Nebula's recent ESG Unwrapped report, titled "Driving Profitability Through Social Impact," underscores the significance of social value in the corporate strategy of channel players, emphasising its role in unlocking revenue opportunities and enhancing brand loyalty.
The report, which is the second in the series from the technology services company Nebula, suggests that adopting social value in a competitive marketplace can be a differentiating factor for channel businesses. This strategy can not only attract top talent but also drive revenue growth.
The report includes insights from several industry experts, known as Sustainable Technology Activists, who believe that integrating social values into ESG strategies brings tangible business benefits. These include strengthened community engagement and ethical supplier practices.
Among the reported benefits, social value strategies are said to enhance brand reputation and create new revenue streams. This approach is also attracting younger talent who are interested in working for organisations that are aligned with their personal purpose and values.
Richard Eglon, Chief Marketing Officer at Nebula, commented, "Being proactive in driving social value enables companies to work in collaboration with their customers and channel partners on projects that align to both companies' cultures. This transforms a sales transaction into a strategic partnership, and makes both parties more intrinsic to one another, boosting customer loyalty and driving new revenue opportunities."
Natilik, a technology solutions provider, was highlighted in the report as a company experiencing these benefits first-hand. Kelly White, Chief People Officer at Natilik, stated that their social value strategy has contributed to creating a deeper emotional connection between the brand and stakeholders.
"Clients are increasingly drawn to brands that reflect their personal values and demonstrate commitment to positive societal impact. By supporting meaningful causes and being transparent about our contributions, we build trust and credibility," explained White.
White further explained that such strategies contribute to internal benefits, citing the Deloitte Global Human Capital Trends Survey which emphasised the role of "human sustainability" in driving revenue, efficiency, and brand relevance. She remarked, "We've seen increased engagement and a sense of pride in working for Natilik as a direct result."
She added, "People who feel connected to the company's social mission often become brand ambassadors, sharing their pride in the company's actions. This creates authentic, word-of-mouth advocacy that further strengthens brand loyalty." This also plays a part in recruiting individuals whose values align with those of the company.
Additionally, Eglon of Nebula highlighted the importance of measuring social value efforts which are often siloed. "By measuring and quantifying social value, businesses can build a solid case around the success of their initiatives, so they can be expanded," he said.
He concluded, "Social value measurement brings this crucial topic to the boardroom, which is essential if we want to drive greater focus and investment in these strategies."
