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Integrate purpose into your for-profit business model through a long term commitment to a cause that is aligned with your core values and those of your community.

Simon Mainwaring

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Simon Mainwaring
Age: 58
Born: 1967
Born: January 1
Blogger
Writer
Values
Core
Business
Models
Long
Commitment
Cause
Aligned
Causes
Integrate
Term
Integrating
Community
Model
Purpose
Profit

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Non-profits must become deeply engaged in the ways that their donor communities are using social technology.
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Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society.
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If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story.
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The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.
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Work with your competitors when the interest of the community and planet are at stake.
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The currency of universal values make brands innately sharable.
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How well you tell your story determines how well your customers tell your story.
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Consumers now have a voice. And the fact that consumers can be creators, producers and distributors means they can push back against brands to punish them for their socially irresponsible behavior or reward them for their responsible behavior.
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There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?
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Not since the digital revolution in the early '90s has technology placed such a comprehensive burden on business, employees and individuals to reinvent their business plans, services and products, and themselves to keep pace with the changing marketplace.
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CEOs must embrace the role of serving as the public face of the company to their customer community and the marketplace at large.
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There is a growing awareness among brands that in order to participate in conversations that are taking place across social networks, they must join these discussions on the basis of something that is meaningful to their customers.
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One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start.
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Often motivated by a desire to maintain the existing status quo, sloth almost cost the U.S. its auto industry, as it refused for decades to build fuel-efficient cars to compete with Japanese, Korean and European imports.
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Ultimately, it's possible that social media platforms will be designed as templates that the users themselves customize in terms of the best way to express their community and experience of life, and brands will have to simply follow suit.
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Executives can no longer hide behind the corporate veil. They need to be accountable for what their companies do, because entities are responsible for socially irresponsible behavior.
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Social media is not about the exploitation of technology but service to community.
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Move your personal investments and retirement funds to socially responsible investment (SRI) funds that support only those corporations that uphold higher standards of behavior. Returns on SRI funds are usually equal to, if not better than, many of the well-known traditional mutual funds.
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Effectively, change is almost impossible without industry-wide collaboration, cooperation and consensus.
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Millions of people are falling out of the middle class into the ranks of the poor.
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