Did you know that 85% of Americans see small businesses as having either a “somewhat” or an “extremely” positive impact on people’s lives? It’s true! That’s what a recent poll from Gallup, a global analytics and advisory firm, found in October. In contrast, just 42% of Americans say the same about large businesses.
That’s not too surprising to most small business owners, though. Chances are you got into your line of work because you care about it, because you wanted to make a more direct and tangible difference in the lives of your customers if not the country or even the world. If small business owners are one thing, they’re dreamers oozing with potential.
This potential didn’t go unrecognized by the Gallup poll. As Stephanie Marken, a senior partner in Gallup’s education division, writes, “this research suggests Americans believe businesses have untapped potential to act as a force for good in their lives, communities and society more generally.”
It’s great to hear, but what does it mean? What can small business owners do with this information to help turn their dreams into even more of the reality they’ve envisioned? The answer is plenty! As you move into 2024, there are a number of ways to translate these insights into actionable ways for your small business to have the impact your customers want to see.
- Do what you can for the environment. The same poll found that just 22% of Americans (up only slightly from 21% in 2022) have an equally positive impact on the environment. If you’re doing something to boost your business’s sustainability efforts this year, shout it from the rooftops. If you don’t have any environmental initiatives in the hopper for 2024 yet, now is the time to plan for them. Focus on local efforts for a two for one environment and community impact.
- Share the good work you do in a marketing campaign. Plenty of small businesses and their owners are already doing good things for the community because they want to and because they care, not to get recognition for it. But sharing the community impact you have—whether that’s hosting a pet adoption event for a local rescue or making a sizable donation to a local charity—can help your customers-to-be know that your values-aligned business is the choice for them.
- Sponsor local community events. Throughout the year (but especially when the weather allows for outdoor festivities), community events abound. Local initiatives are almost always looking for ways to defer costs and sponsorships from local businesses are a popular approach. Keep your eyes peeled for sponsorship calls or simply make a few cold calls to the organizations and individuals behind an event you, your employees, and your customers love and ask them if they’d like some sponsorship money. Chances are they will.
- Offer VTO. If you don’t already have a volunteer time off (VTO) policy in place, add one! It’s the beginning of the year, which is a great time for policy changes. You can start small by offering one or two days a year or dive right into offering one paid day each quarter than an employee can use to volunteer in the local community.
- Offer internships for local students. Internships that don’t require experience can be a perennial chicken and the egg situation for young students. Do what you can to give them the experience they need to be competitive in the job market by offering entry level, no-experience-required internships for local high school, community college, and university students. Plus, you’re contributing to your talent funnel in the process!
One final take away : Even though Americans believe that businesses have the ability to have a positive impact, their effectiveness in doing so is seen as worse than charitable organizations and at the same level of state and local government. So track the difference you make and be sure to share it in that marketing campaign we talked about!
