How to Define and Implement a Social Mission for Your Business

Jayson DeMers
4 min readAug 18, 2020
Photo by Humphrey Muleba on Unsplash

When you’re creating a business from scratch, especially during the ideation phase, you’ll think about the product you’re making, the services you’re offering, how much it’s going to cost to render these goods and services, and how much you’re going to charge for them. This is the essential foundation for your business from a logical, mathematical standpoint.

But what about from an ideological one?

The Importance of an Ideological Mission

Most businesses try to isolate themselves, at least in some way, from ideologies or political perspectives, believing that neutrality and non-involvement are keys to avoid disrupting the waters. However, serving some kind of social mission can be empowering, and can demonstrate your business’s level of commitment to your community, your environment, and to the general “greater good.” This, in turn, gives you more opportunities to promote brand visibility, will earn you a higher reputation among your customers and followers, and can connect you with powerful partnerships already tied to the cause.

The big hurdle then, is finding an ideological or social mission that aligns with your brand.

How to Find a Social Mission That Fits

So, how can you develop a social mission? First, let’s cover some of the social missions you shouldn’t develop:

· Political agendas. Politics are stratifying, and even worse, they generally don’t do a lot of good in the world.

· Niche causes. Try not to narrow your focus too much — you’ll want a broad impact and a broader appeal here.

· Charisma-fueled causes. If your mission is tied to any one person or brand, it’s going to be at risk over the long-haul.

As long as you avoid these particularly controversial topics, you’ll be in pretty safe territory. Rather than trying to rack your brain about what would “look best” or what you think would be best, instead start with your brand — who you are and what you offer — and try to apply that outward. Chances are, you’ll naturally stumble upon some cause or some amount of good that your products or services could be affiliated with.

Jayson DeMers

CEO of EmailAnalytics (, a productivity tool that visualizes team email activity, and measures email response time. Check out the free trial!