"It's kind of fun to do the impossible."
-- Walt Disney
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"It's kind of fun to do the impossible." -- Walt Disney
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Get Involved
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December 1, 2008 | |||||||
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 Toward True Corporate Responsibility by Dan Porter Posted August 1, 2002 With egregious scandals from Enron to WorldCom to Tyco to Global Crossing, most agree that corporate America could use a strong dose of financial responsibility. But is the conversation complete without a heightened corporate commitment to social responsibility, as well? NEW Reader Responses are a goodthing! Join the conversation! Editor's Note: Corporate social responsibility is hardly a new idea, but Portland, Maine-based IdealsWork is among the freshest members of an already-rich cadre aligned in the effort to make business accountable to a range of important social concerns. It's a "goodthing" that presents many real and often frustrating challenges -- economic challenges, logistical challenges, reporting challenges, and, of course, political challenges. But sometimes it's a burning passion for the concept of corporate social responsibility that gets at the heart of the matter and reinvigorates the effort. The IdealsWork story abounds with practical passion. Fellow GoodLetter readers, It's funny how one good thing can lead to another. How a chance meeting twenty some years ago can lead to a lifelong friendship, a twenty-year dialogue about making the world a better place, and, finally, to IdealsWork, a tool that can enormously increase the power of people who are thoughtful about social and environmental issues. Will Crosby and I met by chance some twenty years ago and shared an apartment for several years. Even back then, we talked of how we wanted to change the world and how we wanted to integrate our ideals into our work. While we went on to work in very different arenas -- Will mostly in the corporate world and I mostly in the non-profit sector -- we both continued to share the itch about how to apply our expertise to bettering the world. Then one morning, after a series of coffee shop breakfasts, an idea was born. A crazy and impossible idea, but one that simply had to be put into motion. The idea was to use business to make the world a better place. For us, it was an idea that emerged from the simple question, "What if?" What if there were a place people could go to learn how a company treats the environment, people, and animals? What if people could make decisions about what to buy based on a company's practices? What if there were a way for people concerned about social responsibility to make their voices heard in a way that would influence companies? What if it were free so everyone could do it? As we explored these "What ifs?" it became clear that creating the place we imagined would be an ambitious and pioneering effort. Though times are changing, starting a business with a non-profit mission is still not a mainstream activity. When you are doing something different, maybe even something that has never been done before, it can be pretty scary, particularly when you're endeavoring to launch a Web-based company just as the tide turned on dot-coms. But if you have a dream and know what your purpose is, it can help you walk through that fear and connect with the people and opportunities that can help you. It also helps a lot to have a sense of humor. Our experience with IdealsWork certainly bears this out. It took us about three years to get from the original idea to the reality of the IdealsWork.com Web site, and it has been a true adventure. But the journey has affirmed both our belief in what we are doing and our faith that people would like what we are doing and support it. Last month, visitors compared over 80,000 brands through searches on our site, and thanks to the Web, we've been hearing from people all over the world. Many have shared their thoughts, suggestions and experiences with us, and it's truly heartening (and helpful) for us to hear from them. Now there is a place where people can go to learn where the brands we buy stand on the issues we care about most. It's a simple process. You just select the issues you care about, identify a product category, and -- presto -- you get a personalized rating comparing the brands in that category. You can send a message to companies about their practices with one-click ease, print out your shopping list, and take it with you to the stores. Or even better, become a member, and shop online through links provided by IdealsWork. When you go directly from IdealsWork to a merchant listed on our site and make a purchase, a percentage of that purchase goes to the non-profit you choose. We have put together a list of non-profits that specialize in a host of social issues, and you're able to select the issue that is nearest and dearest to you -- whether it be women's issues, animal welfare, or food safety. It may seem like a small thing -- making a decision based on a company's behavior -- but companies do pay a lot of attention to what their customers are doing. They spend millions on market research so that they can figure out what people want. Isn't it about time we started telling them? Now we can. Through thousands of small and simple acts, we can make a big difference in how companies behave and dramatically improve environmental, working, and social conditions around the world. We've set out to change the world and invite everyone who's interested to join us -- because we can't do it alone and because we believe one good thing really can lead to another. :: Dan Porter Portland, Maine Dan loves pursuing a dream, pulling for the underdog, and playing in the ocean. This summer, he's doing all three. (Thoughts on Dan's GoodLetter? Inspired by what you've read? E-mail us -- don't forget to tell us your name, where you're from, and if we can use your words in a future GoodLetter or on our Web site.) |
TALK ABOUT IT Do you consume with a conscience? Do the causes you care about inform your purchasing decisions? Has the current public conversation about corporate FINANCIAL responsibility made you think about corporate SOCIAL responsibility? Share your stories and ideas. LEARN ABOUT IT :: IdealsWork :: Why is corporate social responsibility good for business? :: Corporate Social Responsibility newswire service :: Ethical Corporation magazine :: Business for Social Responsibility :: Fetzer Vineyards -- a case study :: Social Accountability International :: Citizens Funds (socially responsible investing) :: The Transparency Center DO SOMETHING ABOUT IT :: Demonstrate your commitment to corporate social responsibility by using the IdealsWork rating system to compare brands in many major consumer categories for how they measure up on environmental issues, labor concerns, diversity, and animal welfare. Where do you buy your clothes, computers, health products, or office supplies? See how your favorite brands compare -- you can start in the middle of the IdealsWork.com home page -- and then, if necessary, consider changing your buying habits. :: Read the new book on social responsibility by corporate philanthropist George Soros, On Globalization Readers Respond Want to share your thoughts or ideas with other people who care about good things? Send 'em our way.
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