Becoming a social business
How to become a social business
To survive and thrive as a business in the new digital economy you need to do far more than just put out digital equivalents of your TV and print advertising.
There is an argument that if businesses aren’t ruthless, self-serving and deliberately ignorant of the needs of others they will go broke, and this has certainly been the strategy of some of the most successful businesses over the past decades. However business leaders are increasingly adopting a new approach that combines the benefits of capitalism with respect for society and others – an approach in which businesses behave as responsible members of society.
And the approach is working. This growing community of “social businesses” is proving that it is possible to excel in the business area by operating with logical self-interest, but also building concern for customers, society and the planet into their corporate makeup. As ethical and fair trade practices become more widespread, businesses which persist with antisocial practices are beginning to be penalised.
People are becoming ever more concerned about the ethics and behaviour of the companies they buy from – and the transparency offered by social media places companies under constant public scrutiny.