Despite last year’s challenges and soul-searching events, an unexpected silver lining also prevailed in 2020: empathy. A trait that can be hidden, hard to find and downright delicate, but when found also has the ability to shift the path ahead.
Communities came together in solidarity; progressive conversations are leading to overdue changes and charitable giving increased by 7% in the first six months of 2020. And some of those who emboldened giving back were companies who leveraged their place in society to up their charitable giving and collectively take a stand with empathy by their side.
In my work with children’s hospitals, I have seen numerous companies step up to solve a variety of challenges despite the pandemic:
- The travel industry was among the hardest hit by the pandemic, yet Marriott International — true to its strength and dedication to quality service — still donated masks to our member children’s hospitals and also provided overworked front-line workers a place to rest free of charge.
- Panda Express, comprised of franchise locations across the country that faced prejudices and restrictions, worked to deliver hot, comforting meals to those front-line workers and also donated numerous pieces of PPE.
- Walmart & Sam’s Club customers, members and associates joined forces to raise more than $40 million for children’s hospitals.
It’s pioneers like these who have upheld their cultural values to face adversity while positively impacting the communities in which they live and work. They — and others — have collectively been working on their corporate social responsibility consistently for more than 30 years and have raised literally hundreds of millions of dollars that have contributed to significant change in children’s hospitals and communities. In the past year, company roles have evolved quite dramatically, and that trend is likely here to stay.
Consumers are not only starting to take note of this trend but are also increasingly looking to businesses to help find resolution to larger issues. According to the 2020 Edelman Trust Barometer, 74% of respondents agreed that CEOs should take the lead on change rather than waiting on the government to impose it. This is a 9-point increase from 2018’s report.
These consumers are 4.5 times more likely to champion a company and recommend it to friends and family when they think a brand has a strong purpose, thus proving their loyalty. This shift in expectations has had a dramatic impact on bridging the gap between company and consumer.
In my 30-year tenure with corporate charitable giving efforts, I’ve observed four key insights that all businesses can apply to their work:
- Every dollar — or act of kindness — truly counts. Yes, that’s a saying many have heard, but after this year, it’s never been more attuned to today’s culture. Giving is infectious — in every positive way. Companies who have struggled in their own ways still try to be a sense of calm in chaos, and that doesn’t go unnoticed, particularly with customer loyalty and praise.
- Open your eyes and ears to understand the needs of others. Listening with your eyes and ears is not an easy box to check, but more so a long-term approach to understanding others. It’s worth the investment.
- Empower your talents and trailblazers to influence change. Leaders are at all levels of a company — no matter the design — and comes in different forms like position-leadership, idea-leadership or leading through continuous improvement. Lean on the collective team to make the biggest impact.
- Children’s health is a national and global issue at large. No matter how you slice this, we can collectively agree that we want a better future for generations to come. When we ensure our children can lead healthy, fulfilling lives, we foster the scientists, inventors and leaders of tomorrow.
So, as we quickly try to put 2020 behind us, there are valuable lessons that can be reflected upon. One question still left unanswered — given the new expectations of customers, companies should take on the age old saying “doing good is good for business” and transform it to “doing good is good for business and humankind.” Because truly, isn’t that a key value of our culture, both professionally and personally?
Teri Nestel is the president and CEO of Children’s Miracle Network Hospitals.