This Generation’s Brand

This Generation’s Brand

Unfortunately there are perceptions that as employees climb the corporate ladder, moral values begin to diminish in pursuit of higher returns or personal profits. These corrupt business practices are most often associated with the financial service industry and illustrated in films such as Wall Street. A recent, real-life example of this behavior was the 2008 discovery of Bernard Madoff’s Ponzie scheme that cost investors 18 billion dollars, one of the largest financial frauds in US history.

Business practices of the past, both the ethical and even the corrupt, are much different than those of today’s generation. Today, young entrepreneurs have changed the world while still in college or without even obtaining a collegiate degree. Since these energetic movers and shakers are free from the influence of high-ranking officials, they have been able to retain their genuine personalities. As a result, many new startup companies are forming with a passion to make the world a better place and to create a brand that individuals around the world will recognize and relate to.

Some for-profit companies have more power to change the world than elected international leaders. During the tumultuous year of 2011, the world was witness to the Arab Spring, where revolts and protests took place in countries such as Tunisia, Egypt, Jordan, Lebanon, and many more. A driving factor in these movements was the power of Facebook and YouTube. These social media sites raised awareness of ongoing conditions, encouraged participation domestically and internationally, and provided an outlet for every individual person to express their opinions. Obviously this is not the primary purpose of either website, but the way in which they were used illustrates how societal values have transitioned toward helping others and encouraging outreach.

Corporations that appear very narrow-minded in their quest for profit have acquired much resentment from the average consumer. Those that pursue the most lucrative gains and possess great political power faced the wrath of demonstrators during the Occupy Protests of 2011 and early 2012. Although these protests had larger goals and also focused on politics, they did not accuse those businesses that made an effort to help others, but more often attacked industries known for their competitive, cutthroat nature such as those along Wall Street.

Average consumers are now beginning to identify with brands that have a mission or goal that is in line with their own moral compass. They want to be recognized for their association with a particular brand that serves a greater purpose than generating profits, a brand that places ethical values over money.

Examples of companies that represent these ideals are TOMS Shoes, Codecademy, and Academic Earth. TOMS Shoes is famous for their “One for One” campaign, where for every pair of shoes purchased, the company will give a new pair to a child that needs them. There has been so much success within this market that the firm is now expanding into eyewear in hopes of improving eyesight and visualization for those who need it. Codecademy aims to make computer programming easy for any individual to learn for free. This website has the potential to foster future societal growth by empowering individuals with the knowledge they need to jumpstart their dreams. Academic Earth hopes to give individuals around the globe access to advanced scholastic information through engaging lectures by some of the world’s most esteemed professors.

For many of us enrolled at UVa, we aspire to make a significant impact on the world after graduation, but student loans and various bill payments will deter most of us from our dreams of making a beneficial societal change. However, today we can leverage technology to create new industries and opportunities that will benefit the world regardless of our career paths. This rising trend presents a great opportunity for all young entrepreneurs to create their own brand. Funding is typically easier to obtain for these new ventures, as more people are willing to provide initial capital for a company that has the qualities of a passionate and ethical leader with a business model that can both assist others while making enough profit to sustain the model.

Both individuals and corporations can generate financial profits while making conscious efforts to solve the most critical problems and issues facing our world today. So whether you are an underclassman or about to enter the real world in May, there are more opportunities than ever to positively impact our world.

About

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    Hello, my name is Matt Robertson. I love developing new skills, helping others and traveling around the world. I’m a very self-driven, competitive and tenacious individual. I graduated from the University of Virginia in 2014 with a Bachelor of Arts degree, majoring in Economics. I now work as an Analyst within Morgan Stanley’s Institutional Equity Sales & Trading Division in New York City.

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Video Interview

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    I desired a summer internship in 2013. Read about my accolades and attributes, and check out a video I made to help prospective employers get to know me better.

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