Pay Products and Services Forward
Think about your core offerings. Perhaps there is a way to put your products or services to work for people in the world who need them most. For example, Microsoft is on a mission to “empower every person and every organization on the planet to achieve more,” and is putting forth a variety of lobbying and partnering efforts to bring Internet access to the 24 million Americans who don’t have it. Called the Rural Airband Initiative, it will also bring software (such as Microsoft’s own) to those who have no access. Other examples are TOMS’ One for One® program in which the company donates a pair of shoes to children in need for every pair it sells. Warby Parker’s Buy a Pair, Give a Pair, which involves giving a pair of glasses to people in need for every pair sold, is another great example. Finding creative ways to help mankind or the planet with your offerings is a powerful, natural extension of your business.
Feed Your Audiences’ Passions
If you are truly engaged and listening to your customers, you can easily identify what they care about most. I’m talking about concerns and/or passions they have about the world, whether it’s climate change, family, education, nutrition, equality, or caring for those less fortunate. Your moral mission may involve putting your organization and its products/services to help in those plights.
Patagonia is a great example here. The company’s customers are passionate about the outdoors and the environment, so creating sustainable materials that are good for the planet was an obvious and natural path. Another great example comes from Nestlé. The company has a robust nutrition effort in place with a goal of helping 50 million children lead healthier lives by 2030. As part of
Patagonia is a great example here. The company’s customers are passionate about the outdoors and the environment, so creating sustainable materials that are good for the planet was an obvious and natural path. Another great example comes from Nestlé. The company has a robust nutrition effort in place with a goal of helping 50 million children lead healthier lives by 2030. As part of
this effort, the company conducted a ground-breaking study on the biology of growing children to understand who is at risk for certain diseases and how nutrition might help prevent the onset of those conditions. As part of this exercise, think about issues impacting your customers, and perhaps this can guide your moral compass.
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