Broadcasters are affecting someone, somewhere, every second of every minute of every day.

In Las Vegas, this very minute, the 2018 National Association of Broadcasters (NAB) Show is concentrating its influence on more than 100,000 participants with its M.E.T. EFFECT.

This large conference, which continues through April 12, is a crossroads of media, entertainment, and technology.

Filled with innumerable professional leaders, savvy exhibitors, and industry loyalists, the Las Vegas Convention Center is a whirlwind of movers and shakers, cutting-edge know-how and pizzazz.

Of course, the bottom-line is profit.

But the buck doesn’t stop here.

At least not according to some progressive thinkers, who are insisting that broadcasters have a purpose beyond the amassing of money.

Buy into this altruistic concept and fortune awaits you, they say.

Indeed, goodness leads to good fortune, in perhaps more than one way.

Purpose beyond power and money

The live sessions at the NAB convention, including “The Future of Profits is Purpose” and “Implementing Conscious Capitalism and Purpose at Your Station,” feature several expert panelists (Simon Mainwaring, CEO of We First and Roy Spence, CEO of The Purpose Institute, amongst them) who are eager to enlighten and inform attendees.

So why should companies concern themselves with purpose?

For one thing, many consumers are interested in buying products made by companies that foster higher ideals.

As well, it’s no secret that given a choice, many young people would prefer to work for employers who share their ethical values. Just talk with millennials. The brightest and boldest still believe they can make a positive impact in our world.

Armed with this insight, there’s the hope that businesses will be inspired to integrate purpose not only into their brands but also into the very core of their company’s existence.

No doubt when Spence launched The Promiseland Project, he was keenly aligned with this concept. The project’s 10 Principles call for new ideas, new breakthroughs, new connections and new possibilities, all infused with a profound purpose.

It’s Spence’s version of practicing what one preaches.

Recognizing service to the community

Similarly, commitment to public service is extolled with the presentation of the NAB’s Crystal Radio Awards, which will take place during the “We Are Broadcasters Celebration” on April 10. In February, 50 local radio stations from across the nation were chosen to be this year’s finalists, from which ten winners were then selected.

Since 1987, the NAB has been paying tribute to local radio stations that are making a difference in their communities by doing good deeds. Last year, when WYCT-FM in Pensacola, Florida received one of the awards, station owner David Xoxeng said it was exciting to see his staff “be recognized for the things they do every day just because they think it’s the right thing to do.”

Expect that this year's winners will also be as commendable.

When television reflects reality

As this positive purposefulness trend continues to spread throughout workplaces, it makes sense that it will be reflected back to us by entertainment outlets.

In his new sitcom, “Alex, Inc.,” actor Zach Braff (who is also one of the show’s executive producer,) portrays Alex Schuman, a businessman who leaves his high-powered corporate job to start his own podcast business, a move that will allow him to promulgate those ideals he holds close to his heart.

Befittingly, at the NAB convention, Braff will also be a panelist in “From Podcast to Broadcast,” a live conference session that takes a closer look at how popular podcasts are in reality becoming television series.

What goes around, comes around

The incorporation of ethical standards in corporate culture is nothing new. Decades ago, self-made billionaire Sam Walton was adamant about creating and maintaining Wal-Mart as a value-based, ethically-led company, when the first Walmart was opened in 1962; Wal-Mart’s Global Ethics Office continues to exist in order to promote Wal-Mart’s culture of integrity.

Nowadays, what is different, however, is the ease with which positive purposefulness can be discussed, disseminated and embraced by companies around the world…and for this we can thank broadcasters.
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