We also saw marketing campaigns around social issues like Nike’s partnership with Colin Kaepernick, and companies with long-standing POVs on environmental issues, like Patagonia, lean even further into their brand values. But in reality, the lack of metrics is to be expected with any new initiative that hasn’t yet had the time and opportunity to be proven out. The era of business-driven social change is upon us. Patsy’s experience includes driving these efforts in social impact, talent, learning, organizational development, diversity and inclusion, and client engagement primarily, but not limited to, financial services. It takes a number of steps in order to get to that point: you must determine the key measurements to track, put in place mechanisms and processes to track them, begin collecting and analyzing the data, and then you will have metrics to work from. A commitment to diversity has now become mainstream. Understand the culture you have, define the one you want and make your organizational identity a competitive advantage. For example, at the Makers Conference in February, we saw executives from 40 companies including Mattel, Adobe and Microsoft, pledge publicly to make changes to help women progress in their workforces. Americans' attachment to religion was steady at a high level from the 1950s to the mid-1960s, as measured by the percentage of Americans saying religion was very important to them. As a result of the above shifts, I believe that social impact driven by business investment and leadership will increase exponentially beginning in 2019 and continue well into the future - particularly with regard to gender parity, which is one of the first areas that you’re seeing most companies who are making efforts in social impact to be investing in and setting goals for. Both in 1969 and 2018, majorities of U.S. adults supported legalized abortion when the mother's health would be endangered or when the child would be born with serious medical problems. But since then, there has been a sea change in Americans' views on the issue, no doubt reflecting an even greater change since the Woodstock era. More say they will only vote for like-minded candidates. guidelines) will be utilized much more consistently as a framework for developing and measuring social impact initiatives. In 1968, 20% of Americans said they approved of marriage between blacks and whites. Stay up to date with our latest insights. This change in behavior and the way we do business will continue to take shape into 2019. Examples of social change … be flexible or else While plenty of talented marketing professionals have made predictions for how the social media marketing world will look in the coming year and the future, in general, no one knows which new sites will spring up and become the next Facebook or Twitter. With the rise of the #MeToo movement and increased discussion of pay equality, the need to rapidly move the needle is this area is certainly understandable, and companies should be lauded for making efforts towards leveling the playing field. Movement for a better economy will be key to combating this in 2019. You may opt-out by. While even five years ago, companies were still somewhat slow to integrate social impact into their day-to-day activities and long-term strategies, over the past few years, the rallying cry behind these issues has been growing rapidly. Over the past year, companies have had to take a hard look at their culture and values and determine whether or not those values are reflected in their day-to-day operations. Put the customer at the core of every part of your organization to deliver exceptional experiences and grow your business. Photo Credit: Getty. Copyright © 2020 Gallup, Inc. All rights reserved. Some of the most transformational changes since the Woodstock era relate to racial tolerance, particularly interracial marriage. Trump’s election coupled with the rise of the #MeToo movement and the impact of austerity cuts on women in countries like the UK, has galvanised a grassroots movement of women asserting their rights and values. However, as Gallup has discussed previously, widespread acceptance for interracial marriage was long in coming, with majority approval first recorded in 1997. This has been an ongoing process for many companies to date and those metrics and findings are only now starting to be reported back via annual reports like Thomson Reuters’ Diversity & Inclusion Index, PwC’s Global Inclusion Index, The Dow Jones’ Sustainability Index, and other such reports. Roper updates later that decade found women more evenly divided on the question. That figure rose to 87% by 2013, Gallup's most recent measure. This is the cultural context within which barely half of Americans in 1969 said they would support their party's nominee for a "generally well-qualified person for president" if that nominee were a woman, although that was itself an improvement from 33% in 1937. Religion and Drinking Alcohol in the U.S. Company founders and CEOs are increasingly being turned to as thought leaders and activists with the influence and capital means to incite true social change. Women were just starting to break through higher education's glass ceiling in 1969, as Princeton and Yale admitted women for the first time. Such beliefs can impact personal growth and change. Ensure that you have the right strategy, culture, people, structure and processes in place to achieve your goals. With that in mind, here are five trends worth following in 2019. Even then, less than half of Americans (43%) supported premarital sex, saying it was not wrong for people to have "sex relations before marriage." Cart . Therefore, company voices will get louder and stronger in 2019 due to increased social pressures, an increase in the transparency of company practices demanded by consumers and the growing attention to the current geopolitical environment. This has been an ongoing process for many companies to date and those metrics and findings are only now starting to be reported back via annual reports like, Thomson Reuters’ Diversity & Inclusion Index, , and other such reports.