Why Is Compassion So Rarely Listed as a Corporate Value?

There’s a generic list of values we see over and over when companies articulate their culture. If I had a nickel for every time the words Integrity, Honesty or Respect showed up in corporate values, I’d have a whole bunch of nickels.

In the wake of Harvey, I keep thinking about the value of Compassion. I’ve watched with interest the huge disaster relief efforts of  H-E-B, the Texas-based supermarket. They provide concrete help in disaster areas. Sometimes that can be as simple as giving away bags of ice, but it also involves deploying their mobile kitchens to feed first responders and displaced storm victims, sometimes for days at a time.

How would the value of Compassion drive business? Some might say it’s too altruistic to be useful in a competitive marketplace. But in the case of H-E-B, customer loyalty is built over and over by these compassionate acts, offered when people are at their most vulnerable. That’s the kind of loyalty that will trump milk being priced a little lower at some other store.

Actually, compassion seems a logical strategy for building customer relationships. If companies were to include Compassion as a value, that might be the permission employees need to be kind  — to each other, to customers and to the community at large.

There’s been a lot of emphasis in recent years on running companies lean and mean. The economic downturn created the need for efficiency and cost-cutting and anything else businesses could do to remain competitive.

Compassion calls for the opposite of being competitive. It encourages the view that we’re all in this together, and that helping our neighbors is the way we’ll get through.

People buy from brands they trust. Treating people with compassion is a powerful means to gaining that trust. Maybe Compassion deserves a spot on that list of most-common corporate values.

Interested in evolving your corporate values? Tribe can help.

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