Jonathan Greenblatt — The Business of Doing Good

CSR Strategies

Jonathan Greenblatt discusses innovative corporate social responsibility (CSR) strategies that redefine traditional business models. He highlights how companies like Good have inverted the mainstream media model by allowing subscribers to donate their subscription fees to charities, aligning individual interests with the greater good 1. This approach not only reduces costs but also fosters a deeper connection between consumers and nonprofits. Greenblatt emphasizes the importance of taking risks in business to address global challenges, suggesting that market-based approaches can be more effective than traditional methods 2.

There's always an opportunity for risk, but I would rather try than not.

--- Jonathan Greenblatt

He believes that businesses can play a crucial role in making the world a better place by integrating social good into their core operations.

   

Transparency

Transparency is crucial for building consumer trust, especially in socially conscious businesses. Greenblatt points out that technology accelerates transparency, allowing consumers to see through inauthentic efforts like cause marketing or greenwashing 3. He cites the Gap Red campaign as an example where lack of upfront transparency led to criticism, suggesting that clear communication from the start could have mitigated backlash. Embracing skepticism, Greenblatt argues, is essential for maintaining integrity and achieving tangible results 4.

If the integrity is there, if the results are there, that's the best way to respond to the skepticism.

--- Jonathan Greenblatt

He believes that transparency and open communication ultimately benefit both organizations and individuals.

   

Consumer Expectations

Evolving consumer expectations are reshaping corporate responsibility practices. Greenblatt uses Ethos Water as an example of a brand with mission-driven architecture, designed to address the world water crisis while minimizing environmental impact 5. Despite the challenges, he believes that creating ethical brands can inspire consumers to engage in social causes. Greenblatt acknowledges the tension between traditional institutions and new business models that prioritize social good, noting that the capital markets for social enterprises are still developing 6.

Businesses like ours stand on the shoulders of Ben Cohen and Jerry Greenfield, who started Ben and Jerry's.

--- Jonathan Greenblatt

He sees a growing proliferation of companies committed to social change, driven by consumer demand for ethical practices.