The Hindu Business Line : We need to grow up with the new kids on the block

STORY so far: At a brainstorming session I participate in, my colleagues and I discuss the pros and cons of our company taking up and supporting some worthy social cause. I feel any good company can imbibe a dose of society and service but not everybody agrees to that.

Episode 79

Over the week, I have been reading the thoughts of David C. Korten on social responsibility of business. "Business has become, in the last half century, the most powerful institution on the planet," he writes. "The dominant institution in any society needs to take responsibility for the whole." Well, that was the question last week — whether it would be good for companies to espouse social causes. I thought many would simply dust off the query as too touchy-feely, but my inbox has some passionate responses.

"The question was very appropriate in the current scenario when competition is hotting up and JVs/MNCs are entering Indian markets. But let's see which company can contribute towards social causes," writes in Kamal Anil Kapadia, a CA from Mumbai. "Companies can contribute a lot if they want to — such as less polluting, using good quality raw materials, low pricing of goods, maintaining quality standards, increasing employment and so on.

"Since `consumer is king' more and more companies would be increasing their contribution towards social causes. I think social audit should be brought in to take care of all the above matters."

Good thinking, though it would be too far fetched to think that audit firms would be willing to perform such an audit as a social service.

"Dear Swati, every company must take up and support some worthy social cause," says Thangavelu. "Only rider in this should be that they should do it as social obligation to the society rather than as a publicity stunt. Of course you may get advantages, but you should not do it for selfish ends. Take the case of a leading sweetwallah of Chennai. He spends thousands and thousands on free supply of tree-guards in support of green Chennai, even though he may not get any return out of it. It is pure love for social cause." How sweet!

"Another one is Indian Bank, Chennai. They organise many blood donation camps among employees and customers as well as in other institutions spending lot of money. An officer is exclusively dedicated to blood donation camps. Do you know his mail id is bloodraj@yahoo.com? Similarly, there is an organisation that caters to the improvement of education and health in rural areas. It is high time that companies concentrate on rural masses rather than on cities (except in the matter of blood donation) so that the more have-nots can climb up the ladder faster, and rural migration to cities arrested a little bit. If each organisation takes up at least one worthy cause, it will improve the living standard of masses." You are a storehouse of interesting examples that are worthy of instant emulation.

Then, there is the letter from Mahadevan, a chartered accountant: "Dear Swati, any social welfare work should start from individual; if an individual is benefited, it will benefit his family which will extend to the village, district, state, country and so on. For an individual to contribute to the welfare of the society, he should be mentally and physically healthy." Interesting logic, similar to what is advocated in `Art of Living' workshops.

"If the above is too philosophical to you, I suggest the following two areas where your company can render social service: Free career counselling. It has to be absolutely free with no strings attached. Students from tenth standard onwards need counselling. Next, free counselling on government matters. An information bureau may be set up to give advice to the public on various issues which require approval from government and other statutory bodies including grievance avenues available under various consumer forums." I am doubtful if the second suggestion may offer advice that may not bear fruits; because what the government promises as avenues may only be on paper.

"Hi Swati," writes in Priya. "I strongly advocate that supporting social cause(s) should be one of the objectives of an enterprise. First the company should analyse what the core problems of the society are; and analyse whether the problems can be lessened through initiatives/actions taken by them. For example, a major challenge faced in our country is providing education for the needy and in the rural areas. In some government schools there is not enough infrastructure for students.

"A company can sponsor, say, a computer lab (it should be fully maintained by them). This would benefit the society at large and students in particular. The list of social needs is too many to pen. By sharing the benefits (the have with the have-nots) a balance can be maintained in the society and economy would improve to a great extent. This is a wonderful topic and it really makes us think as to how to contribute to the society."

I used to think how great an idea it would be if some eco-loving company put up free emission checking centres, but nobody seems to be interested.

"Dear Swati," writes Deepak Sharma. "I'm impressed about your attitude towards society. Please inform me your journey of life. I mean to say, how u have reached this course." Tough question, or it's just that it happens so!

Here comes my young correspondent Karthik who starts off with some doubt: "Anyway, I get the feeling that I'm not really mailing a real person called Swati. It's just a name for the article. Or am I wrong?" All kids are like this, never believing unless they can pinch and get pinched back before knowing things to be real!

"Social cause, yes of course, you should indulge in social events. Ideally support and sponsor events like blood donations, or eye check-up camps. In case you are really serious about it, u have my sincere good wishes. And in case you are doing a blood donors thing, just call me in. I'd like to donate blood. As far as I'm concerned, if each business house completely acts honest and eradicates corruption in their organisation, that by itself is the best form of social cause u can do for India." Hope corporates are listening.

*********

It is evening and the end of my workday, and walking through the hallway, I come across a group of young boys and girls in the marketing department, all by themselves. "What're you busy with?" I ask one of them, and learn they're all from the city's management school doing their month-long project in my company.

"Take!" somebody offers me a half-eaten chocolate and I dump my bag in a corner to join the fun. Over the next about an hour, I get to know them: Rajdeep, the one with a smart... kick-ass attitude. He does not believe in respecting people for the position they hold. Talks to even superiors as if he had known them for years. Believes in free and loud speech. Shocks colleagues by his open ways.

Then, there is this Neda, quiet, doing what is asked of her and very good at her work. Outside office she is a party animal and finds it difficult to adjust to office conservatism. Follows rules, but is secretly tired of them. Wants a change.

Rahul is the quiet silent type. Loves work, loves office even more. Takes the maxim "Work is worship" a little too seriously. Rahul is inclined towards the arts and discusses music with his friends most of the time. He is very good in his work. In short: He is every boss's prayer answered.

Last is Susan who likes to live life king size and is unapologetic about it. I am already shocked by her dressing. There are calls from various quarters for a little more discipline, she tells me. Has no sense of time, but finishes a job well. Deadlines, she feels, are meant to be broken.

I silently wonder if these kids will ever fit in a typical workplace? Send in your thoughts by Friday.

(To be continued)

Swati_CA@hotmail.com

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Beta as a measure of risk

Vertical split at the top

We need to grow up with the new kids on the block

Adult supervision wanted at workplace

Plan-do-check and act to improve

Sticklish issues