CHIVAS (REDEFINING) SUCCESS IN A CHANGING WORLD
Introduction There’s a new breed of entrepreneur emerging. Thinkers, innovators and, most importantly, doers – these entrepreneurs are challenging assumptions, seeing opportunities and launching new ventures that aim to make a profit while creating positive change.
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his is a mind-set we know well. At the heart of Chivas’ history is a combination of entrepreneurial thinking and generosity. Our founding brothers, James and John Chivas, were entrepreneurs with a social conscience who helped their local community in Aberdeen as their business grew. They had much in common with the social entrepreneurs of today. As their success grew, so did their acts of generosity. Their contributions enabled the community through education, guidance, social support and connections. The Chivas Live with Chivalry campaign was launched in 2008, and has since inspired modern gentlemen in more than 60 countries around the world to succeed in the right way. We now see a real opportunity to ‘walk the talk’. An entire new generation is encountering a world full of change, and their attitudes towards these possibilities and challenges are having a profound impact on how business is perceived, how products are purchased, and even how success is defined. We are committed to engaging this generation in thoughtful, meaningful ways, and to encourage and enable the social entrepreneurs within it to succeed. With this report, we hope to inform and inspire a wider global discussion on the potential of social entrepreneurship through robust research and analysis; and we also hope to ground our own plans in new data and realworld wisdom from successful leaders of established businesses and proven social enterprises. We are grateful to all of our partners who contributed to this report, and hope you find it useful.
We are committed to engaging this generation in thoughtful, meaningful ways, and to encourage and enable the social entrepreneurs within it to succeed.
RICHARD BLACK
Global Brand Director Chivas Regal
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