There’s a BIG shift happening in the business landscape. Now more than ever patrons are focused on a two questions to decide if they should part with their dollars:

(1) is this organization purposeful?
(2) is it aligned with my values?

We see e-commerce giants who are now conscious of environmental and social impact, a space only owned by NFPs just 5 years ago. The rise of governing organizations like B-Corp and Science Based Targets offer for-profits a measuring stick for their efforts in national and global consciousness. The lines are blurred between for-profit and not-for-profit and now the winning business formula in a nutshell is “is this organization doing good?” and “how much good is this organization doing?”

If this is what patrons are looking for, marketers need to rise to the challenge and communicating the message for these organizations.

At Sunday Roast our team works with service-based business, direct-to-consumer (D2C) e-commerce and not-for-profit (NFP) businesses and we’ve noticed that although these businesses may serve slightly different functions, one task is consistent — telling a story to create a connection between wallet and heart.

But before we get into these universal truths, let’s look at the function of these three types of business structures.