The primary aim of social enterprises is to address societal challenges and put impact first. SEs are vocal about what they stand for and they have been able to draw a lot of attention to their work. They are activists in their own way, aiming to create the change needed to build a more sustainable and just society.
Have their efforts been successful? Have SEs been able to mobilize people towards action? My research aims to unravel what social enterprises say and how they say it, but most of all if it matters.
Social enterprises (SEs) aim to address societal challenges through their product or service offerings. These innovative organizational forms lead by example and want to show that for-profit ventures can create positive change in society.
Is this the only way social enterprises are trying to create impact? The communication practices of SEs are an under-examined but important mechanism that can create change. SEs are actively engaging in conversations held on global platforms to address the most pressing issues in the world today. They connect their work with the Sustainable Development Goals formulated by the United Nations and they are vocal about what they think needs to be done to reach these goals.
Does what social enterprises say matter? Traditionally, social activists have used advocacy as one of their main strategies to create change. For example, the civil rights movement used narratives about the brutality of slavery to mobilize public support and put pressure on political actors. A parallel can be drawn to SEs, for example Tony Chocolonely uses narratives to address the issues of child labor and modern slavery in the cocoa supply chain. This SE pro-actively engages with the media to promote their solution to these problems. It´s worth investigating what social enterprises are advocating.
Does how social enterprises say it matter? My research shows that SEs, like Tony Chocolonely, have a deliberate strategy to raise awareness about societal issues among the general public and to mobilize a broad range of stakeholders towards action. It is important to understand how SEs exactly do this and if their approaches are successful. The insights of this study could provide knowledge about a powerful way to respond to social issues. This is a fairly new field of research, which makes it all the more exciting.
What is the impact? By understanding how SEs frame their narratives about societal issues, more light can be shed on their role in tackling societal challenges. Social enterprises are economic actors that have a social mission. This makes their approach towards tackling societal challenges differ from traditional social activists. For example, poverty is a complex societal challenge that can be addressed in various ways. Focusing the solution more on economic factors (i.e. job creation) than on political factors (i.e. political participation) or vice versa can significantly change the impact of development efforts.
The idea of business as a powerful way to create change has fascinated me since the start of my academic career. It can be a source of doing good, but a sole pursuit for profit can also lead to negative outcomes. These are two sides of the same «coin». With my research, I aim to create knowledge on how social enterprises, as innovative organizational forms, can contribute to tackling societal challenges. One of my main ambitions in life is to build a bridge between academia and practice, and translate this knowledge to help organizations create positive impact.
Article Asma Naimi , PhD Candidate at ESADE Business School
If you want to know more about this research, please contact Asma Naimi (firstname.lastname@example.org).