BXP - May 2018 - 37
S o c i a l l y C o n s c i o u s M a r ke t i n g & E c o - C o n s c i o u s D e s i g n
rally when making decisions about where your
socially responsible product or service in this
business and brand can have an impact.
Yes, there's a lot of risk in leading your business
Entrepreneurs that I've met with, and ones like
with a social mission. Part of what we're doing
Megan and me, we start companies based on
is, we are being honest, open and transparent.
a problem that we are trying to fix. It already
Unfortunately, that doesn't mean that we're
aligns with your business mission to have an ef-
always right and perfect.
fect on society because that's the core of your
company. So you can do everything through
Being out there as a socially responsible com-
that lens. You can make all your decisions from
pany leading your message with a socially re-
how you treat your employees to environmental
sponsible mission does mean exposing yourself
impact through that lens.
in a way that could make you vulnerable. So you
need to be honest in everything you do, which
When you are working for a company that's
you should be anyway, but you have to be hon-
already established, you can make an impact
est and transparent about how your company
too but sometimes those changes are extremely
runs and what your company does. If you're not,
difficult. You have processes and systems in
you really need to ask yourself, why, and then
place, and there are costs to change that might
you need to really think about what changes
be something that you can afford to do initially.
you can make to do to reach that place. If
This makes it challenging, but the thing to
you're not being honest, know that it's so much
remember is that all companies, whether they
easier for consumers to see what a company is
are startups or established, are always making
really doing today and people are watching. For
changes and evolving. Remember to honor any-
example, they watch how you respond to things
thing that will help make a positive difference,
on social media. As a consumer, I admire a com-
and no matter if you are in a large established
pany that is willing to say we made a mistake
company or a start-up, you can look at your en-
and now we're going to fix it because it takes a
tire business process to see how you can make
lot of courage.
Being out there
as a socially
a way that
could make you
an impact and how you can make a change.
We operate on that idea of full transparency
It's great whenever you can have a positive
and had a lot of conversations early on about
impact, and it's worth it. Remember that any-
how do we show everyone that we're giving and
thing in a positive direction will help and make a
making the donations that we're making and,
difference in a positive way.
and where is it going? And we really looked at
all that from the beginning to the end.
What are the risks and rewards of marketing a