Businesses that adopt socially conscious practices go beyond serving the consumer because they are serving people and their communities. They impact communities and allow entrepreneurs and activists to make a bigger impact in our society. These practices are an investment in the health of people and the sustainablity of the environment and economic growth.
Thinkhaus believes when engaging in socially conscious practices, businesses and organizations must use the triple bottom line business model to measure their branding success in three main areas: impact on society, environmental impact and financial sustainability.
Impact on Society
As a result of advancements in technology and mass media, businesses and organizations need to ensure their communication and marketing efforts do not provoke or further promote negative cultural norms and stereotypes. A company following socially conscious avenues and practices strives to foster business growth through positive social outreach.
Such practices are:
Using marketing methods and tactics that do not mislead consumers into believing things that are untrue.
Not using sexual images and messages as a way to market products and services.
Preventing the use of images that illustrate stereotypes of different genders, people of different races, people of different financial classes, etc.
Many businesses try to follow these rules, but sometimes communication and marketing can become misguided. With an understanding of cultural norms, crafting the right message can help uplift society as you reach out to your audience.
Environmental Impact
Marketing materials and print communication generate massive amounts of waste each year Unfortunately, many materials have a short lifespan and are often disposed of quickly.
A business considering the environmental component of being socially conscious recognizes the huge waste problem in our society and is committed to taking actions that lessen their own landfill contributions and various other environmental impacts.
Such environmental practices are:
Assure that the format of each print application minimizes the waste of paper.
Use FSC certified paper and use materials that have toxicity, geographic and compositional specifications.
During the design process have a plan regarding how the design application will be disposed, once it is distributed and used.
Financial Sustainability
By using ethical and environmental practices, businesses and organizations will improve their financial sustainability because they will win over consumers, gain a workforce that is comfortable in their employment and save money on waste and energy. Most importantly, businesses and organizations can become stewards of their communities, building a brand that seeks to make long-lasting change for the people they serve.
