Hello, I’m Marianne Tenenbaum, Branding Strategist, for Once a Day Marketing™. Today we are
discussing the concept of social enterprise and whether or not it is a positioning
you should consider for your brand.
A social
enterprise is a company or organization that uses common business strategies to
drive improvement in the environmental or human services arenas as a primary
business or in addition to their core competency. This may include a focus on
increasing beneficial social impact rather than the typical profit driver. A Benefit
Corp is a good example of a social enterprise although they are not limited to
a particular form of business.
There is a
growing trend among investors and consumers to seek out socially and
environmentally conscious companies with whom to do business. There are
approximately 1,395 certified B Corps in 42 countries around the world.
According to
bcorporaton.net, compared to other sustainable businesses B Corps are:
- 68% more likely to donate at least 10% of profits to charity
- 47% more likely to use on-site renewable energy
- 55% more likely to cover some health insurance costs for employees
- 45% more likely to give bonuses to non-executive members
If your
company is socially and environmentally conscious or moving in that direction,
consider investigating the requirements to become a certified B Corp or other
form of social enterprise. If you want to differentiate your brand, this could be
a great way to accomplish that goal. Research “social enterprise” or “benefit
corporation” for more information.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit
our website at www.onceadaymarketing.com. Contact Marianne Tenenbaum at (505) 699-7849
or email mten@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming
live on SantaFe.com KVSF 101.5 FM.
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