{"id":8006,"date":"2025-03-03T01:01:13","date_gmt":"2025-03-03T06:01:13","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/03\/03\/is-kindness-always-a-cost-what-the-dismantling-of-usaid-programs-reveals-about-the-roi-of-good\/"},"modified":"2025-03-03T03:35:03","modified_gmt":"2025-03-03T08:35:03","slug":"is-kindness-always-a-cost-what-the-dismantling-of-usaid-programs-reveals-about-the-roi-of-good","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/is-kindness-always-a-cost-what-the-dismantling-of-usaid-programs-reveals-about-the-roi-of-good\/8006\/","title":{"rendered":"Is Kindness Always a Cost? What the Dismantling of USAID Programs Reveals about the ROI of Good"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Amy Williams, Founder and CEO, Good-Loop<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As the world\u2019s largest provider of official foreign assistance, USAID has had an indelible impact across the globe. From dispensing life-saving medicines to stabilizing conflict zones and offering young girls the chance to get an education. The scale of good that $40 billion can buy you is almost incomprehensible.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But, let\u2019s be clear: while the results are profound and, in many cases, life-saving, it\u2019s not purely an act of altruism. This is a strategic investment\u2014an investment that generates valuable political capital in more than 100 countries.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Samantha Power, who served as the Administrator of the United States Agency for International Development for the last 4 years, outlined this perfectly in her recent <a href=\"https:\/\/www.nytimes.com\/2025\/02\/06\/opinion\/usaid-trump-samantha-power.html?searchResultPosition=2\">NYTimes op-ed<\/a>. She notes that, thanks to USAID across the international community, \u201cwhen the United States makes hard requests of their leaders \u2014 for example, to send peacekeepers to a war zone, to help a U.S. company enter a new market, or to extradite a criminal to the United States \u2014 they say yes.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The reality is that hard cash buys soft power. So when the U.S. needs something\u2014there\u2019s a long history of goodwill to leverage. The kindness behind this aid is real, the impact is of course real \u2013 but it\u2019s never without its return on investment.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So much so that UK Foreign Secretary, David Lammy, has even warned that Britain\u2019s own experience of merging the Department for International Development (DfID) into the Foreign Office, announced by Boris Johnson in 2020, was a huge mistake. Lammy has insisted that the move dealt a serious blow to Britain\u2019s influence in developing countries and beyond.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This dynamic isn\u2019t confined to the realm of government.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Businesses, too, are increasingly grappling with the question of what it really costs to do good. Corporate Social Responsibility (CSR) programs often sit as a cost line on the P&#038;L. The perception is that social impact initiatives are, at best, a tax write-off, and at worst, a waste of resources.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The reality is far more nuanced. There\u2019s a halo effect to be reaped when brands take action on meaningful causes. Whether it\u2019s environmental responsibility, values-driven marketing or championing social causes, these initiatives create trust, earn loyalty, and boost a brand\u2019s reputation. Far from a cost, doing good is a strategic investment\u2014one that\u2019s not just about improving society but about improving a company\u2019s bottom line. After all, goodwill is the soft power of capitalism.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But here\u2019s where it gets interesting. With the US stepping back from the front line of international aid, many are anticipating that this \u201copens up a window for China and Russia\u201d as a former senior USAID official, told <a href=\"https:\/\/www.nbcnews.com\/news\/world\/donald-trump-elon-musk-usaid-soft-power-china-russia-rcna189756\">NBC News.<\/a><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Scarcity always creates opportunity.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As the <a href=\"https:\/\/apnews.com\/article\/supreme-court-affirmative-action-college-race-f83d6318017ec9b9029b12ee2256e744\">U.S. Supreme Court <\/a>outlaws affirmative action and the President <a href=\"https:\/\/www.whitehouse.gov\/presidential-actions\/2025\/01\/ending-illegal-discrimination-and-restoring-merit-based-opportunity\/\">labels DE&#038;I as illegal<\/a>,\u00a0 business leaders across the nation are preparing for a new era of cultural and political conservatism. A surge of anti-ESG sentiment has created a landscape where many companies are retreating from the bold social commitments they once touted. Much like the USAID programs, DE&#038;I budgets are quietly getting slashed and sustainability goals, deprioritized. &#8220;Stay neutral&#8221; is the new mantra of risk-averse businesses everywhere.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This trend is maddening and, in my opinion, tragic. But if you are one of the brands resolute in your commitment to being a positive force, here lies your \u2018window of opportunity\u2019.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In recent years, we\u2019ve seen brands compete to one-up each other with social goals, pledges, and endeavours. And then, concurrent with saturation came the inevitable backlash. Greenwashing, performative activism, and half-hearted gestures all left consumers feeling sceptical. The very notion of \u201cdoing good\u201d began to feel like corporate elevator music\u2014predictable, background noise that no one was really paying attention to anymore.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Today, however, \u2018good\u2019 is no longer the default \u2014and that\u2019s precisely why it\u2019s interesting. This cultural regression has created a striking contrast: those businesses that remain committed to doing good now stand out more than ever. When the majority are backtracking, doubling down on your values isn\u2019t just window dressing\u2014it\u2019s a business differentiator. It\u2019s spicy. It\u2019s bold. And it resonates.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For the companies who are truly invested in the future, this is a defining moment. In a world where staying neutral is the new normal, conviction has become the ultimate currency. Companies who step up and take meaningful action, aren\u2019t just building trust; they\u2019re building their future.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Neutrality? It\u2019s the riskiest move of all. If you won\u2019t take a stand on the issues that matter, someone else will\u2014and they\u2019ll own the loyalty, the credibility, and the future.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The lesson is clear: kindness might seem like a cost, but it\u2019s the kind of investment that pays off in spades. And at a time when kindness seems to be in short supply, the brands and nations that step up to fill the void today will be the ones leading the way tomorrow.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For the companies who are truly invested in the future, this is a defining moment. In a world where staying neutral is the new normal, conviction has become the ultimate currency.<\/p>\n","protected":false},"author":7,"featured_media":8007,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-8006","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Is Kindness Always a Cost? 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