The key to achieving both of those goals together? Integrate societal benefits with company strategy.
Some companies have discovered that a commitment to tackling societal problems can lead to high performance and profits. It can help strengthen a company in the eyes of its customer base, its employee base and the general public. Technology has made information about a company’s behavior anywhere in the world more readily available. If companies take a proactive approach, they can turn this increased consumer awareness into a benefit.
Rosabeth Moss Kanter explores how companies like Proctor & Gamble, Starbucks and Diageo thought about societal benefits and created new products to support them.