Podcast episode 4 is upon us and this time we have an extra-special treat. Following on from talks about customer experience and marketing alignment we have social responsibility. We were keen to discuss this important topic following a pandemic that has affected so many. Ultimately, there was only one person we were going to turn to that could do this topic justice.
Our very special guest gives a nuanced argument for change
Sharon Amesu is a former barrister, the founder of SA Consulting – a Leadership Development Consultancy, a leadership and inclusion strategist and the co-founder of She Leads for Legacy which looks at how organisational leaders should respond to racism. She is a keynote and motivational speaker, leadership coach and business leader. Sharon also spoke at the July 2021 TEDx Talk in Northwich on ‘Why we should all think like an ancestor’.
Furthermore, Sharon is a member of the North West Business Leadership Team (NWBLT) engaged in the levelling up agenda. She also sits on the board of the The Hallé orchestra and The Good Employment Charter for Greater Manchester. Finally, she also attended the Robert Kennedy Ripples of Hope Business Summit and Festival that exists to empower leaders to do more good.
Socially responsible but are we doing enough?
We often hear and see press releases about the good that companies are doing in the world. As a result, we asked Sharon, as a business leader and speaker, how she thought companies performed on social responsibility.
Sharon suggests that the scale varies with a range of performances. She suggests that “there is an awakening happening” and people are beginning to organise ways of making their voices heard in a more articulate way. Sharon referenced the ‘big 4’ accounting firms embedding DE&I efforts as well as Sodexo but was cautious of organisations that “might not have substance behind the form”.
Taking responsibility for social justice
Social media is often used as a platform for ‘corporate activism’. This is where companies post in support of causes, often voicing their disapproval of injustices. Additionally, we felt it appropriate to mention social justice (comparing equality, privilege and opportunity) and whether companies are doing enough to fight for it.
Sharon said that she is comfortable with people using their voice on social media platforms to raise awareness but echoed that there “might not be substance behind that window”. She pleaded that she encourages people to use their voice and to “make it clear what they stand for” and for companies to make statements that are “sound and rooted in good ground and solid foundations, otherwise people will become aware of just how surface-level and superficial those statements are”.
On the subject of social justice and whether companies are doing enough, Sharon answered with a resounding, “No”. Sharon wanted to draw attention to sick pay and the minimum wage. She said “it is remarkable that we are having to engage in a conversation with businesses to ensure that people are paid a living wage”. She referred to this as “the baseline” as a good employer in the communities they are located in.
Sharon referred to glimmers of hope and optimism that are facing us in the right direction for change.
Rising above corporate activism
While it is tempting to use social media as a ‘soapbox’ for statements supporting causes, it may appear empty. Many corporate leaders may find it easier to make overt gestures on social justice but they don’t always do good. The More in Common cross-party group found that the public are largely unimpressed by such gestures and they may actually inflame cultural tensions. We asked Sharon how leaders can rise above corporate activism and create opportunities for all.
Sharon referred to leadership conversations around DE&I often being “outsourced to the HR department”. She believes that where the primacy is relegated to HR and the back-office teams then organisational fail to take ownership of the issue. “The most effective leaders for the 21st century will see the need and they will take ownership and they will personally act and hold themselves responsible and accountable.”
Sharon contrasted the micro and macro level for creating opportunity. The micro refers to the faces around a table and ensuring that future meetings are representative. The macro refers to identifying and developing anyone who has potential and ensuring that supply chains are diverse and inclusive. This includes allowing “SMEs to have a share of the pie”.
Social responsibility is good for business
Many private sector businesses include some element of social value in their vision. The desire to do good, and more importantly, to be seen to do good is compelling. Since as many as 78%[1] of business transformations fail to improve reputation, they do not result in being seen to do good. We asked Sharon whether addressing poverty and wellbeing is good for business.
Sharon referred to a “business and moral imperative” for businesses to engage in this conversation. She also mentioned the need for demonstration of social value from businesses to win custom and attract good talent. “It’s the right thing to do…and key stakeholders are expecting this”. Winning the race to do good could be the new competitive advantage rather than simply maximising shareholder value.
Finally, Sharon added “to ensure that our world is a sustainable one for the future populations to come, we have to do business differently”.
Back in the groove
The discussion was both thought-provoking and profound. We would like to thank Sharon for her time and her amazing contribution in amongst her work on so many worthwhile causes. Her words of wisdom and the intricate composition of her answers were both well-considered and inspirational for change.
Think Beyond is a marketing and business consultancy working with corporate clients from 50-50,000 FTE. We offer research, planning and change services to find new opportunities and accelerate your business performance.
If you have a story to tell about your business, the way it communicates or the change you want to make, why not call us on 01565 632206.
Alternatively, feel free to email us at sales@think-beyond.co.uk and we will call you.
Finally, if you enjoyed episode 4, how about checking episode 3 on how marketing fits in an organisation.
To listen to the podcast, you can check it out on Anchor, Google and also Spotify. Simply follow the links below so you can tune in.
[1] Harvard Business Review article: The Secret Behind Successful Corporate Transformations, September 14th 2021, Paul A. Argenti, Jenifer Berman, Ryan Calsbeek, and Andrew Whitehouse