The word “goon” carries a somewhat complex and often negative connotation in English. It’s a term that can be used in various contexts, and understanding its different meanings is important to grasp its full scope. While the word itself might seem unrelated to the world of corporate social responsibility (CSR), we’ll explore its definition and then pivot to an insightful interview with Michael Goon, a Director of Communications deeply involved in CSR initiatives.
The term “goon” is often used informally and can have several meanings, generally revolving around someone who is:
- A hired thug or muscle: This is perhaps the most common and negative association. A “goon” in this sense is someone employed to intimidate or use violence. Think of bodyguards or enforcers, though often with a more negative and less professional implication.
- A foolish or clumsy person: In a lighter vein, “goon” can describe someone silly, goofy, or lacking in social grace. This usage is less harsh but still not complimentary.
- An enthusiast or devotee (in Australian slang): Interestingly, in Australian slang, “goon” can refer to someone who is enthusiastic or a devotee of something, often used playfully.
However, despite these definitions, we shift our focus to a different kind of “goon” – Michael Goon, a professional making a positive impact in the corporate world. Michael Goon serves as the Director of Communications for the Better World Team at Anheuser-Busch. In a conversation at the PRSA Tri-State Conference, he shared valuable insights into the role of CSR for brands and how companies can effectively contribute to social good. His perspective provides a stark contrast to the negative connotations of the word “goon,” showcasing how individuals with even such a name can be forces for positive change.
Let’s delve into the interview transcript to understand Michael Goon’s views on CSR and brand purpose.
Insights from Michael Goon on Corporate Social Responsibility
Alexa Ambroseo from D S Simon Media interviewed Michael Goon at the PRSA Tri-State Conference to discuss the Better World initiative at Anheuser-Busch and the evolving landscape of corporate social responsibility.
Alexa Ambroseo: Hi, I’m Alexa with D S Simon Media at the PRSA Tri-State conference. I’m here with Michael Goon. Michael, how are you?
Michael Goon: Good, good Alexa. Thanks for having me, appreciate it.
Alexa Ambroseo: Michael works with Better World, right?
Michael Goon: Yep. I work at Anheuser-Busch and the Better World Team. So, yeah.
Alexa Ambroseo: And you can tell us a little bit about what you do?
Michael Goon: Yeah. No problem. So, at Anheuser-Busch, essentially the Better World Team is our purpose driven platform where we support corporate social responsibility. So, my job in particular, I work with all of our individual brands, so: Budweiser, Busch, Stella, etc. to really help develop their marketing platforms when it comes to being purpose driven, giving back to the communities, and etc. and then I also when it comes to Anheuser-Busch support all their programs across their Better World initiatives. So, whether it’s emergency drinking water, environmental sustainability, community and economic impact, and also responsible drinking.
Michael Goon clarifies his role within Anheuser-Busch’s Better World Team. He emphasizes that this platform is central to the company’s purpose-driven approach to corporate social responsibility. His responsibilities include collaborating with various brands under the Anheuser-Busch umbrella to integrate purpose-driven marketing strategies. These strategies focus on community engagement and giving back. Furthermore, Goon supports Anheuser-Busch’s broader Better World initiatives, which encompass critical areas such as emergency drinking water provision, environmental sustainability, positive community and economic impact, and the promotion of responsible drinking habits.
Alexa Ambroseo: Great, that sounds like it kind of flows really seamlessly into your panel today which is the social good, right?
Michael Goon: Yeah.
Alexa Ambroseo: Correct. Yeah. So, in that panel, what do you think you’re going to focus on?
Michael Goon: Yeah. So to me, when you think about brands and you think about why am I doing this, why does this make sense for the consumer, and not only the consumers, just people, right. For me personally, my hope is to educate the audience about what we believe in when it comes to being purpose driven for different audiences, right, and that means a number of different things to different people and sort of how we’re making a difference in making it a better world, literally.
Goon highlights the core objective of his panel discussion: to educate the audience on the significance of purpose-driven initiatives for brands. He emphasizes the importance of aligning brand actions with consumer values and broader societal needs. Goon aims to convey Anheuser-Busch’s commitment to making a tangible difference and contributing to a better world through their purpose-driven strategies. He recognizes that “purpose-driven” can be interpreted differently by various audiences, and his goal is to clarify their specific approach and impact.
Alexa Ambroseo: Great, and not that CSR is a new thing or anything, but it has become such a major part of the community today, right. How do you see that change consumer purchases and stuff like that.
Michael Goon: Yeah, so, this is going to sound very funny, but you know consumers are voting every day and they’re doing it with their dollar, right. So it for us personally you know the way we design our programs the way we design the things we do from our CSR Better World initiatives, everything that we do it’s people first and to us it’s what’s going to resonate with them, what’s going to make a difference for them in their communities and, alternatively, you know working with them and then working with us to create a better world.
Goon aptly describes consumer behavior in the context of CSR, stating that “consumers are voting every day and they’re doing it with their dollar.” This powerful analogy underscores the increasing consumer awareness and preference for brands that demonstrate social responsibility. He explains that Anheuser-Busch prioritizes a “people-first” approach in designing their CSR programs. The focus is on creating initiatives that genuinely resonate with consumers and positively impact their communities. This approach fosters a collaborative relationship between the brand and consumers in the pursuit of a better world.
Alexa Ambroseo: Great. Finally, a piece of advice for any kind of younger professional in the PR industry, how you think they should incorporate CSR to make it look more like action versus advocacy.
Michael Goon: Yeah. Absolutely. So I think for me personally, when I was coming through the ranks of just PR in general it’s the biggest advice I can give anyone is don’t try to fit a square in a circle, right. And to me, you know you see a number of brands fail when they do something CSR. And, again, anything where you’re trying to give back, it’s great! But you really need to think about how your customer, how that consumer, from the brand’s perspective, is going to perceive the brand and you know, if you get it right the first time, you’ve nothing to worry about.
Providing advice for young PR professionals, Goon emphasizes authenticity and strategic alignment in CSR initiatives. His advice, “don’t try to fit a square in a circle,” suggests that CSR efforts should be genuinely integrated with a brand’s identity and values, rather than being forced or inauthentic. He points out that brands often falter when their CSR initiatives are perceived as disingenuous or disconnected from their core business. Goon stresses the importance of understanding consumer perception and ensuring that CSR actions are credible and resonate positively with the target audience from the outset.
Alexa Ambroseo: Great. Thank you so much for talking with us today.
Michael Goon: Thank you.
Conclusion: Beyond the Definition of “Goon”
While we began by exploring the definition of “goon” and its often negative connotations, the interview with Michael Goon reveals a different perspective. It highlights a professional who, despite sharing a name with a word carrying negative weight, is actively working to create a “Better World” through corporate social responsibility. His insights underscore the growing importance of CSR for brands and the need for authentic, people-first approaches that resonate with consumers and drive positive change. Michael Goon’s work exemplifies how individuals, regardless of their name, can contribute meaningfully to social good and redefine perceptions through their actions and dedication.
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