By Marc J. Lane
Too many companies have historically limited their Corporate Social Responsibility (CSR) initiatives to philanthropy, social media statements and branding around charity events, often little more than expressions of vanity. More recently, progressive companies have supported social issue marketing, employee volunteerism, and leadership in implementing policies that seek to ensure diversity and inclusion within their hiring and promotion practices.
But that’s not good enough. As Covid-19 leaves its indelible impact on society, as the racial reckoning continues to unfold, and as the existential threat of climate change is already taking its toll, corporate shareholders, employees, customers and other stakeholders insist that companies take an active role in driving positive social change.
It has become clear that that companies with the most effective CSR strategies outperform their peers in profitability. Moreover, while trust in Government and Media continues to plummet, the Edelman Trust Barometer has identified Business as the only remaining “trustworthy” institution. Survey respondents had high and growing trust in “my CEO,” underscoring the growing expectations among employees that their employers take action on social issues.
The companies that are committed to become “Social Justice Warriors” see it as their mission -- and a reflection of their values -- to measurably improve the lived experiences of groups harmed and disadvantaged by society. They integrate that commitment into every decision their management makes in every aspect of their businesses. In so doing they forge a bond of trust with all their stakeholders including the communities in which they operate.
The Social Justice Warrior will start with a collaborative convening of its stakeholders to agree on a vision for a more just society that will target the unmet needs the company’s new mission will seek to address. That vision will take into account what specific role the company might realistically play in improving the lives of those it seeks to serve.
The company won’t act alone or in a vacuum. It will position itself within the existing ecosystem relevant to its mission. It will take full advantage of strategic partners, available resources and published research. It will establish working groups to evaluate the effects of the company’s conduct on its stakeholders and then deploying that knowledge to inform the steps the company takes to optimize its positive impact on society.
The Social Justice Warrior will also look within, overcoming inequities in its employment practices and in deciding which customers it will serves or fail to serve. It may invest in social-purpose businesses and source goods and services from enterprising nonprofit organizations and for-profit social enterprises, thereby elevating its supply chains to a value chain.
By taking a stance and regularly evaluating the progress of its commitment, The Social Justice Warrior will effectively leverage its influence and its resources in partnership with its stakeholders. As shareholders, employees and customers, let’s demand the broad adoption of this new paradigm by the companies in which we have an interest. They will benefit and clearly so will we.
If you would like to explore the process by which your company can become a Social Justice Warrior, feel free to reach out to Marc Lane in confidence at mlane@marcjlane.com or 312/372-1040. We’ll be delighted to help you.