“Our selected charity”

This morning while exiting a plane, the speaker announced support for “our selected charity”. So close:

• Businesses are the change: It’s up to businesses to take ownership of problems, directly or directly. So far so good.
• Impersonal breeds inattention: The title’s phrasing suggests a disconnection – commoditizing the charity to just “a charity”.
• Business must get personal: If buyers are to care, the sellers need to care enough to integrate more intimately with the causes they exist to solve.

Having a selected charity is a good start. Now we need to go deeper.