Consumers and workers increasingly expect corporations to take a stand on social issues. According to the 2024 Edelman Trust Barometer, others around the world accept that corporations are more important than governments or the media in driving social change. It is vital that those positions are original and sustainable. Consumers and workers are increasingly skeptical of false claims about social impact. To take an effective stance, it is vital to first make a strategic decision about what to defend and then have a long-term plan to measure its impact. .
It is about organizations taking a position on the social problems that are their greatest and being consistent with the positioning of their logo. For example, Ben
For organizations that don’t know what issues to take a stance on, consider the impact and opportunity rate of implementation. Ideally, organizations should prioritize the issues that have the greatest impact and the least time and opportunity cost. To assess issues through the impact and implementation framework, consider:
Once an organization faces a series of problems that require a low opportunity burden of time and resources and a high impact, decide which ones to prioritize. With realistic capabilities, the fewer disruptions the better.
Sony Music has unveiled its voter education crusade to solve the social problems of voting access. Initially introduced in 2020, the nonpartisan election crusade fostered civic participation and engagement around the 2020 U. S. election.
In my interview with Senior Vice President of Philanthropy and Social Impact, Towalame Austin of Sony Music, he said: “Sony Music has prioritized civic and network outreach as a component of the company’s philanthropic and impact-driven project for years. As a component of this commitment, We introduce our non-constituent voter education crusade in 2020 with the purpose of inspiring all Americans to vote. Our revived crusade for the 2024 US elections once again underscores our commitment to empowering all eligible voters, and especially to young people, to achieve replacement throughout the country.
Less than 60 years have passed since the passage of the Voting Rights Act, which banned discriminatory practices such as literacy tests and poll taxes used to disenfranchise voters of color, and also established federal oversight of voting. elections. voter registration and participation across the black electorate, especially women of color who were largely excluded from the women’s suffrage motion and the ratification of the 19th Amendment in 1920.
Sony learned that the legislation had changed, but the systems had not. “It is imperative that we all do our part to make registering and voting less difficult and more available to anyone and everyone. Together with our non-component components, our purpose is to empower and energize our communities around the electoral procedure and strengthen our democracy. We’ll provide must-have tools and information that employees, artists, and songwriters can share through their networks. We hope that with these resources we will contribute to an even greater electoral participation this year and every year, both in the country and abroad. In April, we expanded our crusade globally by launching it across Europe for the European elections, and we plan to expand it to more countries in the future,” Austin explained.
Austin realizes that addressing systemic social issues can lead to long-term systemic change: “As a global music society, we have a strong and motivated roster of artists and songwriters who need to motivate the eligible American electorate to take action and make a difference in their lives. communities. . . Since the launch of this crusade, we have leveraged this interest to engage with our roster in a series of artist films, vignettes, and public service announcements to encourage civic engagement. These have contributed to increased voter turnout and, in combination, with our partners, we will continue to deliver on this commitment. As we approach the November elections, we are looking for new tactics to expand our strategy and be successful for more people. This means focusing on crusade at the local, state and national levels. “There are other tactics to magnify a message and we look forward to working with our network partners to make it happen. “
Staying the course for the long term means being strong as allies. In my interview, Carolyn E. DeWitt, president and CEO of Rock the Vote, spouse of Sony Music, said, “One of the hardest moves other people can make to help access to vote is learning themselves and those around them: learning about the right to vote, knowing how to exercise their right to vote, and going to the polls to elect leaders who use the free voting system.
As the Sony Music Voter Education case study shows, it is vital to have a plan not only to solve the challenge in the short term, but also for a comprehensive long-term approach. Consider potential partners who can magnify the situation and allies who do tangential work on those issues. A smart plan has a goal that describes why it exists, a vision of long-term impact, and expresses goals and projects that will help achieve that goal and vision.
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