Yes, this is a shameless plug for my new online course, but don’t stop reading, yet!
Over the past 18 months or so, I have produced five courses for online training company Pluralsight. Today, the site published the most recent of those courses, “How to Add Profit to Your Business by Adding Purpose.”
Over the past few decades, a transition has occurred that has changed the way most people think about social causes and corporate responsibility. The old-school notion that we make money at work and do good on our own time is just that, old school.
The cool kids are all integrating their lives such that their careers, investments, and consumer behaviors all align with their core values. Fewer and fewer people today are willing to go to work all day at a job they merely tolerate so that they can put food on the tables. People want to live on purpose!
Because of that demographic shift, companies can–some would argue must–incorporate purpose into their business strategies in order to reach the right employees and the bulk of customers who are willing to make purchasing decisions based on social causes.
The new course makes the case that companies can clearly add profits by strategically adding purpose to their business and goes on to explain exactly how to go about incorporating a cause into the business model to do so.
The course wraps up with a case study on Estee Lauder’s MAC Cosmetics brand, which thrives because of its decades long role in fighting the AIDS epidemic. Over the years, I’ve covered this story a few times for Forbes.
Now, I’ve compiled all of the corporate social responsibility wisdom I’ve gathered from my 25 year business career and five years of writing about social causes and corporate social responsibility into this new course on Pluralsight. You can take the entire course for free using a trial membership or for no additional charge if you’re already a subscriber.
Pluralsight is recognized as a tech “unicorn,” raising $135 million in their last venture round. It is also a notable example of a purpose-oriented business itself, working to enable learning at radically affordable rates.