Success, Sustainability and Why We Should Have Both

My childhood, as many others, consisted of brands that my parents were loyal to. These were always changing. In the shampoo department I remember using L’Oreal, and later on TRESemmé. The current brand is OGX. When my mum found out that they were a brand committed to reducing their environmental impact while maintaining product safety and sustainable practices, she was all in.

Growing up in a green state, I was about nine years old when I became aware of our environment. It wasn’t until later that I learned of the term “social responsibility.” In a recent article “Why Evil Is Better in Business (or Is It?)” it discusses whether a company should try to do good or simply make as much profit as possible.

Although the argument for being a profit-based company states that it is easier to take care employees, this is a short-time goal. America has become more health conscious, especially the Millenials. As a result, we are also more environmentally conscious. We’re already seeing the long-term consequences of our past lifestyles on the environment through air pollution, toxic waste and global warming. It’s time to take responsibility for our present and future lives. By being a company that gives back, you can empower your customers to make a difference.

All companies are influential. They’re in the media and they help shape the world that we live in. Choose to do good, and we as an increasingly socially responsible audience will ensure your profit. An environmentally friendly company’s PR communicates, “We thoroughly care about you. Not just in regards to our product’s role in your life, but your everyday life.”

The role of PR within the argument for or against an organization being social responsible is the way your key publics react as a result being one or the other. The reaction of your key publics can easily determine positive or negative feedback in the form of how well your business is doing. When you choose to become socially responsible, word travels fast. Today we have Twitter, Facebook, Instagram, Snapchat, and hundreds of other social media platforms that influence millions of stakeholders all over the country. America has become more health conscious, and as a result, increasingly environmentally conscious. Social media has reflected that, and now social media also is a mecca of comparison between thousands of organizations and their current events.

Business is nonstop comparison. Organizations compare themselves to others similar to themselves and make decisions on how they can become more competitive. Consumers compare brands and make decisions based on what will be most beneficial for them. If you choose to become socially responsible, and you’re one of the first among organizations similar to your own, it can earn you a lot of great media. Even if other organizations follow your example (a great thing), you’ll be known for starting a trend and it will be “great, just like so-and-so” (which is you).

 

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