Putting Social Equity Principles at the Heart of Business

At the end of 2021 we were delighted to get to work closely with an ethical business on a mission to lead with social equity principles and a human centred approach to brand strategy. This blog post introduces an inspiring business called FairForce to affirm that you can build a business that actively challenges harmful systems, showing another way is possible.

FairForce helps entrepreneurs to integrate social equity principles into their business strategy, develop strong messaging that connects with their audience and create community around their mission. They specialise in community building and organic growth strategies for brands that care about impact. FairForce was founded by Margherita Sgorbissa, a community building strategist and impact consultant currently based in Berlin. 

“You can be human-first AND run a profitable business.”

Margherita Sgorbissa, FairForce founder

Marg is clear in her belief that the way we do business matters and that we all have a responsibility to drive essential change through any brand, project and community we create. She believes in the power of business models that challenge traditional money-making systems and operate with strong social awareness to create a more equitable world for all. In particular, Marg is passionate about creating brave spaces where people feel a sense of inspiration, belonging and liberation. 

It was an absolute pleasure to get to know Marg through working together and we were over the moon when she first reached out to enquire about our web design and copywriting services. What stood out about FairForce was the beautiful balance the brand has between a strong drive to be a force for change in the world at the same time as keeping a gentle, human approach of softening the edges and knowing when to slow down. Afterall, working to undo capitalist conditioning doesn’t happen overnight. It’s a long, ongoing and in depth process which requires space, time and practice.

FairForce wants to challenge the status quo and show entrepreneurs who care about social change that new models are possible.

When we asked Marg why she started FairForce, she told us she knew she had to be part of the solution, not the problem. She’d seen the devastating effects of harmful systems remaining unchallenged and knew there were so many other people in the online business space that wanted to take a kinder, fairer approach. Her job is to support them to make the necessary changes and implement the right strategies to ensure their business is making ethically sound decisions and communicating in a way that challenges the status quo rather than reinforcing it.

Marg says “We’re up against capitalist patriarchal white supremacy and all the oppression that comes with it. At FairForce, my mission is to help purpose-driven entrepreneurs create impact while growing their businesses through community building. I’ve learned that when we build communities we can make real and lasting change.”

Community building with social equity principles is at the heart of FairForce’s mission.

Whilst capitalist business models are rooted in oppressive structures that promote problematic hierarchies, FairForce shows us that we can go beyond these practices to adopt much more ethical models. 

FairForce specialises in consulting on community building strategies that help brands grow organically, reach their change-making potential and prioritise a human approach to marketing/ sales. They support their clients to implement community engagement frameworks, driven by social equity principles to make sure that every action is values-led and aims to reduce harm.

FairForce also supports clients with impact and leadership consultancy to support those who are committed to creating meaningful change through their business and want to go beyond marketing and sales as per business-as-usual.

Marg tells us “business activism is an opportunity to be so much more than just marketing, branding and sales. Whilst our community building and communication strategies are already made to challenge existing power structures and create meaningful change, we also create bespoke business activism strategies that have the scope to cover even more ground and go deeper.”

Changing the pace from a capitalist sense of urgency to a slower, steady step-by-step speed is kinder and more effective in the long run.

As a business also trying to challenge traditional capitalist models of production, we loved Marg’s approach to timing. Much like us here at Ardea, FairForce stands by the value of taking time to lay solid foundations rather than trying to push quick overnight fixes. 

Marg says “We believe in long-term, steady, organic growth for lasting impact.” This matches how we feel about marketing/ business and the way we prioritise honouring the natural cycles we all move through as humans rather than expecting an unrealistic level of constant productivity. It’s an ongoing exploration of unlearning and relearning to embrace a slower pace when we’ve been conditioned by capitalism to push fast and furiously for growth. 

Taking time to digest and grow at a slow but sure pace shows true commitment. Trying to find ways to do business differently can be challenging but as Marg rightly says “no matter the industry, there is always room for us to do business better and lead by example.”

You can find out more about FairForce on their website and can follow FairForce on Instagram. To hear more on the story of our creation collaboration to design FairForce’s website and branding click here.



Related Posts

Neurodiversity in the Workplace

It’s estimated that at least 1 in 5 of us are neurodivergent. In this blog post, we’re diving into what neurodiversity is and how businesses can support neurodiversity in the workplace. Dominant culture is full of harmful ableist narratives. Running an ethical business that challenges capitalism means speaking up against ableism, and embedding accessibility and inclusivity within our workplaces. Read on to learn more about how!