{"id":109557,"date":"2024-10-17T15:02:59","date_gmt":"2024-10-17T22:02:59","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=109557"},"modified":"2024-10-17T15:03:43","modified_gmt":"2024-10-17T22:03:43","slug":"social-impact-in-ecommerce","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/social-impact-in-ecommerce\/","title":{"rendered":"10 Ways To Center Social Impact Throughout The Ecommerce Customer Journey"},"content":{"rendered":"\n

In a world where packaging makes up 28% of municipal waste<\/a> and 11.3 million tons of textile waste go to domestic landfills each year,<\/a> can ecommerce be an avenue for change?<\/p>\n\n\n\n

For McKenna Warren, Community Engagement Manager at GLDN, the answer is an emphatic \u201cyes.\u201d<\/p>\n\n\n\n

GLDN, a jewelry company that views its products as a vehicle for social good, measures success in positive impact.<\/p>\n\n\n\n

\u201cI have studied the potential for the system of capitalism to be turned on its head and used for good,\u201d says Warren. \u201cThe model of having a triple bottom line, people, planet, and profit, is the most effective system we have for social change at scale.\u201d<\/p>\n\n\n\n

The team at GLDN isn\u2019t alone in their thinking. A growing group of businesses rigorously measure their social and environmental impact to the standard of B Corp certification<\/a> (we at The Good are proud to be one of them!). What could once have been called a trend has transformed into a movement of professionals and customers alike who value the potential of making business a force for good.<\/p>\n\n\n\n

Consumer Expectations are Shifting<\/h2>\n\n\n\n

The shift in focus to social and environmental good is paying off not just in karmic kudos but in measurable business outcomes. eCommerce brands with a social mission have experienced a disproportionate rate of growth<\/a> compared to their neutral counterparts.<\/p>\n\n\n\n

This is partially due to the shift in consumer expectations. One study estimates that 70% of consumers are concerned with how the brands they support address social and environmental issues<\/a>.<\/p>\n\n\n\n

GLDN\u2019s own research agrees. Internal surveys show that their customers specifically appreciate GLDN\u2019s intention with regard to environmental and social impact. \u201cIt continually rises to the surface that it is so important to customers. It’s the reason that a lot of people shop with GLDN over other brands,\u201d says Warren.<\/p>\n\n\n\n

For brands that do take an environmental or social approach, the key to connecting their mission to customer experience is in the end-to-end execution. \u201cIt’s one thing for a brand to sort of tack it on at the end and it’s another for it to be integrated from the beginning,\u201d says Warren.<\/p>\n\n\n\n

Whether it\u2019s uncharacteristically using plastic wrap in your fulfillment process<\/a> or using a tone-deaf <\/a>campaign delivery, presenting your initiative and then violating your customers\u2019 expectations in their shopping journey is a surefire way to break trust. It\u2019s a pitfall that CEO and Founder of Monday Creative, Amanda Lee Smith, says can be avoided if brands 1) define their purpose and 2) make decisions based on it.<\/p>\n\n\n\n

\u201cI don’t think any brand should start talking to consumers until they know what their purpose and their pillars are,\u201d says Smith.<\/p>\n\n\n\n