Social Influences

Section 1: Understanding Social Influences

  • Social influences refer to societal trends, barriers, norms, and behaviour that affect the operations and strategic decisions of a business.

  • These influences stem from the attitudes, beliefs, opinions, and lifestyle choices of individuals and groups within society.

  • Understanding and reacting to these social forces is key to successful business planning and customer engagement.

Section 2: Cultural Norms and Values

  • Cultural norms and values greatly shape consumers’ behaviour, which ultimately determines the demand for a business’s products or services.

  • By understanding and respecting such norms and values, businesses can identify customer needs, cater to them effectively, and foster customer loyalty.

  • An example of this is how food companies adjust their recipes and menus to local dietary preferences when they expand into new regions or countries.

Section 3: Societal Trends

  • Societal trends are patterns of behaviour observed over an extended period of time within society.

  • These trends can influence consumer behaviour and preferences, impacting the market demand for certain products or services.

  • For example, the increasing focus on health and fitness in society might lead to more demand for healthy food products and fitness-related services.

Section 4: Social Barriers

  • Social barriers are societal attitudes, beliefs or norms that may prevent or restrict business activities or decision-making.

  • These barriers can include stigma against certain products or services, resistance to change, gender or racial biases, or even digital divide.

  • For instance, a business offering products or services that are controversial or unfamiliar might face resistance or backlash from society.

Section 5: Responding to Social Influences

  • Taking active measures to understand and engage with social influences can position a business favourably within its societal context.

  • Businesses should regularly perform social scanning to monitor societal attitudes, norms, and trends, enabling them to identify and seize new opportunities or manage potential threats.

  • For instance, assessing public opinion via online platforms and adjusting business practices accordingly can be beneficial.

Section 6: Ethical Considerations

  • Ethical considerations reflect the moral principles and values in society, influencing business decisions and conduct.

  • Accounting for societal ethics can enhance relationships with consumers, employees, and stakeholders, improving business image and reputation.

  • For example, a business seen as contributing to society, whether through philanthropy or sustainable practices, is often well-received by the public.