I believe in the potential of businesses to change the world, and make lots of money doing it. I’ve seen businesses do it, in countries from Bangladesh to Benin, and I created Baobab Communications for them.
The future lies with businesses that can profitably and ethically integrate people who were previously excluded from or exploited by international markets. It’s no longer about charity and one-off acts of do-goodery. Businesses that see all people as having potential to contribute, businesses that don’t bring empowerment but recognize that people already have power, they just need opportunities – these are the businesses that will flourish in the global economy.
I’ve seen firsthand how these businesses are changing lives while making money and providing great services and products. Businesses like East African Voyage, a Tanzanian tour company where I was marketing manager, which creates local jobs and is dedicated to fair pay and ethical treatment of all its employees. Or Flow Equity, a US-based investment firm I used to work with through a previous job, which builds businesses in sub-Saharan Africa that improve livelihoods and increase the availability of high-quality protein.
I created Baobab Communications because we need a new way of talking about how businesses can do good and make a profit. We need better ways to build brands around products that serve a consumer need and benefit the people who provide the materials and manufacturing of that product. We need people who understand how to speak business and speak do-goodery, and can do it without clichés or condescension. That’s what Baobab Communications is. Baobab Communications builds and amplifies the brand voices of companies that are making a profit and making a difference.
The best brands have a great story.
What’s your story?