< PreviousPARTICIPATE IN COMMUNITY LED MOVEMENTS ONLINE When it comes to activism, you don’t have to reinvent the wheel. Unless your cause is smaller and unknown, there’s a good chance community members have already begun a movement, and trying to do “your own thing” can not only be perceived as self-serving but can actually hurt the reach of existing movements. Instead, get involved in community-led movements that matter to your organi- zation, and spread the word by posting on your social media channels and using the existing hashtags. Some ongoing movements include Black Lives Matter, Stop AAPI Hate, and #MeToo. Just remember: as with any cause marketing, ensure you do it in a mean- ingful, actionable, and non-performative way. Show genuine support for causes that matter to your organization, encourage your audience to participate, and contrib- ute to the conversation where appropriate. A company that often gets involved in movements on their social platforms is ice cream retailer Ben & Jerry’s. Th ey have created multiple Instagram posts to support the Black Lives Matter movement and continue to show their support for new movements on a frequent basis. USE GRASSROOTS MARKETING AND TECHNOLOGY TO AMPLIFY SPECIFIC CAUSES Th rough social media, community move- ments can grow into global movements. Grassroots marketing, or creating inspi- rational and highly shareable content tar- geted to a very specifi c niche or locale, is a great way to raise awareness of specialized causes that matter to your organization. Remember the ALS Ice Bucket Challenge?1 Th is is a classic example of successful grass- roots marketing. Social media is a fantastic medium for grassroots marketing due to the fact that it's easy to share content. To be successful with How Companies Can Harness the Power of Technology and Social Media to Do Good Actionable ways purpose-driven brands can amplify impact online By Sparx Publishing Group I n life, there are the dreamers and the doers. If you’re reading this, there’s a good chance your company aims to be the latter. But perhaps you’re wondering: how can we really make a diff erence? In our ever-evolving world of climate crises, social justice issues, and animal welfare concerns, it can be challenging to know where to start or how to make actionable change. Luckily, doing good can be achievable with the click of a button — literally. Social media and technology are two powerful ways to enable your company to authentically live its values and make a diff erence. 10 MAKE THE WORLD BETTER MAGAZINEa grassroots social media campaign, you'll want to keep the target audience tight, either psychographically or geographically; tell a story that resonates and inspires; and, most importantly, encourage people to share your content. Alternatively, if your organization is built on particular values, social media posts can be a way to educate your audience about very specifi c issues. Canadian clothing retailer tentree uses social media to bring to light a variety of environmental issues that matter to them. For example, they use Instagram to highlight the environmental impacts of the dyeing process, the importance of protecting coral reefs, and the benefi ts of the circular economy. Innovative use of technology is another way to help amplify and raise awareness of important causes. For example, National Geographic used Meta Spark to show Instagram users what the world will feel like in 2070, while a VR experience called Greenland Melting shows the unfortunate eff ect of warm ocean waters on glaciers in Greenland. TAKE A STAND ON CAUSES THAT MATTER TO YOU According to Sprout Social’s #BrandsGetReal: Brands Creating Change in the Conscious Consumer Era Report,2 based on their 2019 survey, 70% of consumers believe it’s important for brands to take a public stand on social and political issues and 66% believe brands should do so because they can create real change. And social media is a great place to publicly show your stance and advocate for real change, especially if it’s something that is relevant to your organization. For example, Nike is a brand for athletes, many of whom are Black people who experience discrimination and police brutality, particularly in the United States where Nike is headquartered. Knowing they’d receive backlash for supporting Colin Kaepernick, who took a knee in protest at a football game in 2016, they made him the face of a global campaign in 2018. AMPLIFY ADVOCATES AND ACTIVISTS WITHIN YOUR COMMUNITY When it comes to doing good, letting others take the lead is, sometimes, the best path to take. Th ere are many notable organizations and activists who are on the front lines of causes and supporting them helps amplify their important work. Follow relevant organizations and activists on social media, reshare their content, and reach out to partner with them for initiatives, such as an Instagram takeover, contest, or content swap. Similar to participating in community-led movements, you'll want to ensure you're doing this in a meaningful and non-perfor- mative way. Patagonia, a B Corp–certifi ed outdoor clothing retailer, often shares content from like-minded creators and activists in the outdoor space. For example, they featured a non-binary climber who advocates for a more supportive climbing community, and their Run To fi lm series, promoted on Instagram, features runners who are advocating for issues, such as saving a watershed and honouring Indigenous scientists, past and present. MAKE GOALS FOR SUSTAINABLE CHANGE It’s one thing to have big ideas to do good, but it’s another thing to execute them. Social media is a great opportunity to hold yourself accountable to your goals. You'll want to post about your goal and update your audience when you reach certain benchmarks. For example, Glossier, a US-based beauty company, opted not to use a vague post about “doing better.” Instead, they pledged to donate to various BLM organizations and commit to ongoing change within their company, as shown in an Instagram post.3 But how do you know if you’re getting close to your goal? Th ere are various apps that can help you track your progress, like Strides, Way of Life, and ATracker. CONCLUSION By engaging with social media in these ways, companies gain the power to amplify their own purpose-driven initiatives, support and boost the visibility of ongoing mission-aligned eff orts and changemakers, share impact stories to an ever-growing audience, and drive positive change. 1. Read “Ice Bucket Challenge dramatically accelerated the fi ght against ALS,” published on June 4, 2019, on ALS Association’s website, als.org. 2. Sprout Social. (2018). #BrandsGetReal: Brands Creating Change in the Conscious Consumer Era. 3. Read Glossier’s pledge on its Instagram profi le at instagram.com/glossier. of consumers believe it’s important for brands to take a public stand on social and political issues and believe brands should do so because they can create real change. DECEMBER 2023 • ISSUE 06 11Learnmoreatspring.is Weareaglobalcommunity ofinnovatorsandinvestors, connectedtocreateamore sustainable,healthyand equitableworld. Wherefoundersandinvestors cometogetherforimpact. Co-CEO,CarolinevonHirschberg Canada’simpactcommunity connectsatSpring. OurImpactInvestorChallengesempower accreditedandaspiringimpactinvestors toconnecttheircapitaltostartupsthat createpositivechange. Whetheryou’reinterestedincleantech, socialequityorhealthsolutions,wehavea programforyou. Learn.Connect.ChangetheWorld.UP YOUR GAME HERE ShareWares.ca Your Food Service Zero WasteFEATURE Showing What Good Influence Can Do These amplifiers are proving that we all have the power to change the world. 14 MAKE THE WORLD BETTER MAGAZINEWelcome to the sixth issue of Make The World Better Magazine! In this edition, engage with the stories of influential changemakers who are amplifying important causes, igniting impact, and spreading positive change. Read on to learn about ten incredible influencers, initiatives, platforms, applications, and organizations that are empowering everyone to build sustainable communities, accelerating the rematriation of the Indigenous economy by supporting Indigenous womxn impact investors, boosting morale by sharing solution-oriented stories, inspiring change with sustainable storytelling, amplifying the intersectional environmentalism movement, creating climate-related impact through community and conversation, providing sustainability champions with the tools they need to make a lasting impact, educating Canadians to end food waste, sharing stories of impact to uplift changemakers, and using positive stories to invite newcomers to the climate space. Plus, learn about Sparx Publishing Group and the work we're doing to amplify positive impact through marketing. DECEMBER 2023 • ISSUE 06 15David Suzuki Foundation Collaborating and educating for a sustainable future S uccessful climate activism has the power to drive positive change at all levels, from personal to governmental. In order to achieve this, though, we need educational tools to utilize, movements to engage with, and climate solutions to implement. We spoke with Craig David Long, Content Manager, about how the David Suzuki Foundation is educating and empowering Canadians to build healthier environments and sustainable communities with its over 30 years of experience. What was the “spark” that inspired your founders to start creating educational content at the David Suzuki Foundation? Th e David Suzuki Foundation got its start in 1990 after a CBC Radio series David Suzuki hosted called “It's a Matter of Survival.” So many listeners were alarmed by the discus- sion of environmental problems, including climate change, that about 17,000 people sent in letters asking what they could do. Th e Foundation’s goal was to provide education and, above all, solutions. Photo credit: Vincent Tom David Suzuki participated in workshops and breakout sessions at the “Building Power: a Future Ground Network convergence” Vancouver event to help participants dive deeper into how to build and coordinate power collectively and strategically against forces driving the climate crisis. 16 MAKE THE WORLD BETTER MAGAZINEPhoto credit: Riverside Knowledge Path To complement its activism and on- the-ground public engagement work, the Foundation has worked with the David Suzuki Institute and Greystone Books to publish more than 60 books, many of which have won national and international awards. Th e Foundation has also published the weekly syn- dicated Science Matters column under David Suzuki’s name for the past 25 years. What do you consider to be the Foundation’s biggest success? Can you share any stories of the impact your work has had that have surprised you? Over its 34-year history, the Foundation has had many successes. Th e “Declaration of Interdependence,” written for the 1992 United Nations Earth Summit in Rio de Janeiro, formed the Foundation’s guiding principles in its early years, and portions of it were woven into the Earth Charter, which continues to gain adherents today. Additionally, working with Indigenous Peoples and communities and supporting com- munity activism through the Future Ground Network and Réseau Demain le Québec have informed and helped amplify the Foundation and its allies’ critical environmental work. As well, our scientifi c research and reports have helped reform fi sheries practices, off er ways for Canada to reach zero-emissions electricity by 2035,1 and hold governments to account for habitat protection. Last but certainly not least, the Foundation’s Blue Dot Tour and movement provided a major push for Canada’s decision to enshrine the right to a healthy environment in law. How do you feel having a platform and community help to make the world better? Our many supporters and followers give us hope. We believe that the Foundation’s adher- ence to evidence-based information and its collaborative approach are making a diff erence in Canada and beyond. With the climate and biodiversity crises the world faces, it’s up to us all to do our part to educate and bring about positive change. Th e David Suzuki Foundation is proud to be part of this growing movement. What are some of the challenges you typically face in creating content or building out your audience? Like most environmental organizations, the David Suzuki Foundation must fi nd ways to reach a larger audience and not just talk to those who are already on the same side as us. With limited resources, we also have to focus our work and temper expectations from the Working to build healthier environments and sustainable communities in this land we call Canada requires a diversity of voices and a wide range of knowledge and ideas, especially the knowledge of Indigenous Peoples who have known these lands and waters for millennia. Performance stage at a Healing Forest at Riverside School’s Knowledge Path in Albert Bridge, Cape Breton, Nova Scotia, on unceded Mi’Kmaq territory. DECEMBER 2023 • ISSUE 06 17The panel for the “Building Power: a Future Ground Network convergence” Vancouver event was moderated by climate organizer Naisha Khan and featured conversations between climate activists Manvi Bhalla, Anjali Appadurai, and Audrey Siegl (left to right). The David Suzuki Foundation hosted a rally on Parliament Hill that brought together environmental, Indigenous, labour, and health organizations to deliver , signatures to Minister of Environment and Climate Change Steven Guilbeault, June . The campaign calls on the federal government to lock in renewable power and remove fossil fuels from Canada’s electricity grid by . 1. Green, T. & Thomas, S. (2022). Shifting Power: Zero-Emissions Electricity Across Canada by 2035. David Suzuki Foundation. public about the amount of work we can take on and the issues we can help with. Working with other organizations, com- munity groups, and networks to mutually support each other’s work helps. Are there any upcoming initiatives or projects you'd like to share? Th e Foundation will continue its critical climate and clean energy work, campaign- ing for renewable power for all, following up on our research that shows how Canada can have 100% emissions-free electricity by 2035. We will also work at the municipal level to empower citizens and councils to enact sound climate and sustainabil- ity practices and regulations, and boost ambition and implementation. And we’ll continue our work in biodiversity and hab- itat protection, including the Butterfl yway Project, pollinator program, and orca and salmon conservation. Working to build healthier environ- ments and sustainable communities on this land we call Canada requires a diversity of voices and a wide range of knowledge and ideas, especially the knowledge of Indigenous Peoples who have known these lands and waters for millennia. Th e Foundation’s collaborative work on reports and a series of videos explaining “Land Back” and treaties shows how land governance must change to recognize and uphold Indigenous rights and re- sponsibilities and to restore nature’s once abundant ecosystems. Th e Foundation is also working with the National Healing Forests Initiative to en- courage reconciliation by dedicating space in forests, gardens, or green spaces as places for healing, learning, sharing, and refl ect- ing on Canada’s history and the legacy of Indian Residential Schools. As always, we at the Foundation know that environmental and social justice go hand in hand, and we strive to be an inclu- sive and powerful amplifi er for the many diverse voices calling for better ways of living on this land and with each other. As always, you can learn about the above and other good work, at davidsuzuki.org. How can people help support your mission? People can get involved in many ways, including volunteering, getting involved in campaigns, signing petitions and joining actions, and donating. We off er opportuni- ties for volunteers in everything from pol- linator work and the Butterfl yway Project to the Suzuki Elders. It’s also important for people to talk to friends, family, coworkers, and others about the climate and biodi- versity crises and their solutions. Greater awareness leads to growing potential for change. We at the Foundation know that environmental and social justice go hand in hand, and we strive to be an inclusive and powerful amplifier for the many diverse voices calling for better ways of living on this land and with each other. Photo credit: Ming Wu davidsuzuki.org facebook.com/ DavidSuzukiFoundation twitter.com/davidsuzukifdn (@DavidSuzukiFDN) linkedin.com/company/ david-suzuki-foundation instagram.com/davidsuzukifdn (@davidsuzukifdn) youtube.com/user/ DavidSuzukiFDN Photo credit: Vincent Tom 18 MAKE THE WORLD BETTER MAGAZINE(Your Organization Here) Be featured in Make The World Better Magazine On a mission to make the world better? We’d love to amplify your impact. Share your purpose-driven story in an upcoming edition of Make The World Better Magazine to shed light on critical issues, boost awareness of game-changing initiatives, and inspire others. To be featured, get in touch with us here: mtwb@sparxpg.comNext >