This whole idea of social entrepreneurship has been floating around in my head for a while. Specifically, what does it mean? And should I consider myself such, or promote this label?
Introduction to Social Entrepreneurship
My first encounter with the term "Social Entrepreneurs" was probably at my work, a local public health non-profit. Over the past three years, the concepts of social justice, equality, health disparities and sensitivity to these and other cultural issues, have become a ingrained in my ethos. I am gratefully transformed since my migration to New Orleans and incorporation of its culture.
Social Justice is a Market Driver for Entrepreneurs:
However, as we all know, ignorance is bliss. With greater access to information and communication- I (and my generation) am becoming increasingly aware of current global issues and disparities, and how some are** using those disparities to make a couple of dollars on the side. This reminds me of my biggest takeaway from attending**SXSW Interactive08' (A web developer/designer, etc convention). In case you are considering it next year-let me break down SXSW for you: SXSW is the sum of inspiring conversations, good information, late nights, relative connections, the well intentioned and.......(excuse my rant for a moment)......
** A group of people who want to be either A. Internet Famous or B. Rich. **
This isn't a knock against SXSW- but I feel that this a core example at one of the problems with the concept "Social Entrepreneur". Let me explain.
The Trough of Disillusionment
I remember sitting in a panel, entitled The Art of Speed: Conversations With Monster Makers - and this particularly well known Internet entrepreneur is listing various businesses he has sold for hundreds of millions of dollars. Part of my soul was desperately green with envy, and appreciative of this highly valued innovator and contributor to our society. The other half of me wanted to throw up. I was sitting in my chair, wanting to stand up and shout-are we chasing meaning or money? I mean, why can't we make money to live on, while helping other people make a little too? Whether it be in our family, community, etc. Even in your local community. You don't need to go all the way to China (even though, you can). I mean put our iPhone, gadget-consumed web design community and contrast it with the educational and capacity needs of others within your own community- I promise, you will find disparities.
So what is a Social Entrepreneur?
** Definition:** Someone who identifies a social problem and uses entrepreneurial principles to affect social change. (Try Wikipedia for a longer version).
That's a lofty goal. Is this just a ploy to play on people's conscience, or can someone hope to make essential change in society using business "tactics"? Okay, you can get people to buy Coke- can you get them to stop buying it using the same methods? Or do we need to employ a new set of tactics? Sure, the old tactics work. I've seen marketers sell the same sleazy methods to non profits that they sell to tobacco companies. In my mind, this approach doesn't work. I've seen the the same approach in anti tobacco. If we are monitoring the "industry", maybe its just a big distraction from the methods and tactics we should really be employing.
Let me offer you three scenarios-
** The Ugly:**
I just found out today, a local New Orleans firm who provides regional advertising and marketing for a huge fast food chain (think McDonalds big)- but at the same time, developing anti-obesity and healthy living social marketing strategies. Now, is this just me, or this a huge, quarter pound conflict of interest? I mean, will they be using the same burger selling expertise to make people stop eating them? Come on now.
** The Bad:**
So what IF we are using industry tactics? Imitation is the sincerest form of flattery. Check this out: Vinny Chase and Branding
The point is- just because you flash a couple of logos on your power point presentation, and employ the same tactics, tools, and methods as the big boys- doesn't mean youwill get the same results as the big boys. Any idea why? You don't have the same amount of $$$$$$$ as the big boys. Also, maybe we are going after a different kind of change.....
** The Good**
Let's re-think the way we approach social change. Let's be humble. Maybe its a totally new approach to get someone to drink Kool-Aid than to quit drinking it. Maybe it's not copying or monitoring methods or not relying on what "marketing" professionals are selling. Thats an easy way out. But, shouldn't we develop our own internal non-biased capacities?
Should we just give up all together? Should we just revert back to our capitalistic and self centered ways? The survival of the fittest? Not so fast-there are people who are really trying to innovate- they are passionate, dedicated, and self-sacrificing. I work with people like this, I know people like this- reach out, and if the label of social entrepreneur helps your find these people- then keep on trucking. And I know: there is no perfect system. But don't be easily fooled by the salesman who will tell you that, for X amount of dollars, you can effect Y change.
** So what are your thoughts on "Social Entrepreneurs"?** Are they a double agent for good- or a double screw over?