I was reading the July edition of the Colorado Carbon Fund‘s newsletter this morning and they highlight an interview with One Tribe Creative‘s founder, Paul Jensen. While One Tribe Creative wasn’t a brand I recognize I was pleased to see a creative agency involved and supporting social ventures or socially conscious organizations. My parents raise me on the phrase “Community Service is the rent you pay for living” and I understand the large impact of a little volunteering.

In the interview, Mr Jensen highlights three “principles and communication strategies” that could benefit all organizations.

1. Do what you know is right.  This strategy provides a roadmap for interacting and navigating corporate business decisions while acknowledging that businesses and consumers are a community working together for the greater good.
2. Be honest and transparent.  No business is environmentally benign, thus communications should be more about being truthful and humble to help mitigate the impacts a customer’s business has upon the environment.
3. Tell stories.  Instead of publishing a list of product benefits, allow customers to tell stories about how your product and company benefited them. Jensen recommends stories about how a product was useful, what features customers felt they couldn’t live without, and what happened as a result of using a product.

What is it about for-profit companies that cause people to loose sight of these goals? Why do inappropriate water-cooler jokes about current affairs make it onto company social media accounts? Why is maintaining integrity even something that needs to be discussed?

A large difference between the socially responsible businesses and the run-of-the-mill businesses are the people. People who are involved in the community are consciously and socially aware of how their communication and actions affect others.

I think my group of friends and colleagues are socially aware. Personally I participate, volunteer and/or mentor in several local organizations that directly benefit the community.  Young Professionals International Network, Social Venture Partners, EarthCorps and Leukemia & Lymphoma Society. Many of the new friends I’ve made have actually been through my participation in these organizations. By giving a little bit of our free time, we can contribute to organizations and the community in addressing the needs of the greater good.

In what ways do you reach out to your community? Who does your organization partner with? And if there isn’t a direct connection between your organization, employees and the community, what do you think would be interesting opportunities to give back?