Although the term ‘civilisation’ has less currency today than it once did (Armstrong, 2009), most people see themselves as living in a civilisation (Saul, 2009). As observed by the political philosopher John Ralston Saul, this understanding tends to be centred on a sense of shared destiny: on shared interests, collective purpose, and a common future. Seemingly abstract, the idea of shared destiny is actually quite familiar. Colloquially, we know this as the common good or its synonyms: the public or greater good.
2020 Australian Leadership Index Annual Report
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About the Australian Leadership Index
The Australian Leadership Index is a national leadership survey that provides a comprehensive picture of leadership for the greater good in Australia. Made possible by the generous support of the Graham Foundation, the Australian Leadership Index is nationally significant for a number of reasons.
It is the largest ever study of leadership for the greater good. Each quarter, the ALI surveys 1,000 people across Australia about their beliefs about leadership for the greater good by Australian organisations and institutions. The ALI also reveals how institutions in different sectors vary in terms of leadership for the greater good, as well as the drivers of these perceptions, revealing new insights into what institutional leaders can do to show leadership for the greater good. Finally, by making all ALI data freely available via the ALI data portal, the Australian Leadership Index provides the public, journalists and leaders with a powerful new tool to help bring forth the leadership Australia needs for the future Australians want.
Leadership for the common good requires an individual and collective ability and willingness to overcome our Manichaean tendencies. It calls on us to foster the conditions that make it possible to imagine how apparent contradictions can be reconciled. And it calls on us to cultivate the conditions in which we can develop a sense of shared reality, collective purpose, and shared destiny.
While a brand can align itself with and support social causes, ultimately, its existence relies on generating revenue and profit. As such, positioning a brand as virtuous is a challenging and, at times, paradoxical task for marketing practitioners.