Reading Time: 8 minutes

BUSINESS AND CARE , THE NOT SO ODD PAIRING;A CONVERSATION WITH NORA GHERBI

WHO CARES!? CHRONICLES IS THE ONLINE PLATFORM WHERE GREAT CSR PRACTICES ARE SHARED, DISCUSSED AND PROMOTED. THE GOAL IS ONE: TO SWITCH THE CSR DYNAMICS TOWARDS AN EMOTION, CARING. WHILE THIS MAY SOUND ODD, TO NORA GHERBI, FOUNDER OF WHO CARES!? THERE IS NOTHING MORE NECESSARY AND SUSTAINABLE FOR TODAY’S BUSINESSES AND EXECUTIVES THAN TO LEARN HOW TO BRING CARE AND EMPATHY INTO THEIR WORLDS.

Words By Elisa Felici

There are rare occasions when you meet someone able to combine passion, commitment and action all at once, and all in one place. We, at Staiy EDIT, had the great opportunity of meeting Nora Gherbi of Who Cares!? Chronicles.

Nora is a senior trade and investment advisor. An insider to the corporate world, she soon found deficiencies in how business was done, especially in relation to CSR.

To Nora, emotions, such as empathy and care, had to become the new foundation of the practice: once a business becomes something which is cared for, beneficial and regenerative decisions for both the people and the planet will follow. With this mission, “Who Cares!?” Chronicles was founded in 2008.

‘The idea was to create a platform for executives to find great practices which could be then duplicated into their industries and fields’ says Nora.

The mission statement is to bring passion and compassion within the business world, and beyond. To do so, “Who Cares!?” looks at CSR practices from different, hardly intersecting, fields. What Nora defines as the ‘art of duplication’ summarizes the initiative’s strong belief that there are many good CSR practices within each industry. What happens is that these initiatives do not get to be circulated, or promoted.

 It is up to Nora’s platform to collect and tell them. By bringing a fundamental commitment to cooperate and duplicate what good is done outhere, “Who Cares!?” Chronicles strive to introduce a new role within the corporate world, the Chief Care Officer.But, why care? In a business world of logic and pragmatism, how can caring and emotions fit into the scheme?

‘Compassion is something that absolutely has its place in business’, Nora affirms

Emotions, such as empathy and care, lead the person to reposition yourself with respect to someone else’s perspective. When emotions do get involved, different points of view are valued, sought and listened to. To Nora, when you are basing your decisions on the notion of empathy and compassion, ‘you are looking at every sector of your business within a different prism: there is nothing more compassionate than having responsibility’.

With that in mind, “Who Cares!?” Chronicles researches great CSR practices where care, responsibility and awareness are held as cornerstones to the decision making-process. Good narratives and practices are drawn from different fields, from technology, environment, fashion and health. With a light-hearted style, a touch of pink and a pragmatic approach, Who Cares!? strives to promote positive, where positive can grow.

‘We have not given ourselves the opportunity to create fairy tales in business. I think we need to bring back this positive story telling’

What runs deeper among these highly different business worlds is their fundamental interconnection. A solution which may work for the pharmaceutical industry may also very well be of help in the industry. It is worth sharing the value of this information, learning from each other and cooperating to develop solutions which can resolve and regenerate our society.