At the beginning of the month, we explained how B2B marketing impacts the greater good–a relationship that isn’t always clear at first. As we’ve seen, however, B2B marketing can have a profound positive impact on the communities, people, and institutions in which companies operate. It’s not just the bottom line that B2B marketing can influence, it’s also social sustainability: the process of building infrastructure to promote economic, environmental, and social growth in a community.
At Movéo, we know that the best businesses are those that get ahead–and stay in the forefront of innovation–by seeing the world as it will be, not as it is. These businesses know that the best way to grow is by adopting new practices that make them more sustainable, whether that’s through creating new hierarchies for their staff, behaving in an environmentally-friendly manner, or empowering a new generation of consumers to make smart choices. We’ve seen this since we started working with these kinds of businesses more than 20 years ago.
Social sustainability, therefore, is embedded into many great B2B firms. But marketing can take these firms to the next level, allowing their positive messages to reach a larger audience and have a greater impact on communities. When marketing allows firms to communicate the good they do to their target audiences, they get new clients and get the process of building a strong, sustainable social infrastructure started.
We’ve talked before on the blog about how B2B businesses provide the backbone to our society: they allow all the functions of everyday life to go smoothly, making sure that there’s a strong infrastructure in place for our businesses and our communities. As such, the B2B sector is in a prime position to help move social sustainability forward, and B2B marketing allows that to happen.
Let us know: how does your business work to promote social sustainability?
Photo credit: Epicantus via Pixabay
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