In the course of our research, we have found that some human capital-intensive industries are more inherently receptive to social innovation than others. Accounting and consulting firms are often highly responsive to the social demands of their employees. For example, interns at PricewaterhouseCoopers championed a social audit practice. We also found that the professionals we spoke with at Accenture, in offices on three continents, consistently lauded the firm for its willingness to support innovations, from Accenture Development Partnerships to professional programs for First Peoples in Canada and support for call centers in native communities. This fits with the idea that much innovation is driven by a war for talent. Businesses that require professionals with skills in high demand are virtually required to embrace the preferences of the next generation.
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