By Ecommerce Tips

Social sustainability is all about people, placing an emphasis on the individual rather than just business goals. In 2019, social sustainability will be at the core of successful businesses.

But what exactly is social sustainability? And what do you need to know about it in 2019? Let’s take a deep dive. 

Recommended reading: Purpose-Washing, and How to Avoid It

What is social sustainability?

Social sustainability refers to a person-centric model of sustainable development. It’s about putting community at the heart of your sustainability commitments, fostering stability and growth for future generations.

In the business world, social sustainability refers to the effect that companies have on individuals and societies, both as employers and as part of a wider business infrastructure. Social sustainability in business can refer to any one of the following:

• Workplace diversity
• Health and safety
• Working conditions
• Employee happiness
• Community work
• Corporate social responsibility

The above are just examples of how social sustainability impacts business. But they should give you an idea of what it means, as well as why it matters for your business too.

Now you know what social sustainability in business means, here are four trends you need to get on board with in 2019.

Put an emphasis on employee experience

The job market of 2019 is not as stable as it was 20 years ago. The global financial crisis and political upheaval have created an employment market fraught with uncertainty. Today’s workers are wary of employers, conscious that they could lose their job or retirement pots at the drop of a hat.

As a result, workers view their employers with a degree of apathy. They place less value in their employer, and more value in their career experience. If an employee feels valued and has a positive experience, they will stay loyal to their employer, less willing to jump ship should the tides turn.

So what does this mean for employers? Savvy businesses should value their employees just as much as their customers. They are the cogs that keep your business running, and should be looked after accordingly.

Takeaway tip: consider implementing remote working or flexible working hours to give your employees the freedom to work in a way that suits them. 

Career enhancement strategies such as training opportunities also increase employee retention, as well as positively impacting your overall business output too.

Embrace a charitable cause that shows you’re a business with heart

As the millennial generation becomes an increasingly influential market, their expectations of businesses are coming into sharper focus. More and more, we see Generation Y expect integrity and transparency from the brands they love.

Social media gives customers the power to monitor brands, policing those that fail to meet the high standards expected by millennials.

Consequently, businesses should go beyond simply offering a great product or customer service. Instead, they need to make a visible commitment to the community. Indeed, it’s a powerful marketing technique that virtually every business, from fledgling e-tail stores to big brands such as TOMS.

For big brands, embracing a charitable or social cause often involves partnerships with major charities. But for smaller businesses and startups, go micro. Giving back to the community on a local level is an affordable and easy way to fulfill your social sustainability commitments.

Takeaway tip: reach out to a local charity and organize a monthly volunteer day for your employees. While you might lose a day’s productivity, the employee wellness benefits are enormous. 

Remember to take photos to document your charity day and publicize it across your social and email marketing channels. This shows your customers you are engaged with your community, portraying you as a brand with a heart.

Create a work-life balance that creates happy employees

For the past few decades, there have been a strong emphasis on going above and beyond with work. Business gurus take pride in working 80-hour weeks, happy to pour themselves into their work, even if it’s to the detriment of their health.

But all that is starting to change. Studies show that a positive work-life balance can actually increase productivity. Recognizing this, many startups and small businesses today are placing greater emphasis on maintaining a healthy work-life balance for their employees. In short: a happy worker is a productive worker.

Telecommuting is a key factor in creating a fair work-life balance. It negates the need to commute, and many people find working from home removes the distractions often found in the office.

Takeaway tip: offer your employees the option to work from home one or two days a week. While this might not be viable for some industries (for example, for those in

customer-facing roles), it is still possible to attend meetings remotely and dial-in to client calls. Check out these free or affordable tools to make telecommuting that bit easier.

Celebrate your employees with feedback and recognition

The concept of an Employee Of The Month might seem a little cheesy, an idea favored by The Office’s Michael Scott rather than something that actually benefits a business.

But rewarding and celebrating your employees is actually a core part of social sustainability in business. Indeed, employees are up to 30 times more likely to be positively engaged in the workplace when their employer celebrates their strengths.

And it doesn’t necessarily need to be positive feedback too. Constructive criticism helps your employees be better, and that’s important. They want to develop their careers, and considered feedback and pointers are crucial to that.

Takeaway tip: do away with the dreaded annual performance review and instead embrace regular one-to-one sessions with your workers. Implement a personal development plan for each of your employees. By helping your workers develop themselves, you feel the effect across the rest of your business too.

Beyond this, it makes your employees feel valued, and you create a work culture that you can be proud of.

Social sustainability is more than a buzzword — it’s an important trend that will inform the decisions of successful businesses in 2019. Follow the tips above and create a solid social sustainability strategy that empowers your employees, your customers, and your business well into the coming year. 

Ecommerce Tips is an industry-leading ecommerce blog dedicated to sharing business and entrepreneurial insights from the sector. Start growing your business today and check out the latest on Twitter @myecommercetips.

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