Being socially responsible is the new branding trend.

I went to an event the other day where the speaker had been to Necker Island with Richard Branson. He had said while she was there that –

It will be a business necessity to be socially responsible in the next 10-15 years.

Maybe I read this quote somewhere but I’ve been saying this for quite a while.

Your people – in fact, the entire market – is shifting more and more to wanting this from the businesses they purchase from.

I’ve had a few people scoff at me and say this is idealistic and unrealistic. Maybe it is, most likely it isn’t.

If there’s nothing we can’t learn from veganism and the steady rise of its adoption, it’s that even foundational industries – like meat and dairy – can lose their grip on the market because of a change in consumer desires.

If you think you’re more stable than the food industry, then by all means stay the way you are or build just another business that isn’t socially responsible.

But if reading that makes your stomach tighten (and it should), then here’s what you need to think about in the next five years.

Questions to ask yourself when becoming socially responsible

  • What causes do your customers care about?
  • What causes align with your own brand mission and values?
  • How can you bring those two together underneath the umbrella of your company?

Because sure, you can donate a percentage of your profits to whatever cause you find interesting, but if –

  1. Your customers don’t care about it; and
  2. The cause isn’t baked into the way you do business;

That’s just a nice way to offset your company tax. It also isn’t good enough.

Your customers see straight through that and they don’t care about it.

What they do care about is businesses who are morally good. Who actually give a damn about not only the impact of the business but the environment too.

The focus on selling and marketing is justified, in their view, when the company who acquires the revenue does something incredible with a percentage of it.

It’s becoming more and more clear that consumers want businesses to operate with a moral compass and a greater vision to funnel their profits too.

Three benefits you’ll experience if you’re socially responsible

If I had to summarise the benefits of becoming a business that actually does something interesting besides growing its cash reserves, it would be these three:

  1. Your relevancy will increase, extending the lifetime of your business into the future.
  2. Your conversion rates will increase because more people will choose you based on the good changes you’re making in the world.
  3. Your acquisition costs will go down because more people will feel excited to purchase from you, will feel good about their choices in doing so and will be more likely to tell their friends (meaning free marketing for you).

You might be wondering where my data is to back these statements up. If I could share my client’s ad accounts I would, but know this –

I’m working entirely in the eCommerce industry and this particular niche is being rocked by businesses who transform the way they do business OR by launching as a for-good business.

Definitely worth the investment (and that’s all I can say at this point).

Are you a business who is looking to make the switch? Or are you launching a new business interested in creating big change?

My aim for 2019 is to help as many eCommerce businesses as I can make the switch to better, more sustainable products and processes or to launch as a sustainable eCommerce business.

So please, let’s talk.

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