Most (responsible) businesses put a huge amount of effort in to attracting and keeping the best talent.
There’s a tried and tested recruitment and retention process, and we are keen to align the skills, experience, and increasingly values of a new prospective colleague to the purpose and needs of our business.
The concept of ‘alignment’ is gaining traction in the world of business, because the world of business is changing at a pace.
So far, so good.
You’re a forward-thinking business leader and recognise that the days of focussing on pure profit are long gone.
The days of doing business for profit alone have caused most of the problems we’re experiencing today – the effects of the climate crisis, inequality, poverty – the list goes on.
According to the 2022 Edelman Trust Barometer 72% of people in the UK trust businessesto address the world’s biggest problems.
Businesses have the power to move the needle – quickly, and effectively.
And that means thinking beyond the P&L.
To shape a cleaner, greener, fairer future, businesses need a clear purpose and to better understand and improve their impact on their people, communities, and the planet.
So how do we better understand our people?
Let’s start with our customers and our clients.
And yes, it’s a choice.
How can you attract and build relationships with the ‘right’ customer.
Does it matter?
In the B Corp community we talk a lot about customers and suppliers.
How as businesses we can better understand and improve our impact. As this HBR piece shows, it is key to prosperity.
That’s the upside of attracting and retaining the ‘right’ customer. It’s a win-win.
But working with the ‘wrong’ type of customers carries huge risk.
We live in a transparent world and the consequences of working with customers who aren’t aligned to what’s right by the world, your purpose and values can be grave.
A number of law firms have recently been scrutinised for working with wealthy Russian companies and individuals many of us would consider not to be in the best interests of the firm, the country, or the world.
“It’s a grubby business but these companies have no qualms about picking up the fat fees” says Nick Cohen in the Guardian.
That’s an extreme example perhaps, but choosing the right customer or client really matters.
How well do you know your customers?
How are you communicating your purpose and values to attract customers who will support your determination to create a better future?
Why does it matter?
If you want to better understand and improve your impact on your people, communities and the planet, take a look at the B Impact Assessment is a really effective framework to help.
Whether you choose to purse B Corp Certification or not (and we can help with that) , you will learn what good looks like.
Have you ever turned down the opportunity to work with a customer? How did you make that decision? How did it feel?
Please share your stories with us.
Our next Consequence of Choice article will focus on supplier