ANALYSIS
Survival for any organisation in the modern world is not down to how it competes or sets itself apart – it’s about how it works with others
Come together
WORDS: JOSH RUSSELL
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(H)Analysis - Come together.indd 1
he way organisations have begun to see has incredible insight, resources, leadership their relationships with each other has capabilities and we need all of that deployed to shifted radically in recent years. Sectors help create this more sustainable world.” that were once poles apart like business and A change in attitude this significant doesn’t charity now feel a great deal of attraction, just come from one single cause, though. First realising that when they come together of all, the way the public have taken to their power will be stronger. It’s a technological advances has forced everyday stark contrast to the darker days of organisations – not just tech giants like hostility between organisations. Facebook or Google – to shift their approach to “When I started out, in the 1970s, keep up. Whether we’re looking at social charity never talked to business,” says media, viral content or the way they consume Jonathon Porritt, founder and director of media, for the first time, individuals have a say Forum for the Future – a non-profit in setting the agenda. Anne-Marie Huby, organisation working globally with business co-founder of fundraising platform JustGiving, and government to create a sustainable future says: “These things together are creating a – as well as former chair of the Green Party different landscape to which charities, and director of Friends of businesses and even the Earth. “Most of the governments have “Business has incredible time environmental to adapt.” organisations were But it’s not just the insight, resources, pointing the finger of positive effects that are leadership capabilities and driving a new blame at businesses for we need all of that deployed collaborative agenda. being the wicked despoilers of the Despite purported to help create this more environment.” recovery, you don’t have to sustainable world” It’s hard to pinpoint an look far to identify the exact time when thoughts lingering effects of Jonathon Porritt, Forum for the Future toward competition as the recession and austerity ideal state for business changed. Porritt feels with many an organisation still feeling the the United Nations Conference on pinch. These institutions must adopt a degree Environment and Development in Rio de of radicalism if they want to survive. Janeiro began, way back in 1992, to highlight “Shrinking resources mean that collaboration the fact that working together could prove is absolutely essential to find solutions to more effective than arguing amongst problems,” says Michelle Wright, chief themselves. “There was no point in having this executive of social strategy agency Cause4. endless war of attrition,” Porritt says. “Business General belt-tightening hasn’t been the only
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29/11/2013 21:43