In the late 1990’s businesses, especially those that were multi-national, began to market themselves as being socially responsible. With this trend in full force and with the corporate need and desire to measure, grade and compete in everything, Forbes now releases its yearly list of the most socially responsible companies. In 2011, this list included gas/oil companies, entertainment giants and hedge fund cash machines. The criteria is varied by industry and can leave even the very brightest of social crusaders scratching their heads wondering how does one really create and measure such an abstract concept as social responsibility. After all there is no law or there is really no economic reason (other than branding and marketing) for a company to spend millions that could be contributed to the bottom line on world wide health initiatives or green projects.
The criteria are even more confusing when local, small businesses (those with less than 50 employees and one branch or distribution location) seek to become socially responsible. How can a local business generate profitable revenue (the why we are all in business) and still have a heart (the how we should all be running our business by)? The answer lies not in being socially responsible but instead in seeking to be community conscious.
Community Consciousness 101
The simplest method for defining and then measuring a community conscious business is to decide what community consciousness is not. Community consciousness is not:
- A one off donation of goods or services to a not for profit organization or group.
- Occasional attendance at a local club or group meeting with the soul intent of being seen or heard by a few key local decision makers.
- Being involved in a myriad of local groups but never being invested in those groups.
- Entering into relationships with community not for profits with ulterior or vaguely defined motives.
Community consciousbusinesses involve themselves into the larger life of the community creating synergistic relationships that are mutually beneficial to the community, not for profit organization and to the business.
There is an old story about a young man having a discussion with God that illustrates well the value of synergistic relationships. This young man asked God if he, the young man, could understand the real difference between heaven and hell. God took the young man on a journey to a room where a delicious smelling pot of stew was boiling on a fire. Surrounding the pot were a group of people, holding long wooden spoons. The spoons were long enough to reach the stew and scoop some out but too long for them to feed themselves. The group of people appeared to be starving. They were thin and drawn, moaning in hunger pains. This was obviously hell. God closed the door to the room and lead the young man to another room. This room was set up just like the first. The same stew, the same spoons, the same number of people. Yet, in this room everyone was happy, full looking, chatting with one another. The young man was perplexed. This was heaven but it was just like hell in every way. Why was one group suffering and the other so happy and healthy? God sensed his question and spoke, “My son, in heaven they have learned to use their spoons to feed one another.”
A community conscious business understands and practices business with the core value that unless everyone is successful then the business cannot be successful. Of course, success is a moving target. What success is for my business might be just a starting point for another business. The bigger idea is that a community conscious business recognizes that it cannot be a “lone wolf” and expect to experience sustained growth. The community conscious business recognizes the universal truth that as it sincerely and honestly seeks to create a better community while providing the very best in goods and services at a price point that is fair and reasonable it is creating synergy that benefits all.
Community Consciousness in Action
Liberty MO is a wonderful place to live and raise a family. I chose to move my family here when we could have lived anywhere in the metro Kansas City area. I am certainly a newbie in the area (8 years of residency) but I have seen huge changes in my time here in town. From new restaurants, shops and service businesses to new roads and schools our town is exploding. The natural tendency of all this growth is for businesses to forgo social agendas for profit margins. I am all for profit margins. I am hired to increase revenue in business. I use a variety of tools to facilitate this process but no tool is more valuable than a community conscious strategy.
There are many possible variations of a community conscious business strategy however whatever variation is used it must have the following parts:
- A community conscious strategy begins with the business owner/manager being honest with themselves and others about their motives. Not for profit organizations and other businesses that you seek to partner with know (and if they don’t they should) that you are seeking to make money. They know it and will help you if you can be open and honest about your goals. Our partners have been wonderful about referring business and giving us business and this is a sure sign that they are aware of our need to make a profit.
- A community conscious strategy has a very narrow focus. A business cannot be all things to all groups and does each of the groups it seeks to assist a disservice by over extending resources (labor and financial). Focus on one or just a handful of service organizations in a finite area. As a Liberty resident and business person my company focuses on 5 local not for profits and 5 service groups (divided among the leadership so each group can get our full attention).
- A community conscious strategy encourages customers to frequent partners whenever it is appropriate. When making sales calls I often find myself with an opportunity to promote a local business. For example, a customer offers me some coffee (a frequent occurrence). It offers me an opportunity to ask if they know about the coffee shop in downtown Liberty. Or if they are cooking something, I can ask if they have been to a particular restaurant. I have meetings at local establishments and make sure I introduce all the principals in order to create greater community interaction.
- A community conscious strategy is written into a business plan as part of a marketing segment (if you don’t have a business plan, get one. If you don’t know where to start email me). A community conscious strategy has to make sense and it must have value (ROI) for the business.
Socially responsible businesses create value on a global scale and community conscious businesses can and do have the same type of impact locally. Creating a strategy for the community conscious business allows for greater synergy between business and community. This synergy allows everyone to win. Remember, when we feed each other we create our own slice of heaven right here in Liberty.
