GT-Values-Revolution-Report

Global Tolerance • The Values RevolutionThe Values Revolution • Global ToleranceContentsForewordExec summaryMethodologyIntroduction to Global Tolerance1: What is the Values Revolution?2: Integrating Values intoYour Organisation3. In focus: Value ledorganisations across sectorsConclusionForewordPressure from the rising tide of valuedriven citizens and consumers ismaking its mark and changing thelandscape for public, private andnon-governmental organisationsas this report demonstrates. Oneimpact of the Values Revolutionhas been the rise of the virtuousorganisations, which strive toconvince us they can do well anddo good simultaneously. However,for many it is still skin deep. A wiseorganisation will take heed.The power of the millennialgeneration (and would hope the onesthat follow) in the Values Revolutionshould not be underestimated. It isreminiscent of the post second worldwar generation who strove to makea better and fairer society throughpublic action. This generation iseven more empowered - with therise of the Internet and a globallyconnected world. All sectors areexpected to deliver more social andenvironmental change and workmore collaboratively to tackle theglobal issues we face.The research outlined GlobalTolerance’s report is anorganisational wakeup call andpointer to how important it is thatvalues, mission, governance andimpact are aligned. We will all beincreasingly held to account for ourvirtuous promises. The good newsis, it is good for business too.Dr Neil StottExecutive Director,Centre for Social InnovationJudge Business School,University of CambridgeExecutiveSummaryMore and more, people expect allaspects of their lives - from theircareers to their purchasing decisionsto the way they spend their sparetime - to have a positive impact onthe world. This is not a trend. It’sa profound societal shift and it’shappening everywhere.Welcome to the Values Revolution.According to our research, overtwo thirds (68%) of people thinkthat businesses, governments andnonprofits all need to deliver moresocial and environmental change.Nearly three quarters want to seemore transparency and 81% moreaccountability.The Values Revolution is particularlynoticeable in millennials (those bornbetween 1981-1996.) A whopping84% of millennials consider it theirduty to make a positive differencethrough their lifestyle and 61%are concerned about the stateof the world and feel personallyresponsible to improve it.We found that half of millennialswould choose purposeful work over ahigh salary. Two thirds - a significantproportion of the next generationtalent pool - want to work for acompany that makes a difference tothe world. The majority of millennials(60%) prefer to buy products orservices from ethical companieswhile two thirds volunteer for acause they care about 1 .1Millennial Impact ReportOver twothirds (68%) of peoplethink that businesses,governments and nonprofitsall need to deliver moresocial and environmentalchange. Nearly threequarters want to see moretransparency and 81%more accountability.Clearly, organisations across allsectors have some work to do toimpress their customers, donors andemployees of today and tomorrow.Many organisations start at the end- with the comms and marketing -but our research clearly shows thatorganisations must authenticallyembrace values across all areas oftheir operations. In short, they mustwalk the talk. Only then will theysee the benefits of increased affinityand loyalty amongst customers,employees, voters and donors.To help organisations embrace theValues Revolution to do well and dogood, we have created the AuthenticValues Model. This frameworkempowers organisations to Findcompelling and authentic values,then Live these values across allareas of their operations beforefinally building on them to Engageemployees, customers, donors andother key stakeholders.23