Corporate impact: seven tips to get companies on board
From an article by Pioneer Post
When a large corporation commits to meaningful change to its business, or supports a social or environmental initiative, it can make a real difference. But influencing decision-makers to take the leap isn’t always easy.
In a discussion at a conference in Brazil, speakers from impact organisations that work with large companies in various ways shared what works – and what to avoid. Here are some of their tips:
1. Think mindset, not (only) money
Some companies want to achieve hugely ambitious goals – say, eradicating Dengue fever – but with a budget that’s rather less ambitious. Finding a balance between expectations and the available budget can be a challenge. The road towards more impact was not only about money. Often it was more about mindset - doing things differently with the money you already have.
2. Don’t go straight for the CSR team
Working only with a company’s corporate social responsibility department isn’t ideal, because CSR often runs on a “parallel track” to the core business. That means its budget is always at risk of being cut when company cash is tight. Working with a CSR or sustainability department still makes sense but in a “transversal” way – they can support a project which involves several other departments such as those responsible for innovation or new business. That approach allows intermediaries to help a firm “change how they do business”.
3. Hunt out the right people to approach
Companies don't decide. It’s the people in the companies who decide. So be an investigator to figure out who you should be talking to. Women seem to be “quite open” to such conversations as well as getting younger employees on board first.
4. Offer opportunities to co-create
Corporates love to put their talent in the service of social challenges. Rather than simply asking for funding, involve corporate employees in the creative process of developing solutions, which they may then finance when it comes to implementation. To get companies on board in the first place, trust is a key factor. Be a professional team.
5. Identify business-critical issues
Getting a company to make big commitments means identifying key concerns of the moment. For example, Nespresso, which became a certified B Corp in 2022. A business-critical issue beforehand had been the use of its aluminium capsules. How could this be addressed? Nespresso now has committed to a circular model designed to reduce waste while keeping products and materials in use longer.
6. Acknowledge risk and reputation
Many company leaders are aware that there’s a risk of not acting now. And reputation matters – particularly for family-owned firms whose name is connected to the business, or who are closely tied to a particular city, for example.
7. Don’t shy away from complexity
Transforming corporates and the wider economy is an “ongoing process”. ESG may be trendy right now, but it’s not the solution – especially as issues go far wider than just the typical targets of ESG departments in terms of diversity or carbon footprint. It’s not simple, it’s really complex. Solutions can be complex.
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From an article by Pioneer Post, 08/11/2023