“We can look to the Coca-Cola story as a history lesson for today’s business leaders who are asking the question: ‘How can business best use its tremendous power?’ Coca-Cola found value in an unexpected place, by engaging one of the most pernicious social problems of the United States of America. Today, businesses can look for similar opportunities to embrace seemingly intractable national and global problems wherever they threaten the company’s value or values.
“Take, for example, resource scarcity or the tumult created by exploding populations and the resulting social dynamism that comes with the changing faces of the workforce population, who ultimately will be in power across global businesses. All these future trends are described by NGOs and national defense intelligence assessments alike as risks to social stability. But they are actually some of the best places to look for future value. However, pushing this value frontier requires a change in how leaders view the issues. A huge opportunity is growing to embrace the changing values that social dynamism brings to the workplace. The next generation of workers brings new values that reflect the changing attitudes, beliefs and lifestyles of global cultures and customers. Business leaders who get out ahead of these future trends will examine and integrate new values in the way they do business and how they generate lasting business value.”
FULL STORY published July 21, 2018 via GreenBiz