MAKE YOUR BUSINESS REMARKABLE
—Being part of a positive global impact is no longer a choice but a necessity if we want a thriving world.
Is the world better because of your business? This is the core question in Paul Polman’s book, Net Positive. Posing this question first is essential because making your business remarkable asks more from your organization than just making a profit—it includes giving back to the world that creates those profits.
The 21st-century business model incorporates both profit and purpose. Many courageous business leaders have embraced a purpose-led business model; some are even more passionate about having their business as a force for good.
We are at a point in history where people are genuinely concerned about the future and how it will be for humanity. Climate change, environmental degradation, biodiversity collapse, and inequality are some of the world’s most pressing issues. This concern is no longer just from scientists with historical data on the decline of the earth’s natural resources or climate change statistics. A staggering study shows 56 percent of the younger generations are fearful about the future, with 25 percent no longer wanting to bring a child into the world. More than likely, a good majority of businesses are seeing the effects of climate change on their P&L statement, whether it be rising costs of goods sold, shipping expenses, or weather disaster expenditures.
No single government or solo company can drive the transformation in the world that is so desperately needed. The solution now points to all businesses acting, giving back, and creating a positive impact as part of their business model.
If all businesses, from the smallest mom-and-pop business to the solopreneur to the Fortune 100 companies, step up and do their part in making a difference, we can lead the world to a better future for us and future generations.
Embracing the United Nations’ Sustainable Development Goals for Impact
In 2015, 193 countries, including the United States, agreed to the United Nations’ Sustainable Development Goals (SDGs), sharing a road map for the global community’s next step in ending poverty, fighting inequality and injustice, and tackling climate change. These 17 goals focused on different areas of worldwide issues and were presented to the global community as a framework for solving those issues and creating a thriving world by 2030. At the heart of this agenda is an urgent call for action including all countries in a global partnership—all people and all businesses. The United Nations committee recognized that ending poverty and other deprivations must go together with strategies that improve health and education, reduce inequality, and spur economic growth—all while tackling climate change and working to preserve our oceans and forests.
We have seven years left to meet their 2030 agenda. Thanks to these 17 SDGs, we have a model for long-term growth toward a better world. While it may appear daunting to support the SDGs, read on—I will share my experience of how truly effortless it is to turn your business into a force for good.
Small Acts of Kindness and Giving Add Up Quickly
TruBrand is committed to bringing humanity into the business world. Our purpose is “Illuminating and Igniting the Extraordinary for a Better World.” To be extraordinary, you must seek to be beyond the ordinary in all that you do. For our clients, we uncover and elevate the extraordinary in their business or personal brand, bringing their brand to life, so they can do extra ordinary things in the world. In addition to TruBrand’s mission, we wanted to contribute more towards the betterment of the planet and helping others.
That’s when, in November of 2022, we joined forces with a non-profit company (Buy1Give1 Global Giving Initiative) dedicated to making a difference in the world by creating a simple and easy way for other businesses to support worthy causes. Within five months of becoming a partner member, we are inspired and thrilled to see our company’s impact. Along with over 3,000 other companies worldwide, we are working collectively to create a world full of giving with the help of this organization. Together those businesses have collectively created over 317 million giving-back impacts worldwide across 500+ projects that are taking on climate action, relieving suffering and hardships, and supporting all of the Global Goals (SDGs) for a better future.
In just five months, as of this time of writing, our positive global impact has reached 73,197 people. That means 73,197 lives have been changed for the better through our purpose-driven impact—with these worthy causes coinciding with the United Nations SDGs. To put it all in perspective:
- 70,080 people in the world have received clean water for a day.
- 2,416 meals were provided to the hungry in the US.
- 690 meals were provided to the hungry globally.
- 2,416 rescue meals given to disadvantaged communities in the US.
As the founder of TruBrand Marketing, I chose which worthy causes to support and decided how to embed that giving into our normal business activities. Here are some ways that TruBrand has embedded giving for impact:
- Every time we build, renovate, or refresh a brand, we celebrate by providing 5,000 days of access to clean water for people in the world.
- Every website we design and develop provides 10,000 days of access to clean water for people in the world.
- Each month, hosting our clients’ websites, we provide 216 meals for the hungry in the US.
- Every time we schedule a ZOOM meeting, it provides 1-day access to clean water for a person in the world.
- For every new client TruBrand takes on, we provide 100 meals to people in the world.
- For every personal brand we create, we rescue 1,334 meals for the hungry in the US.
- For every client we assist in finding their purpose, we provide 200 meals to people in the world.
If you are interested in learning more, check out our IMPACT page.
Download Impact Worksheet. Start learning about the United Nations Global Goals and determine which ones you are aligned with to make a difference.
A Powerful Campaign Honoring Change-Makers
In 1997, Apple launched a campaign called Think Different to honor those throughout history who have moved the world forward through brave acts of innovation. While some say, businesses cannot lead the world into a better future, some visionaries, and leaders believe otherwise. Steve Jobs once said, “Apple at the core, its core value is … We believe that people with passion can change the world for the better. And those crazy enough to think they can change the world are the ones that actually do.”
Apple Think Different Advertising Campaign 1997 – 2002
“Here’s to the ones who see things differently.
They change things; they push the human race forward.
While some may see them as the crazy ones, we see genius.”
This article is dedicated to sharing an easy pathway forward for every company, no matter the size of your business or revenue, and the first steps necessary for creating real change and positive impact. Ultimately, its goal is to inspire us to rethink business’ role in coming together to reset the planet’s trajectory.
Buy1Give1 (B1G1) Makes Giving Back and Global Impact Effortless
B1G1, a Global Giving Initiative, has a unique giving model, which means 100% of the giving goes straight to the people and worthy causes that genuinely need it. They make giving back effortless, seamless, and trackable, connecting all giving initiatives to global goals (SDGs). Now, businesses only need to decide what SDGs they want to support, choose their worthy causes online, and determine the amount they wish to donate. The rest, the “hard stuff,” meaning implementing these projects, is done through B1G1’s associations with hundreds of international impact partners. That’s it. B1G1 offers a way to systematically and intentionally give to projects that can have a global impact with the impact implementation automatic, fully vetted, and trackable as easy as clicking a button. Being part of B1G1 means, you are part of the movement where businesses are coming together to change the world.
Imagine if every business in the world gave effectively in their unique ways. Every problem in the world could be solved gradually, creating a new ecosystem of giving.
Paul Polman, Global Goals Ambassador, Author of Net Positive, Board Member of B1G1
Mr. Poleman shares how courageous companies thrive by giving more than they take and recommends B1G1 as a potential pillar for building your company into a successful brand.
The Story of B1G1
A Call for Businesses to Step Up
The mindset of a good majority of people worldwide is that they feel powerless to make a difference, so they are doing nothing. At times like this, it is good to remember that human creativity drove inventions that took us from cave dwellers to space explorers. Human creativity soars when faced with a challenge. It is within our reach to rise above this current world situation and consider all options for creative, purposeful choices and actions. So, the real question is, “How will you step up to do your part in a shift for a better world?”
Each of us has a choice to find our greatness. Sometimes it takes a life-changing moment for people to identify what is most important and meaningful in life. For others, it takes introspection and reflection on what truly matters in life.
Here is an exercise you can do within your mind to assist you in elevating your awareness of what is truly meaningful. Mentally project yourself forward to the end of your career, look back at your life and business, and ask yourself, “Was it worth it?” Reflect on what you did for your children’s future and the future of all generations. Are you proud of what your business accomplished? Is there a legacy you are leaving behind? Is the world better because your business is in it? Will you see that it served a meaningful purpose, or will it seem meaningless? If your business’s sole focus is profit, the latter will likely be your realization.
This realization can then be used to refocus your efforts on what really matters now. Exploring what brings meaning into life starts with “seeing yourself in others.” This adopted attitude keeps the head clear and your life and business priorities straight. Leading a purposeful life and having your business become a purpose-driven company doesn’t mean that you are not also focused on profit; you have just expanded what true success looks like on the P&L triple bottom line (Profit, People, Planet).
The upcoming generations are demanding that change occurs, starting with businesses. According to McKinsey, nine in ten members of Generation Z, who account for as much as $150 billion in spending power globally, believe that companies are responsible for social and environmental issues. Millennials are becoming a force to be reckoned with in the workplace. By 2025 Millennials will make up 75 percent of the workforce and will play a big part in shaping the evolution of the employee experience. They are motivated by and say their job is more fulfilling when they have opportunities to impact social and environmental issues positively. The message for businesses is clear: there is a need for change to become a force for good, or a company could become irrelevant in the near future.
Business leaders realize the power of using a purpose-driven business model, sustainable strategies, and creating a positive impact while driving organizational success. All companies, big and small, have a fundamental responsibility to fix the systems that provide their profits.
Powering up your Business with Purpose
Now, more than ever, companies must cultivate the power of an authentic purpose to gain the advantages it promises and succeed in a world where business opportunities—and responsibilities—have never been greater. Purpose is not a marketing strategy or another statement like a tagline. To be purpose-driven, your business model must evolve to include profit and purpose. To create real value for you, your employees, and your customers, you must know why you do what you do. Clarifying your purpose will provide meaning in your life and become your point of reference, eventually driving all you do for profit and greatness—elevating your business to be a force for good.
The world has changed, and businesses that adapt to the 21st-century business model driven that includes a strong sense of purpose—will create sustainable, enduring growth and legacy. Most companies still run 20th-century business models that are sales-led and profit-driven without considering all stakeholders. Business owners and leaders need to shift their mindset to a fresh perspective on their market and the opportunities that exist today, tomorrow, and in the future. The data shows that companies with a strong sense of collective purpose drive employee satisfaction and create customer engagement resulting in a higher market share gain.
So, where to begin in discovering your business and personal purpose? An excellent place to start is with a few questions to reflect upon:
- Am I finding meaning in the work that I do?
- Am I passionate about making a difference and motivated to do it?
- What do I stand for? What does my business stand for?
- What purpose drives my business/brand?
Pondering over the answers to these questions will spark some clarity and inspiration. Clarifying and discovering a business and personal purpose is the starting point. From that clarity comes inspiration and passion. Living your why or purpose creates impact. Whatever the impact level, it always supports a more significant cause besides just making a profit. This larger cause may be creating the best diverse, inclusive work environment; it may be providing an innovative product; it could be doing something for your community, but hopefully, you can now see that it also can include doing more for the world and those in need of help.
OK, I Get it. What are My Next Steps?
Here are a few steps you can do right this instant:
1. Download a Purpose in Action Impact Worksheet to learn more about the United Nations SDG goals and find the goals that you are most aligned with.
2. If you have not clarified your purpose – schedule a complimentary consultation with TruBrand; we can assist you in this discovery.
3. If you are interested in getting set up in B1G1 giving initiative and supporting the United Nation’s SDGs, schedule a meeting, and I can share with you the pathway forward.
Let’s think differently, change things, and push the world forward.
Together, we can make extraordinary things happen.