Consumers the world over increasingly expect corporations to play a positive
role in society, and they’re making their voices heard with their dollars. The
pandemic
and crescendoing climate and social crises have caused unprecedented
investment in
Environmental, Social, Governance (ESG) strategies as consumers — and
increasingly, governments — demand more from companies.

The gambling industry is also feeling the effects of this reality. In response,
in 2020 the British Columbia Lottery Corporation
(BCLC) began to uncover and articulate its guiding social purpose by
answering three fundamental questions:

1. Why we exist. What is the societal reason for BCLC’s existence?

2. How we might uniquely make a positive impact. What positive societal
   impact can BCLC make that no other businesses can?

3. Hear 75 insights from 25 purpose-driven brand leaders …

   Not sure where, or whether, to start on your company’s social purpose? After learning from dozens who have done it, you’ll understand how defining a clear social purpose can benefit organizations of all sizes and shapes, in any industry.

   What might and should we do to reflect our social purpose along our entire
   value chain? Describing the products and services that we sell is easy;
   but what impact do they have? What can BCLC do along the entire value chain
   to reflect its core purpose?

In lieu of a traditional corporate social responsibility (CSR) approach, BCLC
has adopted a holistic social-purpose
model
beyond the siloed, marketing-focused models associated with traditional CSR.

“For us, social purpose is a transformation for our organization – where we’re
constantly iterating and improving our operations for the betterment of
society,” said Greg Moore, Board Chair at BCLC. “We want it to be that every
person who interacts with us is better off for that interaction.”

BCLC spent a year conducting stakeholder meetings to ascertain how a gambling
company could provide for the greater good. In 2021, it had a north star of
social purpose:

We exist to generate win-wins for the greater good.

A gambling corporation may seem like the antithesis of “social good;” but for
Moore, this is exactly why a gambling company should pivot to a social-purpose
model: “People can look and say, ‘Hey, if a gambling company can bring in a
social purpose; then, surely my company can do this as well.’”

Generating win-wins against social perceptions

Gambling has enduring appeal because of suspense found in the magic moment
between bet and result. The bet is often lost; but an experience is always won.

But for a small percentage of players, the “magic moment” can take a dark turn.
Problem
gambling
is the scarlet letter of the industry and is one of the reasons why BCLC was
created in the first place. BCLC exists to ensure that gambling in British
Columbia is safe, legal and harm-free; and to use gambling proceeds to
contribute to the greater good. Since its inception, BCLC has delivered over
$26 billion in
benefits back to
the Province of B.C. to support healthcare, education and community initiatives.

In this respect, BCLC has always sought to strike a healthy balance between
gambling entertainment and player health by offering products, services and
experiences that support healthy play. BCLC delivers gambling net income to the
Province for the benefit of all British Columbians; and the organization’s
award-winning player-health
program is licensed to
11 jurisdictions across North America.

But the topic of gambling is still a polarizing one.

“People have a preconception about the entertainment and gambling space,” Moore
said. “For us, this is about moving beyond that perception and informing not
just players and stakeholders, but all of society that BCLC has a social purpose
— that we’re walking the
talk
and it’s not just a slogan on a wall.”

For BCLC, universal “win-wins” mean expanding its player-health model to all
aspects of operations and never saying “this is good enough;” the company’s
social purpose calls on it to operate its business so that — in all endeavors,
transactions and relationships — everyone comes out ahead.

Finding the sweet spot

BCLC began its quest for social purpose with a fact-finding mission to unveil
where stakeholder values, BCLC values and company-leveraged assets intersect.
Through this process, BCLC identified a unique social purpose that intersects
stakeholder values, pressing social issues and BCLC’s unique offering.

“It’s not our role to change people’s values, because values are very personal,”
said Peter ter Weeme, Chief Social Purpose Officer and VP of Player
Experience. “What we are looking for is commonality — the things that people
really hold dear.”

With an understanding of shared value, BCLC created a purpose-decision lens to
inform day-to-day decisions across the organization — from how to interact with
guests to what vendor to procure from. BCLC will consider the following as it
looks at each decision as an opportunity for expanded social purpose:

• What’s the win-win that goes beyond revenue for the province and fulfilling partner expectations? First win = Benefits to BCLC/revenue for the province; second win = benefit to others.

• Can we amplify benefits by generating a third win?

• How does the decision benefit the greater good, beyond revenue for the province?

• If this decision doesn’t benefit the greater good, what can we do to ensure it does?

• Does anyone lose in this decision in the short or long term? If so, how can we mitigate the loss?

• How can we generate the greatest positive impact from our work?

• Does this decision make players feel valued? Can this player value lead to greater impact?

“We are fundamentally changing the way that we do business and the way that we
view our business,” ter Weeme said.

BCLC will deploy the unified social-purpose lens in key areas typically stored
away in individual CSR/ESG silos — including sustainable procurement; employee
experience; product-value alignment; indigenous
reconciliation;
diversity, equity and inclusion
(DEI);
climate
commitments and
more.

“We had these disparate initiatives that were taking place historically; but
now, we’ve brought all of this together in this framework,” ter Weeme said.
“Being a social-purpose company really raises the bar in terms of expectation.”

If a company is really changing, it will turn words to action; and ter Weeme
sees plenty of calls to action to begin engaging with its new social-purpose
lens. This is helping rebrand the organization to the public, build new
relationships, evaluate internal changes, and manage risks in a volatile social
and environmental landscape. And of course, ter Weeme also expects it will lead
to strengthened relationships with players and communities and greater financial
performance.

Metrics ranging from commitments to DEI to net zero are being retooled to
measure if BCLC is generating win-wins for the greater good. But in the end,
tangible positive impacts in the communities of British Columbia and beyond are
the ultimate indicator of success, ter Weeme said.

“Transparency is a really important part,” he said. “We are setting a bunch of
metrics; and we are publicly sharing those in part to inspire other
organizations and in part to be accountable to that.”

In a Sustainable Brands™
webinar
on Thursday, September 15, BCLC presents the results of a study commissioned
through Forrester Consulting to explore
lessons learned from articulating and operationalizing social purpose and how
those experiences impact marketing strategy and practices. The conversation will
include:

• Global shifts in expectations that businesses and consumers want and expect
  companies to adopt.

• How brands must integrate social purpose thoughtfully and sincerely,
  particularly in marketing.

• How to engage stakeholders and the different approaches to that end.

• How to measure success.

Tune in
to learn more about how BCLC is working to advance the social-purpose community
and encourage new companies to consider purpose-driven transformation.

Published Sep 9, 2022 8am EDT / 5am PDT / 1pm BST / 2pm CEST

Christian Yonkers

Christian is a writer, photographer, filmmaker, and outdoor junkie obsessed with the intersectionality between people and planet. He partners with brands and organizations with social and environmental impact at their core, assisting them in telling stories that change the world.

Sponsored Content
/ This article is sponsored by
British Columbia Lottery Corporation.

This article, produced in cooperation with the Sustainable Brands editorial team, has been paid for by one of our sponsors.