The next generation will focus on aligning the rest of their financial choices with their philanthropic values. Younger donors will see investing in organisations which damage life as anathema and will punish the brands which do this and migrate towards ethical investments, products and employers alongside their charitable giving.
The name Rockefeller often conjures up images of wealth and influence. The founders of Standard Oil and magnates of the banking industry, the family is known worldwide for generations of success in business and politics. However, since 1855 when John D. Rockefeller, Sr. gave his first philanthropic gift, the family has harnessed its name for a far greater legacy—social impact.
But, what about those on the other side of the metaphorical divide? With their enormous talent pools and considerable resources, corporations with philanthropic interests have the capacity to enact considerable social change. However, this is rarely done; after all, a company’s focus is on making money, not a community impact. Moreover, the philanthropic efforts made by corporations are often limited in their scope and meant to look, rather than do, good. In the end, a business intends to make a profit; corporate social responsibility is only one aspect of that overarching mission.
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