Problem
Reading:
We debated the role that businesses should play in addressing social issues. Wherever you stand on that question, it seems that there is a trend for companies to look for opportunities to enhance their reputation, build employee morale and improve sales by taking on a social initiative. In an earlier publication, Kotler and Lee cite remarks by the Chairman and President of American Express who said, "Not only is it appropriate for the company to give back to the communities in which it operates, it is also smart business. Healthy communities are important to the well-being of society and the overall economy. They also provide an environment that helps companies such as American Express grow, innovate, and attract outstanding talent" (p.6). In the past, a businessman or woman may write a check for a cause that he or she personally supported. Alternatively, they may have donated used equipment or company expertise to an organization that was favored. But some of today's corporations see social responsibility as an element of a strategic plan.
At the same time, organizations like Green America are paying attention to how closely corporations live up to their stated goals and accomplishments. Poh, Lambrana and Roston point out that "it can be hard to figure out what's really green or sustainable, and what's "greenwashing" -- the use of misleading labels or advertising to create an undeserved image of environmental and ethical responsibility".
Task
Share two idea for how an organization you work for (or know well) could implement a practice to address a cause important to their constituents.