商业为善:采访Coro Strandberg关于目的经济

Vancouver’s inaugural Purpose in Business Week (November 15–19) is the first in Canada to celebrate purpose-driven businesses

为了纪念《万博3.0安卓客户端下载》和《万博3.0安卓客户端下载》的创刊 Propelling Purpose Summit (11月17-18日)，万博客户端官网下载经济委员会与之交谈 Coro Strandberg, 市场创新如何推动社会变革的领先专家, 社会变革如何反过来为企业带来红利, people and planet.

除了成为 万博客户端官网下载经济发展顾问委员会, 就战略计划和优先次序向万博客户端官网下载提供意见, Coro is an award-winning independent consultant who helps organizations identify and elevate their social purpose, 探索为善的商业理念, and learn how they can boost their bottom line by transitioning to purpose-driven operations.

让我们从最基本的开始. 什么是社会目的企业?

具有社会目的的企业存在的目的是创造一个更美好的世界. They are engines for good that advance societal benefits through the act of doing business.

什么是目的经济?

目标经济的动力来自对所有人长期福祉的追求. In a purpose economy, 企业和监管金融体系促进公平, 繁荣和弹性的未来为每个人.

That sounds rather utopian.

The idea actually gained traction during the pandemic, when world economies came to an abrupt halt. People started to re-evaluate the meaning of work, as well as our economy and how it serves us. 目的经济是一种渴望，一种范式转变. Coming out of the pandemic, we’re in a unique position to build a new economy designed to create positive outcomes for people and the planet.

每个公司都能以目标为导向吗?

I believe so. 以烟草公司菲利普莫里斯(Philip Morris)为例. Its social purpose is to achieve a smoke-free future and it plans to do this by introducing smoke-free products that will one day replace cigarettes. Any company, 无论大小，无论行业, 能否将社会目的作为他们存在和行动的理由.

Why should businesses prioritize social purpose given recent concerns about labour and funding?

让我们打破这些顾虑. First, labour shortages – did you know social purpose businesses are better able to attract, 留住和吸引员工比没有目标的企业更重要? Research shows 员工更喜欢为目标导向的公司工作 并将离开那些不受影响的国家，尤其是在我们正处于疫情后的经济时期. 这些员工对业务也更投入、更有激情, 他们成为了品牌大使.

Another learning from the pandemic is that consumers are more inclined to buy products from, and advocate for, a 品牌要有一个他们相信的目标. People feel better spending their dollars when they know social or environmental good will come out of it. These consumers can feel they are making a difference by buying from a purpose-driven company.

而且，具有社会目的的企业往往运营得更顺利. 有一个目标可以帮助管理者, managers and employees make decisions that are consistent with the company’s values. The purpose acts as a “North Star” that helps the company move through daily operations, 也能在汹涌的海水中航行.

你能说出几家万博客户端官网下载的企业在社会目的上是好的榜样吗?

贝克·蒂利公司财务, part of BakerTilly Canada – one of the biggest professional accounting firms in Canada – specializes in mergers and acquisitions. Their social purpose is to unlock the societal and economic value of business in transition, and to help clients see the benefits of becoming social purpose businesses themselves as a way to enhance their attractiveness and success in merger and acquisition activities.

LGM Financial is a Vancouver-based automotive firm and insurance company that works with global automotive brands. 它们的社会目的是“加快负责任的流动性”, which they put into practice by helping to create the first retail hydrogen refuelling station in Canada. Thanks to their efforts, 现在有超过6个这样的监测站, along with several brands offering zero-emission hydrogen fuel cell electric vehicles.

What resources are available to businesses that are just starting their social purpose journey?

首先，明确你的目标是很重要的. 寻求投资的金融公司, consumers seeking to buy, 寻求就业的工人越来越多, 人们和投资者都在寻找目的驱动型企业. So, identify your purpose and share it widely, and also set goals or targets against the purpose. 如果你称自己为“目标驱动型”，却不积极地去追求它, 你可能会被指控为“故意清洗”.

也就是说，开始你的社会目的旅程的一个好地方是 联合慈善总会的社会目的研究所, which offers resources and guidance to help businesses adopt and implement their social purpose. 这是一个负担得起和容易获得的项目, and takes around two years to complete – a little under a year to develop the social purpose, 还有一年多一点的时间来实现这个目的. Of course, it’s an ongoing journey, 因此，该项目帮助企业了解成功的步骤.

如果你更愿意自己承担社会责任, start by asking employees and stakeholders what greater good the business can achieve. 或者，问问他们，如果公司不存在，世界会失去什么. 然后从那里建立你的目标. 社会目的研究所有一个 self-assessment tool 这有助于实施.

你能否介绍一下即将召开的“推动目标峰会”?

This summit represents the first-ever national dialogue on social purpose and business. It’s set up as a platform for people to become part of a social purpose community and learn about social purpose in business. And, it’s designed to foster dialogue that will solidify the purpose economy in Canada by looking at different leverage points – public policy, business school education, role of boards, 协会和采购, for starters.

It’s also collaborative, with participants co-designing the pathway to the purpose economy. 我们的目标是倡导, and build, 社会目标最终成为主流的经济.

Last question. 是什么激发了《万博3.0安卓客户端下载》的目标?

The City of Vancouver was the first jurisdiction in Canada to proclaim Purpose in Business Week – an educational pronouncement that promotes social purpose in business. 它的推出是为了加速采纳社会目标的企业, 同时也加速了目标经济. Our hope is for Purpose in Business Week and the Summit to act as a catalyst to realize a purpose economy in Vancouver and across Canada – to bring to life that utopian vision of an economy where businesses operate purely for good.

推动目标峰会有一些地方领导人，比如 Sadhu Aufochs Johnston前万博客户端官网下载市城市经理; Kim Baird, former Chief, Tsawwassen First Nation and owner of Kim Baird Strategic Consulting; and Naheed Nenshi卡尔加里市市长. 万博客户端官网下载’s Shivam Kishore, Manager, Technology Sector Strategy and Partnerships, will moderate a panel on November 17 at noon. 欲了解更多信息并注册，请访问 propellingpurpose.ca.

了解更多关于推动目标峰会的信息

Leading thinkers and thinking leaders are coming together to develop the plans to change business for good in Canada. Happening November 17 & 18, 2021 (virtually).

Register today.