Leading in your Community

The way customers and employees think and act has changed, and it is impacting how businesses behave too. There is more to a company than ‘good’ products or services these days. It’s about the company as a whole, it’s people, their values, and how they demonstrate that. We are seeing the younger generation expressing their ambitions for a better world, and making choices on purchasing and employment based on the alignments and activities of the company. This shift in thinking has resulted in businesses listening, and making a change, and the ones doing so are securing their own future.

Companies who carefully consider their alignments are leading the way in how corporates behave and in doing so, are ahead of the game and are becoming preferred employers, providers, and companies – which is beneficial for not only their brand, but their future.

Considered sponsorship that demonstrates care, aligned vision with a dynamic, non-political, impactful community partner, protects and grows their relationship with both potential and current employees and customers. 
 

Here are some ways companies can get involved and engage in meaningful partnerships:

  • Take advantage of being an early adopter, and have your choice of potential community partners. Select the more partner ready community organisation(s) who understand the win-win upside of partnership.
     
  • Engage with your audience – both internal and external. Involve them in the discussions and decisions around partnership. Encourage these audiences to guide you in reaching a decision on who to support in your local communities. This will foster buy in with the selection of an authentic partner that can be easily attributable to your business purpose.
     
  • Invest in goodness to fall back on. When something goes wrong – which it often can, and when you least expect it. The media and the public are less likely to bag a champion who supports their local community.
     

The 2017 Cone Communications Corporate Social Responsibility study shares that “Companies must now share not only what they stand for, but what they stand up for”.  Cone records in the US that “87% will purchase a product because a company advocated for an issue they cared about and 76% will refuse to purchase a company’s products or services upon learning it supported an issue contrary to their beliefs”.

So with all these pointers it would be careless to miss your opportunity at being a leader of change in the way of positive and meaningful partnerships.

InsightsBrian Steele