BUSINESS TIMES – This Week’s Topic: How can profit and purpose be strategically aligned in Singapore’s competitive business environment?
Philanthropy is the wrong way to look at this issue. When businesses engage in CSR, those “efforts” by definition remain tangential to their core business. It’s the responsibility of business to make the world a better place. To do that, companies need to have a defined purpose at the core of their go-to-market strategy. Unilever set a goal to double their business by halving their environmental impact. Clear, succinct and inextricably linked.
At Y&R, generosity is baked into our business model. At every turn we help our clients do well by doing good. With our spark programme we nurture the startup community and lend 15 per cent of our time to clients and causes that work to make the world a better place.
Chris Foster
Regional President Asia
Y&R
9 July 2018
