I received an interesting email from Starbucks yesterday describing its new ad campaign. The email stated, “Consumers and companies alike are going through profound changes based on complex and challenging economic realities. Everybody is looking for value, but value doesn’t just mean what’s cheapest; it’s about what’s best for consumers, their families, their communities and the world around them…”
I’m glad someone said it.
I have several coffee aficionado friends who will debate the inferiority of the Starbucks coffee bean, but few will argue against Starbucks ethical standing. Yes, they probably over expanded in the late 90’s, but I adore the fact that they pay their employees a fair wage, offer benefits, and thoughtfully consider their relationship with the farmers and the community. You can read about this at http://starbucks.com/sharedplanet
In this day and age, it’s one thing to make a quick buck; it’s a whole other to use your success to positively impact your organization and your community as a whole.
I’ve been thinking about this a bunch recently. Last week on my flight to Chicago, I read an article in United Hemisphere Magazine about Blake Mycoskie, a former Amazing Race contestant, who returned home and created TOMS Shoes. For every pair of shoes purchased, TOMS Shoes will give a pair of shoes to a child in need. Every time. I’ll be ordering my first pair of shoes soon.
The previous evening, I attended an Arizona Diamondbacks game with Generation United, a new program with the Valley of the Sun United Way. Derrick Hall, the CEO & President of the Diamondbacks, spoke to the group a few minutes before the game, sharing his thoughts on the importance of community involvement. He mentioned that the faced with these tough economic times, the Diamondbacks actually reduced the price of several of their concession items and souvenirs, providing value for their fan base, while at the same time increased the amount they are giving back to the community through programs like the United Way. By the end of his talk, I became a Diamondbacks fan simply because I liked the way they did business.
As our organizations struggle through these times, let’s not simply survive. Instead let’s thrive as we positively impact our community, leaving a lasting impression that goes far beyond our bank account.