It’s a fallacy – not to mention an outdated way of thinking – to assume a business cannot do good in the world and make a profit at the same time. On the contrary, the brands that are looking to make meaningful connections with consumers are often able to effect sustainable social change while making money. According to Sizakele Marutlulle, founder of strategy and ideas lab Marutlulle & Co, brands can grow while creating sustainable social change. In fact, they can create sustainable relationships with their consumers by going beyond selling, she says, adding that businesses need to approach corporate social investment in a different way. “It should be about more than merely making a donation, but about creating tools that will allow people to become self-sustaining,” she says. Marutlulle is passionate about bringing business and sustainability together, particularly when it comes to the African continent. “There’s a lot of hype around brands becoming ‘customer-centric’. For me, it ...

Subscribe now to unlock this article.

Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).

There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.

Cancel anytime.

Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.