Re: AJ gets pie in the face
Originally Posted by
RooFlyer And no, I don't think corporate bosses should use their company platforms to take 'social' positions. They should stick to running their companies and not court controversy for their company by being outspoken on 'hot' issues'.# No controversy is in their shareholder's interests, and those are the ONLY interests they should be concerned with.
I'm curious - in your belief then, can companies and their CEOs support non-controversial social issues?
If so, it's OK for Qantas to support breast and prostate cancer, UNICEF, and reconciliation* because these are non-controversial causes?
(*For some, reconciliation may be a controversial cause).
I'm asking because I'm wondering in general where the threshold between controversial and non-controversial is. I suspect that threshold is influenced very much by personal beliefs and attitudes, though there are probably some general views that hold a majority consensus within a particular culture.
A company takes social positions for a variety of reasons that are very much an integral part of "running their companies" in "their shareholder's (sic) interests".
Firstly, it's a part of branding, whether it's marriage equality or supporting cancer research, designed to give a certain segment of the population who are an important customer base for the company the warm and fuzzy feelings that make them more positive towards or loyal to the brand. It's a cheap form of advertising, it's a very cheap way of generating positive PR, and if you're doing it right and targeting it correctly, it will generate returns for shareholders.
Secondly, it's an important part of staff engagement, and the more engaged staff are, the better they perform for the business. That is measurable, and is measured by most big companies by staff engagement surveys. Higher engagement means more discretionary effort, more innovation, and lower staff turnover.
The idea that corporate bosses shouldn't take 'social' positions belongs in the last century along with other outdated management theories. Some customers may be less likely to purchase as a result (although as Virgin Australia also publicly support marriage equality, domestically customers don't have much option if they want to avoid an airline that supports it. They also won't be able to pay for their flights using a credit card, or a debit card from any of the major banks
CORPORATE SUPPORT | Australian Marriage Equality - internationally I suppose you can fly the middle eastern flagship carriers - they're unlikely to come out in support of marriage equality) but if you are targeting correctly your most profitable customers and potential customers will be more likely to buy.