Kenneth Cole On Activism, Politics, Responsibility And Authentic Engagement

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• If their hearts don’t get them there, their balance sheets will

Fashion company Kenneth Cole's long history of social activism stretches back to well before "social responsibility" became a buzzword in the C-Suite.

To name just a few of the issues the brand has publicly supported:

• Equal rights for the LGBTQ community since 1993
• Gun safety advocacy since 1986
• HIV/AIDS awareness since 1986
• Rebuilding communities in Haiti since 2010
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CREDIT: UN NEWS CENTRE

The genesis of this company's brand activism? The company's namesake himself: Kenneth Cole. In an exclusive interview with Engage for Good, Mr. Cole shared some of his personal reflections on creating an activist brand, his philosophy on building a socially responsible business and why the company recently chose to partner with the broadway show 'The Prom" to advance equality in the LGBTQI community.

Business As Activist

When asked about the company's long history of social activism, Mr. Cole said he believes businesses have "an inherent responsibility" to be an activist brand and shared, "Over the years, I have found a way to use this business and this platform to talk with people about important issues. To the degree you can bring a sense of purpose to what you do, it makes the relationship with the customer that much more meaningful and purposeful. Purpose today is a very important component to any business. Most companies will find their way here. If their hearts don’t get them there, their balance sheets will ."

On Combining Cause And Commerce

Mr. Cole is quick to point out that there's a "not insignificant" nuance in the concept of combining cause and commerce.

"What we do is not so we can sell more shoes," he explains. "I've been really careful about that over the years. People are way too smart for that. They always have been. To the degree that we're perceived that way, our message fails. For 35 years now, we've been speaking with people about not just about what's on their bodies but what's on their minds. At the end of the day, I do think it's elevated our relationship with our customers and made that relationship far more substantive and sustainable. This (activism) has been a privilege. It's one of the components of what I do that I feel most appreciative of."

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