In this era, if a business is run well, there is no “me,” but instead “we.” As PR Week contributor Dawn Wilcox points out in her article, there is now a great social consciousness businesses and corporations strive to achieve.
“Companies are working to build a new bottom line through “corporate socialanthropy” a strategic platform on which corporations implement internal and external programs designed for reputation management, brand loyalty, and positive impact on individuals,
the community, and the world.”
In other words, companies are no longer just about the product or service they sell. They are part of a larger network of individuals and communities that reach beyond branding and advertisement.
As consumers, we want to know: What does your company stand for? How does it contribute to the community? What positive engagement does it nurture?
In many cases, consumers are not just buying a product, they are buying a brand. Why do they choose that brand? Because of the story behind it.
Take Starbucks, for example. The coffee giant is known for their lattes, yes, but also their extensive community outreach programs, environmental policy, and youth grants. A quick visit to their corporate page tells you they even have a tab for their outreach, labeled simply “responsibility.”
It is this same social consciousness and responsibility consumers are looking for when they buy a certain product. Starbucks sells an experience, a brand, a story. If we summarize their story in one sentence, it might go something like this: “Small Seattle coffee shop makes it big, but doesn’t forget its responsibility to the neighborhoods it profits from.”
A well-run Facebook page, an active Twitter account and a Pinterest page full of colorful pictures are great, but it doesn’t fulfill the aspect of social responsibility. In this new era of social consciousness, it’s important to let your customers know what you do to positively impact your customers, employees and the community.
It’s no longer about one individual buying a latte. It’s about a company knowing they’re part of a larger network, and figuring out how they can give back. The story of a business shouldn’t end only in expansion and profit success. Chapters should be written on your company’s collective consciousness, and how it has impacted and improved the surrounding community.
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Caia Caldwell is an assistant account executive at WordWrite Communications. You can find her on Twitter at @CaiaMaria
