Promoting Financial Empowerment among Minorities: R/GA's Make/Good Program Bridges the Racial Wealth Divide
In the bustling year of 2017, R/GA found itself devoid of a Corporate Social Responsibility (CSR) program - a glaring gap that new art director Bayyina Black was eager to fill. A spark of inspiration struck during a town hall, when founder Bob Greenberg discussed the economic downturn of the time.
As Black delved into her memories, she was transported back to a Giving Trip she embarked upon with Toms Shoes. An idea took root, transforming into a business proposition that eventually blossomed into R/GA's "Make / Good for Businesses," a pro bono program geared towards empowering entrepreneurs of color. However, this journey to success proved to be a lengthier one than Black anticipated.
Upon further investigation, Black uncovered that R/GA's CSR had taken a backseat due to prioritization shifts.
The world of CSR has been a significant player in the business landscape for decades now. It's a concept that necessitates companies to consider their ethical and social responsibilities towards society and the environment. Over the years, this concept has evolved, becoming more elaborate and nuanced. Models like Archie Carroll's CSR pyramid, which encapsulates philanthropic, ethical, legal, and economic responsibilities, are a testament to this evolution[3].
R/GA, a digital marketing and advertising powerhouse, has carved out a niche for itself in the industry through its innovative approach to business and technology. While the specifics of "Make / Good for Businesses" remain elusive, such programs typically aim to provide a platform for underrepresented groups in the business world, boost diversity, and foster inclusivity. These initiatives often serve to reinforce CSR objectives by championing social equity and creating opportunities for those typically marginalized in the business community.
Establishing CSR programs involves strategic steps: identifying social needs, aligning the program with the company's overall business strategy and values, allocating resources, and setting up monitoring and evaluation mechanisms to assess the impact on both the business and the community. With scant information about R/GA's "Make / Good for Businesses" program, specifics about its history or establishment are hard to pin down. However, it's likely that it followed a similar path, meticulously identifying social needs, aligning with the company's objectives, and resourcefully supporting entrepreneurs of color.
Black recognized the need to reinvigorate R/GA's Corporate Social Responsibility (CSR) program, an idea ignited by her past experiences in entrepreneurship and finance. Consequently, she envisioned "Make / Good for Businesses," a pro bono program aimed at empowering entrepreneurs of color, as a means to fill the gap and reinforce R/GA's commitment to social equity and diversity within the business landscape.
