Driving change is hard, and a single company cannot do it. If we want to solve some of the biggest problems in the world, everyone has to participate in generating social impact, and it needs to start at the very top. In my recent conversation with Brant Cooper, Disruptor | Innovator | Lean Innovation Expert, as he talks about the hierarchy of social impact.

“If we want to create more impact, we need to invest in more impactful projects.“ - Brant Cooper

According to Brant, the impact should start from the government. For instance, the US government is now weighing in on investing in green technologies. If that happens, it will create thousands of impact startups to create the work. Because the role of the government is to just fund the project. 

If this happens, it’s going to create a snowball effect that will promote social impact, if people choose to participate. And people don’t realize that they can generate impact just by having the right mindset.

As an Investor

The problem with the majority of investors is that they force or require a certain amount of returns in their investment. Whether it’s money or proof of impact, if you as an investor, forces entrepreneurs to show returns, then it will force them into a bad behavior of spending your money carelessly. 

You need to invest in the mission and not the business itself. 

As an Entrepreneur

As an entrepreneur, you have to do your part and earn the trust of your investors. You can’t just sit back and wait for the money to come in just because you promised that you would generate impact. Clearly define your mission, and show investors that you are worth investing in. 

Also, you need to focus on customer value. If your mission is to take care of your customers, you will end up taking care of your employees, and will eventually create value for the shareholders. 

As a Consumer

"As long as consumers have a choice, there is pressure on companies to do the right thing" - Brant Cooper

Contrary to popular belief, consumers can also create impact and force companies into creating more impact. If we choose brands and invest in companies that are more aligned with your values, then that will affect corporations and their behavior. 

It’s a very simple fact that companies will not try to make an impact if it will not benefit their organization. If their customers don’t care, they will not care. But if you show them it matters to you, it will put pressure on them to do the right things and invest in the right causes.