NYC and Personal Agendas for the Public Good

New York. A great town that always gets me thinking. I was there these last few days for work, and had a bit of free time to spend wandering around the city. On this trip, my thoughts wandered to the public and private initiatives designed for the betterment of the city and its residents.

My flight on Saturday took me over Robert Moses beach - a well-known, free retreat for city residents seeking a break from the heat along a lovely stretch of sand. From the plane I could the vast parking lots, art deco bath houses and changing rooms, and train tracks that help deposit the throngs in the summer months. Robert Moses, the man, the legend, remains a controversial figure in New York City history, but can be credited with an extensive public parks network originally designed to serve the city's lower income neighborhoods. (Unfortunately, I missed a number of exhibits on the man and his legacies in NYC last year, reviewed in this New York Times article.)

I also strolled by the New York Public Library - a gorgeous beaux arts building that came to be as a result of the charitable donation of Samuel Tilden, a lawyer and former governor of the State of New York. Together with the resources of the Astor and Lenox libraries, already in existence (although not exactly 'free libraries'), the Public Library became the first of its kind in New York City.

Hmmm, ok, so this all makes for a good history lesson. But, what could a public park designed by a public servant, and a public library created by private wealth have in common with each other? And with corporate benevolence? Personal agendas for public good. In other words, both are really stories of a man with a plan. (I'm revealing my roots here - that's also the name of a GREAT movie about an old Vermont farmer running for office...but I digress...)

I'd love to see the day when social responsibility initiatives play such a primary role in corporate agendas. Perhaps, one day, CEOs will take over the reins of a company and define not just their fiscal and restructuring plans, but their goals for good as well.

Three Kinds of Good

Ok, so there are many more than three kinds of good. But, from a company's perspective, I think there really are just three ways to think about how they might do good in the world. This "three ways in" notion came up about a year ago, when I was doing some research for a hospitality client on new opportunities they may have to set themselves apart.

First, the obvious: Corporate initiatives. These tend to fall within the realm of a "social responsibility" agenda. This one is high on the priority list for public companies, as evidenced by Visa. Following fast on the heels of going public, Visa just announced its corporate responsibility program and three year partnership with Oxfam. (Interesting message to send: When we were private we didn't give a damn about people. But now that we're public, boy do we care! What big hearts we have!) Alternatively companies may decide to switch over to renewable energy, support car-share programs among employees, or ensure fair labor practices. In any case, it's the share price, the employees or those on the receiving end of the $$$ that tend to benefit.

Second, products. This is the most popular bandwagon, these days. GREEN! We'll go GREEN and everyone will love us! They'll flock to us! AND, our customers get to feel good about themselves. EnergyStar appliances, energy efficient light bulbs, hybrid cars, eco-friendly cleaning products, biodegradable packaging, locally-sourced goods, the list goes on. This is where greenwashing too often comes into play, as the environmental benefits of products that were never intended to be environmentally-friendly are spun and touted.

Lastly, and perhaps most difficult to pin down, you've got customer involvement. It's here that not enough innovation is emerging, but so much opportunity lies ahead. This is where you the brand help me the consumer DO something - change my behavior for the better or help me help someone else, translating my actions into some kind of benefit to others. It's cause marketing at its best. Customers become a part of positive change, and it doesn't require companies to make their products out to be something they're not. Because this area is so intangible - here are a couple examples:


i'm Initiative from Microsoft: Every time someone uses their instant messenger or email services, they'll donate a portion of their ad revenue to a social cause of your choice. They've raised almost $1.5 million, so far.

• WholeFoods gave me the option to donate the 10 cents I earned by bringing my own grocery bag to one of two local charities. My 10 cents isn't much, but it's quite a lot when combined with those of the hoards who frequent WholeFoods.

I'd like to think that a brand has the foresight to imagine that they should be doing or capable of all three. But, the truth is, the first is driven by the C-suite, the second relates to where they want and can allocate their R&D budgets, and the final way in has a lot to do with whether they've got innovative branding and marketing heads at the table.

The real money shot will be when a corporation can define a single-minded mission that drives and unites all three.