It seems that today I have to talk about the disconnect between corporate values and social needs. There are some business owners who care only about profits and thereby effectively share the concept of stewardship of our planet. Because after all a business owner wants to make, if they are as small and medium businesses or large legal. However, let’s look at the history and some ways that the pursuit of profit created terrible social ills. Let’s consider slavery. In today’s society, everyone can agree that slavery is not good. Yet if we are to win margin business owners 150 years ago, and we asked them if they believed that slavery is good for business, no doubt many of them say yes. And this is the result of building business premises on simple mathematics. The equation is low cost as well as high sales price equals the highest profit potential. As wage workers would be considerable cost to the business owner of 150 years, the slave would greatly reduce the transaction costs for simply the cost of food. So the company owner 150 years ago makes good business sense to own slaves. Even if the idea of owning slaves is reprehensible, morally bankrupt, and generally distasteful. As February is Black history month, let’s not forget why the black civil rights movement occurred so many decades ago. It was because of this marginalized group of people feel the need to stand up to ask for better living conditions and wages equivalent to white counterparts. Recently I learned of the Dec. 6 massacre in Colombia. It happened in 1928 when over 1000 Colombian banana field workers were executed during a protest for better working conditions. These workers wanted a six-day work week, eight-hour work day, written contract, and paid with real money instead of food coupons. It seems unbelievable that employees do not have this fundamental workers because we in North America are so used to these things as standard practice. And here again we see the profit was more important than life or rather the company does not reflect in any way the social needs. In my work I have the opportunity to interact with several business owners in the area and raw vegan community. But it makes me sad when I see companies and business owners who profess to support veganism or raw-veganism, they still pour your money in companies where the money will be spent on meat, dairy products, furs and other things that hurt animals. And the reason they do this as simple, it is good for their business. And somehow they resolved all liability in what is happening because they themselves do not spend their money on things that hurt animals. And this is the biggest disconnect. If there were no other choices, for example, one could be excused for spending their money on “meat and milk” company in order to use the service. But if there is another option, such as a company that offers the same services and supports vegan and raw vegan lifestyle, then conscience dictates that vegan or raw-vegan business owner should support these companies. This creates a true alignment of intent and action. One very experienced marketer told me that business owners only given about 10% emphasis on social values and 90% focused on profits. When I heard that, I must admit that I was surprised and disgusted. Because if everyone felt like it would probably be only a matter of time before we spent our one and only planet. That point of view is completely unsustainable and short-sighted. However, putting profits ahead of community needs operate like because they are rewarded by the community with higher profits and no consequences for actions. Allow me to give an example where the social need was put ahead of profits and show you where everyone was able to succeed. The company is Alcoa, an American steel company. Before Paul O’Neill joined the company as president, workplace safety record was not good. When it was the first meeting major shareholders to introduce the new president, O’Neill said simply that his vision for the company was aiming for zero injury workplace. He was not talking to shareholders of profits, he did not emphasize the need to reduce costs, he simply put greater societal need (security personnel) ahead of corporate profits. At first some of the major shareholders thought he might have been crazy hippie. It was certainly not the kind of presidential speech they were used to. O’Neill predecessors had all spoken about profits, savings and normal business school dribble. Language O’Neill was different. By the time O’Neill had left the company, safety in the workplace was one of the highest in the steel business, and business was very profitable, the share price five times more than they were when O’Neill first started value. Note the importance of the safety of workers (social needs) were placed primarily in the organization. If raw-vegan and vegan community wants to make this lifestyle a reality for the community then you need to put social needs first. Business owners in the vegan and raw-vegan community will begin to behave better sense of duty to those in power. There is some truth in the saying, united we stand and divided we fall. Let’s get connected for a better future and a world that is free from cruelty animals healthy and happy humans and animals.