Corporations are uniquely positioned to drive social change by using their brand credibility, marketing expertise, reach, authority and access to key influencers. But why should companies invest in driving social change, and what are the practical steps to starting this process?
In a recent article, Shared Value Initiative demonstrated how corporations can contribute to positive change by shifting harmful social norms and create a competitive advantage through differentiation and greater brand awareness.
While this article focuses on consumer-facing companies, the concepts apply to public and private sector corporations where corporate norms are out of sync with shifting community values. It is particularly salient for corporations that find themselves defending their actions and decisions in the face of increasing stakeholder resistance.
If you would like more information about aligning corporate interests with community values, get in touch with me.
James Laurence Group is a communications, engagement and social impact consulting company that works with businesses, governments and non-governmental agencies.