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The library of essays of Proakatemia

A corporate’s social responsibility

Kirjoittanut: Aya Benhmida - tiimistä Crevio.

Esseen tyyppi: Yksilöessee / 2 esseepistettä.

SuperCorp: How Vanguard Companies Create Innovation, Profits, Growth, and Social Good.
Do the KIND Thing: Think Boundlessly, Work Purposefully, Live Passionately.
Daniel Lubetzky
Rosabeth Moss Kanter
Esseen arvioitu lukuaika on 4 minuuttia.

No longer the preserve of giant corporations, all businesses are now expected to show their responsibility to society; be it in environmental sustainability or community development. A robust corporate social responsibility policy improves brand image and is increasingly a decision driver for new hires and a concern for existing employees.


From personal experience, whenever checking on the news headlines, it is mostly if not always about the climate change issue, obesity in the west, oil spillings in the ocean, and food shortage in Africa. And when reading about whos responsible for this, it always goes back to greedy multinational corporations which are led by immoral CEOs that chase recklessly after money despite the rising concerns about the well-being of our planet.

Say no more because a new generation of businesses has already started taking over. Vanguard companies have introduced a clever business plan with a set of values, beliefs, and practices that create a positive work environment and empower employees to achieve their full potential. This type of company is designed to be the perfect balance of success and altruism.

When reading about how financially savvy and eco-friendly their business practice is; one’s thoughts go directly to non-profit organizations. The reality is these companies are competitive and out to make a profit, however, they use their strong business sense to find solutions for social issues. Like IBM, Procter & Gamble, and Banco Real: these businesses do invest in community projects, environmental protection, and campaigns that promote the universal values of trust, tolerance, and innovation in which through they eradicate hierarchy by introducing human relationships that path the way to an atmosphere where people are empowered to make a real difference in the world.

During the 2004 tsunami that killed a quarter of a million people in Indonesia, Sri Lanka, Thailand, and India. Thanks to IBM’s business values that prioritize both bottom-line results as well as doing good in the world around us. A group of IBM employees rallied to provide technology that would expedite the delivery of relief supplies and speed up the recovery process. Our generation is eager to prove that you can both earn a big paycheck and make the world a better place.


Without being no business expert, its easy to acknowledge that the 21st century had started chaotically such as the gigantic 2008 financial crisis that wide spread from America to other corners of the globe. Due to two big factors, starting with the quick and continuous evolution of technology, followed by the importance of foreign suppliers whom businesses rely on a lot.

But that’s not the case with the vanguard generation. By focusing on the company’s culture, they remain untouched by an unreliable economy. And that was the case with: Digitas, a marketing company whose CEO David Kenny to maintain its values and corporate culture during one the roughest periods of America’s economy which is the 9/11 aftermath. In order to main his employees’ Kenny sent voice messages, regularly, addressing the instability at the market and reassuring them of the company’s loyalty, which did, in fact, allow employees to connect with executives more than ever before.


What’s unique about vanguard companies is the fact that they prioritize collaborations in order to maximize creativity when it comes to innovating which proves that pooling resources can lead to more sustainable solutions down the line. And in today’s rough and strict economy, the company that stops innovating and cooking up new ideas won’t spend long until they find themself way behind.

Looking at Procter & Gamble which happens to be a vanguard company worldwide known in consumer products leader. They had years when the P&G branch in Brazil, which specialized in the company’s feminine hygiene products, was not making big revenues. However, the solution was clear:  They had a main product, the Always brand of panty liners, all they needed to do was devise a way to cut production costs while simultaneously increasing output. Alongside with all their other departments as well as their external partners, such as their trade partners and advertising agencies, through collaboration and being open to different output, they came up with ”the” innovative idea: the packaging would be transparent with colourful wrapping inside. This greatly reduced the cost of ink per package, as a result, only within a year, the product was earning far greater profits.


Looking at how far we’ve come from putting higher power person to be in charge of everything at the workplace and control everyone, to now, where companies are starting to gradually abandon this hierarchy model by offering their employees more personal freedom. Such as the choice of working from home and more flexibility for those with children.

Most vanguard companies give employees the space and choice to find their own work rhythm in order to guarantee comfort and high performance. This builds trust between the managers at Vanguard companies and their employees. In fact, Every day, 40 percent of IBM’s workforce operates away from the office, with some working from a customer’s home or office, a plane or from the comfort of their own home. Not only does this flexibility ensure that employees feel comfortable and therefore able to do their best work, it makes the company an attractive place to work. If someone prefers the quiet of their home, they’re free to work there. And if someone is a single parent, their flexibility will allow them to work around their child’s schedule so they can pick them up from school or daycare.

Many vanguard companies also empower their employees with decision-making authority, creating a more horizontal or flat chain of command. After it’s been discovered that this progress can be impedimenting when employees are sabotaged by having to wait for their boss to give the green light for something. Having to follow this traditional structure can also cause employees to always think only about what’s best for their manager instead of what’s best for the company.

the best ways for businesses to succeed financially are often intertwined with doing good for society. Making money and making the world a better place should not be in opposition to one another and this is what Vanguard companies are here for! They are not all talk only; they are actively striving to make a positive difference in every way. Matter of fact they could lead a whole revolution when it comes to business models for many many many years to come.


Do the KIND Thing: Think Boundlessly, Work Purposefully, Live Passionately. D. Lubetzky. Ballantine Books; Illustrated edition. March 31, 2015.

SuperCorp: How Vanguard Companies Create Innovation, Profits, Growth, and Social Good. R. Moss Kanter. 25 August 2009. Hardcover



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