IQ

The Corporate
Citizenship Issue

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The Editorial Staff


The Creative Issue

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The Digital Issue

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The Political
Branding Issue

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What's in Store
for 2013

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Editorial Staff

Good to be Good

Ben Goldhirsh with Tom Zara

Good to be Good main image

Ben Goldhirsh believes that living a prosperous life means more than just making a little money. In 2006, at the age of 26, he founded GOOD, a magazine and multi-platform media company with a mission to engage people, businesses, and organizations “who give a damn.” He talked to our Guest Editor, Tom Zara, about the value of doing business so it works for everyone.

Ben Goldhirsh on the value of doing good
My whole life was about respecting the value that business brings to the world and the value of the people that participate in the business. For me, it was always that business is inherently good.

Ben Goldhirsh on the opportunity to do good
When I graduated from school, my friends and I thought that there was this opportunity to do well and do good—you don’t have to sacrifice one for the other—and we wanted to build a platform to support this emerging sensibility, for people who are trying to live a valuable and engaged life.

Ben Goldhirsh on measuring corporate citizenship
Measuring social return on investment is complex, and there are a lot of variables to take into account. Ideally, if your product has attributes that are positive, you can align the bottom line with the impact… So it is nice when you have a product that actually yields a benefit when consumed. If corporate citizenship isn’t tied to a product itself, then it has to be tied to the authentic root of the business.

Ben Goldhirsh on the citizenship path ahead
The fact that some people haven’t figured it out yet or have been flippant or casual, that doesn’t bother me at all. We’re going through a fascinating market time right now. This is a time for innovation. Maybe things will be steady at some point, but rapid experimentation is extremely fun and smart.

Read the full interview with Ben Goldhirsh on page 16 of Interbrand IQ: The Corporate Citizenship Issue

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