Sparkle On Changemaker: A Practical Guide to Equitable Social Impact

Author’s Note

I was only eight years old when Hurricane Andrew struck my hometown of Miami, Florida, forever altering the trajectory of my life. The storm left us with almost nothing, destroying our home and possessions. As a young child, I had no idea this traumatic experience would shape my future path and instill a deep sense of purpose to serve and give back to others.

The day after the storm, I was to start fourth grade, and my younger brother, Jonathan, was to start kindergarten. My parents, Alfonso and Cheryl Lani, tried to prepare us for the hurricane, and we cleaned the house from top to bottom, thinking we might lose power for a few days.

The storm proved to be much more powerful than anticipated.

Hurricane Andrew was a Category 5 Atlantic hurricane that struck the South Florida coastline on August 24, 1992. It caused an estimated $26.5 billion in damage, making it one of the costliest natural disasters in US history, and destroyed over 100,000 homes, leaving hundreds of thousands of residents homeless.

Ours was one of those houses, and for a few nights, we were homeless.

During the hurricane, my family sought safety in my parents’ closet. The sounds of fierce winds battered our home for hours, including the crash of our backyard wooden playset against the side of the bedroom. Suddenly, there was an eerie silence. We couldn’t resist peeking out despite being warned not to venture outside. We saw unimaginable destruction, with an unsettling calmness in the air. This was the eye of the storm.

Bryan Norcross, a meteorologist who accompanied us throughout the storm via his continuous radio broadcasts, relayed a grave message. He cautioned us that the most severe parts of the storm were yet to come.

The brief calm in the storm’s center was quickly replaced by even more intense winds, causing widespread destruction and damage.

In the morning, we emerged from our shelter to find that our house was littered with bits of pink fluffy insulation, broken glass, and wet furniture. Most of our roof was gone. I remember my mother saying, I always wanted a skylight, to break the tension.

We ventured from the wreckage, surveying the damage left behind. Most of our belongings were either destroyed or gone. That first night, we sought refuge with my aunt, uncle, and cousins from Mexico, who lived a few blocks away and had only partially lost their roof. As there was no electricity, my youngest cousin injected some joy into our gloom by singing Happy Birthday and attempting to blow out the candles we were using for light. The following few nights, we found shelter on cots in our church. Eventually, my parents secured a townhome from a friend, and as soon as they cleaned up the water damage, we made it our temporary home.

Despite the magnitude of the destruction, the response to Hurricane Andrew demonstrated the resilience and determination of the affected communities. Emergency response efforts, volunteer organizations, and community rebuilding efforts helped support and assist those in need, beginning the long process of recovery and reconstruction.

One of the most memorable experiences for me was when I was able to participate in volunteer work in Homestead, just south of Miami, not long after the hurricane. While distributing ice from the back of a truck, I saw the faces of those impacted by the storm and realized many were even worse off than I was. Despite losing everything, I was grateful for having a secure place to stay, a safe and clean townhouse with a washing machine, and access to basic necessities. Thanks to the support of friends and successful insurance negotiations, my family and I were able to rebuild and start anew. On the other hand, many of my fellow hurricane survivors were residing in makeshift tent cities, exposed to the harsh conditions of South Florida’s hot and humid climate.

My volunteer experience gave me a greater appreciation for the resources I had and the struggles faced by others. Looking back, I realize it was an authentic encounter with the strength and determination of the human spirit. It also inspired me to dedicate my life to community building and advocacy and pursue my commitment to fostering resilient and thriving communities.

Introduction.

The SPARKLE Framework

I’m a proud member of the millennial generation, and my life experiences reflect the trends and stories that define our era. As a college freshman, I witnessed the tragic events of 9/11. I earned my MBA in 2008 during a crippling recession and housing crisis. In 2020, amidst a global pandemic, I welcomed a baby into my life. I acknowledge that my generation has faced numerous challenges, and our journey has not been easy.

Today, Gen Zs and millennials like myself aren’t just seeking resilience; we’re yearning for concrete support and authentic change. A Deloitte survey from 2023 captures this sentiment aptly, revealing deep-seated concerns among Gen Zs and millennials about the state of our world. Simultaneously, we strive to balance tackling our day-to-day challenges and fulfilling our desire to effect societal change (Deloitte 2023).

Our generational challenges are multifaceted. Despite financial pressures, we demand sustainable choices. Many turn to side gigs, seeking fulfilling, flexible work even as burnout looms. We anticipate and actively push for our workplaces to lead in climate action and advocate for social justice, particularly where we can be directly involved.

This commitment isn’t limited to individual actions alone. In today’s world, corporate responsibility is a core value that should be embedded in every business. Businesses are responsible for using their power to improve the world.

A 2022 study conducted by the Association of Corporate Citizenship Professionals (ACCP) found a concerning 61 percent of respondents reported working on teams with less than 25 percent BIPOC (Black, Indigenous, People of Color) representation, and a disheartening 58 percent of respondents stated their teams consisted of none/few individuals from the communities served by their company’s corporate social responsibility (CSR) programs. This disparity highlights a pressing issue within the corporate world. There are limited opportunities for BIPOC professionals in the corporate responsibility industry. The study also found less than 20 percent of CSR professionals feel well-prepared to effectively advance equity in their work (ACCP 2022).

This disparity is a personal issue for many individuals, as the lack of diversity in their industries can often lead to feeling isolated or unrepresented. I can relate, as I’m usually the only Latina in the room at corporate responsibility, social impact, and sustainability conferences.

Corporations and communities need each other, and there are clear opportunities to work together to create resilient and thriving spaces. But to achieve this, there must be a way to avoid perpetuating inequalities. This is where corporate philanthropy, social impact initiatives, and embedding environmental, social, and governance (ESG) practices can play a vital role. Through this book, I aspire to share my perspective on these issues and guide other leaders and changemakers in transforming the industry.

I have had the privilege of working for many companies that align with my passions. Through these experiences, I have had the opportunity to meet and learn from extraordinary leaders and mentors. I have actively sought out opportunities to use my voice and advocate for underrecognized individuals and communities. I discovered chances to investigate the evolving CSR and social impact scene and highlight organizations making positive contributions through their operations.

I recognize the challenges of ensuring representation and equity in corporate responsibility. This book contains practical information and tips for CEOs and executive leaders to consider as they align their business strategy with stakeholder demands. For those new to the social impact journey, I offer insights and advice through stories of my experiences as inspiration. Finally, community leaders will gain valuable knowledge on creating corporate strategic partnerships.

My dream has been to explore the connection between corporations and communities, and after twenty years of dedicated work in social impact, that dream has become a reality. I’ve grown immensely in my career and witnessed the rise and impact of corporate social responsibility firsthand. This book is a culmination of my work, and I’m eager to share my insights and inspire others to join me on this changemaker’s journey.

SPARKLE Framework

Navigating the complex world of social impact, especially when striving for equitable change, can be daunting. That’s where the SPARKLE framework comes in. Having been part of the social impact field for years, I’ve designed this tool to streamline decision-making and problem-solving in corporate social impact initiatives. Whether you’re a newcomer to the social impact space or looking to ramp up your existing efforts, you’ll find practical advice and tested practices here to build solid partnerships and attain impactful results.

At its heart, the SPARKLE framework is driven by a belief in the power of people and organizations to incite positive change.

The SPARKLE framework is based on sparkling on changemakers, where small actions lead to significant impact. It inspires you to unlock your potential as a changemaker and make a difference in society.

Here’s a preview of the SPARKLE framework, a roadmap for designing effective social impact strategies:

S—Start with people

P—Plan with purpose

A—Act on data

R—Resource to scale

K—Keep equity at the center

L—Listen, evaluate, and adapt

E—Empower legacy

This framework is for changemakers passionate about equitable social impact. Organizations can use the SPARKLE framework to develop social impact strategies aligned with their core mission and values, addressing common obstacles to lasting positive change.

I invite you to join me on a journey of change and explore how the SPARKLE framework can help you make a real impact.

We can challenge the status quo, shift paradigms, transform mindsets, and ultimately craft a future that reflects our shared vision. A brighter, more just, and fair world is not just a distant dream—it is something we can achieve. Now, more than ever, it’s time to reach out and make it a reality.

Sparkle on, changemaker!

Beyond Profit:

The Emergence

of Corporate

Social Responsibility

In the past, businesses were seen as entities that generated profit without much regard for the broader community. However, this perspective has changed dramatically with the introduction of corporate social responsibility (CSR). Corporations have now evolved from focusing solely on profit and economic success to playing a more significant societal role. Today, companies have a far-reaching impact beyond financial statements, and their actions significantly impact society.

The birth of corporate social responsibility (CSR) as a concept did not occur in isolation but was instead the result of a fascinating confluence of societal pressures, ethical awakenings, and pragmatic business realizations in the late 1800s (Carroll 1999).

The foundational seeds of CSR can be traced to when American businesses were evolving in response to societal pressures. Heightened concerns about workers’ conditions were voiced loudly by workers themselves, labor unions, and social reformers. Labor unions were fighting for better working conditions, fair wages, and reasonable working hours, while social reformers highlighted the inhumane conditions many workers faced and advocated for legal protections (Schoff 2023).

During this time, affluent individuals and business owners prioritized charitable giving as a growing trend. They were aware of the stark societal inequalities and felt it was their moral obligation to invest in their communities. These business owners understood that their companies could significantly contribute to social welfare, and they used (what is now known as) corporate social responsibility to manage their reputation.

This ethical awareness and increasing public and consumer pressure on businesses to engage in ethical practices pushed many to reform their businesses. Wealthy business owners began to make positive factory changes by improving working conditions and implementing welfare programs to benefit their communities. Philanthropy also emerged as a status symbol among the wealthy, as investing in societal goods publicly demonstrated their societal standing.

The combination of societal expectations, moral awareness, and potential business advantages paved the way for the emergence of CSR. As a result, business leaders began investing in their local communities and enhancing working conditions, which were the initial concrete actions toward CSR. Over time, this principle has evolved and grown to influence companies’ societal impact today.

During World War II, American businesses chipped in, supplying food and resources to allied nations under the Lend-Lease Act, where companies like Minnesota’s Hormel (think Spam) made sizable contributions to the program and retooled their production lines to meet crucial wartime demands. Then there was 3M developing innovative adhesives for pilots and medics, General Mills and Pillsbury initiating education programs to help families navigate rations, and food giant Cargill briefly switching lanes to shipbuilding (Wurzer 2019). These public-private alliances left a mark on what would also evolve into CSR, affirming that businesses have civic responsibilities beyond their bottom line.

Nearly ten years post-WWII, corporate social responsibility was officially coined in 1953 by American economist Howard Bowen in his book, Social Responsibilities of the Businessman. Bowen recognized corporations’ influence and argued that businesses had a moral duty to implement policies promoting the public good (AACP, n.d.).

As we moved into the 1960s and ’70s, CSR caught the public eye, fueled by heightened consciousness about environmental and social concerns like pollution and inequality. The era also birthed the stakeholder theory, asserting that businesses owed responsibility to all stakeholders, not just shareholders (Stakeholder Theory, n.d.). The civil rights movement of this period had a pivotal role in shaping modern CSR, challenging companies to scrutinize their practices and policies around racial equality and discrimination.

Shaping of modern CSR

The landscape of corporate social responsibility (CSR) has undergone a profound transformation since its inception. I encountered Dr. Archie Carroll’s seminal work in the field early in my career. Carroll outlined CSR through a four-tiered lens comprising economic, legal, ethical, and discretionary (philanthropic) expectations that society has of organizations at a given point in time (Carroll 1979, 1991).

Graduating with an MBA in 2008, I understood society expects businesses to be economic engines, generating profits, offering employment, and motivating stakeholders to continue their investments. Essentially, businesses exist to create and trade goods and services, and society permits them to profit to reward investors and enable growth.

In his piece The Social Responsibility of Business Is to Increase Its Profits, Milton Friedman, a renowned Nobel Prize-winning economist, proposed while businesses owe a duty to the society they operate within, it is constrained to conducting themselves economically and legally. According to Friedman, a business’s sole social responsibility is to use its resources and engage in activities designed to increase its profits as long as it stays within the rules of the game (Friedman 1970). Friedman’s stance underscores that businesses owe an economic duty to society and must also operate within legal and ethical frameworks.

Ethical standards ensure that corporations respect and respond to diverse societal norms, standards, values, and principles. This includes protecting the moral rights of all stakeholders—consumers, employees, owners, and the wider community.

My friend and mentor Bernard Boudreaux put it succinctly: The business of business is business. His statement illuminates the core function of any business—to produce goods and services that fulfill market needs, spur economic growth, and offer innovative solutions. This view aligns well with Carroll’s four-part definition, asserting that businesses should operate ethically and legally but aren’t obligated to philanthropy (Carroll 2016).

But I firmly believe the bare minimum isn’t enough.

I encourage you to consider businesses’ broader ethical obligations and inherent responsibilities. Given their integral role in communities and broader society, the impact of their actions is far-reaching. This holistic view allows us to better grasp the essence of corporate giving and social responsibility.

Contrary to common belief, corporate giving is not always about altruism. In my experience, I often had to clarify that my role in CSR wasn’t just about distributing financial aid. While philanthropy was part of my remit, my responsibility was facilitating corporate giving driven by various motivations, not just altruism.

This nuanced understanding reinforces the fundamental principle guiding companies should be to do the right thing for the right reason rather than giving with ulterior motives.

CSR has come a long way since the late 1800s, but there’s still much work ahead.

The diversity deficit: A call for change in CSR

To fully unleash the transformative power of CSR, it’s crucial to have greater diversity in its implementation and leadership. While American philanthropy and volunteerism have had a significant impact, they could achieve even greater success by intentionally including a range of diverse perspectives.

This disparity is not only a matter of representation but also of effectiveness. With diverse voices and experiences at the decision-making table, societal needs may be adequately understood and addressed. A critical examination of the corporate responsibility sector uncovers a troubling lack of racial diversity. A 2021 report found only 10 percent of corporate responsibility board directors are Black or Hispanic. This is significantly lower than the percentage of Black and Hispanic people in the general population (The World Economic Forum 2021).

In addition to racial diversity, there is a pronounced gender gap. The report showed women make up only 25 percent of corporate responsibility board directors. This gap diminishes the scope of experiences and perspectives informing CSR initiatives, potentially limiting their efficacy.

Incorporating diversity in the philanthropy and volunteerism sector goes beyond just representing different groups. It opens the door to more complete and nuanced solutions. This approach can help ensure charitable efforts align with our communities’ complex and diverse needs. By bringing in perspectives from various races, cultures, and socio-economic backgrounds, we can strengthen the culture of giving and volunteerism in the US. This inclusive approach can transform it into