Successful businesses and communities need each other

At the heart of my politics has always been the value of community, the belief that we are not merely individuals struggling in isolation from each other, but members of a community who depend on each other, who benefit from each other's help, who owe obligations to each other. From that everything stems: solidarity, social justice, equality, freedom.

- Tony Blair

During the past six years that I've served as executive director of the Sparks Chamber of Commerce, I've been fortunate to see northern Nevada's business community grow and develop into a true incubator for entrepreneurs and small businesses. And, despite a lagging economy, there is no doubt that the Truckee Meadows remains a great place to live and work. It is generally accepted that the region's high quality of life and business-friendly tax play an important role in this; however, what is often overlooked is the role that local businesses have in establishing an economic and socially prosperous community.

Recently, while attending the Truckee Meadows Tomorrow "Accentuate the Positive" event, I couldn't help but think about how important a business' relationship is with its community and how that factors into its long-term success and sustainability. In fact, as I walked through the exhibit hall and talked with some of this area's most successful business and community leaders, I couldn't help but notice the emphasis that each of them put on community stewardship. At first glance, this seems obvious. Recently, there has been an increasing amount of attention devoted to corporate ethics and environmental responsibility. It seems that, in light of the numerous corporate scandals and environmental debacles that seem to have plagued the business world earlier this decade, the media and general public has decided that business is more than supply and demand; it's also about responsibility.

Yet, corporate social responsibility is much more than ethics and environment. In fact, a recent survey conducted by the National Consumers League shows that most Americans believe that the most important thing a company can do to be socially responsible is to take care of their employees. This fact can likely be attributed to layoffs, downsizing and rollbacks, but it is still surprising to learn that more than 75 percent of consumers feel that employee salaries and wage increases are valued more than charitable contributions.

Transparency is also a key component in social responsibility. The Internet and proliferation of mass media have made it much easier for consumers to determine the credibility and integrity of a company. Companies that are honest, accountable and a valuable member of the community serve are more likely to succeed than those driven by finger-pointing and PR spinsters.

While ethics, environmental responsibility, corporate transparency and valuing employees are widely accepted business principles that drive spending habits and establish loyalty, there is still one facet of community stewardship that, I feel, is overshadowed and underappreciated. I like to call it "community stewardship" and I feel that northern Nevada is a shining example of this principle. Businesses that take an active role in their community through charity, philanthropy or volunteerism are more likely to enjoy economic success and growth than those who isolate themselves from the community. This becomes especially important in a down economy, when marketing budgets have been cut and relationships are at a premium. In fact, the same National Consumers League study shows that Americans expect companies, big and small, to be actively engaged in their communities, with an overwhelming majority preferring non-financial contributions, such as volunteerism and community involvement, over financial contributions alone. This type of corporate social responsibility is easy enough to achieve and can include everything from participating in Partners in Education programs to organizing a corporate team for a charity race. It's through community stewardship that businesses demonstrate consumer value that extends far beyond their own bottom line.

As a teacher and college basketball coach, I have had the opportunity to live in a number of big cities and rural communities all over the country. For the most part, they all had their own appeal and cachet, yet none of them impressed me like northern Nevada does on a daily basis. Certainly the area's scenery and recreational opportunities are spectacular, but it was the way that local businesses, big and small, took responsibility for the community that made me want to take the next step in my career and open a small business in the Reno/Sparks area. It is my firm belief that a business is only as good as the community around it and, likewise, a community can only thrive with the support of responsible successful businesses. I am proud to say that this is a key philosophy shared by the staff, board and nearly 1,500 members of the Sparks Chamber of Commerce and is reflected in the number of community events and nonprofit organizations that the chamber and its members support and participate in.

Len Stevens is the executive director of the Sparks Chamber of Commerce. Contact him through www.sparkschamber.org.