COMMUNITY ENGAGEMENT
THE BUSINESS OF DOING GOOD
Dr. Muneer Muhamed recommends increasing community engagement
For businesses, community engagement offers a path to create meaningful societal impact while pursuing business growth. By thoughtfully integrating social responsibility into their operations, enterprises can build stronger relationships, enhance reputation and contribute to a sustainable future.
Here are some best practices for transformative community engagement…
COMMUNITY Successful community initiatives begin with a deep understanding of the challenges faced by local communities. Identifying these needs ensures that efforts are focussed and impactful.
A good example of this is SELCO India. Recognising the energy struggles of rural households, the social enterprise developed affordable solar lighting systems for communities that were off the grid. This improved living conditions for thousands and laid the foundation for SELCO’s enduring business success.
Businesses that prioritise local concerns are better positioned to generate lasting value.
STAKEHOLDERS Collaboration is the foundation of meaningful community engagement. By working with NGOs, government agencies and local leaders, businesses can amplify their impact.
Agribusiness Godrej Agrovet collaborated with farmers’ cooperatives and nonprofit organisations to advance sustainable agricultural practices. Through training sessions and resource sharing initiatives, the company improved crop yields, boosted farmers’ incomes and reinforced its reputation as a socially responsible enterprise.
EMPLOYEES Encouraging workers to participate in community activities strengthens ties between a business and its stakeholders.
IT services firm LTIMindtree’s ‘iCare’ programme invites employees to contribute their time and skills to projects focussed on education, health and the environment. From tutoring underprivileged children to organising health camps, Mindtree’s employees have left a tangible mark on communities and built a strong sense of purpose within the organisation.
ECONOMIES Businesses can greatly impact communities by sourcing materials and services locally. Such an approach strengthens local economies and builds goodwill.
This principle is illustrated by Indian conglomerate ITC’s innovative ‘e-Choupal’ initiative. By enabling farmers to sell their produce directly to the company, ITC eliminated middlemen and ensured better earnings for rural producers.
INVESTMENT Empowering communities through education and skills development is a long-term investment that pays dividends for all involved.
Initiatives in this vein help create a skilled workforce and pave the way for economic growth. For instance, businesses in Sri Lanka’s apparel industry often invest in vocational training programmes for women in rural areas.
COMMUNICATION Open and inclusive dialogue is essential for building trust in community engagement efforts. Businesses should clearly communicate their objectives, the expected impact of their initiatives, and their plans for addressing community concerns. Transparency creates a sense of shared ownership, and encourages participation and support.
Titan, which is a flagship brand of the Tata Group, is a case in point. Its ‘jewels for a cause’ programme supports artisanal communities while transparently measuring and sharing its social impact, to enhance its credibility and consumer trust.
GOODWILL Understanding and addressing risks associated with business operations are crucial to building harmonious relationships with communities.
During the COVID-19 pandemic, businesses in Colombo collaborated with civic groups to ensure that food supplies reached residents who were confined to their homes. This proactive action addressed immediate concerns, and reinforced trust and goodwill.
OUTCOMES Regularly assessing and sharing the outcomes of community engagement efforts is critical for maintaining credibility. Businesses that measure their impact can better align initiatives with stakeholder expectations and demonstrate commitment to shared goals.
Titan’s initiatives – which extend to supporting women’s self-help groups and preserving traditional craftsmanship – are a case in point.
Community engagement is not limited to small-scale interventions. Even larger corporations such as Unilever in Sri Lanka have demonstrated the benefits of integrating social responsibility into their operations.
Through programmes that promote hygiene awareness and sustainability, Unilever improved public health and also enhanced its brand equity, proving that responsible business practices create shared value.
Building strong communities is good business. Strategic planning, true collaboration and relentless commitment constitute the trifecta necessary for lasting impact. This combination enables enterprises to engage deeply and create a chain reaction of progress, which uplifts society while boosting their bottom lines.
After all, doing good is the smartest investment a business will ever make.
Building strong communities is good business
