Photo credit: The Ocean Cleanup
There seems to be a buzz word off the lips of every young Malaysian entrepreneur these days. A new buzz word that will make your company on the top of the list to attract ‘Gen Y’ employees.
Social entrepreneurship.
Cause-related marketing.
Companies today are more socially conscious and it seems that if you were to attach a cause to your marketing strategy, the appeal to the youth community works in more powerful ways than if you were to attach a straightforward celebrity endorsement, although by no means are we suggesting endorsements don’t work. Together, a celebrity with a cause offers double the impact.
However, is it purely a marketing jargon, or is society truly seeking to do more for one another through ‘social entrepreneurship’?
Here are some case studies to consider:
Hollywood renowned on-screen actress Cate Blanchett has a cause, and that is to further theatre. So, she’s been working with Sydney Theatre Company as their co-artistic director and they’ve just launched together with Suncorp, limited $20 ticket seats to make theatre more accessible to the public. Great move for theatre-goers and bringing theatre closer to the people!
Pakistan’s former cricketeer and celebrity heart throb Imran Khan now bats for politics and has taken on a whole new direction in his campaign, themed ‘change’. He shall be leading his party after winning a seat in parliament to end corruption and effect reforms.
James Dean, a dashing young Hollywood actor from the 1940s-50s made a statement with his movie ‘Rebel without a cause’. That movie drove home the message about youth and their need for freedom of expression. For over 70 years, that movie and the memory of James Dean gave the Baby Boomer generation a ’cause’ for freedom of expression of the ‘self’.
DREAM AS IF YOU’LL LIVE FOREVER, LIVE AS IF YOU’LL DIE TODAY.
James Dean
In today’s terms, that quote has been rehashed to just four letters – YOLO. Children of those same Baby Boomers revere dotcom icons like entrepreneurs Elon Musk of PayPal & Tesla, Oprah Winfrey or Jack Ma of Alibaba. Each led by their own unique purpose have become society’s Unicorn and each entrepreneur’s success story personifies their personal journey to freedom nevertheless. Financial freedom that later allowed them to support causes via their own foundations.
In Australia, a teenage school kid came up with a cause to champion! Buying a school bus for children from a school in Africa! He has successfully gotten his school friends to help him raise the funds to buy a bus so that it can shuttle the children to/fro school and their small town in Africa. Commendable!
In Europe, a teenager Boyan Slat managed to pique the interest of investors to fund his dream of cleaning up the ocean with the aim to clean up 50 % of the Great Pacific Garbage Patch in 5 years – www.theoceancleanup.com. I admire this young lad, who’s been sailing since young. His company has so far raise USD27 million towards the cleanup.
Closer to home, cause-marketing is akin to producing charity fundraisers like dinner balls, concerts or movie premieres. And most of the time, celebrities are invited to perform and attend, in support of the cause. It’s a good thing. But we need more advocates to take a bit more of a risk to step up and pick a cause and offer it more longevity. Perhaps then, there might be a harder impact hitting home, rather than a fleeting impact and be more sustainable.
Social entrepreneurship isn’t a new catch-phrase. I encourage parents with children, families, seniors, young people to embrace a cause and ride with it. I invite brands to take the lead and tie in a cause while making a profit. Offer a commitment of at least 3-5 years because it will take that amount of time to raise the funds and see through your projects.
I often hear a lot of comments like…
“I’m not sure about which cause to support”
“I’d fight for a cause, but it must be something I like”
“The charity I like already has many sponsors. I don’t think they need me”
“I really want to start my own cause”
Well, folks, make it happen. Sometimes, it’s not about which ’cause’ we choose. Rather its about which ’cause’ chooses us. Which NGO needs help the most. Then, connect the cause, to your community.
What can you do?
Volunteer your time at events. Man a booth. Spread the word about the cause via your social media networks. Any help is a valuable investment for those you could help. It’s a valuable investment for humankind. Charity does not begin at home, folks. Charity is a mindset and begins the instant we’re born. Here’s three cheers to social entrepreneurship and for whatever cause you fight for, make it a fight worthwhile.
At your service,
Jasmine Low
Founder, DoPPelMyFund.com
