I’m suspending my normal blogging campaign to talk about a new book I’ve just read – Saving the World at Work, by Tim Sanders (http://www.timsanders.com/).  Those of you who are fans of business books may recall Love is the Killer App, or The Likeability Factor, Tim’s two earlier books.  Tim’s passion and calling is to make the workplace fully human and energizing for employees – rather than the soul-killing place it is all too often these days. 

Saving the World at Work is an extraordinary tour of what Tim calls the ‘responsibility revolution’.  He’s done massive amounts of research and makes a compelling case that companies that treat their employees well, treat their communities well, and treat the planet well will thrive – and companies that don’t, won’t.  He likens the responsibility revolution to the earlier quality revolution.  Companies whose products were shoddy got left in the marketplace dust during that revolution.  Many went out of business. 

The same has already started to happen now in the responsibility revolution, Tim shows us.  Purchasing decisions, employment decisions, and investment decisions are all increasingly dependent on how responsible the company is.  Lots of studies show that people are willing to pay a premium for products that are sustainable, from companies that treat employees humanely, and have a positive effect on the community and the planet. 

Don’t bet against the revolution.  Look what’s happening to the Detroit automakers.  People are snapping up the Prius as fast as it can be built, and leaving Hummers to rust in auto sales lots around the country.  It’s the same, more and more, in industry after industry.  Aveda and Timberland products thrive – two very good companies by Tim’s measure.  People line up to work at companies that are ‘Facebook worthy’ – and shun those that aren’t.  Even Wal-Mart is going green.   

None of this should come as a huge surprise.  It was only a matter of time before the generation entering the workforce now began to make its presence felt.  It was brought up green, and taught the value of teamwork – in the sense of truly working together.  It has never known a time when people didn’t recycle.  It’s a generation that creates communities on the Internet and changes the world before breakfast. 

Tim’s on to something, and you should check this book out.  Don’t get left behind when the responsibility revolution hits your industry.  Your business’ survival will depend on it.