Business Strategy and PlanningLeadership and Management

How Being a Social Change Leader Could Outshine Competitors, and Win Customers?

In today’s world, when people decide what to buy, it’s not just about the product or the price anymore. More and more, they care about things like how companies treat the environment, where products come from, and if brands are doing well in the world.

This shift is because of social change, like people speaking up for fairness and sustainability. These movements are changing how people choose what to buy and which brands they trust.

Based on a survey by Bain in ESG, 68% of companies have attracted customers due to their move to create social change.

What are the roles of the social change leader in creating social change?

These leaders are the ones who are in charge of businesses, and they can make a big difference. They can lead their companies to be more responsible, like using eco-friendly materials or giving back to the community. By doing this, they can stand out from competitors and win over customers who care about these things.

So, for businesses to stay successful, leaders need to understand this new way of thinking and make sure they’re part of positive change.

What is a social change leader?

A social change leader is someone who helps others make positive changes in their communities. They can work with individuals, groups, or even whole societies.

Based on the Social Change Model of Leadership, it sees leadership as something anyone can do, not just people in charge. It’s about things like treating everyone fairly, making things more equal, knowing yourself, feeling strong, working together, being a good citizen, and helping others.

What are the key elements? According to myUSF, there are seven, according to three main categories, which are individual, group and community:

  • Self consciousness
  • Congruence
  • Commitment
  • Collaboration
  • Common Purpose
  • Controversy with Civility
  • Citizenship


Social change leaders must be self-aware, genuine, and honest, and they must have a strong commitment to serving others. Leaders who are self-aware recognize their personal impact on the environment and commit to making changes in their lifestyle


Social change leaders work collaboratively with others towards a common purpose. They engage in respectful and harmonious discussions even when faced with disagreements.


Social change leaders foster a sense of citizenship among individuals and groups, encouraging them to become responsibly connected to their communities and societies.

What makes them different from their competitors?

With all of the traits combined, it will make them shine differently than others.

They prioritize genuine connections. They focus on connections within the organization and also with customers. It is because they understand that it will build trust and credibility with customers, which could produce loyal customers.

They understand customers’ pain points. They observe, understand and address the needs and concerns of each customer on a personal level, whether it is from reviews or direct feedback, in efficient ways.

They know the power of word-of-mouth. By utilizing the right marketing strategy, they know customers will be more likely to buy products or services when someone they know or trust recommends them.

They make efforts for social impact. They know that social impacts such as environmental conservation efforts, charity events, and corporate social responsibility (CSR) will attract individuals who are looking to contribute a positive difference to society and the world.

They maintain transparency and accountability. Companies that have no hidden agenda are considered attractive to potential customers, as they build trust by being clear and honest about how their business or company operates.

They build communities. They cultivate communities where everyone feels included. They recognize the power of platforms to share valuable insights, product discussions, and reviews, they provide customers, both potential and existing, with a space for learning and engagement.

Social change affects how people shop. When businesses focus on including everyone and treating them fairly, they don’t just get more customers. They also help make the world a better, fairer place. So, by being inclusive, businesses not only succeed but also do good for society.

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