Kantar’s 2018 “Purpose 2020’ Report states: “Nearly two-thirds of millennials and Gen Z express a preference for brands that have a point of view and stand for something. “
NaXum’s CEO, Ben Dixon, hosted a panel to discuss the strategies and technologies to deploy to ‘do good’ and bring causes into your culture at a direct selling company.
Kantar’s 2018 “Purpose 2020’ Report states: “Nearly two-thirds of millennials and Gen Z express a preference for brands that have a point of view and stand for something. “
Unilever’s Consumer Study shared: “33% of consumers are now choosing to buy from brands they believe are doing social or environmental good. “
Accenture’s 2018 Global Consumer Pulse Research Shares: “62% of global consumers want companies to take a stand on issues they are passionate about and 64% find brands that actively communicate their purpose more attractive. “
On Friday, September 10th at 12noon Central, Ben Dixon moderated a zoom call for the Direct Selling Executives Forum to unpack the power of ‘Doing Good’ and Social Commerce.
Executives on the Facebook panel included:
Cindy Monroe Founder @Thirty-One
Sam Caster, CEO @Alovea
Peter Hirsch, Founder @Ncrease The speakers shared their thoughts on the discussion questions:
The panelists were asked the question: “Why should direct sales companies have a purpose to ‘Do Good’ in the world, beyond their existence as a business?”
They shared:
“Number one, everybody wants their life’s work to account for more than just a paycheck. Everybody, I don’t care what line of business that you’re in. Everybody wants to be a part of something bigger than themselves. It also in the marketplace gives you an incredible advantage of being able to say, we’re a part of something that is more than just what I personally get out of it.” – Sam Caster
“I think there are so many expectations for companies now, whether it’s how fast we’re shipping things out, the cost of shipping, where our products are manufactured. There’s an expectation for us to do good. And so I do think that it’s something that is going to impact your bottom line. I think it’s going to impact your KPIs as far as your retention and just how much people love and how proud they are to work for your company, whether they’re an employee or a sales rep.” – Cindy Monroe
“From a LinkedIn survey, 84%, 84, 8 and a half out of 10 people, between 25 and 34, want to work for companies, and this is the quote, that are engaged in social change. This is what I would to share with direct selling CEOs, to ignore that is marketing malpractice. This is not just doing good, of course it is, but it is marketing malpractice to ignore it. In other words, if you want to future proof your brand, you better be doing something more than making money.” – Peter Hirsch
The panelists then dug deeper when asked “If an executive called you and asked ‘How do I start?’ What would you suggest their first course of action be?”
They shared:
“This was me 15 years ago. I don’t even know how to start. I don’t know what I’m supposed to do or any of that, but I knew I wanted it to be a part of our culture. And so I actually hired someone. I took it that seriously. I had gone out and I had asked different execs what they thought, and sitting in offices. It was one of my key questions whenever I would have a chance to talk to other executives. So definitely, talk to other people, joining this conversation today is a great first step. But I would say that I actually hired someone. She had worked for another philanthropic or she had started another philanthropic organization for our local hockey team there in Columbus. And so she came in and then she asked me all the right questions, and she’s like, okay, we’re going to set up our pillars, what we’re going to stand for. And that’s how girls, women and family, those are our three pillars.” – Cindy Monroe Today more than ever your ‘doing good’ culture can be integrated directly into your daily business.
NaXum’s gamified selling systems, are allowing company’s to tie promoter actions, to contests that directly impact the causes the company supports.
By using predictive technology and custom mobile apps, companies can display powerful dashboards that clearly show the impact the business is making on the causes it supports.
About The Author: Ben Dixon loves referral marketing. His family found direct sales back in 2006 and had success using technology to create home-based businesses. Since 2010, Ben has focused on serving referral marketing, party plan, mlm, and direct sales companies across the globe with the technology they require to empower their passionate fans to virally grow their businesses.
To see other episodes from the direct selling executives forum, visit the youtube channel.
To hear reviews on NaXum Technology, visit Capterra, PR.com, or Linkedin.
To request a tour of the NaXum platform, visit Naxum.com
