By Robert Cresanti
An increasing number of large firms are taking action on big issues, from education to climate change, and even impeachment. This follows, in part, consumers’ growing desire to shop with and support companies that reflect their own values and beliefs.
But small businesses do this, too, and have for a long time. So how are they so successfully navigating these waters? Here are three takeaways from my time spent with small business owners through the International Franchise Association.
Focus on needs close to home
Small businesses’ clear advantage is that owners see the issues that matter to their communities every day. Consider Jimmy Jamshed, the owner of a Dallas-area group of restaurants. After encountering several individuals desperately rummaging through trash cans in search of food, Jamshed began a casual effort to donate some of his restaurant’s food to impoverished areas of his community. Community members and customers joined in, transforming Jamshed’s efforts into a full-fledged charitable program. He remains deeply involved, paying for meals out of pocket and visiting a local park almost daily to deliver meals and clothing.
Local leadership is authentic
Local business owners understand that listening to people’s needs before acting is essential. For example, Norm Robertson, the owner of Express Employment Professionals in Indiana, was a veteran who had heard regularly from other vets using his company’s services that they needed a better way to move from public service into the private sector. Robertson became an advocate for the Veteran Entrepreneurs Act, which aims to lower costs and create tax credits for veterans hoping to open local businesses. These kinds of initiatives show consumers that the welfare of your community is part of your business’ value proposition.
Putting people ahead of politics
While it’s important for businesses to exercise their influence in the community, the best strategy for most brands is to stay out of politics. Raising awareness on the issues that matter to their communities—which is where the rubber meets the road—is what customers appreciate.
Robert Cresanti is president and CEO of the International Franchise Association.
Image credits: Sentavio | Dreamstime.com