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1. What is social purpose and why is it so important?

A company with a social purpose is one that commits to being a positive force in the world by tackling an environmental or social cause as part of its core business mission.

The difference between Social Purpose and CSR.

Leading with purpose is being increasingly recognized as essential for companies to remain competitive and meet demands from staff, customers and shareholders that companies contribute positively to the world.

This is no small feat. We’re undergoing a fundamental shift about the role of for profit businesses in addressing the most pressing social and environmental problems of our time. Profit is no longer enough. Even BlackRock, the largest investor in the world, calls it a tectonic shift and expects companies to be mindful of their impact and purpose as conditions for investment and long term success.

The benefits of a strong social purpose mandate are well documented, including increasing customer loyalty, improving employee engagement, and resulting in better financial performance.

90% of Gen Z think companies must act on social issues (source)
Turnover dropped by 57% in socially engaged employees (source)

The purpose of this guide is to help you create a powerful employee led social purpose campaign that will lead to meaningful and measurable results.

2. The power of an employee-led campaign

Most corporate social impact campaigns are met with eye-rolls and apathy by employees and customers. These campaigns can feel like check-box exercises, marketing ploys or disconnected from the issues that employees care about.

While a campaign can fail for many reasons, in our experience, the presence of the below factors seem to doom social purpose campaigns to failure from the outset.

a. Campaign is not authentic

If employees feel like the company doesn’t genuinely care about making a difference on its social purpose campaign, participation is likely to be perfunctory and low. This may do more harm than good to your brand as your company may be perceived as inauthentic by customers and staff.

b. Campaign is pushed down by the executive

Being told to care about an issue doesn’t work for teenagers and it likely won’t work any better for your employees. Some employees will even become resentful if they’re told that they need to care about an issue because their CEO has made his personal cause everyone else’s cause. These campaigns are often limited to annual fundraising drives or events with little tracking of ultimate impact. This type of campaign tends to have very low participation rates and most employees aren’t even aware of its existence. Most corporate social purpose campaigns fall into this category.

c. Impact is not measurable

If you can’t measure it, did it happen? Glossy corporate social responsibility newsletters and web pages look good, but the ultimate impact achieved is often murky. The impact often seems to be a matter of interpretation rather than verifiable data. This too opens the brand to criticism of being inauthentic, and worse, of being deceitful and greenwashing. Being able to measure your campaign’s impact is also crucial in order to establish specific goals and then work towards meeting those goals. You won’t be able to celebrate reaching your destination if you can’t identify your destination in the first place.

The first two risks referenced above can be avoided with a well planned process to engage employees in setting up campaigns and that’s what this guide is intended to help you develop. When employees are asked what issues they care about and provided meaningful ways to contribute in supporting their cause, their enthusiasm will be genuine, their participation will increase, and your company will be well on its way to achieving its social purpose objectives. There will also likely be other run-off benefits such as better employee retention and engagement, greater customer loyalty, and maybe even improved financial performance.

Let’s get started with the steps you’ll need to take to create a powerful social purpose campaign that your employees will want to participate in.

About Muuvment

Muuvment Purpose is a social impact platform that provides engaging social and environmental campaigns right out of the box.

Developed by industry experts, our media-rich campaigns feature accessible actions that deliver measurable, meaningful impact against a wide range of issues. Watch our product tour.

This guide was prepared in collaboration between Muuvment and 3B Impact.

Please contact us if you would like us to develop your employee led campaign and launch it through our unique social purpose platform with powerful interactive experiences. Email us at sales@muuvment.com or click here to schedule a free consultation with one of our campaign experts.

We hope you found this guide helpful. Good luck on your journey to purpose!