Good for all: How social entrepreneurship enhances your brand’s social image

If you’re jumping into a business to gain profit, you’re already behind. Today, it’s no longer an option to walk around the topic of social entrepreneurship. 

Your business must incorporate your business goals with higher social causes to thrive in today’s competitive market. That’s one truth that we can share with you and so many more in this article.

Why business does good things: social enterprise advantages

Selling more products to more people is no longer a great goal to set in business. Brands have the power to influence people and change the world for the better—so they should. The evolution of companies is happening right now, and becoming more socially minded seems to not be an option, but a must.

There’s a clear definition of what social entrepreneurship is. As researchers put it, social entrepreneurship is “activities and processes undertaken to discover, define, and exploit opportunities to enhance social wealth by creating new ventures or managing existing organizations in an innovative manner.” In other words, social entrepreneurship is a business model that combines the goal of generating profit with a mission to address social or environmental issues. It seeks to create innovative solutions to address these problems, and often involves creating new products or services that are expected to make a positive impact on society.

The world needs social entrepreneurship because traditional business models often prioritize financial gain over social impact, leading to negative effects on the environment, income inequality, and social injustice. 

If it sounds quite utopian, it really it’s not. Social entrepreneurship is one of the business trends for 2023—and we believe that’s the case for the whole decade, too. Here are a few reasons why major brands tend to follow this:

1. Creating change. It enables businesses to create lasting, meaningful change in their communities and the world, helping address pressing social and environmental issues and leave a positive legacy.
2. Enhancing reputation. By demonstrating a commitment to social and environmental responsibility, companies help build a positive reputation and strengthen a business’s brand, improving its standing in the community.
3. Attracting customers. Consumers are increasingly looking for businesses that align with their values and are committed to making a positive impact.
4. Employee loyalty. Social entrepreneurship can provide employees with a sense of purpose and fulfillment, leading to higher levels of job satisfaction, motivation, and retention.

Thousands of for-profit companies chose the social good model for their business or invest a lot into this domain— and are growing well. The brands tightly associated with social entrepreneurship are Patagonia, Toms, Aesop, Athleta, The Body Shop, and many others that invest in social entrepreneurship and social good intensively. Among them are IKEA with its social good program, Adidas with its eco collections and social partnerships, and H&M with its social entrepreneurship program. 

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What initiatives your business can connect with

The world is a great place to live, but it has many problem areas on all levels, from humanitarian to ecological domains. As company leaders, CEOs are the ones to choose which area to support—but of course, their team’s views and aspirations should be considered as well. 

Let’s briefly overview what important areas your business can align with.

Why join humanitarian-focused initiatives

Wars, terrorism, hunger, violence, poor medication support. Living in the XXI century with technical and social advancements, we still have to face these acute problems and deal with them. Unfortunately, the fight against the humanitarian crisis and social injustice needs billions of dollars and tons of effort. Still, if we stop fighting for the better, our civilization ceases to exist. 

Here are three common groups of humanitarian efforts:

War relief. Your company can support organizations that provide immediate assistance, shelter, and other aid to people and communities affected by war. For instance, now, there’s a great need for support for the people of Ukraine, many of whom have lost their homes, as well as their health and emotional balance because of Russia’s aggression.

Healthcare. Support organizations that provide access to healthcare services, especially in underserved communities, and focus on health issues such as infectious diseases, maternal and child health, and access to essential medicines.

Food and water security. Connect and support funds and nonprofits that work to increase food security and reduce hunger, particularly in communities affected by poverty, conflict, or natural disasters. Here, brands can also invest in access to clean water and basic sanitation services.

You can choose this domain if you have a strong will to fight injustice. It might be your domain if you have great empathy for people who are experiencing truly hard times in other parts of the globe, and you want to do your best to support them. 

How do you tap into social entrepreneurship with a humanitarian focus?

A brand might launch a line of products that benefit social good or establish an initiative that supports long-term humanitarian programs. Creating a marketing campaign that taps into this topic or launching a standalone collection of goods for people in need is not enough.

Why join diversity-focused initiatives 

Supporting diversity means creating an inclusive and fair environment that values and leverages the unique strengths, perspectives, and experiences of people from diverse backgrounds. Most companies do this within their teams on a corporate level, but some choose to make it part of their social good programme for the outer world.

The world would be a less interesting place to live if people were identical. When teams and communities include various people with different backgrounds, the chances of seeing new perspectives and finding new ways to solve problems become higher. 

Being open and inclusive is part of any company’s philosophy, and it can be manifested in various ways—through efforts that focus on: 

1. Advocating for equality. We all can be different, but we are still equal—and this should be respected. Supporting diversity in the LGBTQ+ community, people with disabilities, or people of age is a form of advocacy—and it helps build a world with more inclusion. 
2. Creating empowerment opportunities. Social enterprises that support diversity can provide employment, training, and other empowerment opportunities for groups that lack representation. 
3. Promoting acceptance. In many communities and countries, levels of social injustice are high, because stereotypes rule social narratives. But to empower people you need to respect them as they are. 

Addressing and promoting diversity is a key aspect of social justice, and it helps create a more fair and inclusive society. It starts with simple things, like helping people respect their own bodies.

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You can choose this domain if your team is made up of people from different backgrounds and you truly share the idea that a company’s power (community, society) is generated by diverse minds. 

How do you tap into social entrepreneurship with a humanitarian focus?

Create a scholarship for women from countries where it’s difficult to get an education, advocate to adapt a workspace for people with disabilities, and produce content that will debunk social myths. 

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Note! Closing a gender gap or allowing queer people to join your teams is not what makes you diversity conscious—it’s a norm.

Why join environmental initiatives

Supporting ecological efforts can also take multiple forms. As a manufacturer, you may switch to more sustainable materials, and as a retailer or a service provider, you might want to adopt a greener power system plan or become paperless in your communication with clients and customers. 

To support ecological efforts, a business can launch a set of new standards in producing sustainable products or connect with nonprofits that focus on:

Environmental conservation. Businesses can support environmental conservation efforts by reducing waste and emissions or conserving resources like water and energy. Greenhouse gas emissions is another important issue any brand can focus on by investing in clean technology or switching to energy-saving solutions (and it’s a cost-saving practice, too!).

Renewable energy. The Earth is rich and generous, but people are overconsuming the resources—water, wood, soil—it gives us. Connect with initiatives that advocate for minimizing the negative effects of using fossil energy and promote switching to solar or wind power.

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Invest in solving environmental issues. Educating customers and raising awareness about environmental issues and conservation efforts is great, but sometimes more is needed. Directly support environmental funds that protect rainforests and the rights of indigenous peoples living in and around them, or organizations that use science to create practical solutions to environmental issues.

Animal protection. A variety of smaller and bigger organizations support this topic, so it will be easy to find one to join. The most obvious choice here is The World Wildlife Fund (WWF), which works to conserve biodiversity and reduce the most pressing threats to the diversity of life on Earth. But there can also be local initiatives—any pet shelter would be a great choice.

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You can choose this domain if your business is about manufacturing goods or you relate to areas that suffer a lot because of environmental pollution. 

How do you tap into social entrepreneurship with an environmental focus?

This topic has been hot for years, so there are already so many ways to tap into it. If your brand is from a product or space design sphere, focus on creating strong solutions that will help people lead a more sustainable life and preserve animal populations.

➡️ The impact of sustainable marketing as a counteract to the growing carbon footprint

Why join architecture-focused initiatives

Not only are animals and oceans endangered, but rare buildings and city landscapes are too. The conservation of priceless architecture can be a company’s social goal as well. Architecture is a reflection of a community’s cultural heritage and history—and preserving it helps maintain a place’s identity. Many buildings have both aesthetic and historical significance—keeping them intact helps commemorate important events and people from the past. 

To support architecture-saving initiatives, a brand can strike a partnership with nonprofits that focus on the following:

1. Preservation. Businesses can partner with organizations that are dedicated to the preservation of cultural heritage. This can also involve tapping into initiatives that can highlight the cultural heritage of an area and attract tourists to visit historical sites.
2. Incorporating sustainable practices. Adopting sustainable practices such as using energy-efficient systems, recycling materials, and reducing waste can be a good approach. Collaborate with companies that can provide these solutions while creating your physical corporate space.
3. Turning old buildings into new spaces. Reusing and repurposing might be a great approach when it comes to architectural resources. Companies may collaborate with design firms to launch projects that revamp old city locations and give new life to abandoned buildings. 

You can choose this domain if your business is located in a historic part of the city or you want to support a once-popular-but-now-abandoned town by channeling thousands of tourists there. 

How do you tap into social entrepreneurship with an architecture focus?

Much was already said above, but you can also join this movement by celebrating the architectural heritage of your city, supporting initiatives that prevent the destruction of old historical buildings, or even creating a grant for aspiring architects who want to make more sustainable urban spaces. 

Summing up 

Social entrepreneurship is a pro-profit strategy as it can enhance a brand’s social image in so many ways. To bring it all together, remember the following ‘must haves’ to incorporating this concept into your higher pursuits:

1. Demonstrating values. By engaging in social entrepreneurship initiatives, a brand can demonstrate its commitment to making a positive impact on society, aligning with the values of socially-conscious consumers.
2. Differentiating from competitors. By engaging in social entrepreneurship, a brand can differentiate itself from competitors and stand out in a crowded market, appealing to consumers who are looking for companies that align with their values.
3. Creating positive publicity. Social entrepreneurship initiatives can generate positive media coverage and help a brand build a positive reputation, improving its public image and increasing brand recognition.
4. Attracting talent. By demonstrating a commitment to social and environmental issues, a brand can attract employees who are passionate about making a positive impact, improving its talent pool and team culture.

And one important thing to remember: communicate with your audience and partners no matter what type of social entrepreneurship you choose. Do it visually—VistaCreate designs will help you. Consider communicating your business philosophy to your audience, consumers and partners in the following ways: 

1. Enhance your social media content with your social entrepreneurship insights. The best way to let people know about your point of view and you endeavor to tell them. So, start telling more about what you’re doing, how you are doing this, and what your ultimate purpose is by posting more dynamic and engaging content in your social media channels (check for fresh templates in VistaCreate). 
2. Launch industry events with a social entrepreneurship twist. The topic of humanitarian or ecological impact always needs attention. Create smaller and bigger clubs, workshops, meetups, and conferences to bring more awareness to important issues. Create posters and invitations for your event in no time with VistaCreate.
3. Invest in a new generation. We make the world a better place to live not only for ourselves—but also for the next generations. Try to find new ways to communicate important topics to those who are in their teens. If your business sphere and tone of voice allow, post TikTok videos (get some templates here) about your activity—explain how you change the world for the better and inspire youngsters to join this movement.

Be active and open about the social mission and achievements of your company. People will appraise it—and you’ll have an even stronger business. And that’s a great outcome.