As children, we were taught to do the right thing through consequences. Misbehave and you get a time-out, tidy your room and you may watch TV. Back then, we did the right thing because we knew we’d get rewarded for it and vice versa. But, at some point, we outgrew that reward system and started doing the right thing simply because it’s the right thing to do.

So, why do many business leaders still operate with a reward/punishment mentality? Shouldn’t we, as adults, be doing the right thing without the threat of fines, penalties, or bad PR? This brings us to the first point…

Don’t just do good, be good

With the demand for responsible capitalism growing every day, customers are looking for real change – not just lip service. The same brand awareness that pillared companies in the past, might now be their undoing. If you don’t care for the environment, your customers will find someone who does. Their thinking has changed and they expect you to change with them. However, this shouldn’t be your main motivator.

Acting responsibly just because you fear losing customers is like a teenager behaving well just to avoid being grounded. Instead, as a leader, you should be proactively looking for ways to minimise your environmental impact because, ultimately, it’s something that affects you, your brand and everyone you know.

Give back from the start

At CodeCrew, we founded our email marketing enterprise on the principle of giving back – using business to make the world a better place, if you will. So, from the get-go, we made a list of ways CodeCrew could be an asset in the world and these are now part of our very fibre. We now do regular pro bono work for various NGOs. From helping to revive the world’s bee population to raising awareness about ocean plastics, if we can help a worthy cause get the exposure it deserves, we’re all in.

In addition, from the first month we made a profit, we joined Patagonia and countless other brands in donating one per cent of our revenue to sustainable causes by signing up to 1% For The Planet. We’re also part of One Tree Planted and have planted around 5,000 trees globally… and counting.

The key driver here is not virtue signalling, rebates or trying to win over clients – it’s who we are. We’re passionate about trees, bees and people; that’s our journey. Your journey will be different, but the important thing is finding your calling and using what you have to make it happen. By sticking to your goals and following your proverbial true north, the right customers and clients will come.

Get with the times

The age of plunder-for-profit is over and customers have adopted a zero-tolerance attitude towards companies that are adding to society’s growing challenges. The world needs givers, not takers and those in the latter category are under increased pressure to roll up their sleeves and toe the line.

Of course, no one’s making you do it. Many business leaders will continue to exploit every possible resource with no consequences. The point is, why do it, though? If you could make even the slightest difference in the world with little to no cost to yourself, why not jump at the opportunity?

If we’re to evolve beyond the punishment/reward system and start seeing the bigger picture, we must see a business as part of a larger macrocosm that’s connected by something more than economics. Don’t get us wrong, profit is good… it’s very good. We’d never advocate for anyone to run their company at a loss to plant trees. But, with success comes the opportunity to improve the world around us. Anyone who finds that idea abhorrent, should (probably) not be responsible for the livelihood of others.

Our company is not run by children – we don’t need incentives, threats or guidelines to do the right thing. If you’re reading this, it means you feel the same way. You understand that it’s not about following a rule – it’s knowing why the rule exists in the first place. We urge you to find something you care about and use your business to make it better. And do it like no one’s watching.