How CSR Reduces Risk

Sedron Technologies is creating waste-treatment plants which convert toilet sewage and cow manure into carbon-negative electricity, safe fertilizers, and sanitized water for irrigation. Benefits include: sustainable electricity produced at lower cost than convention methods, improved agriculture crop yields, healthier farm workers, safer rural communities, lower-cost organic food, and cleaner waterways for fishing and tourism. Sedron is neither a charity nor dependent on government grants. Instead, profit-oriented investors are funding the development of Sedron's Varcor technology, which processes liquid waste using "10 times less energy" than less-sustainable alternatives. That innovation yields tremendous cost savings. Stanley Janicki, Sedron's Chief Commercial Officer, describes their approach to sustainability as "capitalist environmentalism."

Professor Wayne Visser reveals how environmental sustainability and social responsibility can reduce a company’s risk of financial loss. To evaluate which reputation risks have the most potential to damage a company, this episode describes how to conduct a Stakeholder Materiality Assessment as input for a Risk Register. Professor Visser then explains how to align a company's corporate responsibility initiatives with the highest-impact issues, to prepare and inoculate against reputation damage, in the event that a potential trigger for a PR crisis occurs.

This special Master Class edition of Meaningful Impact features CSR pro Tiffany Payne, who shares candidly how to make the business case for CSR, using Comcast's Project UP as the real-world example. Tiffany reveals how to position social impact initiatives as ‘mission-aligned investments with a long-term strategic return’, which can yield: expansion into previously under-served markets, first-mover advantage, and products with broader appeal that lead to mainstream competitive advantage. Tiffany also offers insights on how to highlight: the skills and leadership training yielded by corporate-sponsored volunteerism, the recruiting and retention benefits of a purpose-driven corporate culture, and the dividend of strategic philanthropy. Tiffany also addresses the difference between community relations vs. community investment. She explains how community investment fosters goodwill among policymakers and how the CSR halo effect yields benefit-of-the-doubt if a PR crisis were to occur.

On this episode, you’ll learn Social Impact Storytelling do’s and don’ts from Professor Jacqueline Babb (Northwestern University) and Fortune 500 consultant J T. Ramsay. The master class begins by demonstrating how to create a narrative that inspires consumers to be a co-hero of the story — by supporting a brand’s corporate citizenship efforts. Then Babb and Ramsay provide practical advice on how to leverage social impact storytelling to highlight product benefits and to potentially attract new customers, increase share-of-wallet among existing customers, bolster reputation among stakeholders, and enhance employee recruiting.

Closing America's Smile Gap is a 10-year initiative by Procter & Gamble to improve the oral health of 20 million American children. This episode of Meaningful Impact provides insights about the cause marketing strategy and tactics which support that initiative. The review highlight's P&G's use of 'Buy-One Give-One' offers. Yet, as it turns out, there's an even bigger lesson to be learned about how P&G manages its portfolio of causes.

This episode tells the fascinating, behind-the-scenes story of the launch of True Name by Mastercard. made possible by the courage and unrelenting commitment of Lucas Crigler, the visionary, and Cheryl Guerin, the internal champion at Mastercard. Background: Lucas Crigler, a transgender man, was outed at a New York deli by the female birth name printed on his credit card, which no longer matched his gender identify. Terrified for his safety, Crigler ran out of that deli, returning to his office at a big advertising agency. It just so happened that Crigler was assigned that day to brainstorm Pride ideas for Mastercard. So, Crigler proposed what became known as ‘True Name’ by Mastercard, which allows transgender and non-binary people to use their chosen first name on credit and debit cards. Citi, BMO, and many other banks now offer the Mastercard True Name feature to over 900 million customers in 32 countries.

The boycott of Bud Light was intended to punish Anheuser-Busch for its support of the transgender community AND to discourage other companies from using their marketing budgets to convey transgender acceptance. This episode of Meaningful Impact is the first of a two-part series which is both a cautionary tale and a much-needed reminder that it’s still possible for purpose-driven companies to make a meaningful impact for marginalized people even in today’s supposedly ‘Go woke: Go broke’ environment.

This mini episode offers a booster shot of inspiration with two short stories about motives. The first story is a re-telling of Arthur Gordon's 'The Turn of the Tide' where he follows a doctor's unorthodox instructions to re-examine his motives. The second short story shares the perspective of a retired nurse near the end of her life. From her literal deathbed in hospice care, she reflects on life's meaning as she answers the question: "What matters?"

The ad agency for Coors Light proposed a million-dollar campaign to promote the beer by painting billboards on the flat rooftops of apartment buildings. No one would be able to see the billboards from the ground. Can you imagine any circumstance where you would have approved that campaign? Coors Light did. Find out why on this episode of Meaningful Impact.

Mattel has further evolved Barbie from its original, unrealistic body shape into a broadly diverse product line. But Barbie wasn't always so inclusive. To fully appreciate just how far Barbie has come, this episode will explore how and why Mattel embraced corporate responsibility to offer diverse Barbie dolls -- which now account for half of Barbie sales.