In It Together: More Companies Are Rallying Employees, Business And Community Partners To Do Good

Healthy with KidSTART is a joint initiative between KidSTART Singapore and Prudential that aims to encourage healthy eating habits among young children by providing information and counseling to parents on preparing wholesome meals for their children. Recipe cards and online nutrition classes are provided to help those in need learn how to cook nutritious meals.

The Cha-Ching program was created by the Prudence Foundation, the philanthropic arm of Prudential that focuses on local communities and serves children ages 7 to 12. Volunteers with experience in financial planning teach children the importance of earning, saving, spending, and giving as they establish the groundwork for lifelong good financial habits.

Ms. Tan says, “Companies that prioritize investing in the local community are more likely to succeed over the long term because they are more well regarded by their customers, employees, and other stakeholders.”

Successful and efficient community investment programs also rely heavily on collaboration between all parties involved. She continues, “By collaborating, we can make the most of our combined strengths to address community challenges and advance our shared goals.”

CapitaLand is doing its share to prevent climate change and educate the next generation about the importance of environmental preservation because it values the legacy it will leave to future generations.

Staff volunteers at CapitaLand’s Environmental Education Programme, which was created last year, used stories and games to teach kids about climate change and the importance of living a greener lifestyle by minimizing the amount of food waste we produce.

Somewhere over 300 kids took part in the programme’s virtual sessions in October and November of last year. Green Grove is a S$500,000 green showcase backed by CHF to foster environmental consciousness in the public and features pre-school pupils from My First Skool centers and children who participated in Choa Chu Kang Public Library’s reopening festivities.

Mr. Tan of CapitaLand says, “In line with our company purpose, CapitaLand remains committed to enhancing lives, strengthening communities, and growing sustainably in communities where we operate.”

We get fulfillment from making positive changes in people’s lives and in the world around us. Our mission is to work with our employees, vendors, and clients to create a better world for future generations.

A rallying call for more businesses to come on board 

There have been 97 different businesses recognized as Champions since the program began in 2017. Mr. Pattiselanno of NVPC predicts that this trend will continue as “more companies are starting to embrace corporate purpose as part of their core business.”

Companies often opt to do good because it gives them a feeling of meaning and purpose. While CHF claims it “finds a sense of purpose in contributing to the benefit of society,” Prudential Singapore says its community investment activities are in line with its “mission which is to help individuals get the most out of life.”

NVPC is now establishing a purpose-driven business community through the Alliance for Action on Corporate Purpose and setting out on a mission to define what corporate purpose means in the Singapore context (AfA-CP).

CapitaLand and Prudential Singapore, both of which were recently named Champions of Good, have joined the Alliance for Corporate Responsibility (AfA-CP) to contribute their knowledge and experience to the growing movement toward corporate purpose.

Mr. Pattiselanno explains that Singapore’s ultimate goal is to create a future in which “every organization in Singapore is purpose-driven and aims to produce a net beneficial influence on society, across environmental, human, social, and economic aspects.”