As Mahatma Gandhi said, “Earth provides enough to satisfy every man’s needs, but not every man’s greed.”
The Earth’s resources are finite, but man’s greed is infinite.
There is nothing wrong with capitalism if it actually promotes a more equitable distribution of wealth and equal access to opportunities. Similarly, there is nothing wrong with consumerism if it actually takes into account of sustainability and responsibility.
Take smartphones, for example. We cannot imagine life without them. 1.5 billion smartphones were sold in 2017 alone. This translates into tonnes of raw materials – plastics, steel, glass, precious minerals are produced, mined and processed. Billions of hours of labour and millions of people are employed in the production, the distribution and the selling of them. Entire local economies may depend on the manufacturing or the sourcing of materials for those little devices. Multiply that over a lifetime, and you can understand how the companies behind each phone could have an impact on global commodity prices, the economy, the future of our planet, and people’s lives.
Every time we make a decision to upgrade or to throw away our phones, this behaviour affects lives beyond our own. It affects the planet in ways we cannot yet fully understand (or maybe we live in denial).
In the same respect, companies that employ unethical means and policies to churn out products and services just to make profits are essentially discounting their impact to the world around them. In the pursuit of profits, they have generated new challenges or problems for the greater community. Be it climate change, plastics polluting the sea and etc.
Jane Goodall framed it best when she said, “You cannot get through a single day without having an impact on the world around. What you do makes a difference and you have to decide what kind of difference you want to make.”
Whether we like it or not, whether we realise it or not, all of us create an impact. Unfortunately, our collective impact has largely been negative. As we learn more about ourselves, as we become more politically, environmentally and socially aware; and thereby becoming more informed about our impact on the world; we realise that it is our shared responsibility to do our work with greater intention and accountability. To do work that is consciously better, not just for ourselves, but for the community we exist in, for the world we live in.
That’s why in 2019, we at Gansforhire are making CONSCIOUS IMPACT BUSINESS as the heart of our business. This will be anchored on CONSCIOUS IMPACT MARKETING STRATEGY, and empowered by CONSCIOUS IMPACT BRANDING.
Inevitably, we have to face the fact that cutting costs alone will not be able to sustain our businesses. Cost-cutting measures are really a race to the bottom, where everyone loses, including the environment. Hence, through Conscious Impact Business, companies learn how to optimise and not maximise their resources in delivering their values and vision through their business models. It is about making the best use of what we have, and not simply depleting what we have – as we like to say at GansforHire, “Do not waste your bullets.”
There needs to be a sustainable approach to progress and prosperity that fulfil the needs of the present generation without robbing or compromising the next generation’s ability to fulfil their needs. This new formula to sustainable success in business should be, VISION + VALUES + OPTIMISED EMPLOYMENT OF RESOURCES + CONSCIOUS IMPACT = FINANCIAL AND SOCIAL PROFIT.
To cultivate Conscious Impact in your business, start by identifying whatever problem you think you want to solve that is currently faced by your company, community, city, country or world. List them down, and then decide which “Problem” you want to solve or alleviate. Then build a conscious ‘Solution’ into your business model. Finally, communicate all of the above through Conscious Impact Branding that are based on a Conscious Impact Marketing Strategy that optimises the company’s resources and values.
This year, we at GansforHire, are making a stand by deciding on what difference we wish to make, as a branding agency, through who we are and what we do. We owe it to ourselves, to you, and to the world around us, to give it our best shot. And we invite you to start your conscious impact journey with us. Together, we can impact the world and not just be affected by the world.
Welcome to the age of Conscious Impact Branding!
How would your brand participate in the golden age of the geek?
Don’t want to miss out on the weekly shots of branding? Subscribe to our e-newsletter.