今年8月，181位来自于美国最有影响力的公司的首席执行官为一个古老的问题提供了一个新的答案：公司的目的到底是什么？

多年来，已故经济学家米尔顿·弗里德曼倡导的股东财富最大化一直是商界领袖们奉行的唯一教义。然而，商业圆桌会议组织这则关于公司目的的声明却对股东的至高地位提出了挑战，仅仅把他们作为更大范围的利益相关方之一，其他利益相关方还包括员工、供应商和公众本身。

尽管这个游说集团并没有对自由市场失去信心，但它的声明反映出，人们越来越接受这种观点：企业要为其社会影响（包括积极影响和消极影响）及其底线负责。因此，现代社会的首席执行官和首席营销官不仅仅要安抚股东，他们有责任创造出包容性更强、更有利于更广阔人群的商业模式。

这看起来像是一个颇具前瞻性的想法，但推崇“为所有美国人服务的经济”并不是什么新鲜事。企业知道，企业社会责任不仅仅是一个营销术语（至少创新型企业这样认为），要塑造一个能反映和肯定消费者价值观的社会，企业扮演着重要角色。

现有数据支持了这一点。公关公司爱德曼（Edelman）在其2018年品牌报告的新闻稿中指出，全球消费者中有64%“会仅仅因为某个品牌在社会或政治问题上的立场而购买或抵制该品牌”。超过一半的受访消费者也认为，在解决社会问题方面，品牌能做的比政府还要多。

这是因为私营部门已经证明，它可以用技术、创新和新视角大规模地快速解决问题。企业使用这些工具获得了成功，如今，企业也将同样的工具用于发展能够体现员工和顾客理想的事业。

当然，这是一个大挑战。今天的消费者比以往任何时候联系都更紧密，参与感更强，自我意识更强，更有力量。然而，如果品牌能展示出与消费者一致的价值观，将收获顾客的忠诚度、品牌知名度和好感度。

对于企业来说，这是一个与客户建立联系的机会，但也存在疏远客户的风险，或者更糟的是，可能会引发网上大量的批评。对新问题有清晰的了解至关重要。品牌如果想提高知名度——尤其是面对年轻受众时——需要参与他们关心的社会问题，支持人们讨论并提出带来切实效果的短期解决方案。

几家大公司已经开始了声势浩大的行动。2018年，巴塔哥尼亚（Patagonia）宣布，计划将最近因减税省下的1000万美元捐赠给针对气候变化寻找解决方案的环保组织。同年，尽管受到某些保守团体的抵制，耐克还是与科林·卡珀尼克签署了一份价值数百万美元的代言协议。耐克甚至还更进一步，通过主题宣传活动，把自己的品牌价值与卡珀尼克反对种族不平等的立场牢牢绑定。消费者对这一举措表示欢迎，推动了品牌曝光度和销量的飙升。

自2006年以来，通过“一对一”计划，Toms已经向发展中国家的贫困儿童捐赠了9300多万双新鞋；该公司目前也在开展类似的眼镜和咖啡捐赠计划。与此同时，袜子公司新贵Bombas向美国无家可归的人捐赠了1000万双袜子。

这对未来意味着什么？意味着新的商业模式，那时公司将成为运动和社区的组成部分。以Salesforce为例，该公司聘用了一位首席慈善官，奉行包容性资本主义和1-1-1慈善模式，这个模式要求该公司将自己的时间、利润和产品各捐出1%。公司的首席执行官马克·贝尼奥夫表示：“商业正在改善世界。”

对具有社会责任感的企业来说，最终编写剧本的将是那些足够大胆、能展示他们愿意为公众共同价值观服务的公司。

要实现这一目标，品牌可以采取五个步骤。

首先，不要置身事外。现在是艰难的时期，消费者希望看到品牌能够采取大胆的举措。

其次，做出承诺并配置适当的资源。一旦一个组织决定致力于某一项事业，它需要制定预算，用好专业知识，提出连续、透明的解决方案并加以落实。

第三，团结你的员工。有积极性的人可以像社交媒体宣传活动一样详细阐述你的价值观。让你的员工去宣传，让他们支持你的事业，证明你们做出的努力是实实在在的。

第四，始终如一地参与对话。了解最新消息、展现真诚的最好方法是通过社交媒体、博客、平媒、视频、在线聊天和圆桌会议等形式积极参与时事。这样你们公司的决策者可以与那些已经从事某项事业的人建立联系。

最后，建立良性循环。鼓励消费者通过支持能和他们以及他们的社区产生共鸣的事业来支持你。

唐诺万·安德鲁斯是Overture Global的首席执行官和创始人。（财富中文网）

译者：Agatha

This past August, a group of 181 CEOs from America’s most influential companies provided a new answer to a very old question: What, exactly, is a corporation for?

Maximizing shareholder wealth—an idea promoted by the late economist Milton Friedman—had been the singular mantra of business leaders for years. Yet the Business Roundtable Statement on the Purpose of a Corporation challenged the primacy of shareholders, adding them to a broader list of stakeholders that includes employees, suppliers, and the public itself.

While the lobbying group is hardly losing faith in the free market, its statement reflected a growing acceptance that businesses will be held responsible for their social impact—both positive and negative—as well as their bottom line. The modern CEO and CMO therefore have a duty to move beyond merely placating shareholders and toward creating models that are more inclusive and beneficial for a wider base of people.

It might seem like a forward-looking idea, but promoting “an economy that serves all Americans” is nothing new. Companies know that corporate social responsibility is more than a marketing buzzword (at least the innovative ones do) and that brands have a major role to play in shaping a society that reflects and affirms the values of consumers.

The numbers back it up. In the press release for its 2018 Earned Brand report, public relations firm Edelman noted that 64% of global consumers “will buy or boycott a brand solely because of its position on a social or political issue.” More than half of consumers polled also agreed that brands can do more to fix social problems than the government itself.

That’s because the private sector has proven it can solve problems at scale with speed, technology, innovation, and a fresh perspective. Now, corporations are applying the same tools that allow them to prosper to causes reflecting the ideals of their employees and customers.

To be sure, it’s a major challenge. Today’s consumers are more connected, engaged, aware, and empowered than ever. Yet brands demonstrating values that align with those consumers will be rewarded with purchasing loyalty as well as heightened brand awareness and favorability.

For businesses, this presents an opportunity to connect with customers as well as a risk of alienating them, or worse, inspiring a viral army of online critics. Having a clear read on the latest issues is essential. Brands that want to increase mindshare—especially with younger audiences—need to engage with the societal problems they care about, supporting awareness and the development of near-term solutions that deliver tangible results.

Several major companies have already made aggressive moves. In 2018, Patagonia announced plans to donate $10 million saved from recent tax cuts to organizations that defend the environment and find solutions to the climate crisis. The same year, despite threats of a boycott from certain conservative groups, Nike signed Colin Kaepernick to a multi-million dollar endorsement deal. And Nike went even further, planting its brand equity firmly behind Kaepernick’s stand against racial injustice in a featured campaign. Consumers applauded the move, fueling a groundswell of brand exposure as well as a surge in sales.

Through its one-for-one program, Toms has donated more than 93 million pairs of new shoes to needy kids in developing countries since 2006; the company is now involved in similar ventures with eyewear and coffee. Upstart sock company Bombas, meanwhile, has given away 10 million pairs of socks to homeless people in the U.S.

What does this mean for the future? New business models where companies are built as integral parts of movements and communities. Salesforce, for example, employs a chief philanthropy officer and embraces an inclusive capitalism ethos and 1-1-1 philanthropy model, which commits the company to giving away 1% each of its time, profits, and product. “The business of business,” says CEO Marc Benioff, “ is improving the state of the world.”

The playbook for socially responsible companies will ultimately be written by the companies bold enough to demonstrate their commitment to the values we all share.

There are five steps brands can adopt to making this a reality.

First, get off the sidelines. These are trying times, and consumers want to see brands take bold steps.

Second, commit to something and deploy appropriate resources. Once an organization is committed to a cause, it needs to put its budget and expertise toward developing and delivering solutions with consistency and transparency.

Third, rally your employees. Motivated people will amplify your values as effectively as any social media campaign will. Use your employees to get out the word, support your cause, and show that your efforts are genuine.

Fourth, be a part of the conversation—consistently. The best way to stay informed and show your sincerity is to be actively engaged in current issues through social media, blogs, print media, video, online chats, and roundtables. This allows your decision makers to connect with people whom are already committed to a cause.

And finally, build a virtuous circle. Encourage consumers to support you by supporting causes that resonate with them and their communities.

Donnovan Andrews is the CEO and founder of Overture Global.