CSR and youth advocacy
BREAKTHROUGH - Elfren S. Cruz (The Philippine Star) - October 13, 2019 - 12:00am

II read the research by Millennial Impact Report: 10 Years Looking Back by Derrick Feldmann and Achieve and sponsored by Case Foundation. The study reveals how millennials are involved and interested in social causes.

The study involved over 150,000 millennials who were interviewed throughout the decade, which led its researchers to identify the main traits of this generational segment. Millennials (born between 1981 to 1996) are a force to reckon with as a market, as a workforce, and as societal influencers. 

The report shows that this tech-savvy generation will research companies they wish to work for, including their ethical record and even their corporate social responsibility (CSR) reputation. Yes, they are influenced by their peers, but the Case Foundation study also shows that they tend to commit to a cause; they have empathy for doing good and also disdain politicking; they believe in activism, and they believe that taking action – whether big or small – on issues that matter to them are important. If I may borrow a term from this generation: YOLO, so better do good. Translation for people of my decade, You Only Live Once. 

These insights about the young generation were what brought Lockton Philippines, an insurance broker to think about a way to celebrate our 25 years in the business. Not with grand revelry to spotlight a quarter of a century’s success and achievement, but through something more impactful. The essential thing is that our company is able to show gratitude to our patrons, partners, and employees throughout the years. 

Build the future now

This is why we chose to celebrate our 25th anniversary by opening opportunities for young people to voice their advocacies and to engage them in finding solutions to today’s pressing concerns, especially when it comes to the growing threat of environmental risks. Millennials are our future leaders. 

Despite the mounting environmental concerns such as global warming, air and water pollution, waste disposal that affect our lives, it’s heartening to know that the next generation is committed to address the gargantuan task ahead. Their dynamism offers us hope especially in issues and areas where we continue to struggle.  We can achieve social change by creating disruption through creative and innovative solutions. 

Vic Valledor, Lockton Philippines’ president and CEO, believes that schools play an important role in social transformation as they provide the foundations for identifying what needs to be worked on toward a more compassionate society and safer environment for this and future generations. 

In line with Lockton Philippines’ 25th anniversary, the company launched the first Lockton Philippines Legacy Awards on the Environment – an action research inspired contest open to all Filipino college students. In very simple terms, action research is an evaluative and investigative research method identifying a community or organization, and using the gathered data to create an action or solution with regards to, say, the environmental risks.

The 1st Lockton Philippines Legacy Awards will be awarding participating students, their faculty adviser, and the university. A total of P1 million will be given as cash prizes to the winning schools: the grand prize winner, best research from Luzon, Visayas, and Mindanao, respectively, plus three special awards that include Best Research focused on an Indigenous Community/ies; Best Research focused on Marine Conservation; and the Highest Impact Award that goes to the research that best demonstrates a focus on any of the 17 Highly Sustainable Goals of the UN. 

The opportunity doesn’t end here since the goal of the contest is to contribute to some level of change for the communities identified by the students. Lockton Philippines is also launching a Student-Partner program where all research entries have the chance of being selected by generous partner corporations to potentially support and execute their research work.

Imagine our young students collaborating with corporations who opt to use a research for their own CSR endeavor – that is the dream. Through the 1st Lockton Legacy Awards, Valledor hopes to plant the seeds of inspiration for our future leaders, develop a mindset of being entrepreneurial and become innovative and compassionate about the way they conduct their businesses.   

Profit alone cannot repair the damage wrought by environmental risks. Climate change is already affecting the way we run our businesses. The way we consume energy, manage waste, and efforts to offset carbon footprint. Looking for CSR projects on the environment is beyond green washing already. It’s now a profound need that would be beneficial to an enterprise’s community and its stakeholders.  

The importance of CSR now

Successful companies advocate the power of community in building their brand differentiation or raising customer loyalty and push the enterprise to be innovative and think in terms of sustainability. And here is where corporate social responsibility (CSR) comes in. 

 More companies are embracing the value of CSR but are often challenged by the kind of activity they will be engaging in. What appropriate endeavor to focus on that aligns with their core business while delivering value to shareholders, and giving back to their community. 

Staying agile and relevant for the next generation, being able to do some good for society, while sustaining and increasing revenues, it’s important to realize that CSR is now an essential component of a company’s life and legacy. 

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Deadline of submitting application forms and research works for the 1st Lockton Philippines Legacy Awards on the Environment is on Oct. 30. Application forms and entry kits are available online through https://www.facebook.com/LocktonPhilippinesLegacyAwards/

Like the Lockton Philippines Legacy Awards Facebook page, send inquiries, and tag and use #BuildtheFutureNow to spread the word.

Creative writing classes for kids and teens

Young Writers’ Hangout on Oct. 19 (1:30 pm-3 pm; stand-alone session) at Fully Booked BGC.  For details and registration,  email writethingsph@gmail.com.

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Email: elfrencruz@gmail.com

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