成人小说亚洲一区二区三区,亚洲国产精品一区二区三区,国产精品成人精品久久久,久久综合一区二区三区,精品无码av一区二区,国产一级a毛一级a看免费视频,欧洲uv免费在线区一二区,亚洲国产欧美中日韩成人综合视频,国产熟女一区二区三区五月婷小说,亚洲一区波多野结衣在线

今年8月，181位來自于美國(guó)最有影響力的公司的首席執(zhí)行官為一個(gè)古老的問題提供了一個(gè)新的答案：公司的目的到底是什么？

多年來，已故經(jīng)濟(jì)學(xué)家米爾頓·弗里德曼倡導(dǎo)的股東財(cái)富最大化一直是商界領(lǐng)袖們奉行的唯一教義。然而，商業(yè)圓桌會(huì)議組織這則關(guān)于公司目的的聲明卻對(duì)股東的至高地位提出了挑戰(zhàn)，僅僅把他們作為更大范圍的利益相關(guān)方之一，其他利益相關(guān)方還包括員工、供應(yīng)商和公眾本身。

盡管這個(gè)游說集團(tuán)并沒有對(duì)自由市場(chǎng)失去信心，但它的聲明反映出，人們?cè)絹碓浇邮苓@種觀點(diǎn)：企業(yè)要為其社會(huì)影響（包括積極影響和消極影響）及其底線負(fù)責(zé)。因此，現(xiàn)代社會(huì)的首席執(zhí)行官和首席營(yíng)銷官不僅僅要安撫股東，他們有責(zé)任創(chuàng)造出包容性更強(qiáng)、更有利于更廣闊人群的商業(yè)模式。

這看起來像是一個(gè)頗具前瞻性的想法，但推崇“為所有美國(guó)人服務(wù)的經(jīng)濟(jì)”并不是什么新鮮事。企業(yè)知道，企業(yè)社會(huì)責(zé)任不僅僅是一個(gè)營(yíng)銷術(shù)語（至少創(chuàng)新型企業(yè)這樣認(rèn)為），要塑造一個(gè)能反映和肯定消費(fèi)者價(jià)值觀的社會(huì)，企業(yè)扮演著重要角色。

現(xiàn)有數(shù)據(jù)支持了這一點(diǎn)。公關(guān)公司愛德曼（Edelman）在其2018年品牌報(bào)告的新聞稿中指出，全球消費(fèi)者中有64%“會(huì)僅僅因?yàn)槟硞€(gè)品牌在社會(huì)或政治問題上的立場(chǎng)而購(gòu)買或抵制該品牌”。超過一半的受訪消費(fèi)者也認(rèn)為，在解決社會(huì)問題方面，品牌能做的比政府還要多。

這是因?yàn)樗綘I(yíng)部門已經(jīng)證明，它可以用技術(shù)、創(chuàng)新和新視角大規(guī)模地快速解決問題。企業(yè)使用這些工具獲得了成功，如今，企業(yè)也將同樣的工具用于發(fā)展能夠體現(xiàn)員工和顧客理想的事業(yè)。

當(dāng)然，這是一個(gè)大挑戰(zhàn)。今天的消費(fèi)者比以往任何時(shí)候聯(lián)系都更緊密，參與感更強(qiáng)，自我意識(shí)更強(qiáng)，更有力量。然而，如果品牌能展示出與消費(fèi)者一致的價(jià)值觀，將收獲顧客的忠誠(chéng)度、品牌知名度和好感度。

對(duì)于企業(yè)來說，這是一個(gè)與客戶建立聯(lián)系的機(jī)會(huì)，但也存在疏遠(yuǎn)客戶的風(fēng)險(xiǎn)，或者更糟的是，可能會(huì)引發(fā)網(wǎng)上大量的批評(píng)。對(duì)新問題有清晰的了解至關(guān)重要。品牌如果想提高知名度——尤其是面對(duì)年輕受眾時(shí)——需要參與他們關(guān)心的社會(huì)問題，支持人們討論并提出帶來切實(shí)效果的短期解決方案。

幾家大公司已經(jīng)開始了聲勢(shì)浩大的行動(dòng)。2018年，巴塔哥尼亞（Patagonia）宣布，計(jì)劃將最近因減稅省下的1000萬美元捐贈(zèng)給針對(duì)氣候變化尋找解決方案的環(huán)保組織。同年，盡管受到某些保守團(tuán)體的抵制，耐克還是與科林·卡珀尼克簽署了一份價(jià)值數(shù)百萬美元的代言協(xié)議。耐克甚至還更進(jìn)一步，通過主題宣傳活動(dòng)，把自己的品牌價(jià)值與卡珀尼克反對(duì)種族不平等的立場(chǎng)牢牢綁定。消費(fèi)者對(duì)這一舉措表示歡迎，推動(dòng)了品牌曝光度和銷量的飆升。

自2006年以來，通過“一對(duì)一”計(jì)劃，Toms已經(jīng)向發(fā)展中國(guó)家的貧困兒童捐贈(zèng)了9300多萬雙新鞋；該公司目前也在開展類似的眼鏡和咖啡捐贈(zèng)計(jì)劃。與此同時(shí)，襪子公司新貴Bombas向美國(guó)無家可歸的人捐贈(zèng)了1000萬雙襪子。

這對(duì)未來意味著什么？意味著新的商業(yè)模式，那時(shí)公司將成為運(yùn)動(dòng)和社區(qū)的組成部分。以Salesforce為例，該公司聘用了一位首席慈善官，奉行包容性資本主義和1-1-1慈善模式，這個(gè)模式要求該公司將自己的時(shí)間、利潤(rùn)和產(chǎn)品各捐出1%。公司的首席執(zhí)行官馬克·貝尼奧夫表示：“商業(yè)正在改善世界。”

對(duì)具有社會(huì)責(zé)任感的企業(yè)來說，最終編寫劇本的將是那些足夠大膽、能展示他們?cè)敢鉃楣姽餐瑑r(jià)值觀服務(wù)的公司。

要實(shí)現(xiàn)這一目標(biāo)，品牌可以采取五個(gè)步驟。

首先，不要置身事外?，F(xiàn)在是艱難的時(shí)期，消費(fèi)者希望看到品牌能夠采取大膽的舉措。

其次，做出承諾并配置適當(dāng)?shù)馁Y源。一旦一個(gè)組織決定致力于某一項(xiàng)事業(yè)，它需要制定預(yù)算，用好專業(yè)知識(shí)，提出連續(xù)、透明的解決方案并加以落實(shí)。

第三，團(tuán)結(jié)你的員工。有積極性的人可以像社交媒體宣傳活動(dòng)一樣詳細(xì)闡述你的價(jià)值觀。讓你的員工去宣傳，讓他們支持你的事業(yè)，證明你們做出的努力是實(shí)實(shí)在在的。

第四，始終如一地參與對(duì)話。了解最新消息、展現(xiàn)真誠(chéng)的最好方法是通過社交媒體、博客、平媒、視頻、在線聊天和圓桌會(huì)議等形式積極參與時(shí)事。這樣你們公司的決策者可以與那些已經(jīng)從事某項(xiàng)事業(yè)的人建立聯(lián)系。

最后，建立良性循環(huán)。鼓勵(lì)消費(fèi)者通過支持能和他們以及他們的社區(qū)產(chǎn)生共鳴的事業(yè)來支持你。

唐諾萬·安德魯斯是Overture Global的首席執(zhí)行官和創(chuàng)始人。（財(cái)富中文網(wǎng)）

譯者：Agatha

This past August, a group of 181 CEOs from America’s most influential companies provided a new answer to a very old question: What, exactly, is a corporation for?

Maximizing shareholder wealth—an idea promoted by the late economist Milton Friedman—had been the singular mantra of business leaders for years. Yet the Business Roundtable Statement on the Purpose of a Corporation challenged the primacy of shareholders, adding them to a broader list of stakeholders that includes employees, suppliers, and the public itself.

While the lobbying group is hardly losing faith in the free market, its statement reflected a growing acceptance that businesses will be held responsible for their social impact—both positive and negative—as well as their bottom line. The modern CEO and CMO therefore have a duty to move beyond merely placating shareholders and toward creating models that are more inclusive and beneficial for a wider base of people.

It might seem like a forward-looking idea, but promoting “an economy that serves all Americans” is nothing new. Companies know that corporate social responsibility is more than a marketing buzzword (at least the innovative ones do) and that brands have a major role to play in shaping a society that reflects and affirms the values of consumers.

The numbers back it up. In the press release for its 2018 Earned Brand report, public relations firm Edelman noted that 64% of global consumers “will buy or boycott a brand solely because of its position on a social or political issue.” More than half of consumers polled also agreed that brands can do more to fix social problems than the government itself.

That’s because the private sector has proven it can solve problems at scale with speed, technology, innovation, and a fresh perspective. Now, corporations are applying the same tools that allow them to prosper to causes reflecting the ideals of their employees and customers.

To be sure, it’s a major challenge. Today’s consumers are more connected, engaged, aware, and empowered than ever. Yet brands demonstrating values that align with those consumers will be rewarded with purchasing loyalty as well as heightened brand awareness and favorability.

For businesses, this presents an opportunity to connect with customers as well as a risk of alienating them, or worse, inspiring a viral army of online critics. Having a clear read on the latest issues is essential. Brands that want to increase mindshare—especially with younger audiences—need to engage with the societal problems they care about, supporting awareness and the development of near-term solutions that deliver tangible results.

Several major companies have already made aggressive moves. In 2018, Patagonia announced plans to donate $10 million saved from recent tax cuts to organizations that defend the environment and find solutions to the climate crisis. The same year, despite threats of a boycott from certain conservative groups, Nike signed Colin Kaepernick to a multi-million dollar endorsement deal. And Nike went even further, planting its brand equity firmly behind Kaepernick’s stand against racial injustice in a featured campaign. Consumers applauded the move, fueling a groundswell of brand exposure as well as a surge in sales.

Through its one-for-one program, Toms has donated more than 93 million pairs of new shoes to needy kids in developing countries since 2006; the company is now involved in similar ventures with eyewear and coffee. Upstart sock company Bombas, meanwhile, has given away 10 million pairs of socks to homeless people in the U.S.

What does this mean for the future? New business models where companies are built as integral parts of movements and communities. Salesforce, for example, employs a chief philanthropy officer and embraces an inclusive capitalism ethos and 1-1-1 philanthropy model, which commits the company to giving away 1% each of its time, profits, and product. “The business of business,” says CEO Marc Benioff, “ is improving the state of the world.”

The playbook for socially responsible companies will ultimately be written by the companies bold enough to demonstrate their commitment to the values we all share.

There are five steps brands can adopt to making this a reality.

First, get off the sidelines. These are trying times, and consumers want to see brands take bold steps.

Second, commit to something and deploy appropriate resources. Once an organization is committed to a cause, it needs to put its budget and expertise toward developing and delivering solutions with consistency and transparency.

Third, rally your employees. Motivated people will amplify your values as effectively as any social media campaign will. Use your employees to get out the word, support your cause, and show that your efforts are genuine.

Fourth, be a part of the conversation—consistently. The best way to stay informed and show your sincerity is to be actively engaged in current issues through social media, blogs, print media, video, online chats, and roundtables. This allows your decision makers to connect with people whom are already committed to a cause.

And finally, build a virtuous circle. Encourage consumers to support you by supporting causes that resonate with them and their communities.

Donnovan Andrews is the CEO and founder of Overture Global.