Influencing for Social Change
By Seun Asala. April 2024
In today's interconnected world, the power to influence has taken on new dimensions. With the rise of social media and global communication networks, individuals and organizations alike have unprecedented opportunities and so many platforms to drive change and advocate for social justice. In this article I explore the concept of influencing and how social enterprises and profit-focused businesses can harness this power to campaign for meaningful social change.
What is Influencing?
Influencing refers to the ability to affect the thoughts, actions, and behaviors of others. It encompasses a range of activities, from persuasive communication to advocacy and activism. Influencing can be both intentional and unintentional, and it operates at multiple levels, from personal interactions to broader societal movements. In the context of social change, influencing often involves challenging existing norms, advocating for marginalized communities, and promoting awareness of critical issues. Also important is the observation that social influence often starts out with a small group or a minority, trying to win over the rest of society in order to create social change.
Social Enterprises and Campaigning for Social Justice
Social enterprises are businesses that prioritize social or environmental impact alongside profit. These organizations are uniquely positioned to drive social change through their operations, products, and campaigns. I have noted a few ways social enterprises are leveraging their influence to campaign for social justice:
1. Raising Awareness
One of the most powerful tools in influencing for social change is raising awareness about pressing social issues. Social enterprises use their platforms to educate the public, share stories, and highlight the systemic challenges facing communities around the world. By shining a spotlight on these issues, they create opportunities for dialogue, empathy, and action. A social enterprise focused on environmental sanitation may raise awareness about the poor state of sanitation in a community by regularly on social media, carrying out monthly sanitation events or distributing campaign material containing key messages, such as face caps or tshirts.
2. Empowering Communities
Social enterprises often work directly with communities to address local challenges and create sustainable solutions. By empowering individuals and communities to take charge of their own destinies, these organizations foster a sense of agency and collective action. This grassroots approach not only drives immediate change but also builds resilience and capacity for long-term impact. A civil society organization may embark on training and capacity building events that empower people in a community to engage effectively with the government and demand greater accountability and transparency from local leaders. Youths in a community may benefit from training on how to use social media effectively to campaign for change, or bring attention to critical social ills.
3. Collaborative Advocacy
Collaboration is key to effective influencing for social change. Social enterprises frequently partner with other organizations, activists, and influencers to amplify their message and reach wider audiences. By joining forces, they can pool resources, share expertise, and create synergistic campaigns that resonate on a global scale. An organization that is focused on electoral reforms for nation-building, may partner with a youth-focused organization, to increase youth-participation in the electoral process and at the same time, empower youth with tools that will enable them to become more active players in social development.
4. Ethical Business Practices
Beyond their advocacy efforts, social enterprises drive change through their business practices. By prioritizing ethical sourcing, fair labor practices, and sustainable operations, these organizations set industry standards and demonstrate that businesses can be profitable while also being socially responsible. This model not only challenges the status quo but also inspires other companies to adopt similar practices. Social enterprises, being businesses themselves can help sanitize a business environment that is solely focused on profit. Also already established businesses can play a role in social development by taking on social change projects as part of their corporate social responsibility, for example, implementing projects that promote efficient waste management and environmental cleanliness.
Conclusion
Influencing for social change is a multifaceted endeavor that requires creativity, collaboration, and commitment. Social enterprises play a pivotal role in this process, leveraging their unique platforms and resources to advocate for social justice, empower communities, and drive systemic change. The monumental challenges we face today, such as climate change, social injustice, and poverty, call on everyone, individuals and businesses alike, to take action and find ways to better their communities and society at large. I believe that now is as good a time as any, for organizations to leverage on the huge social platforms and social capital that exists today, and collaborate to address the ills that still plague us today, such as discrimination and marginalization of vulnerable groups, gender-based violence, corruption in governance, environmental degradation and poor sanitation, among others. As we navigate the complex challenges of our time, the power to influence offers a beacon of hope and a pathway to a more equitable and sustainable future for all.
