Who is “society” and what does it expect?
A successful company requires more than just first-class products, competent employees and strong partners. It must also understand the expectations and needs of the general public and take them seriously in order to be successful in the long term.
Unfortunately, it is often difficult to identify clear contacts in relation to “the company”. Creativity is therefore required to meet these expectations.
In addition to the international expectations formulated, for example, in the United Nations’ Sustainable Development Goals, there are numerous other expectations at local, regional and national level (e.g. from local councils, politicians, governments or environmental organizations and associations) that should be taken into account on a regular basis.
To meet these expectations, a company needs a wide range of tools and strategies. This includes, for example, implementing sustainability strategies, reducing the ecological footprint, promoting social responsibility and complying with ethical standards in business activities.
Working closely with the community and creating partnerships with stakeholders can help companies fulfill their social and environmental obligations and succeed in the long term.
Expectations of the global community
The global community has committed to 17 global goals for a better future with the 2030 Agenda under the umbrella of the United Nations. The guiding principle is to enable people around the world to live in dignity while at the same time preserving the natural foundations of life in the long term. This includes economic, ecological and social aspects. All players should contribute to this: politics, business, science, civil society. And every person. So you too!
One challenge of the 17 goals is that they require some explanation. Fortunately, there is a lot of further information on the Internet. For example, the German federal government.
It takes 20 years to build a good reputation and 5 minutes to destroy it. If you are aware of this, you approach things differently.
Quite a few companies still regard social expectations such as the economical use of natural resources, the avoidance of unnecessary packaging or contributions to the common good as a necessary evil or a “marketing event”.
However, good companies know how important reputation and image are “in their small world”, such as in the community or in the market niche.
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