With 20,000 social enterprises operating in Australia and growing, this business model is the darling of entrepreneurs.

But what is a social enterprise?   It’s a hybrid organisation that applies commercial strategies to create social innovation through external stakeholders.

A popular social enterprise model is Profit For Purpose, where an organisation is profit driven, yet uses some of their profit to support their chosen cause.  With 75% of millennials and 51% of baby boomers prepared to pay more for products that are committed to social change this is a growth industry.

Consumers now define themselves by the brands they use, so it’s no surprise they are prepared to pay more for products that reflect their personal values rather than benefits such as cost or convenience.

A successful example is PARK Social Soccer Co. Operating since 2015, the companies vision is to help disadvantaged kids through the sport they love – soccer.  Through their Pass-A-Ball Project, for every ball purchased they pass a ball to a kid in need.  Thus far over 4,500 soccer balls have been distributed to disadvantaged kids across the globe.

Social enterprises marketing messaging must connect to their cause and engage their audience on an authentic and emotional level to be successful.  Trust and transparency are non negotiable.

Their cause is their ‘why’, their mission, and their true north and it must always come first in social enterprises for them to successfully engage and connect with their consumer audience.

Learn more about PARK Social Soccer Co. and join the movement.

Alison McDowell, Founder & Marketing Partner

Roadmap Strategy

17th May 2018