Our
world is becoming smaller and ever more disintegrated interdependent;
and while so many people have so much in common, never before have the things
that divide them been so obvious. Humanity’s question – who are we, remains
plausible in an age where flags count, and so do buntings and other symbols of
identity, including crosses, crescents, even facial hair and head coverings;
because culture counts and cultural identity is what is most meaningful to most
people. Stories form a great aspect of culture – shaping business, governance
and the world order – and Chimamanda Ngozi Adichie reminds us of the power in
stories, of how they shape our world, and how they seem to give a definition of
what and whom we are, in her TED presentation, “The Danger of a Single Story”.
Digital media revolution
has grown exponentially, and it is changing the way we fight wars do
business; the media and youth continue to look closely in to organizations’ responsible behaviors;
and corporations are harnessing youth
innovation for future-proofing their brands. While conventional media had
in the past, propagated only a coordinated message about a topic or issue,
social media now provides a wide stream of gossips stories regards the
same topics or issues, providing a multi-dimensional approach to the panorama. With
the sudden explosion of digital media content and access devices, we have also
seen the economic potential of social media in its ability to reduce
inefficient marketing and middlemen. Because social media enables open
conversations, these open, often multilateral conversations are critical for
internal and external communication. Thus, we need to (stop and) understand the
sphere of our influence as social media users; and as leaders, begin to act as
middlemen for positive stories which affects development and humankind’s
potential.
Social
media has influenced the way companies do business today, and it is also
challenging them on how they would do business tomorrow. Future-proofing brands
have moved to the top of the agenda for companies, and they are looking to
youth innovation, and current trends exciting youth, to predict growth paths
for their brand. They are quite aware of the influence of youth on their
products and services, and more than ever before, they are bringing their
culture closer to young people. They are asking questions like; how their
products or services would be perceived in 5 – 10 years time, and what new
experiences people would be looking for in their brands. Young people need to
stop worrying about innovation, and concentrate on creativity, as there are
worries from wide quarters, that today’s schools kill creativity. The lack of
originality in product development, enhancement or innovation, could kill a
brand’s vision, than its positioning.
Of
the 250 multinational corporations in 2010, only 64% published their CSR
reports. This means that in taking decisions and actions that enhance societal
welfare, managerial discretions require the capacity to consider constraints,
interdependencies and multiple demands of various stakeholders. Whilst,
individual characteristics (cognition, identity/integrity, values and emotions)
are likely to encourage as well as be encouraged by socially responsible
behaviors, virtue and practice are also critical. Companies need to (stop and)
resist quick solutions, and wok on long term goals which incorporates host
communities in their quest to portray themselves as socially responsible. This
way, they allow outsiders the chance to experience their ‘culture’, which is
why they are involved in CSR in the first place.
The
Reverend Martin Luther King once said, “Human progress never rolls in on wheels
of inevitability. It comes through tireless efforts and persistent work…
Without this hard work, time itself becomes an ally of the forces of social
stagnation.” We are making tomorrow’s stories today – of how youth
innovation creativity would be a key resource; how today’s schools are
killing that creativity; and why companies need to future-proof their brands, it
is paramount that we make the most of these stories.
