Corporate cultures that make it easier for organizations to embark on heroes’ quests…

Posted on January 20th, 2009 by Terri Kruzan

…sustainable business practices are not new-but they work

My last few posts have centered on heroes’ quests as a framework to guide our thinking and actions in 2009. We usually think of people as heroes/heroines who use their power to serve others. But today is it also important for our business corporations to take on that role if we are truly going to re-fashion our global age? And are their certain companies who will be able to embark on heroes’ quests more easily due to their corporate cultures?

The answers are yes, and it is based on our finding in some American-based companies of a practical, win-win strategic belief that doing things for the common good by practicing corporate philanthropy is good for business. We first encountered a deeper understanding of this belief when doing a culture assessment of an insurance company founded in the mid-1800′s. One of the insurance company’s first corporate donations was for the building of a community fire station and the purchase of a steam fire engine. The community benefited from a state-of-the-art fire protection service and the insurance company benefited from the likelihood of reduced insurance claims due to fire damage.

A more recent example can be seen in the Coca Cola Company investment of $40-50 million in a PET plastic recycling plant as part of their long-term goal to recycle or reuse 100 percent of its bottles and cans in the United States. A Coke executive when speaking of this project describes the same kind of win-win belief that drove the insurance company almost 150 years ago.

The long-term sustainability of our business depends on our ability to ensure the sustainability of our packaging. This new recycling facility represents a significant mile stone as we work to advance recycling in the U.S. and ensure a strong end-market for our PET packaging.

I do not think that Coca Cola sees itself as on a heroes’ quest. But I do believe that the corporations with win/win beliefs regarding what is important for the common good can also be good for business will be able to make change happen in our society – they can be among the leaders of Bringing Change Forward.