We are now a certified B Corp!

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Can business be a force for good?

We think so. The Social Deck team is proud to announce we’ve been awarded B-Corp certification.

Individually, B Corps meet the highest standards of verified social and environmental performance, public transparency, and legal accountability, and aspire to use the power of markets to solve social and environmental problems.

B-Corps originated in the U.S. to promote businesses with purpose. B-Corporation status is awarded by B-Lab, a non-profit organization dedicated to using the power of business to solve social and environmental problems.

B Corp certification is to sustainable business what Fair Trade certification is to coffee.

Today more than 1,640 companies are recognised as B-Corps worldwide, from large businesses like Patagonia and Ben and Jerry’s down to small enterprises selling handmade goods and small agencies like us.

On March 30, The Social Deck became the 110th B-Corp in Australia.

Managing Director, Steven Speldewinde, said:

B-Corp status helps to recognise The Social Deck as a ‘social business’, where our core mission is to achieve positive social change through our work. As part of this, most of our profits are put back in to projects that make a positive difference to society and the environment, including our ‘for purpose’ bank which helps local non-profit and community organisations. 

It’s definitely more than just a label – as part of being awarded B-Corp status, we commit to the highest standards of social and environmental performance, accountability, and transparency.

To receive B-Corp certification we had to score a minimum amount of points based on the impact of our business, including our impact on supporting vulnerable people, our environmental impact and our sustainability as a social business. 

The Social Deck also received additional points because of our commitment to helping to promote other start-ups, social enterprises and not-for-profits across Australia, through Ideas Hoist and Product Hoist.

Learnings and preliminary case study on youth smoking behaviours

We have recently been involved in designing a social marketing campaign to help prevent the uptake of smoking by young Aboriginal people in Adelaide. It has been an excellent opportunity to work with our partners Winangali for local Aboriginal organisation – Nunkuwarrin Yunti of South Australia – who are doing great work bringing positive change for healthy lifestyles to their community.

Don't let your dreams go up in smokes

During the research phase, we came across a number of interesting studies that helped us to understand the influences and uncover insights that informed the design of the campaign strategy. The literature also highlighted some of the challenges and opportunities facing behaviour change campaigns for young people.

What is Social Marketing?

The concept of social marketing is often confused with ‘social media marketing’, i.e. using social media as a tool to get messages out to an audience on social media.

When we use the term social marketing, it relates to using marketing strategies and concepts, backed up by research, to influence behaviours that benefit individuals and communities for social good (not to say that social media can’t be used as part of this).

The idea is that the savvy (and scientific) techniques used by marketers to get you to buy their product can instead be used to support and enable people to make better choices for themselves – contributing to broader social, health and environmental outcomes.

Behavioural segmentation

Public awareness campaigns are an essential tool to communicate important messages to a broad audience that can change attitudes and behaviours.

In the case of smoking there has been enormous success in Australia and worldwide in reducing smoking rates using large-scale anti-smoking awareness campaigns, along with policy initiatives like restricting cigarette brand advertising and the act of smoking in public and common places. All of these strategies have succeeded by denormalising smoking in society in general.

These government-led anti-smoking initiatives and campaigns in Australia have been very successful at changing behaviours of the general population, with daily smoking rates declining at a steady rate from around 35% in 1980 to 15.1% in 2010.

However, they have been much less effective in reducing the rate of smoking among Australia’s Indigenous population. Smoking rates have declined in recent years (from 2002 to 2012 dropping from 49% to 41%), but the rate still remains at approximately two and a half times that of non-Indigenous people. Statistics also show that Indigenous kids take up smoking at an earlier age than non-Indigenous, and that over 60% of Indigenous households contain at least one smoker.  Continue reading

The Link Deck #4 – behaviour change edition

Dance of the horses at Enlighten Canberra

Dance of the horses at Enlighten Canberra

Over the past week or two, The Social Deck team have been heads down, bums up, planning for the next year and developing a pretty exciting new product.

Here’s some of the the things we’ve been reading and watching.

Behaviour Change

Using research, plus a smidgen of common sense to subtly alter the ways we act, look after ourselves and obey the law: Meet the UK’s Behavioural Insights Team colloquially know as the ‘Nudge Unit’. Also check out their blog.

Not getting your children vaccinated is dangerous. So, as a rational person, you might think it would be of the utmost importance to try to talk some sense into people that don’t get their children vaccinated. Unfortunately, a recent study that tested the effectiveness of four separate pro-vaccine messages found that not a single one of the messages was successful when it came to increasing parents’ professed intent to vaccinate their children.

One of the most perplexing risks to public health is human nature. No matter how diligently public health campaigns lay out the facts, we continue to make seemingly illogical decisions.

It’s not all bad news though when it comes to positive behaviour change. In California, people who use less water than their neighbours earn “smiley faces” — apparently all the motivation they need to conserve water.

But then there’s ignorance custom-designed to manipulate the public. As Robert Proctor, professor of ‘agnotology’ (the study of the cultural production of ignorance – yes it’s a thing) explains, “The myth of the ‘information society’ is that we’re drowning in knowledge, but it’s easier to propagate ignorance.”

Social Impact

Why giving is good for business. When you incorporate giving into your business in an authentic way, you turn your customers into your most avid and loyal marketers.

Continue reading