While Bill Gates and Richard Branson – both well known for using their companies, their image, and their wealth to help the wider communities – did not invent the idea of corporate responsibility they certainly helped put it under the spotlight in recent years and in many ways made it ‘fashionable’.
Whether it is fashionable or simple common sense, the concept is cause for much debate.Proponents argue there is a strong business case for corporate responsibility, in that corporations benefit in multiple ways by operating with a perspective broader and longer than their own immediate, short-term profits. Critics argue it distracts from the fundamental economic role of businesses and is nothing more than superficial window-dressing.
For many non profit and charitible organisations, the idea has become one that provides a necessary source of funding while allowing the participating companies to fulfill a more ‘compassionate’ role than is usually seen for business.
The New Zealand Breast Cancer Foundation for example receives no Government funding and relies on the goodwill of corporate sponsors, supporters and the public to fund its nationwide education and awareness programmes, research, medical grants and scholarships, breast cancer patient registers and advocacy.
Each year the Foundation puts on “In the Pink” – a fashion extravaganza supported by SKYCITY Auckland and local fashion designers.
The sell out evening is a prime example of businesses and the public joining forces to support the community.
Communications manager Karen Lloyd told Business to Business the Foundation has a wonderful family of corporate sponsors and supporters – and their tremendous input over the years has seen them share in the Foundation’s successes in getting vital life-saving information out to the public.
Last year the event raised $100,000 to help The New Zealand Breast Cancer Foundation continue to provide its free nationwide community education programmes, research, seminars, medical grants and scholarships, breast cancer patient registers and advocacy.
Foundation Executive Trustee, Heather Shotter, said the loyal support of the fashion industry, SKYCITY Auckland and the public over the years has contributed significantly to the Foundation’s achievements in that time.
”We have a small team of 7 people, so we need to work in with good, like-minded people to raise funds so we can deliver our programmes. In The Pink is an example of corporate sponsors and supporters coming together and giving their time, and expertise to help the cause,” Karen Lloyd also said.
Ms Lloyd added that their expanding range of pink ribbon retail products is another example of how businesses, large and small, are supporting the work of the Foundation.
“Consumers are becoming more discerning about who they give their time and money to. The feeling of goodwill towards businesses seen to be caring shouldn’t be underestimated.”
