Morning Joe | May 21, 2010
at aveeno.com. joe." joining us now, jonathan tisch , the chairman and ceo of loews hotels and the author of "citizen you, doing your part to change the world ." welcome back. good to see you.
>> good morning, everybody.
>> tell us about the book and about the responsibility you feel as a guy to runs a huge company to give back a little bit.
>> the book is written in a time where people want to make a difference. they wake up, they watch shows like yours, and they get frustrated. they're concerned about what is going on in the world. the citizen you message is that everybody can make a difference, that you can look in the mirror and say i've got certain skills. i've got this sense that i can go into the community, work with others, put aside my individual concerns and create something that's powerful. and it's not a coincidence that the book is coming out now where we've got this generation of millennials, 85 million strong graduating colleges and universities and they're growing up differently than when i grew up. i would see there might be water and might be air and i would think that the clean air and water forever. they're growing up saying there is phi night resources and i've got do something about it. so that's the notion behind citizen you and we have a website where people can log on and learn more and tell usg in the commu nity.
>> kids have a feeling of more social responsibility , may have less hope about jobs and things like that but they are so much more conscious of things that you're talking about.
>> most of them don't necessarily want to get a job immediately. maybe it's a sign of the times .
>> that's a good point. and opportunities and giving back around the world actually are open to young people . how do you translate your message into action, given the fact that times are so tough?
>> it's actionable because there are so many needs. if you look in the communities where we all live, you go to your churches, your synagogues, you go sit on the corner at your local coffee shop , people are talk. they want to make a difference and citizen you is there to capture and be a road map to help them understand how they can get involved. to channel whatever they possess as a trait, as a skill, as a talent and do something to help the community.
>> you know, i'm wondering if you look a little broader, we've been through about 30 years and i'm talking about pendulum swings where the individual was supposed to be at least politically the focus. i wonder if you see a big huge pendulum swing over to more concern with community and if this is part of that trend.
>> leslie, very much so because we have to assist. if you look at government, their resources obviously are dwindling. they can't come into every situation and write a check anymore. so it's going to become the responsibility of the private sector and willie, you asked about the role of corporate citizens .
>> there used to be a notion you couldn't do well and do good at the same time. that's not true anymore. there are so many enlightened ceos leading their organization saying this is what i want do in the xwhunt and it is good for my bottom line. there is nothing wrong with that. you're seeing the growth of csrs, corporate social responsibility officers, senior executives in many corporations. that's another.
>> we didn't see that for a long time. we used to when i was growing up. then it went away and you're telling us it's coming back.
>> it's very much coming back. i've given a lot of speeches to fortune 100 companies and they are so ahead of the process now in working in the community, knowing that this is their responsibility.
>> i'm also so happy to see new nashville as prominently as you are, a town near and dear to my heart. they need help right now.
>> i was there last week with the mayor and we're going to create 200 jobs in nashville and they need it.
>> they do need it. thanks so much. the book is "citizen you oixtd go pick up yourself a copy.
>> lesley stahl , thank you so much. we're look forward to your piece on sunday night on "60 minutes" on plaques and potential dangers.
>> in utero for children. my gosh. i look forward to seeing that. thanks again. great to see you.