A new study published in the Journal of Marketing reveals that organizations integrating social goals into their core business strategies not only contribute positively to society but also unlock significant business benefits, creating a win-win scenario.
Conducted by researchers from Texas A&M University, Monash University, St. John’s University, Fordham University, and NHH Norwegian School of Economics, the study, titled “Social Profit Orientation: Lessons from Organizations Committed to Building a Better World,” examines how aligning an organization’s operations with social and environmental objectives can create positive, sustainable social and financial returns.
“As the world faces unprecedented challenges—climate change, poverty, healthcare disparities—businesses have the power and responsibility to be agents of positive change,” says Leonard L. Berry, University Distinguished Professor of Marketing at Texas A&M University and lead author of the study. “Our study shows that by embracing social profit, companies can ignite innovation, deepen trust with stakeholders, and contribute to a better, more sustainable future for all.”
The research team conducted 62 in-depth interviews across 21 diverse for-profit and non-profit organizations worldwide, uncovering actionable strategies and insights for organizations aiming to make a meaningful social impact while achieving economic success.
Key Findings Include:
- Integrated Social Impact: Organizations that effectively embed social and environmental goals into their mission see improved reputation and customer loyalty, as consumers increasingly support businesses that demonstrate genuine commitment to societal issues.
- Employee Engagement and Retention: Aligning company values with purposeful initiatives attracts and retains passionate, motivated employees who are driven by meaningful work.
- Innovation and Growth: Pursuing social profit encourages creative problem-solving and opens new market opportunities, leading to sustainable business growth and resilience.
Real-World Examples:
- Organizations reducing their carbon footprint through sustainable supply chain practices are not only contributing to environmental preservation but also realizing cost savings and operational efficiencies.
- Organizations advancing cancer treatment through precision medicine initiatives are not only improving survival rates but also setting new standards in healthcare.
- Organizations promoting financial inclusion through innovative services are driving economic empowerment and unlocking new avenues for revenue generation.
Recommendations for Business Leaders and Marketers
- Define and Embed Social Objectives: Clearly articulate social and environmental goals and integrate them into the core business strategy to ensure alignment across all levels of the organization.
- Balance Performance Metrics: Develop measurement systems that value both financial results and social impact, incorporating metrics such as employee well-being, customer satisfaction, and environmental sustainability into performance evaluations and leadership compensation.
- Strategic Initiative Selection: Utilize decision frameworks by asking critical questions about potential projects’ relevance, synergy with company mission, scalability, and measurable impact to prioritize initiatives with the greatest potential for positive change.
- Leverage Frameworks and Theories of Change: Adopt established models like ESG (Environmental, Social, and Governance) criteria and the UN Sustainable Development Goals to guide and assess the effectiveness of social initiatives systematically.
- Cultivate Stakeholder Engagement: Foster transparent and consistent communication about the organization’s social commitments to build trust and collaboration with customers, employees, investors, and community partners.
“We encourage organizations across all sectors to realign their strategies toward creating shared value,” says Lerzan Aksoy, Dean of the Gabelli School of Business at Fordham University and coauthor of the study. “Embracing a social profit orientation is not just ethically imperative but also a smart business move that drives innovation, competitiveness, and long-term success. Together, we can build a world where business success and societal well-being go hand in hand.”
Full article and author contact information available at:
About the Journal of Marketing
The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief.
About the American Marketing Association (AMA)
As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premiere scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good.
AMA views marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. You can learn more about AMA’s learning programs and certifications, conferences and events, and scholarly journals at AMA.org.
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