Field Notes Inside an Integrated Communications Agency

George Clooney or Paris Hilton – who would you rather be? They're both, as Paris would delicately put it, "hot." But allow me to indelicately assume that most of us would rather be George the Oscar nominee, having his pick of primo projects while thumbing adoring cover stories.

Clooney's rise in Hollywood corresponds with another upward trajectory – that of corporate social responsibility, the notion that business can do well by doing good. This is not mere coincidence, but a function of the zeitgeist. And Clooney's success is not only inspirational but instructional.

This star's status in Hollywood is not the result of the usual hit after hit. His "E.R." chits arguably disappeared after the fizzle of "Batman & Robin," and most of his recent pictures have not been blockbusters. Yet, Time recently anointed him "The Last Movie Star."

Clooney's clout derives from his willingness to stand up for things he believes in and turn that passion into solid, often exceptional product. While Paris and dozens of others grab for gold and glory, Clooney's up to something bigger: he wants to use business (movies like "Syriana" and "Good Night, and Good Luck") to make the world a better place.

But, and this is key, he isn't all Marlon Brando-circa-the-early-'70s about it. He doesn't shake his finger in your face, or set himself up as a shaman. In Time, he even worried that he might be doing more harm than good. Clooney is a modest maverick, a no-bull candidate for canonization – or at least as modest and no-bull as one can be in the capital of conspicuous consumption.

That's what's made him the singular success he is, and that's where the lesson lies. We've embraced Clooney because he represents the ideals many of us wanted to live out after 9/11.  In the classic Hollywood tradition, he provides a vicarious experience. Even better, he points out ways to go from vicarious to involved (lobbying for relief to Darfur, for example, or demanding more vigilance from the press).

At the same time, our culture has embraced corporate social responsibility. Many of us in the corporate world are interested in using business to make the world better. Some of the most successful take a modest, no-bull approach that's positively Clooney-esque.

Recently, I saw Bank of America CEO Ken Lewis discuss CSR-related initiatives with a winning, Clooney-like mix of dedication and realism. Burt's Bees is luminous example of the point Clooney has proven out – that substance sells. It was sustainable and responsible long before most of us, and last year Clorox paid a hefty $925 million to acquire the company's good name and strong products. Meanwhile, The Body Shop has grown into one of the largest cosmetic franchises in the world, all while decrying animal testing and promoting fair trade.

I'm particularly fond of Wal-Mart's story. Like the Clooney of "Batman & Robin," the company didn't seem destined for a spot on the walk of fame. And it surely has personnel and other issues to deal with. But Wal-Mart's commitment to a more energy efficient transportation fleet and its flinty knack for pressuring product suppliers to adopt sustainable practices makes it a real (if imperfect) player.

There will always be organizations that are more in the Paris mode – shamelessly gunning for what's good and shiny for them. Fine. But we're in an era that embraces people and the planet as well as profits. If a guy who played a third banana in "The Facts of Life" can do it, so can we all.

Not to be outdone by Clooney, Billy Warden once saved a snow blind pal on Mount Kenya and escaped a death threat in Kashmir. As a communications strategist, CSR is his next great adventure.