{"id":1280,"date":"2022-03-18T00:32:03","date_gmt":"2022-03-18T00:32:03","guid":{"rendered":"https:\/\/www.keynoteentertainment.com.au\/blog\/?p=1280"},"modified":"2022-08-08T01:01:20","modified_gmt":"2022-08-08T01:01:20","slug":"doing-well-by-doing-good","status":"publish","type":"post","link":"https:\/\/www.keynoteentertainment.com.au\/blog\/doing-well-by-doing-good\/","title":{"rendered":"Green is the New Black: Businesses Doing Well by Doing Good"},"content":{"rendered":"

\"\"<\/em><\/strong><\/h3>\n

“When the wind blows there are those that build walls and then there are those that build windmills.” \u2013 Chinese proverb
\n<\/em><\/strong>
\nGone are the days when the quest for profit comes at the expense of people and the planet. Corporate social responsibility (CSR) and sustainability aren\u2019t just nice-to-haves on the annual report anymore \u2013 these days doing well by doing good is where it\u2019s at, and if you\u2019re not actively looking to implement positive impact initiatives, you\u2019ll be held accountable. We take a look at the new era of good corporate citizenship, and some clever initiatives bettering more than just the bottom line.<\/p>\n

Global movements like the\u00a0UN Sustainable Development Goals<\/a>, the\u00a0UN Global Compact<\/a>\u00a0and B Corp certifications<\/a> are helping to drive commitment to CSR, while high-profile activists like Greta Thunberg<\/a> are fuelling the green crusade and \u2018eco-anxiety\u2019 amongst consumers. The result? More and more people are actively choosing sustainable and ethical brands.<\/p>\n

Recent research<\/a> by IBM showed that sustainability is important to nearly 80 per cent of the general population – not only that, but of those people, 70 per cent would pay a premium of 35 per cent for brands that are sustainable and environmentally responsible.<\/strong><\/p>\n

While sustainability and ethical practices are important to most people, it\u2019s Millennials – the largest adult cohort in the world \u2013 that are the most vocal and dedicated. It seems that if you want their business, and you want their help to run your<\/em> business, you need to show a genuine commitment to the greater good.<\/p>\n

The Millennial quest for good goes beyond simply buying on beliefs, with research by US-based Cone Communications showing that two-thirds of millennials won\u2019t even take a job at a company with poor CSR practices – in fact, the survey of 1000 people found that 75 per cent of millennials would take a pay cut to work for a responsible company, with 83 per cent saying they\u2019d be more loyal to a business that enables them to contribute to solving social and environmental problems.<\/p>\n

While there\u2019s been a marked rise in big brands like Patagonia<\/a>, Intrepid Travel<\/a> and Ben & Jerry\u2019s<\/a> achieving BCorp status, eco-minded Australian Millennials are setting up ethical social enterprises that operate like a business – but with a purpose. You\u2019ve heard of KeepCup<\/a> and Thankyou<\/a> – they\u2019ve received plenty of press coverage and strong consumer support for their purpose-driven products. Other businesses you may not have heard of, like The Sweetest Gift<\/a>\u00a0that employs & trains organ transplant recipients, and HoMie<\/a> – an award-winning shop selling ethical merchandise and providing clothing and training to homeless young people – are also doing incredible good.<\/p>\n

\"\"Another local brand out to prove that small business can make a big difference is local Melbourne start-up Good Edi<\/a>. Born out of a shared passion for sustainability, big ideas and really good coffee, Good Edi was created by Melbourne duo Catherine Hutchins and Aniyo Rahebi<\/a>.<\/p>\n

With more than 20 years experience in food processing and packaging, it just didn\u2019t sit right with Catherine and Aniyo that their cherished daily habit added 2.7 million disposable coffee cups to Australian landfill every single day. So they set out to fix the problem, creating the world\u2019s first totally waste-free coffee cup that\u2019s good for the planet, and good for you. Made from ethically sourced, grain-based vegan ingredients, the Good Edi cup can be eaten (it tastes like a waffle cone!) or thrown into the compost or general rubbish where it will break down naturally in a few weeks.<\/p>\n

\"\"Winning first place in the 2020 HATCH: Taronga Accelerator Program<\/a>, a new initiative designed to support sustainability start-ups, allowed Good Edi to kick off production in June 2021. Around 10,000 Good Edi cups have been distributed since then, with coffee roasteries and caf\u00e9 owners praising this unique and tasty solution to minimising waste.<\/p>\n

With socially conscious consumers prepared to pay a premium for products produced and discarded responsibly, and investors looking to invest in business that have good ESG (Environment, Sustainability and Governance) metrics, there\u2019s hope that clever initiatives like the Good Edi cup will continue to garner support.<\/p>\n

As for big business? The message is hitting home, with KPMG\u2019s 2021 CEO Outlook<\/a> reporting that 98 per cent of Australian leaders identify corporate purpose as driving their financial performance, while 86 per cent recognise purpose as a key part of their \u2018employee value proposition\u2019.<\/strong><\/p>\n

While the pressure to create economic value in ways that also create value for society may be driven by global movements and conscious consumers, it\u2019s win-win all round. Happily, it seems that doing well and doing good are not mutually exclusive – being socially responsible, it turns out, is actually better business.<\/p>\n

_____________________<\/strong><\/p>\n

Strike while the iron\u2019s hot! Corporate social responsibility is a trending topic in the wake of the pandemic, and the right motivational speaker<\/a><\/strong> can help inspire your team to make a positive difference. <\/strong>We can introduce you to some brilliant business leaders in this space, including Catherine Hutchins and Aniyo Rahebi<\/a><\/strong>, founders of Good Edi<\/a>,<\/strong> Abigail Forsyth<\/a>, Co-founder and CEO of KeepCup<\/a> and Justine Flynn<\/a>, Co-founder of Thankyou<\/a>. If you\u2019d like to engage any of these sustainability trailblazers to speak to your team about their vision, the<\/strong> challenges they\u2019ve faced and the lessons they\u2019ve learnt<\/strong>, get in touch with us<\/a><\/strong> for a chat.<\/strong><\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

“When the wind blows there are those that build walls and then there are those that build windmills.” \u2013 Chinese proverb Gone are the days when the quest for profit comes at the expense of people and the planet. Corporate social responsibility (CSR) and sustainability aren\u2019t just nice-to-haves on the annual report anymore \u2013 these … <\/p>\n

Continue reading “Green is the New Black: Businesses Doing Well by Doing Good”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[95],"tags":[65,30,31,44,64],"class_list":["post-1280","post","type-post","status-publish","format-standard","hentry","category-sustainability-speakers","tag-csr","tag-keynoteentertainment","tag-keynotespeakers","tag-motivationalspeakers","tag-sustainability"],"yoast_head":"\nGreen is the New Black: Businesses Doing Well by Doing Good<\/title>\n<meta name=\"description\" content=\"Can being socially responsible actually be better for business? 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