How Shared Values Applies to Digital Media Industry

There is a shift happening in the wider business community. Organizations are focusing on “Shared Values.” How does it apply to the Digital Media industry? There is a shift happening in the wider business community. Organizations are changing their focus from charitable giving to “Shared Values.” Shared values to digital media Industry presents a relatively new way of thinking about how to think about corporate responsibility. Rather than writing a check to a non-profit, companies can address many of society’s social issues through their business by way of donating their products and services.

Harvard Business Review writes that a shared values approach “reconnects company success with social progress.” There are examples of a shared values approach in other industry sectors. New Resource Bank, a certified B Corporation, is a for-profit corporation that is not only driven by profit but also by their mission. Such corporations meet high transparency, accountability, and good performance standards.

In digital media, connecting a company’s success with social progress isn’t always as obvious of a leap. But it is not only possible, it’s happening today across many corners of our industry. There is momentum, a shared force if you will, that’s making the shared value approach more mainstream. Recently, I was invited to convene with executives in the digital Marketing community to create the Gun Safety Alliance. 

Leveraging Digital Media Technology and Expertise - There is an old adage that I repeat often: “Give someone a fish, and they eat for a day. Teach someone to fish, and they eat for a lifetime.” From climate change to global conflict, to diversity and inclusion, our industry’s ability to support important causes and amplify messaging is unprecedented. Publishers are not the only members of our industry who can get important content to audiences on a global scale.

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