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Ice Bucket Challenge creator: ‘Profitable’ shouldn’t be a dirty word to philanthropists

John Blanding | The Boston Globe | Getty Images

Companies must embrace being socially responsible to compete in today's market, said Jon Duschinsky, a creator of the ALS Ice Bucket Challenge.

The ALS Ice Bucket Challenge raised more than a $100 million for the A.L.S. Association to fund research that led to the discovery of a gene associated with the illness.

Duschinsky, who is CEO of communications agency The Conversation Farm, highlighted the need to encourage companies to commit to philanthropy. 

"How do we make it profitable and not a dirty word? How do we make it profitable to do good? How do we incentivize companies to invest in the future of their people," he told CNBC's "Squawk Box" on Thursday on the sidelines of the Future Opportunities entrepreneurship conference in Kuala Lumpur.

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