BXP - May 2018 - 37

THE DEBATE

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.

connected world?
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
responsible
company
leading your
message with
a socially
responsible
mission does
mean exposing
yourself in
a way that
could make you
vulnerable.

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

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Table of Contents for the Digital Edition of BXP - May 2018

BXP - May 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer: A New Silk Road
Breaking the Tablet Mold
Beaut Y Is Brand Deep
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: Brazil
BXP - May 2018 - Intro
BXP - May 2018 - BXP - May 2018
BXP - May 2018 - Cover2
BXP - May 2018 - 1
BXP - May 2018 - Contents
BXP - May 2018 - 3
BXP - May 2018 - 4
BXP - May 2018 - 5
BXP - May 2018 - Editor’s Letter
BXP - May 2018 - 7
BXP - May 2018 - The Scene
BXP - May 2018 - 9
BXP - May 2018 - 10
BXP - May 2018 - 11
BXP - May 2018 - Chief Experience Officer: A New Silk Road
BXP - May 2018 - 13
BXP - May 2018 - 14
BXP - May 2018 - 15
BXP - May 2018 - 16
BXP - May 2018 - 17
BXP - May 2018 - Breaking the Tablet Mold
BXP - May 2018 - 19
BXP - May 2018 - 20
BXP - May 2018 - 21
BXP - May 2018 - Beaut Y Is Brand Deep
BXP - May 2018 - 23
BXP - May 2018 - 24
BXP - May 2018 - 25
BXP - May 2018 - 26
BXP - May 2018 - 27
BXP - May 2018 - 28
BXP - May 2018 - 29
BXP - May 2018 - 30
BXP - May 2018 - 31
BXP - May 2018 - 32
BXP - May 2018 - 33
BXP - May 2018 - The Debate
BXP - May 2018 - 35
BXP - May 2018 - 36
BXP - May 2018 - 37
BXP - May 2018 - 38
BXP - May 2018 - 39
BXP - May 2018 - 40
BXP - May 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - May 2018 - 42
BXP - May 2018 - Ad Index
BXP - May 2018 - The List: Brazil
BXP - May 2018 - Cover3
BXP - May 2018 - Cover4
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