Social value is the key to driving profit growth and brand loyalty in the channel,

Recognising the ‘Social’ value within their ESG strategy will enable channel players to unlock profitable revenue opportunities and enhance brand loyalty with customers and key stakeholders.

This is according to the latest ESG Unwrapped report from technology services company, Nebula - Driving Profitability Through Social Impact. The report highlights how in a competitive marketplace, social value is becoming a powerful tool for channel players to differentiate themselves, attract top talent, and drive revenue growth.

This latest publication, which is the second in a series of ESG-focused reports from Nebula, includes interviews with several of the channel’s leading Sustainable Technology Activists who are experts in developing social value and creating social impact. They unanimously agreed that integrating social value into an ESG strategy not only strengthens community engagement and ethical supplier practices but also delivers tangible business benefits.

In particular, the experts stated that embracing social value enhances brand reputation, creates new revenue streams, and entices the next generation of talent, who are eager to work for purpose-driven companies.

“Being proactive in driving social value enables companies to work in collaboration with their customers and channel partners on projects that align to both companies’ cultures, said Richard Eglon, CMO at Nebula. “This transforms a sales transaction into a strategic partnership, and makes both parties more intrinsic to one another, boosting customer loyalty and driving new revenue opportunities.”

One firm that has seen this in action is technology solutions provider, Natilik. Kelly White, Chief People Officer at Natilik, said the firm’s social value strategy directly contributes to a deeper emotional connection between the brand and stakeholders.

“Clients are increasingly drawn to brands that reflect their personal values and demonstrate commitment to positive societal impact. By supporting meaningful causes and being transparent about our contributions, we build trust and credibility.”

Not only that, but having a strong social value strategy also improves internal productivity, employee morale and retention, according to the latest Deloitte Global Human Capital Trends Survey. The research states that ‘human sustainability’ is core to driving revenue, efficiency, and brand relevance.

White said Natilik’s social value initiatives have had a highly positive impact on its people by giving them opportunities to contribute to causes they care about. “We've seen increased engagement and a sense of pride in working for Natilik as a direct result,” she said.

“People who feel connected to the company's social mission often become brand ambassadors, sharing their pride in the company’s actions. This creates authentic, word-of-mouth advocacy that further strengthens brand loyalty.” This also helps to attract the right people who share the same values in the recruitment process, White added.

Eglon said it’s vital that channel players start measuring their social value efforts which are often siloed, making it difficult to grasp the full collective impact an organisation is achieving. "By measuring and quantifying social value, businesses can build a solid case around the success of their initiatives, so they can be expanded.

“Social value measurement brings this crucial topic to the boardroom, which is essential if we want to drive greater focus and investment in these strategies."