trending social issues - for momentum€¦ · employee skills training •in march 2017, ge...

TRENDING SOCIALISSUES

www.formomentum.com

© 2019 For Momentum Rights Reserved

Evolving CSR Landscape

• The CSR landscape is increasingly now aboutadvocacy, unique activations and tacklingprovocative and political issues that previouslywould have been viewed as too “hot” to handle.

• This snapshot outlines a few trending issues forCSR professionals to keep top of mind during2018 planning.

2


Companies Take Action on 5 Societal Trends

Sustainability Job skills for the future

Inclusion ImmigrationWomen’s empowerment

3


InclusionGiven current events and political discourse over the past year, the topic of inequality (such as race, gender, class) continues to grow among the media and the American public.

Instead of focusing on what’s going wrong, innovative companies are taking on themes of openness, kindness and the importance of creating connections with others.

4


Heineken: Open Your World CampaignOvercoming Prejudices

• The company sought out to prove that even themost divided people can open up when they findsomething that connects them. The simple act ofsitting down and having a conversation can be thefirst step to opening up and overcoming ourprejudices.

• The company partnered with The Human Library, anot-for-profit organization that uses conversationto challenge stereotypes. +

5


Kind Foundation:Making New Connections

• The company sought out to connect Facebookusers to people outside their filter bubbles.

• The “Pop Your Bubble” FB app crunches youralgorithms to suggest people beyond youreveryday network to connect with.

• The goal is to make people more amenable tomaking friends outside of our own bubblesand to connect with people of differentdemographics, geographies, and cultures.

6


GapKids: Forward WithKindness and Inclusion• Gap’s newest campaign ran during back-to-school shopping

season.• “Forward with,” includes four short films highlighting

valuable success skills such as kindness, confidence,creativity. It also includes a social media campaign,#ChooseKind.

• Part of the campaign includes a “Wonder Certified KindClassroom” initiative, which teaches third-through-sixthgraders about kindness, acceptance and inclusion, as wellas a national #ChooseKind t-shirt design contest.

Back to school. Forward with kindness.

7


North Face: Walls Are Meant for ClimbingInclusivity

• North Face’s newest campaign asks people to rethinkthe way we look at walls to spark conversation abouttrust and community building.

• North Face pledged $1 million to The Trust for PublicLand to support public climbing walls in morecommunities, with a focus on underserved areas.

• The company also partnered with gyms worldwide tomake August 19 a global day of climbing. For everyperson who visited one of the gyms, The North Facemade a $5 donation (up to $50,000) to ParadoxSports, an organization committed to making climbingaccessible to people with physical disabilities.

8


Sustainability 2.0 Sustainability is not new. But there is an expectation that the private sector will lead sustainability efforts in place of government action. Consumers are looking to corporations to be the stewards of the environment.

As a result, companies are innovating the way they activate their efforts. • Connecting other social issues to their sustainability

efforts: “sustaina-philanthropy”• Collaborating with competitors to drive change• Positioning CEO’s as activists for the issue

9


Starbucks: FoodshareSustaina-philanthropy

• FoodShare takes unsold food from Starbucksstores each night and distributes to localnonprofit organizations to help feed thehungry.

• Diverting food surplus from landfills furthersStarbucks goal to minimize the company’senvironmental footprint. With an estimated70 billion pounds of food waste in U.S. eachyear, Starbucks is putting a focus on foodrescue as both a social and environmentalpriority.

10


We Mean Business Coalition:Collaboration

• Coalition of organizations working withthousands of the world’s most influentialbusinesses to create bold initiatives to reducecarbon emissions and strengthen adaptionefforts.

• 71 companies and investors have joinedincluding Unilever, Nike, General Motors andIKEA join together against climate change.

11


Companies Taking Action:CEO Activism

• In recent months, hundreds of companies havelobbied the Trump administration to remain in theParis agreement. Apple, Starbucks, Gap, Nike,Adidas and L'Oreal and all took a stand.

• Dozens of top executives took to social mediaurging the President not to pull the U.S. out of theParis climate agreement. Now that the U.S. hasstepped aside, many are voicing their displeasure.

12


Immigration• Corporate America is taking action in

support of refugee families seeking a safehaven as government support is uncertain.

• Unsurprisingly, many companies are raisingtheir voices via social media campaigns, aswell as giving and raising money foremergency response efforts. Mostrecently, several companies haveannounced programs focused on jobopportunities for refugees.

13


LinkedIn: “Welcoming Talent”Employment Opportunities for Refugees

• The company first launched a specialwebsite to help refugees in Sweden findemployment opportunities to match theirunique skill set, and has moved on toexpand the program to the U.S.

• In partnership with the International RescueCommittee (IRC), LinkedIn provides financialresources and training to IRC staff to helpnewly settled refugees more quickly findjobs that leverage the skills they are bringinginto the U.S. economy.

14


Airbnb: #WeAcceptHousing for Refugees• Following their popular Superbowl ad #weaccept

focused on providing housing for evacuees ofdisasters, the company expanded their focus to offerfree housing to refugees, setting a goal to provideshort-term housing for 100,000 displaced people, andpledged $4 million to the International RescueCommittee.

• Airbnb launched a consumer engagement campaignasking, “How do you want to help?” People couldrespond by opening their own homes, makingdonations, or by telling Airbnb about other urgenthousing needs.

15


TripAdvisor: Refugee Crisis ReliefRefugee Resettlement

• In response to the immigration travel ban, the company hasvouched its support for refugee resettlement around theworld.

• TripAdvisor has pledged $5 million over the next three yearsto the refugee crisis. The company currently offers aid toInternational Rescue Committee and Mercy Corps.

• The company also committed to support smaller, localnonprofits in Massachusetts, where the company isheadquartered. They gave grants to refugee resettlementorganizations that support newcomers in Massachusetts andorganized employee volunteer activities at their office forresettled refugees.

16


Women’s Empowerment

• 2017 was a monumental year for women,from Wonder Woman to Fearless Girl. WhileDove pioneered women’s empowermentmarketing more than a decade ago,companies are now going deeper.

• In response, companies are investing in jobtraining, employment opportunities andhands-on initiatives to ensure women haveequal opportunities to succeed.

17


Western Union: #The Race Is OnThe Power of Education

• To commemorate 2017 International Women’sday, Western Union launched new efforts focusedon the power and importance of female education.

• The centerpiece of the campaign was a videofeaturing five girls racing to become the firstfemale to lead the United Nations.

• As part of their commitment, the Foundation is ontrack to help train 50,000 women and youth acrossthe Americas, Europe Union, Africa and Asia by2020 in 21st century careers.

18


Microsoft: Make What’s Next Girls and STEM

• The campaign encourages girls to enter tech and science fields,and shows girls the steps needed to make their STEM goals areality.

• Microsoft partnered with LinkedIn to launch an experientialtool called Career Explorer, which highlights different waysSTEM is in demand and shows girls how to pursue theirpassions and skills in specific areas.

• On International Women’s Day, the company hosted aFacebook Live event in partnership with National Geographicfeaturing female scientists. The event was broadcasted intoMicrosoft stores and on social media, along with live eventsaround the country.

19


Disney: #DreamBigPrincessStrong Female Role Models

• Disney enlisted female photographers to shootpositive images of strong female role models,including real-life subjects, such as the youngestperson to ever speak at the United Nations, and theleader of the first female cycling team inAfghanistan.

• Anytime one of these images is shared using thehashtag #DreamBigPrincess or liked on socialmedia, Disney will donate $1 to the United NationsFoundation’s Girl Up Campaign.

20


Job Skills for the Future

To remain competitive, companies seek to spur greater awareness and support of specialized and technical training in fields such asmanufacturing, STEM and computer technology.

21


JPMorgan Chase: New Skills for YouthYouth Unemployment

• A $75M, five-year global initiative addresses theyouth unemployment crisis by expanding youngpeople’s access to economic opportunity. Theinitiative includes:

• $100,000 grants to 20+ states for planning andearly implementation of long-term careerreadiness education programs that align withthe needs of area employers.

• Investments in city and school programs thatare developing new and effective models ofhigh quality career-focused education.

22


GE: Brilliant LearningEmployee Skills Training

• In March 2017, GE launched a proprietaryskills curriculum to train global supply chainemployees for new, highly valuable jobs neededin the digital industrial economy.

• It includes “massive open online courses” inseveral languages, workshops, “immersion bootcamps on lean manufacturing” and other trainingdesigned to help employees get ready for thearrival of 3D printing, big data, robotics, digitaland lean manufacturing and other advancedtechnologies.

23


Verizon: #WeNeedMoreSTEM Careers

• The campaign is a rallying cry that “we needmore” kids involved in science, technology,engineering and math.

• The campaign includes a TV spot debutedduring the NCAA Men’s Final FourChampionship featuring LeBron James,encouraging careers in STEM, not sports.

• The campaign is part of Verizon’s InnovativeLearning initiative, which funds STEMeducation programs in schools throughoutthe U.S.

24


Mollye RheaPresident & [email protected]

www.ForMomentum.com

About UsFor Momentum is a national social impact agency helping companies develop, implement, communicate and measure their corporate philanthropy efforts.

Contact us

25

trending social issues - for momentum€¦ · employee skills training •in march 2017, ge...

Documents