Mobilise your communities

May 18, 2017 | Kanchana Moodliar

Digital technology and a more outward-looking, civic-minded generation is opening up huge opportunities for brands to build deeper, more meaningful relationships with people.

We live in a world where 8 million people contribute to Kickstarter and where 48 hours of video are uploaded to YouTube every minute.

People want to engage with business and brands that serve as platforms for them to participate, contribute, and shine for it – not with brands that do it all. But it requires a different approach – one with contributive design at its heart, a shift from ‘interruption’ to ‘interaction’.

People are choosing brands with a purpose AND want to be co-contributors to change initiatives. By mobilising communities and building movements around issues that they care about we can unlock the power of the crowd for both brand and social benefit

The new P of marketing is Participation. Brands like Lego and Airbnb are beacons for how companies can leverage the power of contribution to build communities of support for business growth.

Mobilising communities and building movements can help your business to achieve exponential impact.

What would it mean for society if business could unlock the abundant potential of citizen participation?


Posted By Kanchana Moodliar

Kanchana is a serial entrepreneur, philanthropist, philosopher, yoga teacher, writer, brand strategist, and change maker who believes that a "small group of conscious individuals can indeed change the world." Access to relevant skills will help people transform their lives and experience abundance in ways they never imagined possible. She realized the corporate world was not for her and left the likes of Unilever and The Foschini Group to venture out on her own in 2006. Her philanthropic project, Saris for Good Karma, led to her making the 2012 Mail & Guardian Top 200 Young South Africans List in the Civil Society category and empowered over 100 poverty stricken women. At the end of 2014 Kanchana joined Innate Motion. It is now her mission, together with the Innate X team to enable more than 1 million impact entrepreneurs to turn their business ideas into stories that can fly. She is a bridge builder who nurtures strong and real relationships. Kanchana loves to find the things that unite people rather than divides them. She lives in South Africa.

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