Liberty with Partners for Possibility: Contextual Leadership in Public-Education Impact
In June 2017, a bancassurance director at South Africa's Liberty Group Limited (Liberty) was making his way to a public school in Soweto, south of Johannesburg. Liberty was an insurance company in South Africa, part of Liberty Holdings, a leading financial-services group with representation in 24 countries across the African continent. As he drove along the highway he wondered how he could encourage more business leaders at Liberty to get involved and ultimately contribute to improving the country's public-education system. He recognized that there were ethical implications in using the school in Liberty's marketing campaign-a campaign that would eventually contribute to a goal of sustainability. Various issues had to be considered that related to conducting business with people at the bottom of the pyramid and a decision had to be made. Caren Scheepers is affiliated with University of Pretoria. Kerrin Myres is affiliated with University of Pretoria.