Corporate social responsibility is buzz phrase of our time and indeed of my generation. Fueled by consumer demand (and I'd like to think genuine interest in justice), corporations large and small are applying an ethical lens to their work. I think all of us can think of a dozen examples off the top of our heads (The Body Shop, Shell, MEC, the move toward fair trade/organic coffees at many retailers, and so on).
I don't believe it's entirely altruistic, but it is a gesture and indeed a movement in the right direction. Both Sean and I were struck by a recent video advertisement floating around the Internet for an Argentinian bank. Take a look...
In this advertisement, an older man approaches a woman on the street who is the proprietor of a hairdressing salon. The woman identifies herself as female though is biologically male (i.e., she is a male-to-female transgendered person). The older man has recently learned that she received credit from a bank to open and run her business, and that same bank gave him a loan to buy his car. He states that this fact gave him cause to think about his discriminatory and hateful actions against her all these years. He apologies for this a gives her a beautiful carving. The scene pans to the two saying farewell and the text, "Your life changes when there is a bank disposed to change. You have a life... you have a bank."
This ad strikes me on many different levels. First, it mainstreams a highly stigmatized segment of our society -- those who identify their gender opposite to that of their sex (biological). As someone who is gay, white, upper-middle-class, and a professional, I certainly appreciate that the gains made for those of us who do not identify heterosexual are not equally shared among the spectrum of sexual and gender identities, least of whom are those who identify as transgendered. This ad is poignant in that it challenges the public at large to think about this type of discrimination in our everyday lives.
But I'm also struck by the fact that this is being used to sell... A bank is using inclusivity and its interest in gender- and queer- justice to sell its banking services.
Is this yet another rung on the ladder of capitalism? Or is it an earnest step towards an building an economy of inclusion? What messages does it leave you with? And what can we learn from this as a church and church community?
What do you think? Please click the comments link below and post your opinion.
André
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My first response to this advertisement is that it is incredibly moving.
ReplyDeleteIt also hits you at so many levels--
How money talks! Since a financial institution had respect for a transgendered person, so should the older straight man...?
Is that what it takes?
Holy Smokes Andre!! That was an amazing video and fit in very well with one of my courses. I have now shared it with the Occupational therapy students at Dal.
ReplyDeleteWe are looking at evaluation of social programs and service providers. We have discussion every week about making the programs better and more inclusive. This week we looked at cultural diversity and how to include different cultures with in the programs so as to be used by all. The video demonstrated not only that cultural difference obviously does not matter but acceptance of those differences is the first step to making services available. The man got over his own biases and now is humbled before the woman to accept her and apologize to her.
Great Find!!
Wow - I hadn't seen that ad - very creative for a traditionally conservative institution like a bank!
ReplyDeleteI agree that many of the efforts made by corporations to be more socially responsible (or environmentally responsible) are not totally altruistic. However, the efforts likely have a greater impact over time as awareness of the message increases - for example, many environmental initiatives that may have been for corporate benefit, have nonetheless had an impact, especially on children, and have been helpful in changing behaviours - so, one can hope that whatever the initial motivation for the ad, it will have a positive impact on raising awareness and over time, changing attitudes and behaviours.
This is a timely conversation as one of the dimensions of the Implementation Team's work at the moment, is around the affirming nature of the complex and our ongoing commitment to inclusivity... more learning to do!
This ad bothers me from the perspective of the motivation behind advertising which is the dollar in the pockets of shareholders. However, I feel it is inspiring from the way viewers may see it and become changed. Maybe it is being naive but I do truly believe people are changed by what they hear and see in absolutely new ways. It can be a flicker of light for them or maybe the bolt of lightening. Communication, asking for forgiveness and wow, that wonderful opportunity for growth and moving forward in new ways. This add resonates with me and it is not to go do banking.
ReplyDeleteThis is my first blog ever.