In the end the hi-tech guys have good seismographs.
They are the first to receive stings from their investors abroad and therefore will always work to maintain the global balance and prevent unnecessary disturbances from humanity, and in this case from Israel
The story of corporate activism in Israel by the commercial companies is perhaps the story of the day for obvious reasons, but it is also the story of the year.
Mainly because what has been happening in this context for years in America and the rest of the world has finally arrived in Israel, and maybe it is here to stay.
If there, the sight of companies like Nike and Adidas doing anti-racism campaigns is a common thing, then in Israel everyone is afraid to speak out and get kidnapped.
And, there for years the issue of diversity in commercial considerations is inherent.
For example, at the American company Accenture to which I belong, when we examine contracting with a supplier, first of all we check the issues of ethics and propriety, and in the end we only contract with companies that have a sufficient diversity (besides a host of other conditions, which from the company's point of view are essential) .
So why did it arise now?
First, remember that the event is frightening.
It is hard to avoid the feeling that the end of democracy seems just around the corner.
Prior to the non-discrimination campaign, there was also the letter from the hi-techists, in which the senior leaders of the local sector of the economy - the one that put Israel on the map - addressed the elected leadership and expressed their concern about the discourse surrounding a possible harm to Israeli democracy.
In the end the hi-tech guys have good seismographs.
They are the first to receive stings from their investors abroad and therefore will always work to maintain the global balance and prevent unnecessary disturbances from humanity, and in this case from Israel.
Microsoft, Discount (photo: image processing, shutterstock)
A deal with a clear price tag
In terms of discount, this created the perfect RTM (real time marketing), and I'm sure they thought that even if they were legally exposed for a million, they would enjoy a reputational capital of 100 million
But in the current wave there was something different.
From the moment Discount, both a business that is not a high-tech company and a bank, embarked on such a declarative move, it broke all the barriers.
To the joy of the bank, and after the successful work of its consultants, there was a huge embrace from the media, known as the sector most open to inclusion and diversity, and soon many diverse companies from all fields joined, from companies in the tech field such as Wiz, Microsoft, Hello Heart, Snappy, Visita, Intel, Sampris , Papaya Gaming, huge funds such as NFX and Tim8, (and of course Accenture Israel), through tourism and entertainment companies such as the Selina chain and Live Nation Israel who published announcements, and as a result a host of influential financial entities, such as Mor Gamel and Pansia, AIG and even the largest bank in the country, are working, who posted on his website's homepage the ESG statement in which he undertakes to act inclusively and equitably towards his customers and employees.
For Discount, this created the perfect RTM (real time marketing), and I'm sure they thought that even if they were legally exposed for a million, they would enjoy a reputational capital of 100 million.
A deal with a clear price tag.
Quite similar to Rami Levy who, instead of advertising on TV, put his marketing budget at the time on a chicken in a shekel.
This is an excellent short-term move for a player who is not the biggest in the category, similar to the position in Rami Levy's time, which made him the empire he is today.
Join the movement.
Wiz (Photo: Reuters)
Bank Hapoalim ad (photo: screenshot, screenshot)
It is not obvious to say the obvious
An executive at a well-known company told me: "Why do I have to shout right now that I'm against discrimination when it's been inherent in my business since the dawn of time? I've been conducting myself like an American company since 2008."
My answer was "visibility"
But if we put the marketing move aside, there is also something more here.
There are companies here that are no longer afraid and clearly draw the line when it comes to possible harm to the population.
So it's true - it's easy to laugh at the sweeping move we've seen in the last few days, nevertheless, these are moves that were expected to garner sympathy.
But those who understand how the business sector works also understand that there is no choice left for these companies and organizations to raise a firm voice against the violent and divisive discourse, and to create a kind of private "order" of the field of propriety.
Of course, alongside the companies that were quick to speak out, there were many large bodies that chose to sit down and not join the media celebration.
For example, an executive at a well-known company told me "Why do I have to shout right now that I'm against discrimination when it's been inherent in my business since the dawn of time? I've been conducting myself like an American company since 2008."
My answer to him was "visibility".
Sometimes appearances are very important, even if you say the obvious.
Among the first to identify.
CEO of Microsoft (photo: screenshot, screenshot)
Why do most companies behave well?
Yossi Levy, director of marketing in Israel for the technology consulting giant Accenture (photo: courtesy of the photographer, courtesy of the photographer)
The subject of corporate responsibility (ESG) is essential and it is time for it to receive its rightful place in Israeli organizations.
While the whole world has long since switched to impact, this field in Israel seems to not exist.
It does take place in traded companies, where investors can judge the company with their feet and therefore most companies behave well, and this was explained in an excellent way by Mor Gemel's investment manager, in the "Savings Plan" by Gideon Oko.
But still in the Israel of the year 2023, there are a number of large companies that almost do not address this issue.
In the past businesses were afraid to say what they thought so that the profit line would not be harmed, but this week we saw what needs to become the norm here - a business world that says its opinions (even if they should be self-evident) and influences reality.
Let's hope that in the next public storm, which will come soon, the list of companies and businesses will get even longer, until they realize that values such as equality and the fight against racism, are the greatest common denominator.
The writer is the marketing manager in Israel for the technology consulting giant Accenture.
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