I would really like to take the time and energy to showcase different social businesses that are making a difference in the world; the stories and cases are as individualized and unique as can be, spread throughout different sectors in disparate arenas of the global marketplace; however, they all share a common bond-their desire to benefit people, to enact positive social change, through reinvesting their profits into communities and social action.
The social business model has been around in one form or another for years; it was first brought to my attention through the words of Muhammad Yunus, founder of Grameen Bank, who remarked that, "...making money is important for human beings, but it doesn't encompass the whole of human beings...we are addressing concerns in a different way than charity-charity money is not reusable (once obtained from donors and expended, it is gone; more needs to be donated to continue on the path) social business dollars are recyclable."
The point that this can create value for a consumer and also create a reusable benefit for the organization adds to the multidimensional benefit of modern social businesses.
This movement has grown in leaps and bounds; organizations like Ashoka are identifying social entrepreneurs, and supporting them through the complete knowledge and growth cycles of their ventures. Recognizing that change can be brought not only through charity, but also through the power of capitalism, is a powerful idea moving forward.
Bill Drayton, founder and CEO of Ashoka, puts it better than I can..."A social entrepreneur identifies and solves social problems on a large scale, acting as a change agent for sociaty , seizing opportunities others miss, inventing and disseminating new approaches and advancing sustainable solutions that create social value."
I've been listening to the story of Pura Vida coffee on my Stanford Podcasts (excellent source of great information), admiring the story of John Sage, the birth and growth of a social business, the successes and failures; but overall, the optimism and innovation, setting a path that can be followed freely by other social entrepreneurs, is the brightest spot. There is so much room for growth in this field; all it takes is awareness.
Sage's inspiration came from a strong base of faith, in addition to the desire to..."bring together the rigor, discipline, and scrutiny of the capitalist system, married to the social purpose and vision found in the best social organizations you can find."
His biggest goal: to connect the buyer and the producer. Simple and vital. Once the buyer is aware , once they can catch a GLIMPSE of how their purchase decisions can literally change someone's life, the demand for the product will soar, and the business will have the chance at sustainability. Creating this emotional connection between the producer and consumer, this is the challenge of all social businesses.
No longer can I go to the coffee shop and ask for a coffee; it must be 100% fair trade. After seeing the stories of the Ethiopian farmers, who lives could and are changed drastically by such a minor act, it has become impossible to do otherwise.
Check it out, its a great social business.
www.puravidacoffee.com
