TRANSCRIPT 🔗
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Welcome to technically people, a community
conversation by and for workplace futurists brought to
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you by the tech recruitment platform built
in. The podcast features insights from leaders,
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thinkers and doers on the vanguard building
human centered workplaces of the future.
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Along the way, you'll hear concepts
that will stop you in your tracks,
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concepts that inspire you to ask yourself, what's the most futureforward way to approach
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my people leadership? We all know
the future of work isn't waiting around,
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so let's get on with the show. Hello and welcome to technically people.
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I am Tiffany Myers. I'll be
your host for this episode, in which
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will be chatting with Paul Hunter.
So Paul is the responsible business enablements lead
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at Canon Karda so Kenan Karta.
It's a global digital innovation firm, and
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Paul identifies ways to deliver outcomes that
are both profitable for clients and simultaneously beneficial
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to society, to community, to
the environment, and a huge part of
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that is Canan Karta's status as a
certified be corporation. In order for a
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company to be certified, they need
to be verified by be lab, which
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is a nonprofit and be lab evaluates
how companies are really weather. Companies are
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placing equal emphasis on people, planet
and profit. So Paul's going to talk
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about how can Karta lives and breathe
it's be Corp status, but he's also
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going to discuss how the certification attracts
customers, clients, and it also happens
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to be something of a talent magnet. So, Paul, thanks for being
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here, for lending your time and
your expertise for this conversation. Absolutely tifany.
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Thanks so much for having me here
today. So tell me. Why
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was it important for Kinnan Karta to
pursue the certification? Yeah, it's a
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really great question and there really are
just so many reasons that pursuing the certification
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is continually important to us. And
I think first and foremost, striving towards
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operating more responsibly has always been important
to us. It's really at our core.
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But we wanted something that would also
hold us accountable and we believed that
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the Be Corp
Load full transcript
certification would do that, with it being hosted and evaluated by
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a third party, as well as
through its re certification process, which happens
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every three years. Is Certification also
has a global brand recognition by both the
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general public and the broader market.
So it serves as this form of accreditation
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and a signal to the world.
And then, underpinning all of this,
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at Kinn Karta, we believe that
businesses have a lot of power and we
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believe that power is a force for
good. Businesses have a responsibility to work
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towards that equitable balance of people,
plant and profit that you mentioned in your
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introduction there, and that was another
inspiration for us. And then, lastly,
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the process of certification in and of
itself has allowed us to identify areas
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of opportunity to address any gaps that
we have. So, just to pan
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out from this picture he painted for
Cannancarda, there are so many forces right
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now that are distabilizing to a small
degree, are and intense degree, thinking
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just in terms of culture, politics, business, the environment, of course,
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and even just the way candidates are
behaving and consumers are behaving. So
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one of those things made it clear
to Cannancarda that it was time. Yeah,
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I mean, first of all,
you're so, so right about the
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destabilization and all of those factors,
and I think there's anything that the last
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two years have taught us, it's
that we have so much work to do
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in order to meet the needs of
our planet. I think the first and
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most pressing point of clarity for us
was climate change, which is this challenge
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that's becoming more and more salient as
time passes. Just in early August,
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you know, the intergovernmental panel on
Climate Change, the IPCC, released what
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I would call a pretty harrowing report
that found that, even if we take
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extreme action within the next few years, we only might be able to limit
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warming too close to one point five
degrees Celsius, which is the limit imposed
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by the world's leading scientists on climate
change. In the general consensus is that
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one point five degrees is essentially unavoidable
no matter what we do, and that
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truth that was predicted back in two
thousand and eighteen and confirmed just recently in
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this report, continues to bring clarity
to our ambitions. And then, in
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addition to that, in the market, we're seeing a lot of signals that
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indicate that sustainability and responsibility must be
absolutely set control to a business is strategy
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in order to mitigate both the physical
and transitional risks that climate change presents and
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then, even beyond those risks,
we're seeing that consumers themselves continue to ask
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for more transparency around things like environmental
impacts, labor practices, sourcing and research
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indicates consumers are integrating those variables into
their decisionmaking processes at a greater rate than
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ever before, and they're even willing
to pay premiums for products that align with
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those values. And then I'll say
to that independent certifications like be Corp are
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just this wonderful tool for consumers and
other firms to identify products and services that
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are making a real impact. So
when you last mention this point about consumers,
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I did a little googling. I
tug up a study that was conducted
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in partnership between IBM and the National
Retail Foundation. It just bears out what
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you say, which is that shoppers, from generation Z to boomers, have
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become increasingly purpose driven. The majority, as you noted, would pay an
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average premium of thirty seven percent to
buy products from companies that are socially aware,
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that are sustainable. But I also
want to add it's not just consumers.
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This is very important to candidates today. They care and they care a
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lot. So how has this certification
been a draw for talent? I mean
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it's been a significant attractor of talent. You know, as we've mentioned,
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it's this objective third party certification that
demonstrates to candidates that a firm doesn't just
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talk the talk, but that were
actually walking the walk to and when it
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comes down to it, forms of
accreditation send signals to the broader market,
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which include the labor market. And
just as people are starting to prioritize responsibility
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more
in the ways that they purchase
goods and services, they're also prioritizing it
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more and choosing where they work.
In something really interesting related to this,
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you know, just this year at
Cannincarda, we worked with a group of
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students from the Geese College of business
at the University of Illinois to better understand
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the GEN Z talent market and from
their secondary research of generations, their research
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of our competitors and their own survey
across the cohort of students, we learned
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that the young tech workers and those
just entering the talent market for their first
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job value authenticity and transparency from companies
more than any generation prior. For millennials,
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this kind of purpose driven ethos has
been important for decades now, but
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the research suggests that it may be
even more important to Gen z when it
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comes to the time, this moment
that we're in right now. We've never
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seen a talent market as competitive and
saturated as what we're seeing today in tech.
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So can in Karta, having this
differentiator, a clear purpose and why
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that drives us, has played a
huge role in how we're able to attract
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and retain top talent. Yeah,
absolutely, and it's really aligned with what
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built in stands for. We have
always seen generation Z to be, as
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you found, totally purpose driven.
In millennials and generation Zee. One of
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our taglines is work your passion,
live your purpose. So I think that
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we're all coming to this conclusion at
the same time. So let's talk a
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little bit about your employer branding and
you're hiring approach, maybe specifically with regard
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to generation Z which, as we
all know, they're entering the workforce.
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So tell me how you communicate what
it means to be a bee corporation in
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a way that really matters and captures
the attention of this next generation of workers.
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In a lot of ways, for
us, this starts with our purpose.
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Last year we added the phrase for
everyone to our mission statement, and
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that mission statement in its entirety is
we exist to build a world that works
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better for everyone, and this signals
that we care about the impact that we're
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making in the world, particularly as
it relates to equity, and this really
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has become a core component of all
of our employer branding efforts, anything from
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employee highlights to social media posts,
the creation of partner pages, to employ
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award applications and beyond. And when
it comes down to it, making a
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commitment to people, to everyone,
is a key component of being a responsible
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business and of maintaining a be Corp
certification, and for us this truly does
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include everyone, from employees to candidates, to clients, to partners, all
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the way to the end users who
use our tech. And we've also embedded
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key elements of our unconscious bias training
into our interview training program so every single
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interviewer I can in Cardi goes through
that and we're constantly training up all of
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our interviewers on mitigating biased throughout the
process. And even with all of that,
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I think what I love the most
is really our certification has changed what
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we talked about with candidates, and
that's something now that we naturally lead with.
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We lead that conversation with purpose and
share that we are be corps certified
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in the very first call each candidate
has with our talent acquisition team. And
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we do that because it matters so
much and so deeply to us and we
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want our candidates to know that right
up the bat. Yeah, absolutely,
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and on the flip side, we
know that first call matters a lot to
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candidates. I think it's possible that
sometimes people might see a be corporation certification
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as focusing solely or more on environmental
or social good, but there's a huge
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emphasis on people. So a really
important call out there. In my mind,
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these things cannot and really should not
be uncoupled, because people in communities
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must absolutely be at the center of
all of our environmental and social progress,
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because without that, in are rising
to this occasion, there is no equitable
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future for all. There is just
a future that maintains or even advances the
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inequitable ways of the present. Yeah, kind of an analogy to the climate
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study that you
mentioned early on.
Absolutely so. So far it's become really
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clear that your be Corp certification matters
to candidates and it matters to the people
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that work for you. But I'm
curious to know about your partnerships, about
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your clients. Do find that companies
are excited about your certification? Are they
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looking for a company that has that? Yeah, absolutely to me. I
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think first and foremost, the really
great thing about be corpses that were this
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really tight knit com unity that we
love to work with one another. So
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we definitely see a lot of interest
on that front. And then we also
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see some of our enterprise clients that
are looking to have conversations about their impact
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as well, because digital innovation really
helps large enterprises meet those esg and CS,
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our goals that they have. And
an example of that is, you
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know, collecting carbon data and driving
insights from that data can help large enterprizes
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more effectively measure their impact and decarbonize
their operations. And then we also share
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a set of values with our clients
and our partners, and an example of
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that is that, like, we
can do things like examining a client data
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retention strategy and we can optimize it
for carbon reduction, or we can cocreate
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carbon reduction KPI as while we're building
a digital experience for our clients, and
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that means incorporating things like sustainable UX
design, green software development and really any
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other proven way that reduces the carbon
impact of a user's journey? Interesting.
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So elaborate for me a little bit
on the data retention strategy and what that
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has to do with carbon reduction.
Of what you're grow about is a be
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carp yeah, definitely. I think
to a lot of folks data is just
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kind of this pie in the sky
idea that's a thing that exists, but
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not a lot of people know that
all of the data that companies collect,
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all of the data that we produce, has to be stored somewhere, and
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that's on servers and data centers around
the world, and those data centers use
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electricity and that electricity causes carbon emissions. And so when companies are collecting and
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storing data, and right now we're
seeing an exponential storage of data over time,
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they'res of time where you need to
examine your data retention strategy and how
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long you keep data, what data
you keep, so that it doesn't grow
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at this exponential rate and so that
we don't consume or emit carbon at the
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same rate that we're storing data.
Super Interesting. Yeah, I'm really glad
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that you called that out, because
we definitely are seeing that exponential rate increase
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in in data retention. For sure. Yeah, it's pretty crazy and it's
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not something that a lot of people
think about. And then one more thing
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I wanted to call out to is
that this also shows up in the diversity
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of our teams that we bring to
the table with our clients, and that's
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great, because more diversity and perspectives
means that we can create stronger, more
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robust digital experiences for our clients and
their users. Yeah, so again hearing
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you talk about the environment and,
at the same time, people and in
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terms of innovation, so many DII
experts continue to point out, it just
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makes no sense that the innovators who
are making new products and services are not
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representative of the population it's going to
be using it. So I think if
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be corporation status can kind of push
companies to do that, or if this
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conversation can, that would be fantastic. Yeah, a hundred percent. I
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was going to say even in the
realm of accessibility, I think the latest
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estimates by the CDC claim that close
to thirty percent of people have some kind
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of disability, and if those disabilities, whether it be, you know,
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audio, visual, motor, speech, Noor Diversity, some other form.
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If those are not accounted for in
the creation of your products, not only
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is your product not living up to
the tenants of sustainability, but you're also
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missing out on a significant market opportunity
there. I don't know, it's just
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really exciting to hear how how Expansive
Be Corp Certification Really is. And you
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know, you mentioned in the beginning
being able to identify through the process,
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--> 00:13:48.100
being able to identify gaps in how
you were operating as a company. Did
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that process push you to think about
the spider web of impact that you could
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have like that process? What was
it like? I imagine really rigorous.
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Yeah, it's extremely rigorous. I
think in total, just for our America's
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location, it took US close to
two years the certification process really I always
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tell people, it leaves no stone
unturned and it doesn't matter how long you've
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worked in sustainability like you will always
learn something when you go through the BECORP
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certification process. And it also applies
differently to different industries and I think,
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interesting enough, like applying the BECORP
certification to a company like ours that works
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in digital innovation. It's something that's
relatively unique because a lot of the times.
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But you know, firms that undergo
a BECORP certification or producing physical products,
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for example, like that's a large
portion of the community. So it's
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really interesting when you're a first mover
in the space, becoming a be Corp
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in the digital innovation space, because
you really are leaving no stone unturned and
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you're at the forefront of something really
exciting. So, Paul, I think
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some of our listeners they are going
to be thinking about be Corp Certification.
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What are two or three good places
for them to start if they wanted to
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investigate a little further? Yeah,
definitely. I mean, for if this
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session has inspired you, if you're
listening, it's all thanks to the technically
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people podcast. I'm super humble to
have been here today and just hope that
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this conversation sparks something for your listeners
here. But as far as tips go
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for business the the first tip is
really to take the first step. Do
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a current state evaluation. Log On
to be loudcom go to the B impact
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assessment. Start one, open it, start filling out what you know,
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figure out where you're at so that
you can think about where you want to
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be. The Nice thing about a
framework like this one is that it makes
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sure that you're looking everywhere and it
really leads you through the process of identifying
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your level of responsibility as you stand
today. And then I would add on
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to that to say throughout the process, lean on reputable frameworks like the becord
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framework, and, believe it or
not, I don't work for them,
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but I think I've said Be Corp
Forty or five times. But lean on
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reputable frameworks and the tools that exist
there. And then my second tip would
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be to empower the people within your
organization who are passionate about this. In
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the past, like in the last
couple decades, we've seen informal collections of
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employees that are starting to drive sustainability
forward within their companies, but in the
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last few years dedicated positions, I've
started to crop up more and more and
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that's really exciting. It's absolutely necessary
as well. So if you don't have
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a dedicated person or a team working
on sustainability, my recommendation would be to
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find a way to take that step
dedicate some resources to baking it into your
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business, because in order for it
to be successful it has to be central.
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And then my last tip would be
to build a brand around it in
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the caveat here is to use transparent
measurements and data. To bolster that point
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and add me to the bones there. Don't just share your Pine The Sky
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Ambitions, but be specific about how
you're going to get to where you're going
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and share measurements with the public that
prove it along the way. Yeah,
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really great point. When we're talking
about generation Z, are very skeptical of
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corporate intent and I think most consumers
alive today are, and so if you
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are branding that your efforts, showing
the data, showing really what you're doing,
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so that people see there's a real
authentic drive to making a difference,
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is that is going to make all
the difference in the world in terms of
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your branding. So I also just
want to say I really do feel how
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comprehensive it is, and so I
definitely get why having a dedicated role would
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make it possible. So yeah,
absolutely, and I wanted to add on
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a point to the like. Data
and transparency is really a way
that you
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can cut through the noise that's happening
right now around sustainability and there's a lot
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of firms that are, what I
like to say overly enthusiastic about their sustainability
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claims, and so the way to
cut through that is with data transparency.
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Really report to the public and show
how you're moving in this space, because
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that's ultimately what legitimizes it. Fantastic
points. So, Paul, tell me
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what's a good way for listeners to
to get in touch with you if they
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want to talk with you about Be
Corp or learn more? Yeah, if
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people want to reach out, Linkedin
is my favorite. You can find me
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there by searching for me. My
name is Paul Hunter, Paul Allen Hunter,
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Alan is spelled ale and or you
can reach me by email at Paul
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Dot Hunter at Cannon Kardacom. Can
like Latin for people and Carda like Latin
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for maps. Canon Kardacom. That
is very cool. I did not know
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the origin story behind your name.
So can Latin for people and Carda like
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Latin for maps as pretty incredible branding, I would say so, Paul.
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Thank you so much. I love
that you were able to bring this to
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our listeners and I so appreciate your
passion and all of your deep expertise on
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this matter. I really appreciate your
being here. Thank you so much for
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having me. Tiffany, I really
appreciate it. To our listeners, thank
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you as well for joining us today. We go ahead subscribe on your favorite
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00:18:33.660 --> 00:18:38.980
podcast player just to visit our website. Technically, peoplecom and, of course,
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we always welcome a five star review
if you enjoy this conversation and you
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want to hear more like it.
So thanks again for joining us. We
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