Why Successful Entrepreneurs Must Tap Into Social Causes

The new generation of founders — and team members — aren’t just focused on building wealth: they’re focused on making a positive difference. Today, more companies are started by founders who leverage their passion and aim to create a lasting social impact. It’s a beautiful thing to witness, and I am proud to call myself one of those founders.

I am a CODA (Child of Deaf Adults). Both of my parents are deaf, and American Sign Language (ASL) is my first language. I am fortunate to consider the Deaf community my family, my home and the culture I feel most myself in. And, ultimately, it’s what led to iYellow Group, which consists of companies striving to create equitable access.  

I absolutely love what I do — I live my passion on a daily basis and I know without a doubt that my company makes a positive impact on society.

As an entrepreneur and leader, a social cause can be an extremely powerful tool, whether it’s your main product and service, or simply a part of your mission. It instills your work with purpose and inspires your team with mission and values that build a better world. It provides you with an unparalleled source of motivation and inspiration. When you build a business around what drives you, you’re going to create your best work, consistently inspired to develop solutions to problems that personally impact you. 

Growing up, I saw first-hand the communication barriers my parents faced with the world around them. I became their interpreter at a young age, helping with everything from automotive and home purchases to medical, legal and school appointments.

My parents were also business owners, and they started a retail technology hardware, software and services organization in the 1980s. I proudly witnessed them grow and run their business in a time where being Deaf wasn’t an easy journey — and it still isn’t. They experienced trials and tribulations as any entrepreneur does, and when they experienced personnel issues in 2008, they utilized my HR background as a resource to help them find a replacement. Ultimately, based on my familiarity with their business and my passion for what they were doing, I became that replacement.

At the time, the company had five employees, was doing just shy of $1 million in annual revenue, and was focused on retail computer services and Assistive Technology services for the Blind and Low Vision. I was motivated by what I had seen and experienced throughout my life with my parents and wanted to make an impact. So, drawing on my business background, I worked closely with my parents to restructure the company from the ground up, rebranded it and give it a face lift, and, by 2015, we were providing services focusing on the Blind, Low Vision, Deaf and DeafBlind communities, with 62 employees and over $6 million in revenue. Trusting someone new in business is hard. Trusting family is always harder. But I’m proud of what we were able to create together.

These personal stakes and investment played a key role in the transition and growth. Watching my parents succeed, and overcome the obstacles and challenges they constantly faced, was uplifting and inspiring. I was born into this incredible culture and language, and I wake up every day motivated to support our community.

Entrepreneurs looking to find their own personal source of inspiration should focus on a purpose that drives them, an area they are passionate about, common problems and/or frustrating issues they or their loved ones encounter on a daily basis.

IT CULTIVATES A strong culture for your team members

From team members to consumers, people are increasingly investing their money and time in companies that take an active stand on social issues. 

80% of U.S. workers said they believe companies should take a stand on social issues, and 38% said they would quit their job if employers acted in a way that interfered with their values — an increase of 6% from last year. Top talent is looking for work with purpose, and you’re looking for that top talent. When team members share your passion, everyone has a personal investment in what you’re working towards.

Prioritizing social justice and making the world a better place can benefit your employees, too. Having a social justice initiative can also boost employee mental health, especially when employees can be hands-on in their work. Incorporate volunteering efforts into your culture, to take your support of a cause or community that much further. A study by the National Council for Voluntary Organisations found that 53% of respondents had improved physical health after volunteering. A Deloitte Volunteer IMPACT survey reported that volunteering can make employees twice as loyal and satisfied with their job. 

IT MAKES difficult SITUATIONS EASIER TO NAVIGATE

As cliché as it may sound, when you do something you truly love, it doesn’t feel like work. Stress and challenges are unavoidable, but they are more manageable when you do what makes you happy.

When you do come face-to-face with a stressful situation, don’t let it take away from your goals. Press pause, take a deep breath and think about your “why” – your reason for doing what you are doing. Think of your purpose, your passion. How have you impacted the communities you are serving? What was the last customer interaction you had that made you smile?  You’ve found your calling when those thoughts and memories give you the strength to continue.

I was a professional interpreter and have been certified since 2002 — it’s something that provides me with satisfaction and self-worth. Being able to focus on your passion breeds personal satisfaction, enabling you to make any difficult situation manageable. You become committed to finding a solution. They become learning situations, rather than roadblocks.

IT CAN bolster your bottom line (as long as that isn’t the main focus)

I began my entrepreneurial and business journey in the footsteps of my parents, with the goal to unite two worlds and cultures.

I co-founded my company with the goal of providing equitable access and helping my parents, Deaf family members and my community receive the tools they need to be successful. It’s personal for me. It hits home. 

When you lead with this type of passion and motivation, the money will often follow. Even if your primary business is not a social justice issue, companies should engage in Corporate Social Responsibility (CSR). 

A review of more than 200 studies found that CSR can increase a company’s market value by up to 6%. It also builds brand loyalty — up to 60% of consumers strengthen their relationship with a brand if they believe it is responsible and making a positive difference. 

Focusing on money first does not guarantee customers will follow. When you have a social cause as your motivation, providing access becomes your obsession — not money. This is how truly remarkable and impactful companies are built.

As you put in the hard work and provide true value, the passion only increases. It spurs continual motivation. Your team experiences it first-hand, alongside you. The “mission over profit” mentality doesn’t have to be forced — it’s a natural byproduct of work and value.

IT gives you a fulfillinglife PURPOSE

I truly believe my life purpose is to create a world with equitable access for everyone — and I’m not afraid to fail while pursuing my calling. This is a lifelong journey that I’ve embarked on and I’m willing to do what it takes to overcome barriers to communication and continue the fight for equitable access. 

When you’re willing to do it for free, you know it’s your passion. 

When you love what you do, when you know that it’s your purpose, what could be failure instead becomes new opportunities. In fact, there’s no such thing as failure, because you know you have what you need to come up with new solutions, build new connections and succeed. 

Outside of my companies, one of the most fulfilling aspects of my journey thus far has been giving back. It’s something that I encourage all social entrepreneurs to experience, whether it’s through mentoring directly or working with a local community organization that aligns with your expertise.

There isn’t a better feeling than when you take your life's purpose and create a company that contributes to society and has a positive impact on peoples’ lives. It’s the true definition of a social entrepreneur.