Is your Business Justice Informed? [3 Ways to Get There]

We live in a world of hyper-connectivity. You can have an idea, and within moments, share that idea around the globe.

“Going Viral” is the new equivalent of writing a New York Times Best Seller.

And in our current era of instant information, global social reach, and meme culture, we need to fight back against businesses that use the internet to make a quick buck at the expense of justice, equity, and human dignity.

Unfortunately, businesses take advantage of people through social media and internet marketing all the time with little to no accountability for their behavior.

And if almost zero accountability wasn’t enough… whoever has the most money to hire the fanciest marketing team decides what’s trending… regardless of the value and impact of what they are offering.

So, from where I’m sitting, I see a current marketing system that’s:

1. Outdated
2. Oppressive
3. Broken
4. Manipulative
5. And toxic as fuck...

When we play by the rules of the dominant, patriarchal culture, we are upholding the systems of oppression that were created to keep the 1% on top.

So as small business owners, we have to step up to the plate and take responsibility for turning our communities into places and spaces that flourish.

In order to make our desired impact in our communities, we need to use our platform… our voice… to speak up for ALL marginalized communities.

Because freedom for those who are oppressed by the system means true freedom for all of us.

This is where Justice Informed Business Strategy plays such an important role…

Together, we can create new business models that serve clients and communities – based on empowerment, consent, equity and the redistribution of power.

We must be aware of (and continuously looking for) ways to improve our social, environmental, and economic impact.

But what does making Justice Informed business decisions look like in action?

For me and my business, it’s constantly evolving, and that’s all part of the process.

As I continue to learn about systems of oppression, I see ways in which I can bring my business into deeper alignment with the movement for justice.

For example, back in early 2018, I was helping women tune in with the moon and their own cycles as a way to build more fulfilling lives and more sustainable businesses, through feminine embodiment practices.

But as my work evolved, I realized my language and messaging were unintentionally cutting out non-binary folks, women without wombs, and self-identifying men who felt called to work with me as a coach.

So I made the conscious choice to pivot.

I rebranded… changed the name of my business… and learned new skills that allowed me to better support the people I wanted to work with, conscious business owners.

It felt amazing to expand my offerings to be more inclusive of the folks that I was ready to serve.

And that brings me to the point of this letter…

To share with you three themes to be aware of as you integrate a justice lens into your work.

Here we go…

1. Inclusivity + Accessibility

It’s important to lean into both of these as your build and scale your business. At first, they may sound the same but here’s the distinction:

Inclusivity = how your work relates to diverse groups of people
Accessibility = a particular group’s ability to effectively engage in your offerings

And when we focus on both in our business, we increase our ability to serve.

For example, in July 2019, a deaf person reached out to me to ask if I was open to her participating in my group course. I obviously wasn’t going to exclude them based on their deafness, but I wasn’t sure how to make the course accessible.

Up until that point, I had been very focused on Inclusivity, but I hadn’t thought much about access for folks with disabilities.

So I did a little extra work. I created scripts for each of the modules, and brought in someone to manage closed captions throughout the course.

Yes, it required more effort on my part, but it gave this person the opportunity to fully engage in a course they otherwise would have been left out of.

Inclusivity + Accessibility in business looks like:

-Avoiding harmful language + honoring people’s chosen pronouns
-Charging based on value + offering payment plans
-Offering scholarships or discounted services for marginalized folks
-Sharing different types of media + using captions for audio when possible
-Educating yourself on issues regarding racism, sexism, classism, etc. in your industry

2. Transparency + Honesty

Another important aspect of bringing Justice into your business plan, is to be transparent and honest with your people. Being transparent and honest allows your people to see you as an authentic person, rather than just a brand.

And while, authenticity has become a buzzword, being honest and transparent about who you are and the process that has led you there is essential, if you are going to build community, connection, and trust with your audience.

Transparency + Honesty looks like:

-Owning when you have made a mistake + and apologizing when necessary
-Understanding + naming your privileges
-Being honest and clear about your personal story
-Giving credit to folks who have inspired + supported your work
-Avoiding manipulative tactics to sell products and services
-Having clear Terms Of Services so folks know what to expect while working with you

Which brings me to No. 3..

3. Boundaries + Respect

Boundaries are an essential part of any healthy relationship. The problem is boundaries between us and someone else can be extremely hazy. And if we can’t respect one another’s boundaries, we are in direct conflict with movements for equity and justice.

Why?

Because disrespecting boundaries diminishes a person’s sovereignty over their body, mind, and emotions.

So, as you build and market your just and liberatory business, it’s important to honor your own AND your clients’ boundaries.

Boundaries + Respect looks like:

– Accepting that “no thank you” or “now’s not a good time for me” means NO… and it’s absolutely not an invitation to continue to market to them or pressure them to purchase.
– Knowing your offerings aren’t meant for everyone. Speaking to the right folks is an integral part of your work
– Understanding that your energy is precious, and you deserve to be paid for your expertise
– Commitment to consent-based offerings (which means allowing folks to opt-out if your service is not right for them).
– Awareness that when your boundaries are breached, it’s a sign that that person lacks understanding and respect for you

These three major themes are really just the beginning of a lifetime of focusing our “justice lenses”…

And If we’re going to dismantle and replace the harmful business systems, we have to be willing to do it for the long haul.

With that said, here’s what we CAN do:

We can create change with the way we do business.

We can eliminate harmful practices and empower folks with our message and our marketing.

And we can most certainly make an impact, and make an income at the same time.

It takes conscious work, but it’s worth it.

Love + Liberation 
Lauren Elizabeth