In this presentation at the Canadian Business Leadership Forum I make the case for businesses to profit by doing good. To evolve from charity/philanthropy to social impact by driving bottom line results.

1. CANADIAN BUSINESS LEADERSHIP
FORUM
INNOVATION CANADA:
20 IDEAS THAT MATTER

3. WHAT’S GOING TO HELP
YOUR BUSINESS
INNOVATE, WIN OVER
NEW CUSTOMERS AND
ATTRACT TOP TALENT?

4. PROFIT +
PURPOSE

5. CAUSE IS A
DIFFERENTIATOR
FOR YOUR
BUSINESS

6. ESPECIALLY TRUE AMONG
MILLENIALS WHO EXPECT IT
AND WILL RULE THE
WORKFORCE (40% BY 2020)

7. I AM NOT TALKING
ABOUT CHARITY

8. CHARITY MAKES US
FEEL GOOD BUT
IT
DOESN’T
SCALE

9. A N N U A L C H A R I TA B L E G I V I N G
I N T H E U S I S R O U G H LY
$400 BILLION
C O S T T O E D U C AT E K - 1 2
ACROSS THE US FOR ONE YEAR
$500 BILLION

10. WHAT I’M
TALKING ABOUT IS
SOCIAL IMPACT

11. THE SOLUTIONS TO THE
WORLD’S PROBLEMS
MUST COME FROM
BUSINESS

12. IN U.S. TOTAL REVENUE
GENERATED BY SECTOR
C O R P O R AT I O N S $ 2 0 . 1 t r i l l i o n
GOVERNMENT $3.1 trillion
NON PROFIT $1.2 trillion

13. C O N V E N T I O N S AY S B U S I N E S S
S H O U L D G I V E B A C K TO C O M M U N I T Y

14. CONVENTION ALSO SAYS
BUSINESS PROFITS
FROM CAUSING SOCIAL
PROBLEMS

15. I A M TA L K I N G A B O U T
BUSINESS PROFITING FROM
S O LV I N G S O C I A L P R O B L E M S
“SHARED VALUE”

16. THIS IS NOT A “NICE TO DO”
IT IS A NEED TO DO
MOST PEOPLE WOULDN’T
CARE IF 73% OF BRANDS
DISAPPEARED OVERNIGHT
- HAVAS 2013 MEANINGFUL BRANDS SURVEY

17. THERE IS A
“P” IN
MARKETING: PURPOSE
TH
5

18. T H E S U S TA I N A B I L I T Y A G E N D A I S A L I V E
A N D W E L L ( A N D F I N A N C I A L LY V I A B L E )
IKEA AND ITS PEOPLE PLANET
POSITIVE
WA L M A R T I S T H E B I G G E S T S E L L E R O F
ORGANICS

19. SO WHY DON’T WE APPLY
SUSTAINABILITY
THINKING TO
COMMUNITY GIVING?

20. B E C A U S E W E S T I L L H O L D T I G H T TO
B E L I E V I N G T H AT C H A R I TA B L E G I V I N G
MUST BE PURE

21. WE GIVE BACK BECAUSE:
IT’S THE RIGHT THING TO DO
I T ’ S T H E WAY T O B E H AV E A S A G O O D
C O R P O R AT E C I T I Z E N
A N D M AY B E ( J U S T M AY B E ) T O O F F S E T
S O M E O F T H E B A D T H AT W E D O

22. NOW IMAGINE IF WE
REDEFINED “GOOD”
FUN
I N N O VAT I V E
SCALABLE
ORDINARY

23. W O U L D E N A B L E B U S I N E S S T O S TA R T
A S K I N G H O W S O C I A L I M PA C T C O U L D :
A C T A S A D I F F E R E N T I AT O R
BE AN ACQUISITION AND
RETENTION TOOL
G E N E R AT E S A L E S
D R I V E L O YA LT Y

24. I M A G I N E I F B E L L M A D E M E N TA L H E A LT H
N O T A C H A R I TA B L E P L AY, B U T R AT H E R A
S H A R E D VA L U E

25. I M A G I N E I F WA L M A R T T U R N E D T H E I R
“ AT C A S H ” C H A R I TA B L E P R O G R A M I N T O A
BUSINESS OPPORTUNUTY

26. IMAGINE IF CIBC LEVERAGED “RUN FOR
THE CURE” INTO A BUSINESS OPPORTUNITY
T O AT T R A C T F E M A L E C O N S U M E R S

27. NOT POSSIBLE?

28. D O N ’ T TA K E M Y W O R D F O R I T …

29. PATA G O N I A’ S R E S P O N S I B L E
ECONOMY

30. G E E C O M A G I N AT I O N

31. TOMS SHOES

32. WA R B Y PA R K E R

33. U N I L E V E R ’ S S U S TA I N A B L E
LIVING PLAN

34. DOVE’S REAL BEAUTY

35. LIFEBUOY SOAP

36. B U S I N E S S L E A D E R S T H AT G E T
AHEAD OF THIS CURVE
HARNESSING PROFIT AND PURPOSE
G E N E R AT I N G L A R G E S C A L E S O C I A L I M PA C T
A N D B O T T O M L I N E B U S I N E S S R E S U LT S
WILL WIN…

37. NOW, DOESN’T THAT
FEEL GOOD?

38. “BE THE CHANGE
YOU WISH TO SELL
IN THE WORLD.”