Why Socially Responsible Business Needs a Reality Show
Most of the major industries have at least one reality show—fashion, real estate, food, music, entertainment, even logging. Business has “The Apprentice”, but somehow the show’s catch phrase “You’re fired!” might not resonate in this economy. What about updating the show to fit with our shifting values toward social responsibility. “The Social Apprentice”?
I’m sure someone has thought of this idea, and that it’s ended up crumpled in a television executive’s trash bin. But if there can be a show about young professionals who find love in a pitch black room, then I don’t see why there can’t be a show about savvy business people who compete to become the leader in socially responsible business. Similar concept to “The Apprentice”, except contestants race to come up with creative ways for companies to better the world.
Is this too crazy an idea? Here’s my case for “The Social Apprentice”:
1. We need new heroes
We like to see someone come in and change things for the better. Ty Pennington from Extreme Home Makeover is a huge celebrity as a result of this (though EHM is not exactly the most responsible show). Our society is waiting for someone to come in and help businesses get back on track, especially when it’s not someone political. We’re dying for a moral corporate turnaround, and if we can attribute a human face to that effort, even better.
2. Drama isn’t the only way to gain an audience
The common position is that reality shows thrive on unnecessary personal drama, and that a show like “The Social Apprentice” would be too boring and self-serving. But the success of shows like Top Chef and Project Runway are partially based on the commentary and critique by an expert panel. As a result, audiences gain a greater appreciation for the talent and thought that goes into creating successful products. I imagine audiences would be interested in the tough decisions and processes involved in creating a business with social value.
3. There’s something in it for the businesses
Product placement is out of control on reality television. But what if we took that a step further? If a business sponsors a challenge or plays an integral part in the series, it gets face time and it demonstrates its active commitment to doing good. It’s almost a no-brainer to get involved—the only catch is that participating companies need to be ready to admit shortcomings.
4. Companies have to admit their shortcomings
Right, so about that. The business world is out of luck since sooner or later it will have to open up the conversation and show a bit more transparency. The social responsibility train has already left the station, and consumers will find out if companies are naughty or nice one way or another. The successful business will be the proactive one that can demonstrate it cares and is making an effort.
5. The time is right
Even two years ago, “The Social Apprentice” would not have worked. The idea of socially responsible business hadn’t hit our culture the way it has now. Every other television commercial is about responsibility this and sustainability that and more efficient and more friendly. Audiences hear that everyday, and are curious to know what’s really behind those words.
