, 62% of people around the world do not trust large national or global companies to operate in society's interest.

As a result, CEO's and their management teams are being increasingly bombarded with multiple issues that need to be addressed such as compliance, governance, environmental responsibility, diversity, responsibility-driven marketing, as well as accountability for their charitable contributions. All in conjunction with providing healthier returns for investors.

With e-marketing and 'Word-of-Mouth' marketing further driving stakeholder empowerment and demand for greater transparency, companies need to engage with their social purpose as both a necessity and business opportunity.

'Conscious Commerce,' now a $31.7 billion services market, is the evolution of a management paradigm for CEO's and their management teams to help safeguard a company's reputation and business operations. Also, it is a vital extension to the corporate agenda.

Early adopters such as Patagonia and Microsoft, who created and implemented sustaining programs, have enjoyed positive results and well deserved acknowledgement. While other companies have been quick to postpone costs and and/or are flocking to the cause with fragmented approaches that can lead to consequences down the road.

From the outset, it is critical to identify and prioritize social issues that matter the most to stakeholders. Then, properly align them with a company's reputation management and performance.

Companies that implement sustaining, long-term programs will mitigate reputation risk and harm to its business, people and the environment. Also, they will win back stakeholder trust and loyalty, boost performance and competitive edge.