Issue link: https://www.ascpskindeepdigital.com/i/1503366
Exclusive member benefit: Get the ASCP SkinPro app at ascpskincare.com/skinpro 83 two companies in one. For instance, Rodas partnered with Yura Vine Brothers, a Tampa plant nursery, to gift her clients succulents planted in upcycled jars, including a cross-promoted note on how to care for them. As a firm believer that beauty comes from feeling well overall, Rodas has also become a sound healing practitioner. She performed sound baths at Yura Vine Brothers, where all attendees received the added benefit of a 30-minute session at her beauty studio afterward. Get Involved in the Community Volunteer on community projects, fund business training, and develop commercial awareness. These activities help you earn respect and authority from clients and other businesses in the community. WHY IT MATTERS TO BUSINESSES Beyond the notion that localism impacts the greater good, research from the Capgemini Research Institute suggests that customers attribute positive emotions such as feeling "happy" when buying sustainable products or services, thus showing the potential for sustainability to impact customer experience, happiness, and loyalty. 9 Consumers become invested in your services or products and share an emotional connection with your business. The same research from Capgemini says, "79 percent of consumers are changing purchase preference based on the social responsibility, inclusiveness, or environmental impact of their purchases." 10 Choosing a sustainable product or service is a personal priority, and most people want others to know about it, which helps with word-of- mouth referrals. It's a theory called social signaling, which suggests we buy things because of what they say about us to the people around us. 11 As Sullivan explains, doing good things leads others to take the leap and do good things. "There is definitely a multiplier effect," he says. CHALLENGES OF LOCALISM Implementing sustainability can come with challenges. There is no one way to measure sustainability efforts and their outcomes, such as a contribution to the local community or culture—so it can be very difficult to quantify. But while there is a common misconception that putting resources into sustainability comes at a cost, with attention diverted from core business priorities, various studies from the World Economic Forum find a positive connection between eco-innovation and increased financial performance. 12 Sullivan says the lack of understanding how much local businesses rely on local customers is the biggest barrier to localism. According to American Express and its Small Business Saturday campaign, "An average of two-thirds of every dollar ($0.67) spent at small businesses in the US stays in the local community." 13 Communicating sustainability is also challenging. Your messaging surrounding these efforts must be clear and concise. Consider placing a sign at the front desk that explains your efforts at the spa or mention why you're featuring certain local brands in your retail area during checkout. The key here is consistency, so your message gets out to your clients. Younger consumers typically support companies that have a story, along with selling an image and a product. This is why it's worth remembering that even if implementing sustainable practices becomes costly, doing nothing could cost you more in the long term. BENEFITS OF LOCALISM There are many benefits that come with practicing localism. Here are a few. Localism Builds Awareness, Consumer Loyalty, and Trust Cross-promotion and community engagement make businesses more attractive to consumers as the market evolves. It puts your name out there with the possibility of acquiring new customers who typically care more about relationships than transactions. Localism Helps Upgrade Capabilities and Identify New Market Opportunities Localism enables businesses to experiment with new ways of doing things. It encourages innovation in business models to attract new customers, leading to potential increased income, revenue streams, and competitive advantage. This approach also presents the benefit of being lower risk, since most efforts will be made locally, reducing some fear of failure. If the new program, deal, or incentive is a bust, it might not cost a fortune to bounce back. Localism Fosters a Sense of Togetherness When local communities collaborate, share, and work toward a common goal, it ignites a sense of belonging and resilience that often leads to a more fulfilling