The near-global lockdown has affected almost all sectors of the Indian economy and amongst the worst-hit is the textile and apparel (T&A) industry due to the reset in the retail market as well as the bar on manufacturing and ecommerce orders. Not only was the sector expected to suffer massive layoffs but it also saw many factories and shops shut operations as the spread of Covid-19 plagued the nation.
Social enterprises tend to put their positive impact at the center of their marketing efforts – after all, that's the passion behind their business. But according to storytelling strategist Menno Moffitt de Block, there's a problem with that approach: Many people may care about this impact, but few care enough to change their purchasing decisions because of it. He explains why these businesses should focus primarily on their benefits to the customer – not their social impact.