m a k e i t be t t e r colum n
do good to do well by susan b . noye s
We live in fascinating times. as i write this column, our
federal government is shut down, our state government is broke, and local governments are faltering. And despite what I believe is an inherent human preference to support what is local and familiar, even businesses and nonprofits with deep roots in our community struggle, too. Yet, I think the U.S. is the most powerful, innovative and successful country in the world. We live in one of its most affluent regions. And some businesses and nonprofits flourish. Perplexing, right? I have a theory: We’re amidst a transition that ultimately will create a better world because of the human desire to do good as we do well. People and institutions that understand and embrace the possibilities from this dynamic flourish. As examples, think Starbucks, Whole Foods and Rick Bayless. They take good care of their employees and use their purchasing power to support local, organic and family-owned businesses. Wharton Business School professors named such businesses “Firms of Endearment” because they flourish while providing multiple values to employees and customers. According to the Chronicle of Philanthropy, 89 percent of Americans are likely to switch brands to one associated with a cause if the price and quality are the same. Closer to home, 92 percent of surveyed North Shore women
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will change their brand loyalty when they believe this will benefit others too. Intriguingly, as recently explained in The Wall Street Journal, on.wsj. com/1bD1tFc, a growing number of studies by respected scientists, like Dr. Jordan Grafman of the Rehabilitation Institute of Chicago, demonstrate that the same section of the brain that controls cravings for food and sex also responds when a decision is made to donate to a worthwhile cause. I believe that we are naturally inclined to choose options that not only help ourselves, but help others too. Technology makes it easier than ever to connect, create or find options that fit our altruistic sensibilities. Trust in the power of free, educated adults, and an economy with a plethora of options to move our world forward. Our Make It Better experience supports this. Our audience, advertisers and nonprofit partners respond so well to our mission, that we’ve grown when more traditional publications haven’t. We flourish because we mindfully create authentic content, opportunities and links—online, in print and in person—that help solve problems and amplify the most good. The future belongs to those who trust in and cater to people who inherently want to do well and do good. Businesses and other institutions that make it easy for people to take care of their own needs and do something good for someone else, will succeed.
makeitbetter.net
10/14/13 9:55 AM