A Company that Cares

I’ve been thinking a lot about why many recently created organizations attract such a passionate following while, from the same people, established businesses are exposed and hated for dubious behaviour. As the McDonalds-loving generation shrinks and the boutique coffee-shop goers take over, it’s become apparent that being a small business, or underdog, gets you a lot more support and love. In asking why, I’ve come to believe these new kids on block have compensated for their small size by doing something the big guys forgot, caring for more than themselves.

Care for the Customer #

Customer service has become a foundational pillar for all admired¹ companies. Whether it be pre-sale, post-sales, or support, customers have decided this to be a significant factor when loving and recommending a company and it’s products. A great experience can make up for a decent product but a poor experience will destroy a great product.

Care for the Earth #

Climate Change has more science, evidence, and impact than any religion, yet it seems to be taken less seriously. As more and more people recognize the importance of respecting our planet, companies are expected to do their part — and then some. This extends past biodegradable plastic cutlery and enters the realm of closed-loop recycling programs, or companies that exist to help planet earth.

Care for the Team #

Justifiably so, people are no longer willing to take scraps as the company owners eat like kings. This has become a new premise as the inequality gap has grown exponentially². You can tell a lot by someone by how they treat others — especially those “below” them. Pay aside, workers also expect autonomy, leadership, and a sense of purpose. These qualities tend to disappear as companies become too large, focussing more on protecting their profit margin and less on engaging their people.