Page 251 - The New Gold Standard

Sustainability and Stewardship
inspires us to positively impact the lives of others. Every contri-
bution we make is an opportunity to leave an imprint in our
communities. It is through this collection of imprints that we
make a meaningful difference.”
Vivian Deuschl, vice president of public relations for Ritz-
Carlton, shares her thoughts on this issue. “We are more focused
on our underlying commitment to service excellence and ac-
knowledge how that commitment lives beyond the confines of
our hotels and flourishes in communities throughout the world.
Overall leadership wants to make sure that our efforts are shared
in the context of an overarching and systematic approach to en-
vironmental and social concerns. If we fail to put our efforts into
context, all corporate communication sounds like we are cham-
pioning projects that are nothing more than ‘flavor of the
month.’ You have to have substance behind what you’re doing
when you go to the media, particularly in the luxury sector.” As
is common among many companies today, customers, partners,
and prospective employees are increasingly evaluating the sub-
stance behind the Ritz-Carlton commitment toward social
causes.
Dr. Bradley Goggins, founder of the Center for Corporate
Citizenship at Boston University, offers insight into the growing
relationship between corporate social responsibility practices and
the recruitment of new employees. Dr. Goggins notes, “It is in-
teresting to see how corporate citizenship is becoming a different
and powerful new driver for winning the talent war. . . . The mil-
lennial generation, by many reports, is looking for workplaces
that will ensure continuity between their values and their careers.
This generation, socialized in community service and possessing
a passionate commitment to cultural environments, expects a
company to walk its talk. It also expects the company to provide
opportunities for employees to act on their values—resulting in
the emergence of employee engagement as a strategic issue.”
Prospective employees are not alone in their interest in cor-
porate social responsibility practices. Customers are also assessing

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