Newsweek
September 21, 2009
Hard Times Are No Excuse By Irene Rosenfeld | NEWSWEEK Published Sep 12, 2009 From the magazine issue dated Sep 21, 2009 The President and First Lady have asked Americans to volunteer—informally and through the new Serve America Act, which will take effect on Oct. 1. There are many ways to help, but most important, the Obamas have simply said, “Get involved!” Volunteerism is a thread that runs throughout our country’s history. But even with the White House call to action, this thread is beginning to fray. According to a report from the National Conference on Citizenship, in the midst of the recession 72 percent of Americans have cut back on civic participation, which includes the time spent volunteering. Two thirds say that Americans are responding to the economic downturn by helping themselves. And while half have given food or money to charitable causes, the numbers suggest that the American tradition of volunteering is stalling. What I’m seeing both at home and abroad is that people want to pitch in, but they are finding it harder to do so in a difficult economic environment. To stop the unraveling, corporate America has an obligation and a unique ability to step up. The time is now. Having led teams of employees for decades, I’ve long subscribed to the idea of “servant leadership.” It’s a simple idea that recognizes that good leaders should serve their followers, not the other way around. Companies now have a great opportunity to take this spirit of servitude beyond their corporate walls and into their communities. As with other large social initiatives, companies have the resources to make a positive societal impact. Our organizational resources and ability to market and deliver products can be applied in many creative ways to make a difference in our communities. In fact, multinational companies are especially well equipped to have a profound impact. Bottom line, we have the wherewithal and the know-how to help reignite the passion of volunteerism—beginning with our own employees. Volunteering benefits the individual, the company, and society. It empowers employees to share their talents. It builds character, leadership capabilities, and new skills, and fosters cross-cultural understanding. This creates stronger, more well-rounded individuals. For the company, this means a higher-performing, more committed workforce. More important, for society, the power of volunteerism unites people and restores hope to those in need. In good times and bad, employees want to give back. They want to work at a company that’s truly connected with their communities. They want to know that what they do—at work and at home—has meaning. They want their company to support their efforts and to make a difference. I first learned this lesson years ago when Kraft Canada helped build a much-needed distribution center for the major national food pantry in Toronto. We leveraged our expertise in site location, distribution, logistics, and food safety, as well as providing volunteer manpower to pack the food once the facility was built. Attending the ribbon-cutting ceremony, along with dozens of my colleagues and local dignitaries, was a pivotal moment for me, personally and professionally. I felt a terrific sense of reward as an individual. But I also learned how meaningful it is for a company to support causes it can have an impact on, especially those that fulfill a basic human need such as hunger. At Kraft Foods, we’ve been involved in fighting hunger and promoting healthy lifestyles for decades. We encourage our employees to support these causes, and we give them resources to get involved in the key issues facing their local communities. But today we need to do even more. Despite the pressures of the recession, earlier this year we decided to double our U.S. volunteer efforts. Taking the spirit of the Serve America Act beyond our borders, we answered the Obamas’ call to action. The week of Oct. 5, more than 10,000 Kraft Foods employees in 32 countries will roll up their sleeves to make a delicious difference. Activities like packing food at pantries, teaching families about balanced nutrition, engaging kids in sports, and other acts of kindness will touch at least 500,000 lives. We’re humbled to reach out to so many people with our first-ever Make a Delicious Difference Week. But the truth is that we’re just scratching the surface. In today’s challenging economy, more needs to be done to lessen the impact of the global financial crisis on families around the world. Those of us with plenty need to help those with less. Corporate America needs to do its part to ensure that volunteerism remains a strong thread in the fabric of our nation. Together, by using our reach, our resources, and our expertise, we can significantly increase the level of civic involvement at home and abroad. The recession should be our call to action, not an excuse for inaction. I hope many will answer it. Rosenfeld is the Chairman and CEO of Kraft Foods.