How Social Entrepreneurship Is Transforming Businesses
A growing number of startups are launching to bring about positive social and environmental changes—they’re social entrepreneurs, or socially responsible companies.
What does it mean to be socially responsible?
Imagine on one side, you have nonprofit organizations driven by social values—their purpose and focus is to directly impact society, rather than make a profit. On the other side, you have companies that exist primarily to generate profit, rather than address a societal issue. Social entrepreneurship sits somewhere in between those two.
Social entrepreneurs aim to improve social and/or environmental conditions. Unlike nonprofits, they are not registered 501(c)3 organizations, but they strive to generate profits ethically. By making specific supplier choices and structuring business operations, they work towards addressing the root causes of unsafe or environmentally harmful practices.
Socially responsible companies often reinvest their profits into the business or use them to fulfill their mission statements.
In 1998, Gregory Dees outlined the characteristics of social entrepreneurs:
– Adopt a mission to create and sustain social value
– Identify and pursue new opportunities to serve that mission
– Engage in continuous innovation, adaptation, and learning
– Act boldly, regardless of available resources
– Be accountable to customers and stakeholders for outcomes
While these qualities do not provide an exact blueprint, they represent an ideal version of a social entrepreneur. The closer a person adheres to these values, the more they balance between nonprofit and profit-oriented.
An example of a socially responsible company is The Body Shop, founded by Dame Anita Roddick in 1976. The company, which produces naturally-inspired beauty products, is committed to their "Enrich Not Exploit" philosophy, aiming to have no negative impact on the planet. They protect communities, animals, habitats, and the environment through ethical best practices in their business operations. The Body Shop actively supports causes such as self-esteem building, environmental protection, animal rights, fair trade, and human rights. They have been pioneers in corporate responsibility and publish reports to promote transparency in their operations.
The increasing interest in social entrepreneurship can be attributed to various factors. Businesses face pressure from customers, employees, society, and government laws, such as carbon emissions reduction. Additionally, with better connectivity and increased exposure over digital platforms, companies cannot afford negative associations with exploitation due to reduced brand loyalty. According to a Cone Communications study, 83 percent of Americans are more willing to buy products with a positive social or environmental impact, and 72 percent would share such products with their friends or family. Notably, millennials are even more supportive of social and environmental efforts. They are willing to pay more for products aligned with their values, share products instead of buying new ones, and even take a pay cut to work for responsible companies. As millennials make up the largest sector of the U.S. workforce and hold substantial spending power, companies must consider their social and environmental impact.
Promoting social responsibility should not be seen purely as a marketing opportunity but as an opportunity to benefit both businesses and society. Companies must emphasize their commitment to social responsibility through various channels, such as websites, social media campaigns, and email communications. However, it is important to avoid making everything about the company and instead become influencers around their mission. Sharing ideas on how individuals can contribute to the cause also helps maintain a messaging centered around the mission.
Mission statements play a crucial role in attracting and retaining highly skilled workers who seek purpose in their work. Cultural fit becomes even more important for socially responsible companies, especially during the hiring process. Asking “why” questions during interviews helps determine alignment with the mission statements. By paying attention to candidates’ questions about the position, employers can gain insight into their values. When employees share a company’s commitments and values, they become natural ambassadors for the business.
To embrace social responsibility successfully, entrepreneurs must go beyond superficial commitments. They should create detailed plans outlining resources, milestones, and success measurements. TOMS is an example of a company that donates a pair of shoes to those in need for every pair purchased. Over the years, they have expanded their philanthropic efforts to include sight, water, safe birth, and anti-bullying initiatives. Startups should begin with achievable goals and set milestones to reach them gradually.
It is essential for companies to adopt a genuine mindset rather than treating social entrepreneurship as a mere marketing exercise. Simply going through the motions to appear altruistic can backfire and push customers away. Companies should also be aware that their support for specific causes may alienate certain niches and target markets. It is vital to understand the target market and carefully consider the potential risks. However, consumers increasingly expect businesses to prioritize social impact, and companies must find ways to create shared value by aligning with relevant social causes and consumer segments.
Overall, social entrepreneurship presents an opportunity for businesses to make a positive impact on society while strengthening their brand recognition. By staying focused, working hard, and committing to long-term efforts, companies can create shared value and contribute to meaningful change.
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