Should Social Purpose Be at the Center of Your Business?

Growing up during the 1960s in the San Francisco Bay Area — the epicenter of many social-justice movements — with parents who were both news-media pioneers, I learned the important role that communication plays in social justice movements, and in addressing other societal issues. As a result of this cultivated passion, I started my own PR agency in San Francisco. Throughout my 35-plus years of experience, social purpose has been one of my core values.

Having a social purpose in one’s work means seeking an impact beyond profitability — to transform people and communities, to inspire positive change. Social purpose can involve education, economic opportunity, equity, equality or the environment. But whatever form it takes, social purpose means doing more than just delivering services to clients.

For our agency, social purpose means ensuring that we provide opportunities for diverse communities to be heard, and that we help solve issues with local and national impact. Regardless of the company, building social purpose into a business’s core values not only helps its bottom line, but also defines the company’s very soul. 

Social purpose for public utilities

Social purpose doesn’t apply just to corporations. Public agencies are also looking at social purposes beyond the functions they are entrusted to provide. An example is one of our clients, a large public-utilities organization. We have worked to help it become the first in the nation to adopt a community-benefit policy.

Through these policies, the utility works hard to be a “good neighbor” with nine programs that encompass neighborhood revitalization, workforce development and education. The utility works closely with communities and helps ensure the well-being of people who live near its facilities, emphasizing the organization’s role as an environmental steward in the areas which it serves.

This philosophy of organizations going above and beyond their original mandates is still fairly rare in the public sector. Corporations, by and large, invest much more in social purpose initiatives. Nevertheless, the trend is starting to catch on, at both the organizational and individual levels.

Employees seek purposeful work

As more people evaluate their connection to their employment, social purpose becomes an integral part of deciding where to work. Many employees are now asking themselves, “Does this company embody my values and make a positive social impact?” To attract the best job candidates and create a culture of talented thought-leaders, businesses must offer something beyond a paycheck: the opportunity to change lives and enrich communities. 

How can companies ensure that they prioritize social purpose? The message has to come from the top: the CEO must embody the company’s core values, and staff members should then mobilize behind social-purpose initiatives that align with those values.

While my agency continues to grow its social purpose, our clientele is also increasingly reflecting those values, and we seek clients who share our vision. It makes our daily work worthwhile. After all, so much of our lives is spent at work. Employees want to feel a sense of purpose and contribute to the world around them. Allow them — and yourself — that opportunity. 

photo credit: lisa-blue