The business case for sustainability or corporate responsibility will never be strong enough to support an isolated business in its competition against the unscrupulous. The progressive vanguard reaches a point where it can advance no further without rendering itself uncompetitive. That is, unless advocacy and public policy intervention change the rules and shift the bar for the allowable lowest common denominator. With the base reset, so is the bar of aspiration. New rules enable new behaviours, with players competing on a fairer, more sustainable footing.
This ground-breaking book, Lobbying for Good, describes how far-sighted businesses are rebooting the game, throwing off cultural inhibitions and sticking their head above the parapet to advocate progressive legislative change. The authors describe a strategic opportunity to get on board the next wave of CSR – the most radical and impactful yet – and explain how finely-tuned and well-delivered lobbying for good can be an extremely cost-effective brand-enhancement tool. Against a backdrop of general mistrust in business lobbying, learn how leaders are making it work and lobbying for good.
Table of Contents
Part I: Introduction 1. The inconvenient truth 2. Pioneers of Lobbying for Good 3. Into the light Part II: The new pioneers 4. Big businesses mobilising their big machines 5. Joining together for a cause – strength in numbers 6. You do not have to be big to drive changePart III: Developing your approach to Lobbying for Good7. Towards performance excellence8. Select the issue9. Build the narrative10. Mobilise resources11. Construct the L4G Advocacy Strategy