Startup founders face many decisions in the early days – how to price their products and services, who to hire, when to launch. When you’re focused on fundamental choices like these, there’s a good chance that social and environmental responsibility may be the last thing on your mind. But ignoring sustainability in the early days of a company is not only a mistake – it’s a missed opportunity.
Baking social good into your startup gives you a competitive advantage. A recent Nielson study found that 66 percent of consumers are willing to pay more for sustainable brands – up from 55 percent in 2014. And it’s not just your customers. 78 percent of millennials say corporate social responsibility (CSR) directly influences whether they would work at an organization (Cone).
Building a responsible company will help you acquire customers and the best talent – and it doesn’t require a major budget. Here are 9 ways to get started:
1. Focus.
Think about the issues that matter to you and your brand, perhaps because of the nature of your product, the location of your business or the unique issues facing your industry. Decide what you want to focus on and set goals so you can appropriately allocate resources and measure progress.
2. Involve the team.
No matter how many employees you have, it’s a good idea to talk to your team about social responsibility and get input on what they’re passionate about. The companies with the strongest CSR programs are the ones that give all stakeholders the opportunity to participate. Giving your team the chance to help shape your social good initiatives will lead to higher employee engagement with CSR efforts and support retention.
3. Volunteer your skills.
Having a social good program doesn’t mean you have to write big checks to nonprofits. There’s a good chance that your employees’ skills could be a major help to a local organization, whether that means helping build a website, consulting on a nonprofit’s marketing plan or designing collateral pro-bono. Catchafire is a great resource for finding skills-based volunteer opportunities in your respective community.
4. Make operations eco-friendly.
There are plenty of office and company policies you can instate to help reduce your team’s impact on the environment and promote sustainability. Consider purchasing recycled furniture, ordering snacks in bulk (less packaging), gifting your employees with reusable water bottles, and ensuring your heating, cooling and lighting systems are set up for optimal efficiency. If you manufacture, take a look at your packaging. Are you utilizing the lightest materials? Are they recyclable?
5. Consider telecommuting.
Telecommuting is the norm for many startups today, and it’s also a smart choice from a sustainability perspective. Dell’s study of its telecommuting efforts revealed that working remote helps employees save over $12 million in fuel costs per year. Even giving employees the flexibility to work from home a few days a week can add up to major environmental savings in the long run.
6. Hire a diverse and inclusive workforce.
It can be easy for founders to hire people they already know or from within their network – often, these people tend to be and look like them. Make a conscious effort from day one to attract and meet diverse talent – different ages, races, perspectives, genders, etc. More perspectives means your company will be able to solve problems smarter in the long run and respond to a world that is growing more diverse each and every day.
7. Work with responsible vendors and partners.
Building a company means forming relationships with a range of vendors and partners. Be cognizant of who you partner with, and always strive to work with companies whose values align with yours. For example, if a partner sources products from a supplier who doesn’t pay its employees fairly, you should reevaluate that relationship. Do your homework and set guidelines early on.
8. Tap into existing events and networks.
You may not have the budget to create a major social good initiative from scratch, but chances are there are local or national events already happening that your company can get involved with. Boston’s Tech Gives Back Day and the global #GivingTuesday movement are good examples.
9. Consider incorporating as a B Corp.
B Corps are for-profit companies certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability and transparency. Today, there is a growing community of more than 1,600 Certified B Corps from 42 countries and over 120 industries worldwide. Recognizable names include Patagonia, Ben & Jerry’s, Etsy, Warby Parker and Method. Interested? Check out the requirements here.
However you choose to incorporate social good into your business, be sure to also integrate it into your marketing and recruitment efforts. If social responsibility is an authentic part of who your company is, it should be reflected on your website, on social media and wherever your startup connects with customers. Doing so will only help you attract the best customers and talent.
