‘Brand Tech’ is not looking in great shape and although much of the criticism is unfounded, some of it holds water like the tax dodging methods of some of the tech giants and lack of transparency in the use of personal data. This is a pity, as tech companies inspire hope among all of us, particularly the younger generations, of a better future. However, this promise is often not met by a positive impact of companies in this sector on the environment and society. In short, there is insufficient evidence or visible action of tech companies implementing corporate social responsibility (CSR) initiatives to create a better future for us and the planet, including contributing to resolving the three main challenges that blight our modern world:
- the reduction of carbon emissions and the alarming risks of unprecedented global warming;
- the fast growing problem of packaging and non-biodegradable pollutants, including plastics poisoning our oceans, planet and our food chain;
- global poverty and growing income inequality in much of the developed and developing economies.
Tech corporate culture needs a rebrand; tokenistic CSR programs are not enough
In fact, it is all too evident that the Silicon Valley Tech ecosystem and culture, that has been emulated to a greater or lesser extent by emerging tech hubs around the world, is strongly rooted in a culture of ‘greed’, fast money and an obsessive focus on revenue maximization in the quickest time possible. Against this backdrop and given the rapid ROI/value realization of the vast majority of VCs investing in tech startups and scaleups, it is no surprise that most tech and digital companies don’t spend a lot of time thinking about their role in creating a better society and planet for future generations to enjoy.
Sceptics will argue that responsibility for dealing with these broader challenges rests with bigger, more established companies like manufacturing, FMCG and oil and gas majors. And of course, in many ways, they are right. All companies have a role to play in tackling the three challenges outlined above in a manner than moves beyond awareness raising, window dressing or tokenistic CSR programs.
Why ‘Brand Tech’ has a vital and unique role to play in solving the planets most pressing problems
However, I would argue that tech companies have a vital role to play in solving these planetary challenges for the following reasons:
- tech leaders will play a significant (arguably lead) role in shaping our future economy and society;
- these sectors (including verticals such as biotech & life sciences, fintech, robotics and agritech) have the talent, creativity and entrepreneurial drive to tackle these challenges;
- tech and digital are already shaping the minds and habits of our youth in a profound way; in fact, in many respects they are becoming just as influential as educators and even parents.
Part two considers how tech companies can integrate broader economic, environmental and societal considerations into their strategy and leadership development programs, ensuring they are central to their business purpose and goals, rather than a reluctant ‘bolt on’.
About the Author
James Brook
Founder and MD | Leadership Consultant | Organizational Psychologist
James is a leadership consultant, organizational psychologist and executive coach. He has over 25 years’ experience working with leaders, teams and organizations globally to optimize their performance, talent and future success. He specializes in positive leadership, thriving workplaces, collaboration and influencing, organizational change and transformation, accelerating innovation and coaching executives and leaders in innovative sectors including Tech, Digital, E-commerce and Life Sciences.
Before setting up Plexus Leadership, James held leadership roles in HR and Talent Management in the UK and abroad with companies such as NatWest, Yahoo! and Novo Nordisk Pharmaceuticals. After this, he founded and led several talent and leadership consulting and assessment businesses, including Strengthscope®, an online strengths assessment and development business serving a wide range of UK and global clients. James grew this venture into a global market leader before selling the business in 2018.
James has supported, advised and coached leaders and teams globally across diverse industries and geographies. Clients he has worked with include Allen & Overy, Commvault, Equinor, Facebook, GSK, Hilton, John Lewis, Novartis Pharmaceuticals, NHS, Oracle, Sainsbury’s, Swiss Re, Tesco, Takeda Pharmaceuticals, WSP and Yahoo!.
James has a Master’s in Organizational Psychology, an MBA, an Advanced Diploma in Executive Coaching and a Harvard Business qualification in Sustainable Business Strategy. He is a member of the Institute of Directors, the Association of Business Psychologists and a Fellow of the Chartered Institute of Personnel and Development (FCIPD). He is currently undertaking a PhD in Organizational Psychology examining the start-up experiences of Tech and Digital entrepreneurs.
James is a regular contributor and speaker on leadership, coaching, innovative talent management and the future of work. His most recent book, Optimize Your Strengths, explores how leaders can create thriving workplaces by inspiring and supporting people to optimize their potential and teamwork to deliver breakthrough results.