Are corporations our new global government?
Corporate social responsibility reports from corporations are the norm now. Many say it is to silence brand critics and
to ‘pretty up’ the annual report but the level that corporate social responsibility could be taken to, and how much of a
change it could cause in the world has not yet been realised. The span and influence of national and international
companies is unlimited if used it in the right way.
We trust our brands - we buy the products as proof of that trust. Surely we trust Coke and Nike? Could such trust can be
built on and depended on to make changes that governments won’t or don’t? The answer is yes - our already established
trust will bring such initiatives to success for the corporations.
Brand sales and loyalty depend on good practise in the market. If consumers found out that Coke is secretly made from
animal products the worldwide Coke engine would come to a screaming halt. Trust needs to be continuous to keep the sales
going. In comparison, if the action of our countries president was creating great controversy we would have to wait till
his or her time is up to vote someone else in.
Corporations have full time dependency on people for sales – governments can run as they wish till their ‘stunts’ prior
to the next election.
For the Governments to head world change initiatives they would inject millions of our tax dollars, where as well
designed corporations can develop new profitable niches that change the world – with no dodgy politicians involved. It’s
about creativity and niches. Governments are handed our taxes in a hefty big pile and direct it how they please – even
if that means building a new government building (with heated seats) before considering giving assistance to those
suffering poverty.
Corporations don’t need a big wad of money – they’ve been creative enough to build a corporation to success and can do
the same in new niches again and again and take action now – not having a plan in ‘the pipeline’ for early 2022 that
cost millions to just put together as perhaps some governments do.
By taking care with every expansion to weave into the niche a positive throw off effect, then corporations can
ultimately change the world while impressing the socks off everyone with their creativity and care and as the
governments stand by in amazement. Corporations, in amongst their growth can choose to change the world – getting
results faster and stronger than any government.
Corporate social responsibility isn’t just planting trees, fundraising or even writing Anti-discrimination policies
toward gay staff, but it is a style of expansion and focus that isn’t there to pull in sales because you are ‘so nice’
but because your corporation is actually prepared to change the world. As Miss Universe as ‘change the world’ sounds,
improvements can be made and they won’t be done by the corporations standing round saying ‘that’s
impossible/naïve/valueless ’
Simple stuff that ‘licences’ you to print a CSR report just to stay up with the big boys wont make the cut in the
future, but CSR will step up to being a style and tool that corporations are happy to use to make this world a better
place on a big scale whether that means housing homeless, stopping manufacture of un-recyclable products or even niches
that stop crimes. But even better than that is they will be carefully designed niches that also enhance their profit
–lets take a dose of reality, it is after all business - and now CSR will have less and less room for solely ‘buttering
up’ the public. Positive change that as a flow on effect generates profit is profit well earned.
Corporate social responsibility is maturing.
About the author:
Allison Toner is a corporate niche designer of Niche Forecasting in New Zealand. Her design work is based around making
improvements to the world thru large corporations and brands. Her unique focus and creative skills are reflected in her
work to satisfy her clients and ‘wow’ their brand. To get in touch with Allison please make contact via her website http://www.nicheforecasting.co.nz or email allison.toner@nicheforecasting.co.nz