GOOD BUSINESS: Making Money by Making the World Better

The message these two former advertising men–turned–social activists present here is simple and clear: if you want to save the world, do it through your business. This idea, the authors contend, transcends altruism. If done well—i.e., linking social activism to a company's particular goals and objectives—profits will naturally follow. Hilton and Gibbons offer numerous illustrations of how this might work. For example, an oil company might sponsor bike lanes to show its commitment to reducing energy consumption. The company's message to the public might be: "when you need to buy petrol, we want you to buy ours—but think about ways to use less of it." What the authors advocate goes beyond social responsibility; they encourage producing products in such a way that no harm is done. They argue for social leadership, suggesting companies use their economic power to actually make the world a better place. Indeed, Hilton and Gibbons—founders of a London-based consulting firm whose clients include Coca-Cola and Nike— propose ways for companies and governments to do just that. Alas, it takes the authors almost 100 pages to begin to make their points; they spend many of those 100 pages rehashing why corporations should do good and why capitalism is not inherently evil. American readers may find the repeated references to British brands and advertising campaigns off-putting. Still, if readers persevere, they will find an entertainingly written call to action. Agent, Tif Loehnis. (June 15)

Forecast:Trade and consumer advertising in the U.S., U.K. and Canada (spinning off of a $150,000 marketing budget) and a 60,000 first printing suggest big things for this title. Talks at the recent World Economic Forum revolved around global business and social good; Hilton and Gibbons's book could strongly tie in to that.