How Social Impact Communication Can Create Strategic Business Value

On 18 July many countries across Africa recognized Nelson Mandela International Day. This day is a call to action for individuals, communities and organizations to take time to reflect on Mandela’s principles, values and contribute toward the upliftment of their own communities. 

At the start of my career in 2000, I held an internship in one of South Africa’s first community foundations. The foundation operated under a nonprofit model, empowering communities to take responsibility for their own development. It fostered strong relationships among civil society, local government, private sectors and large industries. I learned early on that when development is driven by strategic initiatives, aligned with local needs and built on local assets, the resulting social impact is more likely to be sustainable. This understanding has shaped my approach to communication and how it can amplify social impact.

African communicators have been focusing on social impact communication as a central strategic tool — aiming to make a positive impact in their communities on a daily basis — and not just during events like Nelson Mandela International Day. Companies are increasingly recognizing that their success is not solely determined by financial metrics but also by their capacity to create positive societal change. This approach integrates social impact into the core of business strategy.

To achieve meaningful results, key strategic drivers, such as local relevance, empathy and thorough stakeholder research are essential in making social impact communication a true effective value creator.

• Local Relevance: Organizations must understand and resonate with the unique cultural, economic and social contexts of the communities they engage with. This requires a deep appreciation of local nuances and an alignment of the organization’s initiatives with the specific needs and aspirations of the community. By focusing on local relevance, organizations can build stronger connections and trust, ensuring their initiatives are well received and have a tangible, positive impact.
• An Empathetic Approach: Empathy involves understanding and sharing the context of others, which is essential when addressing social issues. Businesses must communicate with a genuine sense of care and concern for the communities they aim to serve, without being prejudiced or prescriptive. This approach helps build meaningful relationships with stakeholders, demonstrating that the business is genuinely committed to making a difference. It humanizes the brand, strengthening loyalty and positive perceptions.

Through my work, I have experienced the power of listening and understanding as a key approach in driving development in some of the most rural communities in the northwest province of South Africa. To engage local communities, we used various methodologies, but in my experience, Asset Based Community Development (ABCD) had the most impact. This approach focuses on the “have,” rather than the “need” in communities. Over the decades, ABCD has been successfully implemented in South Africa and other developing countries, proving its effectiveness across diverse contexts.

• Stakeholder Research: Vulnerable communities often face complex and deep-rooted challenges that require careful and nuanced understanding. Stakeholder research provides greater insights into these issues, enabling businesses to design interventions that are both effective and respectful of the community’s dignity and autonomy. This comprehensive understanding ensures that the organization’s social impact initiatives are relevant, targeted and sustainable.

Social Impact With Strategic Value

Integrating social impact communication into business strategy creates value for both the organization and beneficiary communities. It not only enhances the organization’s reputation, but also creates the opportunity to mobilize ambassadors and activists among the communities that are impacted. It drives innovation by addressing social challenges, inspiring new products, services and business models. Critically, it builds long-term sustainability.

By embracing a holistic approach, which considers the interconnectedness of social, environmental and economic factors, businesses can align their objectives with the needs of their communities. This means actively engaging stakeholders, understanding local contexts and integrating social impact into all aspects of their operations. Those organizations who prioritize social impact will be better positioned to thrive and contribute to a more equitable and prosperous society.