For the Profit of Many – Designing Better For-Profit Companies

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Talk was originally given at the RE:DESIGN Conference in Brooklyn, NY 4-28-2014 (redesignconference.com/conferences/uxd/)

The demand on businesses to think “socially” is evolving at a rapid pace. What was once good marketing to include something about a social cause on your Web site is no longer as impactful as threading it into the fabric of how you do business today. Come share in this conversation about B-Corporations and the implications pursuing this designation will have on your organization.

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For the Profit of Many – Designing Better For-Profit Companies

  1. Designing Better For-Profit CompanIES …for the Profit of Many #bCorp
 #BtheChange #SocEnt Human-Centered Research Strategy Design wisdom 
 + craft
  2. “…they are frustrated with companies and corporate structures that are not evolving to allow them to live up to their aspirations.” “Seventy-six percent (76%) of the women and 73 percent of the men see themselves as authentic. They are not willing to compromise their family and personal values.” the emerging workforce http://www.bentley.edu/centers/center-for-women-and-business/millennials-workplace #bCorp
 #BtheChange
  3. WHY?
  4. Nearly half the world lives on less than $2 a day and the poorest 40% of the world's population has only 5% of the global income. (1) An estimated 218 million children are engaged in child labor (UNICEF). Fair Trade (1) http://www.planusa.org/contentmgr/showdetails.php/id/860818
  5. WHY?
  6. 774 million adults (15 years and older) still cannot read or write – two-thirds of them (493 million) are women. Global Illiteracy http://www.speakingbooks.com/impact/overview.html
  7. WHY?
  8. According to the World Health Organization, most of the world’s mortality rate in children from zero to 59 months is in the millions of deaths per year. Most of those causes are preventable or treatable. Global Health http://apps.who.int/gho/data/node.main.CMNRREGWORLD?lang=en
  9. WHY?
  10. Human trafficking represents an estimated $31.6 billion of international trade per annum in 2010. Human Trafficking http://www.humantraffickingsearch.net/index.html
  11. WHY?
  12. – R. Buckminster Fuller If humanity does not opt for integrity we are through completely. It is absolutely touch and go. Each one of us could make the difference. Read more at http://www.brainyquote.com/quotes/quotes/r/rbuckmins153436.html#j7tfWPtGrKrH4y9S.99
  13. Sustainability (before moving on, what’s the first thing you think of?)
  14. Sustainability People PROFITSPLANET social economicenvironment
  15. Sustainability People PROFITSPLANET social economicenvironment (first thing most people think of) (often not a consideration) (forgotten, unless you’re involved)
  16. Environmental full-cost accounting Non-Direct Costs Environmental + Social CostsTransaction Costs Opportunity Costs http://smallbusiness.chron.com/characteristics-full-cost-accounting-system-41699.html Overhead and support costs such as legal counsel, Training, etc. A consideration of the ripple-effect a purchase or profit venture has on the environment and surrounding communities Costs associated with owning a product or service after the initial expenditure. Costs of not pursuing an expenditure in favor of another. Inability to pursue an investment because of the decrease in available funds.
  17. Product Stewardship Whole-Life Cost 
 (Aka Cradle to Grave) Ethical Consumerism ensure that those who design, manufacture, sell, and use consumer products take responsibility for reducing negative impacts to the economy, environment, public health, and worker safety http://productstewardship.us/displaycommon.cfm?an=1&subarticlenbr=231 ‘Positive Buying’ - favors the purchase of satisfactory products and services ‘Negative Purchasing’ – avoiding products that are unsatisfactory And company-avoidance – avoiding companies with offending products http://www.ethicalconsumer.org/shoppingethically/topethicaltips/whybuyethically.aspx
  18. Corporate Social 
 Responsibility
  19. Corporate Social 
 Responsibility As a concept, this sounds good and makes sense, but many companies think Philanthropy is sufficient or it’s just Compliance & Risk Management; that is, protecting their tails.
  20. Greenwashing
  21. Greenwashing Just a Few Examples: Hidden Trade-Offs (production of eco-friendly while destroying something else) Misleading labels and an over abundance of labels Irrelevance - “CFC-Free” CFCs are illegal; like saying a tree is “green”
  22. Non-Profits Can’t Do it Alone “…if we could move charitable giving from two percent of GDP up just one step to three percent of GDP, by investing in that growth, that would be an extra 150 billion dollars a year in contributions, But it's never going to happen by forcing these organizations to lower their horizons to the demoralizing objective of keeping their overhead low.” http://www.ted.com/talks/dan_pallotta_the_way_we_think_about_charity_is_dead_wrong
  23. Non-Profits Can’t Do it Alone “…if we could move charitable giving from two percent of GDP up just one step to three percent of GDP, by investing in that growth, that would be an extra 150 billion dollars a year in contributions, But it's never going to happen by forcing these organizations to lower their horizons to the demoralizing objective of keeping their overhead low.” http://www.ted.com/talks/dan_pallotta_the_way_we_think_about_charity_is_dead_wrong Pallotta is saying that NPOs need permission to be more innovative (assuming more Risk and Failure) and focus on the ability to scale, but is that massive cultural shift really necessary? In fact, that could potentially do more harm than good because the motivations may become maligned and focus taken off the cause.
  24. What is a B-Corp Certified to meet rigorous standards of social and environmental performance, accountability, and transparency. Committed to the health of relationships and interdependence we have with our communities, environment, vendors, and customers. http://www.bcorporation.net/what-are-b-corps
  25. What is a B-Corp Today, there is a growing community of more than 950 Certified B Corps from 32 countries and 60 industries working together toward 1 unifying goal: to redefine success in business. http://www.bcorporation.net/what-are-b-corps
  26. And now, Capitalists and Socialists have found Middle Ground ;-)
  27. Albert Wenger of Union Square Ventures at the recent signing of Benefit Corporation legislation in Delaware. At Union Square Ventures, we see more and more entrepreneurs who are as much motivated by wanting to make the world a better place as motivated to wanting to make money. Now until recently, we faced a real challenge investing in these business... [The Benefit Corporation] lets companies put social objectives right up front, putting them in their charter and right next to Shareholder value – on equal footing. https://www.youtube.com/watch?v=AUCTL_uV0GI
  28. Creating a New Kind of Corporation for a New Economy https://www.bcorporation.net/what-are-b-corps/legislation
  29. Benefit Corporation B-Corp is the designation issued by B-Lab, the NPO behind the designation Must pass an assessment and prove that it meets the requirements Access to services and support from B-Lab Legal status administered by the state Does not need to be certified Protects the business by limiting legal exposure (they can in fact put People and the Planet before profits) Certified B-Corp
  30. A Benefit corp is A for-profit Company …for the Profit of Many
  31. “…they are frustrated with companies and corporate structures that are not evolving to allow them to live up to their aspirations.” “Seventy-six percent (76%) of the women and 73 percent of the men see themselves as authentic. They are not willing to compromise their family and personal values.” Collaborative Trade
  32. http://apf-producers.ning.com/group/business-model-in-detail/page/collaborative-trade-model Collaborative Trade MODEL http://www.cameroonboyo.com/
  33. https://www.youtube.com/watch?v=YsnJdLLBCnA • http://betterwayimports.com/ http://store.betterwayimports.com/
  34. http://www.bcorporation.net/become-a-b-corp
  35. Thanks! Now, Go forth And bcorporation.net Human-Centered Research Strategy Design wisdom 
 + craft Let’s Make a Difference Together + Chris Pallé #bCorp
 #BtheChange #SocEnt Britt Hudson

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