Is there more to running a successful business than making money?
Furthermore, can contributing to a cause help a business in making money?
I think the answer is yes. In the world in which we live these days, our collective social conscience is better and more important to us than it was 5, 10, 20 years ago. Sure, the ever-present self interest means most people and most businesses want to maximise their earnings, but people want to do it in a way that makes them feel good and doesn’t deny them sleep.
Whether your thing is supporting the local soccer team, contributing to a charity because someone close to you was affected or a desire to ensure your great grand children enjoy this planet as much as you have, most people get a non-economic ‘feel good’ benefit out of doing something good for someone or some cause.
But, can doing good be blended effectively with doing well as a business? There are more than a few examples, both in Australia and globally, to say ‘yes they can’. Big successful businesses like Patagonia, Zambrero, Air BnB & L’Oreal use ‘cause marketing’ extensively, as well as Aussie grown brands like Sendle & Who Gives A Crap.
Carolyn Butler-Madden of The Cause Effect has been helping business plenty doing good with doing well for a few years now and has written a couple of books on the subject along the way. I would recommend any marketer with a social conscious and a big idea to read her stuff to inspire a way to help your boss and your cause at the same time.