Michael Porter

Many companies want to engage in philanthropic efforts because it will improve their reputation. It is easy to agree that we ought to be doing something good, and that we should contribute to doing ‘the right thing’ for society. No one will disagree with this noble ambition. For me, however, that is not the interesting question. Although there is a lot of feeling that ‘we ought to do it’ amongst executives and a lot of corporate statements about companies’ social ambitions and efforts, there are also a lot of uncomfortable sentiments about why companies should be doing it. Corporate leaders are now giving lip service to this area, but they do not ultimately understand it. No matter what they say in public, when you get behind the scenes with executives and directors, they will ask you “why should we invest in social initiatives?” We may all care deeply about saving the world but if we cannot answer this question properly, we have a problem.

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