Sustainability has three core areas that all intersect: society, the environment, and the economy. The environment is often what people think of first in sustainability. How do we stop climate change? How do we reduce waste? How do we clean up pollution? The economy is treated either as an argument for or against the environment. We can’t threaten the oil and gas industry. There is no real market for recycled materials. We can have green energy initiatives when they create jobs. Over in the corner, however, is society. This is the part of sustainability work that surprises people, as they assume that it is unrelated. This perception, however, is wrong, and missing the social side of sustainability leaves value on the table.

Community is a word thrown around often. It is vanishing, being built, being looked for, etc. It is popular for businesses to try and build ‘communities’ of consumers. These people can then talk about and promote products, doing marketing for the company all for the sake of feeling included. It is helpful, then, to narrow down what is meant by community for this article’s purposes, so that we can better understand what business has to do with it.

Community is a unified body of individuals. Unified in this case doesn’t mean there is no conflict; it is simply that all the individuals have something in common – location, interest, age, etc. – that regularly draws them together. Community both happens naturally and is cultivated. In a college dorm, for example, the individuals all live in the same building and thus are going to run into one another. Bonds will form with repetition and interaction. The RA, however, will also be hosting events and putting in the time to build relationships with individuals. Thus, the community that exists naturally is bolstered by the intentional work done by someone invested in the group’s success.

Communities will pop up for all sorts of reasons, and, often, businesses are a part of that. It may be a popular café, a bookstore holding events, or a gym with regular attendees. A business can host, drive, and benefit from a strong community. Furthermore, benefiting the community can be a central way for otherwise low-resourced businesses to make an impact and progress in sustainability. Engagement can provide opportunities for leadership from employees, create and strengthen a shared purpose and values, give valuable market information, and, yes, act as word-of-mouth promotion.

So, if you are a business, how can you develop your community? The first thing to remember is that this is not about marketing. You can hope it will eventually turn into increased revenue, but this is a long-term engagement, not a single campaign or sale. Focus on genuine relationships. Show up consistently. Address community needs. Have fun with it. Much of marketing activity is one-way – a post online, a transaction, an email campaign, etc. But community is about communication between many people, and the business may not be leading that conversation all the time. Listen to what people are expressing.

Community can exist both formally and informally. Go back to the college dorm example. There are events hosted by the dorm staff and there are casual hellos passed between people walking in the halls. Observe what is going on around your business and take advantage of where community naturally appears. That activity can be bolstered by your formal engagement. Empower your employees to participate in their own communities. You may be able to hold a company-wide volunteer day or offer paid time off for volunteering.

It can be tempting to measure success in volume, such as newsletter subscriptions and ticket sales These numbers are important. I do not dispute that. But they can tempt you to create the easiest access possible without guaranteeing meaningful access. If everyone is in the community, you will not be able to accomplish things. The community’s needs won’t be served, bonds won’t be strengthened, and things will eventually break apart as the community groups actually relevant to the individuals form and then move away.

Lastly, you should remember that your company does not exist in a vacuum. Just as you are operating in an ecosystem of animals, plants, and minerals, so too do you have an ecosystem of people. The impact you make there is crucial to the continued success and viability of your business.