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Taking the Lead

Steps for Establishing an Equality and Values Driven Business 

Increasingly, customers and employees expect companies — and their leaders — to stand for more than just the bottom line. More and more social advocacy, a commitment to equality, and giving back are defining successful brands. To learn more about these evolving expectations, Salesforce Research surveyed over 1,500 business professionals on workplace equality and values-driven leadership trends.’

The resulting report, “The Impact of Equality and Values Driven Business,” reveals that businesses and brands that lead with their values, create social impact, and actively work to make their cultures more diverse and inclusive are better positioned to achieve strong customer loyalty as well as boost employee engagement and productivity. Here are a few key stats:

  • Employees who feel their voice is heard at work are nearly five-times (4.6X) more likely to feel empowered to perform their best work
  • Employees who say their company provides equal opportunities are nearly four times (3.8X) more likely to say they are proud to work for their company
  • 80% of customers and employees believe businesses have a responsibility to make a positive impact on society
  • Only approximately one-third of business professionals (36%) say their company is actively working to be more diverse, and less than half (44%) say their company is engaged in community service

Here are three steps business owners can take to create a company culture of fairness and respect, strengthen customer loyalty and make an impact on society with an equality and values driven focus. 

Lead with Values 

Demonstrating an authentic commitment to a greater objective outside of profit requires clear and honest values. Although 10 out of 18 owners say their companies clearly define their values, only 40% concede their company leads with its values. Business leaders who take the next step to not only define, but actually lead, are better positioned to connect with their customers and employees. 

Become a Platform for Social Change 

As employees expect more advocacy and action from their workplace, opportunities to partner with governmental, nonprofit, education, and other business leaders will increase. Businesses can leverage their power as platforms for social change — using their networks, influence, and voice to speak out and empower those who can’t do so on their own. Such initiatives are good for business AND communities. 

Create a Culture of Equality 

As a business grows, especially during a time when markets and industry niches are booming, being an attractive destination workplace is essential to attract and retain passionate, knowledgable and dedicated employees. Actions speak louder than words: prospective employees and customers can leverage technology to instantly discover if businesses and brands are walking the walk and making strides for change. Being open, transparent, and active in promoting equality in the workplace can earn enduring trust.


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