It wasn’t that long ago that being a socially conscious business wasn’t even a concept that was on the business radar screen. Today even some of the largest companies are finding ways to “go green” and be more socially responsible.
More and more people want to buy products that they feel good about and from businesses that share some of their personal values. Our purchasing habits have almost become a statement about whom or what we believe ourselves to be.
One start-up company hoping to make a difference and be socially responsible is iSwirl.ca, a loyalty card program for small to medium sized businesses. The idea for iSwirl was birthed when co-founder Dan Anderson took a trip to Uganda several years ago and was deeply impacted by stories of children dying of malaria because their families couldn’t afford malaria medicine that cost $7.00, or mosquito nets that cost even less. He came back from that trip with a passionate goal to help make a difference around the world and use his business to fund various charities that do things like providing malaria medicine to people who otherwise couldn’t afford it. That’s why he structured iSwirl.ca so that consumers can give a portion of their rewards to a charity of their choice. (See video)
Another example is the emergence of restaurants and food suppliers that serve and provide environmentally sustainable products with the goal to create as little waste as possible. We are all probably aware of restaurants composting, giving away day old food to local food banks, recycling, and only buying food that is caught or grown in environmentally sustainable ways. When customers see evidence that businesses are participating in these kinds of practices it helps them to feel good about giving their business to these companies by giving them sense that they are being socially responsible as well through their purchases.
Successful start up Holstee’s, is another example of a company that puts their socially conscious values ahead of making profits, and remarkably, manages to do both quite well. (See Mashable Video) Holstee’s makes well designed clothing and other products that are environmentally friendly, and that provide jobs for people who live in poverty around the world. They also give 10% of their profits to Kiva, an organization that provides micro loans to people all over the world to” create opportunity and alleviate poverty.” Holstee’s Co-Founder Fabian Pfortmüller agrees that consumers want to buy products from socially conscious companies and that are produced in a way that helps to make a difference to people who are living in poverty.
Surveys have even shown that customers are willing to pay a little more to buy products and services from socially responsible companies. This means that companies that are attempting to be socially responsible, and match the values of their customers, can charge a little more and not sacrifice profits.
These companies and others are proving that a company can accomplish the tenuous balance of being socially responsible, helping the planet and still make a profit.