communities,” says Carlos F. Orta, president and CEO of the Hispanic Association
on Corporate Responsibility, an advocacy
group in Washington, D.C., that advances
the inclusion of and support for Latinos.
“But often, when there’s a board opening,
members ask each other who they know.”
Instead, Orta suggests that recruiters partner with organizations such as his to scout
for new board members.
COMMUNITY GIVING
As the wind and water from
Hurricane Ike receded this past
September, corporate America
SIDEBAR HEADER-
stepped up to the plate to pro-
GILL SANS 14PT
vide relief efforts:
SideBar copy-Gill Sans- 8pt
• An energy company with drilling platforms in the Gulf of Mexico pledged
$1 million to food banks, shelters and other
organizations in need.
• One of the nation’s largest retailers sent
two dozen truckloads of ice and water and
enough clothing for 5,000 evacuees as part of
its $2.5 million commitment to the area.
What Consumers Say About Companies
85%
I have a more positive image of a product or company that
supports a worthwhile cause
85%
I feel that it’s acceptable for companies to include causes in their
marketing efforts
79%
I would switch from one brand to another if it was associated
with a good cause
38%
I have purchased a product associated with a cause within the past year
0% 20% 40%
Source: 2008 Cone Cause Evolution Study
60%
80%
100%
• A major home-electronics company
matched up to $1 million in cash donations
from its customers.
CorporaStUeBhHuEmAaDn- itGarILiaLnSeAffNoSrts10dPoTn’t stop
at U.S. borMdeairnsB, aeritchoepry . -WGihlleSnantshe10epatrthquake
struck China this past May, for instance, a major U.S. technology company with operations
in the country pledged $500,000 toward the
relief efforts, agreed to match up to $350,000
AT BRIDGESTONE AMERICAS,
CORPORATE CITIZENSHIP = SUCCESS
Giving back to communities is part of Bridgestone Americas’ DNA. “In the 1930s, U.S.
founder Harvey Firestone gave the seed money
that launched the Akron Urban League,” says
Christine Karbowiak, vice president, community and corporate relations. “In Japan,
Shojiro Ishibashi, Bridgestone’s founder, funded
a symphony orchestra as well as several art and
cultural museums.” Today, the Nashville-based
company and the nearly 60-year-old Bridgestone Firestone Trust Fund are focused on
three areas:
Environment—In 2000, the company
donated 10,000 acres of wilderness land on
Tennessee’s Cumberland Plateau to the state
with a restriction that the property can never
be developed. The company is turning the un-developed land surrounding its factories in Aiken County, S.C., Wilson, N.C., and Warren
County, Tenn., into certified wildlife preserves.
The land is open to youth and scout groups for
educational purposes.
Children—During each NFL football season, Bridgestone Americas contributes $500 to
the Middle Tennessee Council of the YMCA
for each touchdown scored by the Tennessee Titans and for each quarter that the Titans
hold their opponents scoreless. The funds—
more than $200,000 over the past six years—
helped to send children from under-
served neighborhoods to camp. In addition,
each summer, a team of Bridgestone Americas
employees builds Habitat for Humanity homes
in Nashville.
Education—Bridgestone Americas was an
early supporter of Books from Birth, a state-sponsored program that provides one book
per month until age 5 to every child born in
Tennessee.
“Corporate responsibility contributes to
our success,” says Karbowiak. “Our employees
know they have a part in making their communities a better place to live. And we believe
that, given the choice, our customers would
rather do business with a good citizen.”
