Managing Culture to Achieve Deeper Impact

Synergies:

• Leverage market channels to change perceptions about who the stakeholders are (not just the social clients, but also market players as stakeholders), as well as their roles and responsibilities in solving the targeted social problem, thus reducing the dichotomy between donor and recipient.
• Engage mainstream market channels to blur the lines between stakeholder groups, changing a culture of "us=mainstream" versus "them=fringe" into a culture of "all of us in it together."
• Use social marketing techniques to counter damaging marketing messages that exploit either socially disadvantaged consumers or socially conscious consumers.

Tensions:

• Be wary of excessive use of business jargon as it might alienate your core stakeholders