Yes, this is just an employee engagement video, but it’s also an Apple employee engagement video.
I wonder how many customers (and more importantly potential customers) felt that little bit more emotionally connected to a brand that has historically pretty much kept its head below the social and environmental parapet.
“Inclusion inspires innovation”
It is also further evidence of a company becoming being increasingly comfortable being seen in the CSR space. By adding a deeper values element to their brand Apple are on a dangerous trajectory of becoming a truly inspirational operation. It looks like Tim Cook is truly getting his feet under the big table.
That’s two responsibility videos in three months now! Cautious optimism grows.
Oh, and there’s a great soundtrack too.
The programme aims to address youth unemployment through training and career support to help fill a substantial gap in cybersecurity jobs through a collaboration with NPower (@NPower), YearUp (@YearUp) and LifeJourney. The pilot kicks-off in August in the San Francisco Bay Area, Baltimore and New York City.
“Symantec is committed to making the world a safer and better place, and as a leader in cybersecurity we believe we can help solve the cyber career gap and move underserved young adults –including people of color, women and veterans – out of low-end jobs and into highly paid and meaningful careers.
Symantec and the Symantec Foundation made an initial investment of $2 million in the Symantec Cyber Career Connection and will provide the curriculum and products to implement the program. While this is a pilot program, it’s expected to expand globally over the years and I look forward to experiencing the benefits this program brings to our workforce, Symantec, and the broader industry.” said Cecily Joseph (@CecilyJosephCR), Vice President of Corporate Responsibility and Chief Diversity Officer at Symantec.
This is definitely one story to watch with a rags to riches style case study just waiting to be found. If there are allegedly 300,000 currently empty cybersecurity jobs, with 60,000 of those available to somebody without a four-year college degree, then maybe there’s new path to a lucrative career for somebody from one of those targeted social groups.
For further information head over to Symantec’s blog for the details on SC3 here.
Written by davidcoethica
July 1, 2014 at 6:01 pm
More importantly, how do we inspire the young people today to believe that such change is possible, within their grasp and to get started?
World Merit Day 2014 will see education activist Malala Yousafzai headline an impressive line-up at the ‘What Matters?’ conference and music concert in Liverpool. The event will challenge young people to think about what is important to their generation, to take action via the World Merit platform and ethos to take the initiative to make their own communities better places to live, learn and achieve their potential.
I’m not exactly considered young these days (apart from a severe childlike streak of humour), so check out the video below from people who have a few more years ahead of them than I do to create change locally and globally.
Other headline speakers already include Katie Piper (TV presenter & philanthropist), Lord Hastings (Chairman of CSR at KPMG), and Jack Healey (former Director of Amnesty International).
Make sure you get to Liverpool on the 24th July to experience what is guaranteed to be an amazing opportunity to learn from and meet incredibly inspirational, knowledgeable and energising similar minds.
For updates on new speakers and latest news keep an eye on @WorldMeritHQ on Twitter.
It’s time to stop over-thinking and speed up the doing, and change is in the air.
Nine years after escaping the carnival that is the business of sport, with many, many commercial lessons learned, and a tough personal 12 months, the moment I hit the ‘Publish’ button a new era begins.
No huge upfront fanfare at this point, merely a few noticeable differences to the way things will be done around these and associated online and offline parts.
The short version is that the original experiment that was Coethica both excellently failed and stealthily succeeded. I did begin the introspection behind the evolution two years ago and the headline (underlined in bold) awakening was that I was an explorer, communicator, evangelist and educator that hardly ever got to play to my personal strengths.
Not great for business. Not good for me. Not any more.
The experiment with social media worked way beyond my wildest dreams creating multiple exciting, and often distracting new tangents, which ironically should have been a bigger part of the direction from the beginning.
So now with a personal account overflowing with social capital from 17 years of a wildly varied social good career that includes over 6 years of social media curation, content creation, network building and engagement, it’s time to spread my wings further, aim higher and fly faster.
I’ll be able to share the new clients and projects soon but I should mention I’d love to have one or two more technology companies in the new communications based portfolio.
Business needs to step up its game and here’s a few examples of what you see me doing differently.
- As a brand ambassador / evangelist
- Speaking and moderating at events
- Supporting world-changing non/low-profits
… all with a stronger focus on leadership, education and innovation.
Over the coming weeks and months I’ll be more formally announcing the new services, and new clients, and I’d really appreciate your support by adding your knowledge to any best practice and thought leadership I find and share on my increasing travels through all things social good (including CSR, sustainability, social enterprise, non-profits etc).
To find out how I can help your organisation or for speaking engagements send me a direct email via email@example.com or get in touch via Twitter at @davidcoethica.
Written by davidcoethica
June 26, 2014 at 4:48 am
Book Review: Latest in the DoShorts series -
‘Creating a Sustainable Brand’ by Henk Campher
Simplicity is beautiful. In a world saturated by gurus (I even shivered typing that word) and wanna-be experts lining up with their jargon bazookas in strained attempts to prove Einstein’s alleged quote wrong…
If you can’t explain it simply you don’t know it well enough.
..well they do have to justify fees, real wisdom is usually drowned out in the melee.
One such source of accessible knowledge is the DoShorts range of books. In particular, keep your eyes open for the latest guide on the block, ‘Creating a Sustainable Brand’ by Henk Campher. Henk has one of my favourite, if a tad long, corporate titles as Edelman’s Senior Vice President, Business + Social Purpose & Managing Director, Sustainability – and breathe. Trust me, this guy knows his sustainable branding eggs.
The book’s subtitle is ‘A guide to growing the sustainability topline’ and pretty much nails what you will get from your 90 minute injection of practical expertise. The three core branding based themes cover all you really need to know about managing ‘the fusion of branding and product’ to improve profit in a world of accelerating sustainability change. In a confusing space of greenwash, good product / bad company, bad company / good product, ethical labels, evolving legal structures and corporate rankings make it impossible to directly compare two organisations.
This guide provides a strong, concise and robustly educational foundation for anybody new to sustainability, and also as a timely reminder and ammunition for those professionals at the day-to-day coal face. For example, Part 3 of the guide explores ‘The Anatomy of Sustainable Brand’ and offers the following summary
A sustainable brand cannot exist if the product itself does not have any sustainability characteristics. Similarly, a sustainable product needs to differentiate in the marketplace through branding that resonates with the consumer. This is at the heart of a sustainable brand – combining the sustainability of the product and the brand to create a unique sustainable brand value proposition and identity.
The guide doesn’t hide away from calling out the obvious elephants in the sustainability room, and Henk’s opinion and expertise is bold and incisive, whilst being fair. How can BP be greener than Greenpeace? Really? In what intelligent and authentically transparent world does that make any sort of sense? If I were to have one criticism it would centre around the guide’s segregation of brand and product that feels at times that it hopefully assumes operational processes into its wider definition brand, which of course it should, but how many brands are that deeply entrenched and understood across all business functions and employees?
Perfection is not part of the sustainability agenda – or else we wouldn’t need constant improvement. It provides us with a scale to assess whether sustainability association in the brand is completely absent or whether it is embedded – from ignored to designed.
Overall, this is the most comprehensive, informative and well written guide to sustainable brands I’ve seen yet. Henk’s huge experience on just about every side of the concerned fence from non-profit to corporate and developed to developing nations, all align perfectly with a genuinely insightful, entertaining and endearing style.
Get your copy of ‘Creating Sustainable Brand’ with a special 15% discount head over to www.dosustainability.com and enter campher15 in the voucher code box.
If you prefer shopping at Amazon click here to go straight to the guide.
Come back when you’ve read the guide and let the other readers know what your opinion was.
For disclosure: I have never been paid by either Henk or Edelman, sadly, but Henk and I are both strong Liverpool Football Club fans and quite possibly marginally intoxicated by the dream like potential of our team winning the English Premier League, and in glorious fashion. I have tried to remain totally objective but hey, this kinda stuff doesn’t usually happen in the real world, so please consider this when making your own opinions.
Hi folks. It’s been a while. Life got busy without asking first.
More posts and more updates to come soon, and I was trying to get the foundations of the change done before posting again, but I just couldn’t resist, and here’s why, something important is getting ‘Better’…
For those new to these parts, I’ve had a love hate relationship with Apple as long as I’ve been involved in the world of CSR. Beautiful design and killer marketing has constantly torn at my belief that Apple was one of the most guilty by avoidance in the wider responsible business agenda. I’ve written a few times and one of the most recent (before the barren spell) was just after Tim Cook took the CEO mantle and offered hope to those who desperately dreamed for a new all-star athlete in the CSR team.
Back in February 2012 with ‘Apple’s Ethical Watershed‘ I dared to suggest that Tim Cook would provide an optimistic leadership style borne out of his supply chain background and obviously different personality to his predecessor Steve Jobs, and it’s looking I could have been right.
I’d like to think that maybe, just maybe, this video is further evidence of internal changes of ethos and the continuation of previous signs of a greener leadership and a new brand positioning campaign. iCSR could be on the way!
The fact that Apple is actively talking green could be the start of something big, very big.
Next Tuesday, 17 December, I will be hosting the first ever #3BLchat for 3BL Media.
This 60 minute Twitter chat will see guest expert Susan McPherson explore “Social Innovation and CSR: The New Frontier”, sharing her wide experience and providing real world examples to inspire change and collaboration.
Let me know if you have any particular questions you’d like to ask Susan and I’ll make sure we get them into the tight schedule!
See you on Tuesday.
More posts to come soon…
Written by davidcoethica
December 13, 2013 at 12:49 pm