corporate social responsibility to socially good business

CSR to Socially Good Business

Shiraz LatiffChartered Marketer, FCIM (UK) MBA, Dip. M (UK)Trustee, The Chartered Institute of Marketing, UK

Director, CIM Holdings, UKFounder/CEO, Hummingbird International, Sri Lanka

Hummingbird International

Connecting People with Strategy

The World We Live in….

Greed!!?

Fraud!!?

Heartless!!?

Careless!!?

Problem or Opportunity?

Pressure on the Corporates!

Gradual Shift to CSR & the Corporate Citizen

Responsibility

Societal Expectati

on

Examples

Economic Required Be profitable. Maximize sales, minimize costs, etc.

Legal Required Obey laws and regulations.

Ethical Expected Do what is right, fair and just.

Discretionary(Philanthropic)

Desired/Expected

Be a good corporate citizen.

Business and Society: Ethics and Stakeholder Management, 5E • Carroll & Buchholtz

Copyright ©2003 by South-Western, a division of Thomson Learning.  All rights reserved

The New Normal World

• Two-speed world with two types of Economies• The BRICS with >8% Growth but low average

household income• The Traditional Western with <2% Growth but

high household income• Both offer opportunities of different

dimensions for corporates

Leads to the Emergence of BoP

Opportunity for Social Business

Social & Socially Good Business

Bott

om o

f the

Pyr

amid Served as a

Consumer

Engaged as a Partner

Empowered the Poor

Create Wealth Together

Grameen by Prof. Muhammad Yunus

Grameen by Prof. Muhammad Yunus

• Creating Wealth Together• Grameen Foundation helps the world’s

poorest, especially women, improve their lives and escape poverty by helping to provide access to appropriate – Financial services (such as small loans and savings

accounts), – New ways to generate income, – Important information about their health, crops and

finances.

BRAC - Bangladesh

BRAC - Bangladesh

• Empowered the Poor• BRAC is a development organization dedicated

to alleviate poverty by– Empowering the poor, – Helping them to bring about positive changes in

their lives by creating opportunities– Microfinance, education, healthcare, legal

services, community empowerment

Sarvodaya Movement

Sarvodhaya – Sri Lanka

• Engaged as Partners• Largest non-governmental organization in Sri

Lanka, having spread its influence to more than 15,000 villages.

• Activities range from – Local economic development – Provision of basic services for women, children

and youth.

Unilever – Shakti/Saubhagya/Joyeeta

Unilever – Shakti/Saubhagya/Joyeeta

• Engaged as a Partner• Allows low-income women to sell Unilever's

products. • Unilever gets access to all the rural consumers

in that it couldn't reach• Women get a source of income

Novartis - Arogya Parivar

• Served as a Consumer• A for-profit social initiative developed by

Novartis to reach the 740 million people living at the bottom of the pyramid in rural India.

• Social Programs can be made into Social Business

• It Benefits and Sustains the – The Poor– The Corporate– The Society/Community– The Economy

Social Business is Like….

• Give a man a fish, and you feed him for a day; show him how to catch fish, and you feed him for a lifetime

Thank You

Shiraz LatiffMobile: +94-77-736-1177, +44-77-6094-8759Email: shiraz@hummingbirdinternational.org

Linkedin: shirazlatiffTwitter: @shirazl