Here’s a corporate practice we all should be actively encouraging. Beth Kanter and Kami Huyse are focusing their Society for New Communications Research Fellowship on the concept of what they’ve termed “lethal generosity.” Here’s the definition:
“Lethal Generosity is when a corporation applies its core competencies to advance social change in a way that contributes to business results and gives it a competitive advantage.”
I don’t know if there are enough true practitioners—as opposed to one-off-campaign cause marketers—to sustain a deep study of LG, but it would be fascinating to eventually see someone (like Beth) publish something on the subject along the lines of Jim Collins’ Built to Last.
Who knows? Maybe in the next five to 10 years we’ll find ourselves awash in corporations integrating social change agendas into their business models. Sure beats the antisocial greed agenda that led to the economy’s crash and burn.
Imagine if banks were to encourage increased homeownership rates in a more responsible fashion through non-predatory lending practices. Or if media companies developed and defended programming that exemplified freedom of speech rather than caving in to the lunatic fringe. I know I’d be more inclined to support corporations whose practices intersected with my own beliefs and values.
Popularity: 7% [?]
{ 5 comments }
Dan, thanks for the ping. The phrase comes from Shel Israel who wrote the book Twitterville. Have you read it? Fantastic read.
Not yet. Guess I’ll need to move it up on my “need to read” list.
My g-d this is good! Lethal Generosity: Branding for a Change slidedeck by @kanter @kamichat on @dhutson blog: http://is.gd/c4FXv
This comment was originally posted on Twitter
I’m so glad you posted this – it is way too good to miss. Zoetica, represented by Beth and Kami, are on to something really, really great with the idea of Lethal Generosity. It reminds me a bit of Corporate Social Responsibility in the early days when those companies that REALLY cared about their communities “gave lethally” and others just did it for the tax write-off. Community members absolutely knew the difference between the two types of giving!
@askdebra
Thanks Debra. This is definitely a concept that deserves widespread and thoughtful attention.
Comments on this entry are closed.