Sharing Your Values
Hi!
If you have followed along on my account for a while, you know how important it’s been to link our business values like sustainability and human rights issues. These positions and the things I share on my blog that link my work as a farmer-florist to these causes have propelled the growth and of my company in ways I never expected.
By speaking my mind about sustainability in respect to floral practices like painting and dying flowers, the folks at the Sustainable Floristry Network happened upon me and wrapped me into the founding of their organization. A couple of blog posts and some corresponding instagram posts - that’s all it took.
When the invasion of Ukraine began in 2022, some posts that I shared on Instagram and an illustration that I put together helped Ukrainian flower farmers find an ally in us. Our relationship and the donations we were able to raise in support of relief for besieged Ukrainians became newsworthy in ways I never anticipated.
And now - a blog post that I wrote about the Israeli occupation’s destruction of the flower industry in Gaza has helped me form another meaningful connection that I hope to share more about soon. I never would have dreamed that my little farm in the northern Adirondacks could reach people so far in way
Each of these situations has two things in common: support for a particular topic/issue AND a link to the work we do with flowers.
Whatever your beliefs or heart-driven motives are, there are ways that you can bring awareness to them in a fashion that does not spark public outrage.
Start EARLY. Take some time to think about what is important to you and write a mission statement that is meaningful. Make your business choices based on your mission.
If you don’t start early in the life of your company, ease into the conversation with your customers. Share information that clearly links what you do with flowers to a larger purpose or cause. Your goal: to attract and retain customers who love what you do. Not to attract and then lose customers who are surprised to learn who you “really are.”
Consider applying the same brand standards to your messaging about your chosen topic. A great case study of this is Ben and Jerry’s ice cream. When they share social justice information, they do it with the same brand identity. It’s something I want to work on improving for my own business.
Try not to…
Try not to surprise customers with announcements that are not aligned with your stated mission.
Try not to share communications that are abnormal for your company. If people aren’t used to receiving news in one form, consider sharing it however you typically reach them.
Try not to make your issue of choice a person. People can/will always change. I suggest that we not link our businesses a specific person. (like a political candidate)
Try not to make assumptions. Your communications should never sound condescending. They shouldn’t assume that customers have made or will make the wrong choice about the value you support.