Hill: Multinational Food Corporation Da Neng can use the new crisis to accelerate the transition to the mission company. Its CEO is convinced that the commitment to more extensive interests will make the company more tough.

Sports Direct and Primark performed poorly when the new coronary virus crisis broke out.

The obvious opportunity of the parent company Frasers Group has strengthened the bad corporate image of Sports Direct, a sports leisure clothing retailer.Primark found that he became the target of the activist. This Fast Fashion Group was accused of canceling orders when he entered the British anti -epidemic blockade and punished clothing workers in developing countries.

The increasing social awareness of consumers seems to indicate that they should punish companies that seem to put profits on the goal during the new crown epidemic.However, when the government allows England's non -essential stores to restart business, shops with long lines outside the door include Primark and Sports Direct.

Similarly, Amazon topped the list of listed companies with the largest increase in market value during the new crown epidemic, although it had to refute the accusations of putting profits on the safety of employees.

The suspect will be happy.The rational response of consumers at hand seems to be sorting the products based on the price (from low to high), and ignores valuable warnings on environmental or social costs.After the financial crisis in 2008, similar reactions stimulated the growth of discount stores.

At the corporate level, survival has also become a top priority.The best environment, society and governance measures in the world will not fill the seats of the grounded aircraft, nor will it make up for the revenue of ticket income from the theater's closure.The priority considerations of most investors seem to be equally clear.Last week, I received a letter from a CEO. He was pleased that before the outbreak of the new crown epidemic, he received the support of a shareholder's support for a sustainable development initiative without having to go to the risk of investors' opposition.Essence

However, it is too early to reprimand the purpose of corporate purposes as useless nonsense based on this crisis of unusual influence.

Microsoft ranked second on the list of listed companies in the new crown epidemic.The company's CEO Satia Bull; Satya Nadella was recently asked if the crisis should promote the company to eliminate the purpose from the agenda?On the contrary, he said at the Future of the Corporation Summit at the Future of the Corporation at the British Academy: If there is any difference, it is time to visit HelloP; Hellip; the company's social purpose and its society in society.The role in.

Danone, a French food multinational company, used the new crisis to accelerate the transition to the Entreprise Agrave; Mission, setting long -term social and environmental goals.Recently, investors approved the relevant plans with an overwhelming number, planned to write the company's purpose into the company's articles of association, and establish a governance structure for supervision.Danone CEO Emmanuel Faber (See the first photo of the text) told investors: You just pushed a statue of Milton Friedman.He is convinced that the commitment to more extensive interests will make the company more tough in the turbulent new crown epidemic world.

There is no doubt that the new crown epidemic is testing the values of the company.In the early days of the crisis, some leaders who had a strong corporate culture were now trying to cope with the unimaginable choices in the past.

I talked to another business leader, and he described the bitter feelings of employees when they learned that they would be laid off mdash; mdash; some of them were recently joined by the company's mission driven by the company: OneOn the one hand, we must embrace and comfort people; on the other hand, we have to make difficult decisions.

This is not a new dilemma.To make layoffs to ensure the future of the organization, it is a bit empty for those who will not be such a part of the future.However, there are some human and humanized methods to lay off layoffs, allowing people to participate in the decision -making process, and show an honest and clear attitude towards uncertainty and sacrifice.

Emma Marcegaglia is the head of a family business in Italy in Italy.She said that the new crisis made her company realize that her responsibility for employees exceeded the normal company boundary.She said at the British Academy Summit: People want to understand how they keep their jobs from us, but they also want to know how we can help them, their family and their health.

These options are not binary or simple.All companies must now weigh the risks that their business permits may face.Primark responded to the criticism of its closure of the store, allocated funds to pay the wages from workers from Bangladesh to Vietnam, and promised to add orders.The long line outside the Sports Direct door is larger due to the addition of medical staff. They eager to enjoy a one -day discount provided by the staff of the National Medical Service (NHS) staff.

Sports Direct's floral skirt (£ 3, the original price is 29.99 pounds) is cheap.Talking about the purpose is even cheaper.But discount retailers were not the only one after 2008.Destructive lack of trust in enterprises and intensify.This dissatisfaction exacerbated a wider range of political and social tensions.This alone constitutes a good reason, prompting target -oriented companies to strengthen their commitment to improve society when adapting to the world of new crowns.

Translator/Pei Pan