Introduction:
The process of incorporating public responsibility and citizenship is not unlike the way a company incorporates quality improvement. It begins with an understanding of customer requirements, then translates those requirements înto a vision, a mission, and goals for the company.
Concern for the Environment:
Tom Zosel, who manages the program, emphasizes how the program takes advantage of people's desire to çare for the environment. "I think the biggest hook in the entire program is giving people the opportunity to bring their environmental ac-tivism to their jobs. If you went out today and surveyed 3M employees and asked if they considered themselves environmentalists, I'd be sur-prised if you got less than a 90 percent positive response."
3M's corporate values reflect its employees' values by including a commitment to "respecting our sociai and physical environment." The goals 3M has identified to carry out this value are:
3M will continue to recognize and exercise its responsibility to:
Attention to Business Ethics
USAA keeps people focused on corporate responsibility and citi-zenship by making it part of the company's planning process. USAA has identified sixkey result areas (KRAs):
By including public outreach as a KRA, along with other company priorities, USAA establishes its impor-tance for ali employees. By then developing five-year and annual plans to achieve its public outreach goals, USAA translates those goals into mea-surable actions and objectives—the surest way to make corporate responsibility and citizenship a part of the company's culture.