In our regional projects, we have gone away from direct investments, from donations, because we realized that this does not change the substance of a city’s life <…> There is never enough money to make a difference in a small town. We need to change people’s way of thinking, to nurture the feeling that something can be done. Our focus is on young parents who should see prospects and development opportunities in their town — Fatima Mukhomedzhan, Deputy Director, The Art, Science and Sports Charity Foundation.
Big business should take care of the territory, build sports and fitness facilities, engage in trade, and overall organise it. Following the infrastructure, the consciousness of people living there also changes; the infrastructure consolidates a community with certain tasks — Anna Shabarova, Vice President for Human Resources and Social Responsibility, Russian Copper Company; Member of the Board of Trustees, Russian Copper Company Charity Fund .
A raft of communications now simply passes by unnoticed. People, especially the younger generation, are immune to any marketing without inner meaning. <…> Only focusing on something socially significant one can reach out to them — Natalya Dundina, Creative Director, Leo Burnett Moscow.
Business can engage in philanthropy. However now a much more efficient model is when a business does not donate the rouble to something or for some reason, but when it builds itself so that, in addition to producing products and services, selling them and earning profits, they solve social problems along the way — Ekaterina Son, General Director, Effie Awards Russia.