Olivia Pickering
Marketing Executive
October 10, 2024
As part of the Leeds Digital Festival, DTP had the pleasure of hosting ‘Supercharging Your Social Value’, an event designed to help organisations understand the growing importance of social value and how to strategically embed it within their operations. With leading voices from Burberry, NHS England, Action for Children, and DTP, attendees were treated to valuable insights on how social value can be a powerful driver of success.
Keynote Speakers and Discussions
The event opened with a warm introduction from Axiologik and Burberry, followed by thought-provoking presentations from a range of expert speakers:
• Rachel McElroy, Marketing Director at Axiologik, spoke about how purpose-driven marketing not only strengthens brand reputation but also fosters deeper customer loyalty.
• Jonathan Sheldrake, VP of IT Infrastructure & Services at Burberry, offered a unique perspective on how one of the world’s most recognisable luxury brands incorporates social value into its global business strategy.
• Gemma Skelley, Head of Marketing at DTP, shared how DTP integrates social value into its core practices, emphasising the importance of aligning social impact with the overall vision.
• Sally Bogg, from NHS England, explored the role of social value in public sector healthcare, stressing the need for socially responsible procurement and service delivery.
• Katie Welch-May, from Action for Children, brought the discussion to life with real-world examples of social value making a tangible difference in the lives of vulnerable children and families.
Each speaker built on the notion that social value is an essential for organisations to remain competitive and future-focused. Improving employee engagement, driving innovation, and opening doors to new opportunities; social value must be at the heart of every business strategy.
What We Learnt About Social Value
Social value, as defined at the event, is the positive impact an organisation creates for society and the environment, beyond just financial outcomes.
As Jonathan Sheldrake explained, it’s about embedding purpose into every aspect of an organisation. Aligning operations with social value goals such as sustainability, inclusivity, and community engagement is key to long-term success.
Gemma Skelley echoed these sentiments by sharing how DTP has implemented social value initiatives, particularly in relation to fostering diversity within the workforce and supporting local communities through charity initiatives. She emphasised how those that prioritise social value are more likely to thrive, particularly as consumer and employee expectations evolve.
Why Social Value Matters Now More Than Ever
Several compelling statistics were shared throughout the event, making the case for why businesses need to take social value seriously:
• 70% of employees would not work for a company without a strong sense of purpose.
• 44% of millennials and 49% of Gen Zs make career decisions based on their personal values.
Social value not only enhances brand reputation but also strengthens employee engagement and opens up new opportunities for innovation. Rachel McElroy highlighted how purpose-driven marketing efforts can create deep customer connections, while Gemma Skelley illustrated how embedding social value into internal culture reduces turnover and improves productivity.
Action for Children’s Real-Life Impact
One of the most powerful presentations came from Katie Welch-May of Action for Children. She shared stories that highlighted the charity’s 155-year legacy of supporting children and families in need, from its founding by Thomas Bowman Stephenson to the ongoing work that helps over 600,000 children and families annually.
Katie recounted the touching story of Kerria and her experience at the HMP Mother and Baby Unit. Kerria, a young mother serving time in prison, was supported by Action for Children through one of their specialised programs.
The charity’s work enabled Kerria to bond with her baby during an incredibly challenging time in her life, offering both practical and emotional support.
Building Your Social Value Roadmap
A key highlight of the workshop was the practical advice on creating a Social Value Roadmap. Attendees were guided through the essential steps, including:
1. Defining purpose and values
Ensuring that business goals align with social value initiatives.
2. Setting SMART social value goals
Making them Specific, Measurable, Achievable, Relevant, and Time-bound.
3. Engaging stakeholders
Getting buy-in from employees, partners, and customers is critical to success.
4. Measuring and reporting on success
Regular evaluation and adjustment ensure that social value initiatives remain effective and impactful.
5. Continuous improvement
Social value strategies need to evolve as the business and societal needs change.
Boycott Your Bed
The workshop concluded with a spotlight on the Boycott Your Bed campaign, introduced by Howard Hall. This annual initiative, now in its 27th year, has raised over £13.9 million for Action for Children. The campaign calls on participants to sleep outside for one night to raise funds and awareness for vulnerable children. With Howard’s appeal, attendees were encouraged to get involved and support this meaningful cause.
In addition to this, Howard is a board member of the ‘This Is Me’ initiative, which focuses on breaking the stigma around mental health in the workplace and encouraging more inclusive conversations. Through both Boycott Your Bed and This Is Me, Howard has actively championed social value by highlighting the need for businesses to not only contribute financially but also foster environments that support mental health and social well-being.
His dual involvement in these impactful programs reflects his commitment to ensuring that DTP leads by example when it comes to corporate social responsibility. Howard’s appeal was not only about raising money but also engaging organisations to think holistically about the communities they serve and the social issues they can address.
Final Thoughts
DTP’s Supercharging Your Social Value event provided an excellent opportunity for organisations to learn about the importance of social value and how to take actionable steps in making it a core part of their operations. From the expert speakers to the real-life case studies, it was clear that social value is not just a passing trend but a vital part of long-term success.
For those who couldn’t attend, we encourage you to explore the strategies shared and think about how your organisation can make a positive impact on society. Together, we can create a better, more equitable future for everyone.
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