Category: Purposeful Business

Have you ever been all set to attend an important online conference but the video link didn’t work? Ever gotten irrationally angry at customer support after being passed from one department to another, explaining your issue repeatedly as each person doesn’t know anything about your situation? If this sounds familiar, then the chances are, that these organisations haven’t applied service design principles to their product.

In this blog post, we’ll examine how service design can help to create brilliant user experience and provide an example of the challenges it can solve. We’ll also share our top tips on how organisations can apply service design principles to their product.

Service design facilitates excellent user experience by allowing organisations to consider all aspects of their service. It allows organisations to gain an understanding of what their users interact with, what processes need to be in place and what people are required.

To fully understand service design, it’s important to have a good grasp of designing great user experience. To help get you up to speed, we wrote a blog post exploring the different ways to design ethical user experience. The process of designing a seamless customer experience focuses on everything that a user interacts with. Service design can be thought of as the other side of the same coin, as it ensures that everything behind the scenes is positioned to facilitate excellent user experience. Neglecting the behind-the-scenes operations, including; people, props, and processes, can lead to failure. This can then result in a poor user experience, wasted money, and unhappy employees.

So, what are the benefits of service design?

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It facilitates the user experience

Focusing solely on user needs without considering the employees and behind-the-scenes processes will, unintentionally, ruin the user experience. A lack of support behind the scenes can make the service similar to the man behind the curtain in “The Wizard of Oz.” Where there are no functions to back it up, the experience will fall apart. This is where service design comes in, as it helps create a better user experience by considering all aspects of the service, ensuring that the intended user experience is supported and can happen.

It helps to foster a positive work environment

According to Simon Sinek, “Happy employees ensure happy customers. And happy customers ensure happy shareholders – in that order.” Service design plays a key role in creating happy employees, the first step in the process. When an organisation maps out their entire service, employees gain clarity regarding their roles, within the broader context of the service, and how their actions directly impact the journey of the user.

It promotes collaborative teamwork

Service design encourages collaboration between user-facing teams and behind-the-scenes teams. This mutual understanding and respect will help to enable cooperation and promote collaborative problem-solving, and a more joined-up approach to service delivery.

It identifies pain points and facilitates innovative solutions

A common problem organisations face is a lack of a shared understanding of their entire process. Team members often only comprehend their section of the service which can result in major pain points going unnoticed. Tools such as service blueprints help organisations gain a more detailed overview of their service, identify internal and user-facing pain points, and design more innovative solutions.

Service design in action: booking an appointment at the GP

Service design principles can be used to tackle many different types of challenges, be it in the physical or the digital world. Here, we will explore how service design can be used to improve the services offered by a GP’s surgery. 

Before we begin it is important to understand what type of user we are talking about. This example will explore how a retiree would book an appointment with the GP, attend the appointment and receive treatment. Take a look at our blog post on ethical user experience for our tips on how to correctly represent your users and how to plot out their journeys. 

The first thing to consider is when applying service design principles is everything that the user sees and interacts with. In this example, we will attempt to align the journey as closely with reality as possible, and then see if we can improve it using service design principles.

The user’s journey at a GP surgery

1. Calls the GP’s surgery at 8 AM
2. Speaks to a receptionist to book an appointment
3. Travels to the GP surgery
4. Checks into the surgery
5. Waits in the waiting room 
6. Called into the GP’s office
7. Tells the doctor what is wrong with them
8. The doctor prescribes medication for them to take for the next two weeks
9. The doctor refers them to a specialist
10. The patient leaves the GP surgery

Behind the scenes

The next stage in service design is to consider what operations should be happening behind the scenes to facilitate this user journey.

Calls at 8 am

• A working phone line is required
• A trained professional needs to be ready to answer
• The professional needs to be able to access patient details and the doctor’s availability

Travels to the GP surgery

• Physical signposting is necessary
• A car park with accessible parking is important
• Up-to-date information is needed online to help people locate the office

Checks into the surgery

• A system for patients to manually check themselves in or a trained receptionist with access to the same software is needed

Waits in the waiting room

• A clean and comfortable seating area
• Signage indicating waiting times

Called into the GP’s office

• A member of staff calls the patient

Tells the doctor what is wrong with them

• Access to the patient’s medical history

The doctor prescribes tablets

• A system to issue medication

The doctor refers them to a specialist

• Contact details for the specialist

Improving the service and the user experience

Now that we can see both what the users interact with and what is needed to facilitate these interactions, we can begin to improve the overall experience for the user, through better service design.

Calls at 8 am

Can more resources be given to GPs to allow patients to book emergency appointments more easily than only at 8 AM? As our user is a retiree, they may have hearing difficulties, so there should be an option to accommodate those with hearing impairments. Services like Relay UK could provide  helpful solutions to this.

Travels to the GP surgery

To accommodate individuals who are unable to leave their homes and have difficulties getting into the surgery, a pickup service could be provided.

Checks into the surgery

Manual check-in services would ease the pressure on reception staff and streamline the process, but machines like this tend to be avoided by retirees, preferring to speak to a person. It may decrease queue lengths to have dedicated members of staff manning the manual check-in machines to support people who are uncomfortable with the new technology.

Waits in the waiting room

Placing hand sanitiser dispensers, disinfectant stations, and paper towels throughout the room can enable patients to maintain good personal hygiene by cleaning their hands and seats. This approach may help to ease the workload on NHS cleaning staff, while fostering a consistently hygienic environment.

Called into the GP’s office

A tannoy system could be used which tells the patient when it is their turn, rather than depending on a member of staff physically shouting.

The doctor prescribes medication and refers the patient to a specialist

The use of a standard NHS system which communicates with all NHS institutions and pharmacies (this doesn’t currently exist).

How to apply service design to your organisation

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All of these principles are fantastic ways of improving any service, here are our top tips for how to do this at your organisation.

Research

Before attempting to do anything else, it is crucial to understand who your customers are, how they interact with your service and how they feel about it. To discover more about the research stage, take a look at more helpful stuff around ethical user experience.

A range of perspectives

It’s important to gather a wide range of perspectives during this process. Every member of your team will have a slightly different understanding and may be aware of pain points unknown to anyone else. Collaboration is key!

Map it out

Creating a service blueprint is an excellent way to apply service design principles to your organisation. This will allow you to gain a clear understanding of how your service works, what the users see and what is needed to facilitate it. This is where your broad range of perspectives will be invaluable as each person will be able to provide a little piece of the picture.

Co-design solutions

Having a variety of perspectives not only helps to spot pain points but also drives the creation of more innovative solutions. Co-designing solutions with a diverse range of stakeholders makes the most of resources and expertise already in the organisation

Just as different team members may be aware of the pain points unknown to anyone else, they may also be in the best position to come up with the most relevant, user-centric ideas to address them. Co-designing solutions can boost the sense of ownership throughout the organisation. When people feel like they’re part of the solution, they’re more likely to feel invested in ensuring the success of the service.

Start creating great services

Now, you have the tools to begin to create great service design built with your audience in mind. But, if you’re looking for even more insights on how to create seamless services , follow us on Instagram and LinkedIn. For more updates on the latest news from Matchstick Creative, sign up for our monthly newsletter.

Service design resources we think you may find useful

There are many great resources available to help you understand more about service design, here are some of our recommendations that we think are particularly helpful;

• The Interaction Design Foundation is among the best, and is a paid learning platform which provides world-class lessons on all things user experience. It also produces excellent free resources such as this article on service design.
  
• This article from School of Good Services, is a great explanation of service design principles.

• Lead Innovation  provides three examples of great service design in the real world.
  
• When it comes to all things user experience, Nielsen Norman Group is the gold standard. This article from them not only gives more information about what service design is, but also tells us why it’s beneficial.
  
• Another excellent resource for exploring more about the benefits of service design comes from the government website,  which more broadly attempts to standardise many of the user experience and service design principles.

How to design an ethical user experience

User experience is everything related to a user’s interaction with a product or service. When designed well, it creates a seamless product that people will love. By focusing on your user’s experience, you are ensuring that you deliver a product or service that does good. 

In this article, we’ll take you through what good user experience is and why it’s so important. We’ll also share some of our best practices for creating excellent user experience to ensure you can build the most ethical service. 

Why is user experience important? 

Regardless of how good the intentions behind the product are, a poor user experience will still alienate users and reduce the amount of good your product or service can achieve. 

A product or service with a great user experience will be;

• relevant and useful to the correct people
• easy to understand and learn how to use
• something users remember
• cost effective
• efficient
• something users want to use
• enjoyable for users to use

Do your research

User research is the process of understanding who your users are, their needs and their frustrations. Conducting user research will help you to create a product or service that is inclusive and addresses real issues. Here are the two types of user research methodologies.

Qualitative research

Qualitative research is a type of research that is flexible and doesn’t require a large number of participants to create meaningful insights. It deals with the thoughts and emotions of users; “why did they do something?”, “what are their attitudes?” and “what do they believe?”.

Popular qualitative research methods:

• User interviews – A method of understanding the thoughts and feels of users
• Observations – A method of understanding how users actually do something
• Usability tests – A method for understanding usability issues with a digital service and uncovering opportunities for improvement

Quantitative research

Quantitative research is a type of research that is rigid and requires a lot of participants to create meaningful insights. It deals with hard data; “how many people did this?” and “how often do people do that?”.

Popular quantitative research methods:

• Surveys – A method for gathering key information from a large number of people
• Website analytics – Collecting and analyising key website data such as page views
• A/B testing – Comparing two versions of the same feature to gauge which is more effective with users

While neither of these methods is better than the other, they do have their time and place. Quantitative research is best used to discover things such as how many people visited your website. Qualitative research, however, is the best method to find out why some visited your website .

Helpful resources

There are many different types of user research methods, each requiring expertise to be done properly but here is a great introductory piece from Medium on how to conduct user interviews. For more information on different research methods Nielsen Norman Group is an excellent resource.

Empathise with your users

After conducting user research, you can begin to use it to help make informed decisions. However, it’s important to remember that there is no such thing as an average user, as no product or service has only one type of user.

Think of a coffee shop. There isn’t one type of customer; there are people writing novels, busy business people grabbing a quick coffee, harassed parents needing caffeine, and many more. Considering the full range of people interacting with your product or service is more ethical than considering your users to be one monolith, as you are empathising with people’s lived experiences, what they want from you and the barriers they face.

Personas

Personas are a great way of representing who your users are. A persona is a visual representation of your key audiences. Creating these assets helps you and your team think about these people more empathically and encourages you to ask yourself, “who are they?”, “what are their lived experiences?”, “what concerns do they have?” and “what do they want from our service?”.

Here is an example created in-house at Matchstick Creative which shows one of the types who attend Firestarters. 

Helpful resources for audience personas

A great resource for finding out more about how to create, and the importance of, personas can be found on the Interaction Design Foundation. 

Creating a narrative

Now you understand who your users are and what they want, you need to know how they interact with your product or service. A great way of gaining an understanding of this is by creating journey maps. 

Journey maps are a simple, easy-to-read representation of all the steps a person goes through to achieve a certain goal. These are useful tools because they help teams build a shared understanding of the service. A common problem when designing a product or service is a lack of a shared understanding of what you do. Individuals within teams tend to only understand the section of the service that they deal with and no one tends to have a complete overview.

As well as helping to build a shared vision, journey maps help teams to consider all of the frustrations a user may experience and how to address them. Without creating this shared vision, you may unwittingly be creating situations that cause problems. Journey mapping will help you become more empathetic when designing your product or service.

There are different kinds of journey maps, each with strengths and weaknesses. Here are three common types:

• An experience map – A general overview of how a generic person experiences something. eg. Someone buying a coffee. (Although there is no such thing as a generic user, it is important to get a rough sense of how these interactions work before digging deeper into specific types of people)

• A customer journey map – An overview of how a specific type of person interacts with your product or service. Eg. How a busy business person purchases a coffee at your coffee shop.

• A service blueprint – Similar to a customer journey map, except this time, it also maps out what your product/service needs to do to facilitate each of the user’s interactions.  Eg. A person choosing a coffee – the background asset needed is a regularly updated menu.

Here is an example of a customer journey map created for one of our clients, Borough Care. Read our case study to find out more about how we helped Borough Care improve its user experience.

Helpful resources

Journey mapping is a process that requires a lot of collaboration and expertise. If you’re looking for more information on the process, explore this article from Adobe.

Collaborate with your team

Once you understand your users, what they want and how they will be interacting with you, you can begin to create design solutions that are meaningful and impactful. Collaborating with your team when designing is essential as it will lead to more innovative, well-rounded solutions. 

Workshops

Workshops are an excellent approach for encouraging collaborative design within a team, and a method that we use at Matchstick Creative. They offer a platform for diverse team members with different skill sets and experiences to come together and contribute their ideas. 

There are many different types of workshops, but in essence, a workshop is when a group of people come together for a set period to work on a specific problem. The best way of running a workshop is to have one facilitator who will take the group through a series of tasks but other than that, there is no hierarchy among the rest of the participants. In a workshop the opinion of the CEO will have the same weight as the opinion of a caretaker, This approach fosters an open and inclusive environment, where the opinions of each team member are valued equally. It recognises that valuable insights and innovative ideas can come from anyone, irrespective of their job title or role.

Test your solution

Having designed a solution that you think addresses all of your user’s needs, it is not enough to assume that it is good enough. The most ethical next step after design is to test that it actually meets the needs of your users and does what it is supposed to do. 

Usability testing

A great example of testing a solution is usability testing. This method works particularly well for websites. Participants are asked to complete a series of tasks representing the key features of the website.  The researcher will note the participant’s behaviour and feedback. The aim of this is to uncover issues that might be creating a negative user experience, find any opportunities for improvement and discover more about what users want.

Helpful resources

Here is a real-world example of usability testing, Matchstick Creative conducted a series of usability tests to improve our client’s existing service. Another great resource for learning more about usability testing is the Nielsen Norman Group.

Key learnings on ethical experience design 

Experience design is a vast field and we have barely begun to scratch the surface in this article, but if there are three things you can take away, they should be:

• Put people first – When creating any product or service you must ensure that you understand who your users are and what they need. If you create something without considering users first, you may be alienating people and creating more issues than solutions.

• Create ‘one truth’ – A challenge many products/services face is no one within the organisation has a complete understanding of all of the interactions users have with it. It is essential to create this understanding in order to build solutions.

• Learning never ends – Even if you have done all of your due diligence before creating a product/service there may still be issues so it is important to test your solution to check that it actually works.

Start creating great user experiences

We hope this article has helped give you an insight into what goes into creating an ethical product which has a fantastic user experience. But, if you’re looking for even more insights on how to help clients create great user experiences, follow us on Instagram and LinkedIn. For more updates on the latest news from Matchstick Creative, sign up for our monthly newsletter. 

Ethical content is any content created with people, purpose and the planet in mind. It is authentic to you and your brand and is used to tell inspiring stories, share important information, and educate your audience. Ethical content prioritises approaching content marketing with honesty and transparency, sharing accurate, valuable information in new and creative ways. When done well, it helps you create more engaging content and build a brand that connects deeply with your ideal audience. 

In this article, we’re taking you through seven examples of best practices within ethical website content creation. We’ll share our top tips on how to create well-written content that considers your audience and environment, and examples of how you can do the same in your brand.

Fact-check your content

A good starting point for creating ethical website content is to consider where you find your information. Are you using specific news websites and studies for your information, or are you writing opinion-focused content? If it’s the first, then an important step to keep in mind is how trustworthy your sources are. Ethical content should always be accurate, informative, and come from reliable sources. Therefore, it’s essential that you gather your information from the right and relevant places. To ensure that the information you use in your content is reliable, collect it from a variety of different sources. Cross-reference different news sites to double-check they’re reliable because the last thing you want to do is share false information with your audience. 

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If you’re concerned about sharing misinformation with your audience, a good rule of thumb to follow is to go straight to the source. For example, if you’re reporting on government stories or policies, go directly to the gov.uk website for facts about the stories – rather than seeking information from outside influences who might misinterpret the content.  

Helpful resource

A great online resource for fact-checking the latest news is snopes.com. If you’re unsure whether or not what you’re hearing is the truth, it’s always a good idea to double-check before creating content. 

Live by your brand values

Your brand values aren’t just a list of words that you create once and never refer back to. They should be present at every level of your organisation, from the people you work with to how you communicate on behalf of your brand. Having clear brand values that you embody through everything you do is an important part of creating a recognisable organisation. Not just that, but it also creates a sense of brand trust between you and your audience. However, how do you show your brand values through your communications? 

Two of our core values focus on encouraging collaboration and empowering our team to be their true selves. Therefore, when it comes to creating content on behalf of our brand, we ensure that we get these messages across. One of the ways we do this is by writing informative articles that reflect our values – for example, our article about how to encourage collaboration in new teams. Through this work, we showed our passion for collaborative working, shared our unique views on collaboration and provided advice for other organisations looking to do the same. If you’re wondering how to begin embodying your values through your content creation, writing informative articles that reflect your views is a great place to start.  

Helpful resource

Living by your brand values can seem challenging, especially if you’re feeling unsure of how to create content that’s in your brand voice. Our guide on how to apply brand tone of voice will help you feel confident in writing content for your brand.  

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Take accountability 

While we’re sure we’d all love to get things right all the time, it just isn’t possible. You’re going to make mistakes, and that’s completely fine! However, what’s important is that when you do make mistakes, or change your views on something, you own up to them. Taking accountability for what you say and do as an individual or as an organisation is essential if you’re aiming to create ethical website content. 

Admitting you’re wrong can be hard, but it’s important to be open to change and adapt when something doesn’t go to plan. The first step to taking accountability is to be open to criticism, especially from your audience. Remind yourself that your audience supports you for a reason, and if they’re offering their criticism it’s out of respect for your brand. If you’ve built brand trust with your audience, their opinions are most likely with your best interests at heart. Be open to their feedback and be willing to take accountability when you know you’re in the wrong – your audience will appreciate your honesty. 

Helpful resource

Indeed’s article about accountability in the workplace is a fantastic resource to help you understand how you can be accountable for your own work, whilst encouraging your team to do the same. 

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Credit your sources

Transparency plays a significant part in delivering ethical content. An important of being transparent is to always credit your sources. By this, we mean that if you’re using external resources to create your content, be sure to give them credit for their work. Whether you’re referencing an in-depth university study or incorporating photography from a specific photographer, it’s important to evidence your sources and give credit for their brilliant work. Depending on the content you’re referencing, there are many different approaches you can take to crediting your sources. However, the most common sources to credit are usually websites and imagery. 

Referencing websites

If you’ve included statistics or information from a specific newspaper or article and want to know how to credit them in your articles, the easiest way to do this would be to include a link to the original source. To do this, simply include a short sentence explaining that the information was taken from a specific website, and add a hyperlink that links directly to the source alongside it.

Referencing photographers 

If you’ve used photography from an external source, it’s always best practice to properly credit the photographer in your content. The easiest method for referencing imagery is to include the name of the photographer and the website that you found the image on underneath the photo. For example, below, we’ve included an image from an external website which wasn’t taken by us. Therefore, we’ve credited both the website the image is from and the original photographer in the image caption. 

Helpful resource

Whilst crediting websites and images is fairly self-explanatory, other types of referencing can come with their challenges. If you’re looking to reference specific books or sources in academic work, then you may need to use Harvard or Chicago referencing. For help using academic referencing techniques, the following sources may be useful:

1. Grammarly’s citation helper
2. Skills You Need’s Academic Referencing guide 

Know your limits on content creation 

It’s unreasonable to expect yourself to understand everything about every topic as a content creator. You can’t know everything! Just because a specific topic is relevant or prominent in the media, it doesn’t mean you need to create content about it. A skill in creating ethical content is knowing when a topic is relevant to you or your brand, and when it isn’t. After all, there’s no value in creating content for content’s sake. 

Similarly, if you feel a topic is relevant to your mission but don’t have the specific knowledge or skills to create it, seek support from others in your network. Sometimes you may not have the expertise to create specific content, in which case, an expert in that field may be able to help you. Don’t be afraid to ask for advice to create the most informative, inspiring and educational content you can, in the most ethical way. 

Helpful resources

Only you can know whether a certain topic is relevant to your brand or not. However, if you’re unsure about whether or not to post something, our advice is to refer back to your strategy and think about whether the content will appeal to your audience. 

Quality over quantity

Ethical content is both entertaining and informative, which fundamentally comes down to quality. For your content to appeal to your audience, you want to provide value to them and not leave them feeling like they’ve wasted their time and energy engaging with it. 

Some of our best tips for creating quality content are:

• Do your research: If you want to add value through your content, be sure to spend time thoroughly researching your chosen topic. This will ensure that your content provides your audience with insightful information that they can carry with them. 

• Know your audience: Always keep your audience in mind when writing your content. They’re who you’re often writing the content for, after all. Spend time getting to know what they want from your content and always keep it front of mind when creating it. 

• Carry out peer reviews: A second pair of eyes on a piece of content can make all the difference to its quality. Whether it’s a quick once-over review from a friend or colleague or an in-depth review session, both will add value and result in a quality piece of ethical content. 

Helpful resources

When you aren’t able to get a second person to review your work, there are plenty of other ways to double-check your content. A great resource to use is Grammarly, which can check your content for grammatical errors, tone of voice and how engaging it is.  

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Consider your use of language 

Language is more than just the way you speak. It plays a key part in every way that you communicate as an individual and a brand. When thinking about creating content ethically, language is an essential part of the process. Your use of language should reflect your brand values and your tone of voice. When creating content for your organisation, it’s important to consider whether the way you’re communicating is in line with the values you set for yourself. 

However, language is more than just communicating in the right brand tone. It’s also about the words and phrases you use. Being an ethical creator means being up-to-date with the most inclusive language and terminology, ensuring that your content is representative and respectful of changing language. Avoid stereotyping groups of people and making assumptions. Language is constantly changing, and it’s critical that you keep in the know about the nuances of language. 

Helpful language resources

Language is ever-changing, which can be challenging to keep up with. To help keep you in the loop, here are two free tools to support your content creation: 

1. Inclusive language checker: An online tool that checks written content for potential issues with non-inclusive language 
2. Gender Decoder: A language-checker that analyses whether the content is more masculine or feminine-coded. 

So, what can we learn from this?

We’ve covered a lot of ground here, but if there are three things to take with you into your own ethical content creation, it’s these:

• Authenticity is key: There’s no point in creating content if it isn’t true to who you are as an individual or organisation. If your content isn’t bringing anything new to the conversation, is it adding any value? Share your opinions and insights, and create with your unique voice in mind. That way, you’re always adding something new.

• Be open to change: You can’t stop change from happening so, instead of resisting, embrace it. Whether it means admitting your opinions have changed or adapting your language to reflect changes in terminologies, it’s important to welcome change wholeheartedly. 

• Don’t over-create: Knowing when not to create content is just as important as knowing when to do it. Be confident in who you are as an individual or organisation and ask yourself, do I need to comment on this? Just because something is newsworthy, it doesn’t mean it’s relevant to your brand and audience. 

Ready to start creating?

We hope this article will help you feel more confident and empowered to create ethical content on behalf of yourself or your organisation. But, if you’re looking for even more insights on how we create content with our audience in mind, follow us on Instagram and LinkedIn. For more updates on the latest news from Matchstick Creative, sign up for our monthly newsletter.

B Corp status is a certification that businesses meeting a high standard of performance, accountability and transparency are able to achieve. The certification takes into account the organisation’s benefits to employees, charitable donations, social and environmental impact and overall commitment to doing more good for people and the planet. 

Achieving a B Corp Certification is something to be celebrated, and shows that an organisation is committed to doing more than just providing a product or service. We’re always inspired by the businesses that have achieved B Corp status, so much so that we’re working towards our own certification for Matchstick Creative!

While there are so many B Corp brands that inspire us every day, we wanted to take you through a few that stand out to us. Join us to look at seven certified B Corp organisations that we love, and what we can all learn from them. 

KeepCup

KeepCup was established in 2009 as the first-ever barista standard reusable coffee cup in the world. Founded in Melbourne, Australia, KeepCup was designed to help people enjoy better coffee while on the go. The keyword here is “better”. KeepCup isn’t just talking about better quality coffee when they use this term. In actual fact, they’re talking about their environmentally-friendly solution to single-use coffee cups. Through sleek designs made from considered materials, KeepCup is making its impact on the world, one reusable cup at a time. 

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Why we love KeepCup

There’s a lot to love about KeepCup, starting with the fact that B Corp itself has listed them as one of the best brands in the world for environmental impact in 2018, 2019 and 2021. But, some specific reasons why we love KeepCup are:

1. They’re always educating their audience

KeepCup does a brilliant job of showcasing what they’re all about as an organisation across their social media channels. One example is on their Instagram account, where they shared a series of photos with the caption “How can you challenge convenience culture?”. KeepCup understands that often the use of single-use plastics comes down to convenience for the user. Through their social channels, they’re challenging this concept and encouraging their audiences to do the same. 

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2. They show their impact

KeepCup is very open when it comes to showing its impact as an organisation. In fact, they have a whole section of their website dedicated to it. A standout feature is their ‘Impact Calculator’ which demonstrates how much of an impact you can make by using a KeepCup rather than a single-use coffee cup. This is a brilliant way to bring together the impact they as an organisation are having and how each individual user can make a difference. 

Ben & Jerry’s

Ben & Jerry’s is an ice cream brand that specialises in producing a wide range of super-premium ice cream, free from artificial growth hormone rBGH. Since its beginnings in the ‘70s, Ben & Jerry’s has come a long way. What started from a $5 course in ice cream-making and a $12,000 investment has, almost 50 years later, become one of the largest ice cream companies in the world. They are built on a mission to make quality products in a way that is sustainable, replicable and a cause of positive social change. Ben & Jerry’s has continuously delivered ice cream with a difference, here’s why we love them…

Why we love Ben & Jerry’s

There’s so much more to Ben & Jerry’s than just delicious ice cream. Of course, that’s a very important aspect of their organisation, but we love their passion for supporting important causes and organisations. Ben & Jerry’s prides itself on supporting human rights, social and economic justice and environmental protection and restoration. They also actively support LGBTQ+ rights, climate justice and refugee rights.  Or, as they put it, they “use ice cream to change the world”.

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Ecologi

Ecologi is an online platform that works to help individuals, families and businesses positively impact the planet by offsetting their carbon emissions. Through a paid membership scheme, Ecologi uses its funds to support carbon reduction projects that help to reduce greenhouse gas emissions. They also work with a series of partners that responsibly plant trees, in order to offset emissions. 

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Why we love Ecologi

What’s so brilliant about Ecologi is that it creates a way for you to make a difference without being continuously time-consuming. We’ve been signed up to Ecologi as an organisation for a while, and what we love about it is how simple it is for us to reduce our emissions as a company. By donating every month, the Ecologi team ensures that we’re not leaving a negative impact on the planet by investing in environmental projects and planting trees. It’s a low maintenance way to make a big difference and gives us more time to work with other inspiring people who are doing good! 

Who Gives a Crap

Who Gives a Crap is a toilet paper organisation that specialises in providing eco-conscious, 100% recycled toilet paper. The company was founded after the team discovered that there are 2.4 billion people in the world without access to a toilet. As a result, over 289,000 children under the age of five die every year from diseases caused by poor sanitation and water. Who Gives a Crap saw this awful situation as an opportunity to do something positive and made the commitment to donate 50% of all their profits to help build toilets and improve sanitation in the developing world. 

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Why we love Who Gives a Crap

First of all…the name. Who couldn’t love that? It’s witty, unique, and completely memorable. But, puns aside, there are lots of reasons why we love what Who Gives a Crap does. 

1. Education and information. 

Just like KeepCup, Who Gives a Crap is brilliant at educating its audience and using its platforms to promote environmentally friendly methods.  Education to Who Gives a Crap means sharing informative content about the impact that the use of regular toilet paper can have – and encouraging people to make a change for the better.

Every day, more than 1 million trees are cut down to make traditional toilet paper. We knew it was a lot, but even we were shocked by how staggering this number turned out to be. ⁠

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2. Giving back and making a difference.

Who Gives a Crap’s commitment to using 50% of all profits to improve sanitation in developed countries is incredibly inspiring. There aren’t many organisations that could say that they have as much of an impact as that. Put simply, they really do give a crap. 

Oddbox

Oddbox is a UK-based organisation that’s on a mission to reduce food wastage. A third of the food grown in the world is unused and in the UK over 3 million tonnes of fruit and vegetables are wasted before they even leave the farm. Why? Well, it comes down to the way the food system in the UK works – it prioritises uniformity over taste. This has meant that non-uniform fruits and veggies have been thrown away, despite being completely edible. 

The team behind Oddbox believed that this significant food wastage had to stop and that all food grown should be eaten. So they took it upon themselves to build an organisation that rescues produce that’s considered to be too ‘wonky’, strange or imperfect and delivers them straight to your door. 

Why we love Oddbox

What stands out about Oddbox is that they’re always looking to do more. As if combatting the world’s food wastage issue wasn’t enough, Oddbox also uses its platforms to share innovative ways that its audience can reduce their own food waste. An example of this is the below post about growing veg from scraps. Got a few wonky carrot tops that you’re ready to throw away? Stop right there! Oddbox always has a handy tip to reduce wastage. 

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Divine Chocolate

Divine Chocolate is the only Fairtrade chocolate company that is co-owned by cocoa farmers. Since being founded in 1998, Divine Chocolate has been on a mission to build a brilliant farmer-owned company that brings together and empowers producers and consumers on a global scale.  Over the last 20-plus years, the brand has been using its platform to invest in farmer-led programmes that specialise in gender justice, sustainable agriculture, improving labour standards, democratic organisations and education…and delicious chocolate too, of course. 

Why we love Divine Chocolate

Whilst Divine Chocolate is passionate about sustainability, democracy and improved labour standards, it’s their commitment to empowering women that we love the most. Since its beginnings, Divine Chocolate and its partners have worked closely to support women in cocoa farming to build skills and confidence to grow better products, form a strong community and thrive in their businesses. Now, over a third of the farmers who co-own Divine Chocolate are women! 

innocent

innocent is an all-natural drinks brand founded in the UK in 1999. Built on the dream of making it easier for people to be good to themselves, innocent provides the world with delicious drinks that are healthy, responsible and sustainable. In just over 20 years, innocent have become B Corp certified, committed to being carbon neutral by 2025, and have consistently given 10% of all its profits to people and organisations that make farming more sustainable – pretty impressive if you ask us!

Why we love innocent

Their commitment to doing more good for the planet is, of course, the number one reason why we love innocent. But, incredibly impressive schemes aside, we also really love their tone of voice as a brand. There truly is no other brand like innocent when it comes to tone of voice. It’s fun, informal and playful, and it always feels like innocent knows exactly how to converse with their audience. 

Some of you don't like it smooth. Some of you aren't a fan of bits. Which is why we've come up with the perfect orange juice.

Orange juice with some bits.

Hate smooth? Don’t worry, you’ve got some bits in there.

Hate bits? There’s only like eight in there.

Job done. pic.twitter.com/yREzLiMUwe

— innocent drinks (@innocent) April 20, 2022

What we’ve learned from these B Corp companies

There’s a lot to learn from these seven B Corp organisations, but if there are two things to take away it’s these: 

1. Show your specialisms

Educating your audience is a great way to make the most of your platforms. Organisations like KeepCup and Who Gives a Crap have got education down to a T on their social channels. Their content is educational, informative and inspirational without feeling pushy or preachy.  

2. Be proud of your impact

It can be easy to forget the positive impact that you as a person, or organisation, are having on a day to day basis – especially if you’re constantly achieving brilliant things! Dedicating a page of your website to the impact that you have is a great way for you to recognise just how much you’re doing. Be proud of your achievements! 

Want to find out more about how your organisation can become B Corp certified? Visit the B Corp website. To stay in the loop with Matchstick Creative and our journey to becoming a B Corp agency, follow us on Twitter, Instagram and LinkedIn. 

We all want to change the world for the better, but sometimes actually doing so can seem impossible. Factor in the need for urgent action on many of the problems we face right now and it can all feel massively overwhelming.

And yet changing the world for the better doesn’t mean solving all the world’s problems in one fell swoop. We can create meaningful change by ensuring the actions we take as a business have a positive impact on our communities, our workplaces, and even ourselves, no matter how small they may seem.

Wasn’t it John Lennon who said ‘every little helps’? Okay, maybe that was Tesco, but the point stands: a positive impact can be large or small, sudden or incremental, universal or personal. At Matchstick Creative, we’re always looking to create a positive impact in any and every way we can. Here are seven things we do that your business can start doing right now!

1. Use Ecologi

Let’s start by talking about what seems to be the world’s most pressing issue: climate change.

We all know that climate change is preventable and that reducing our carbon footprint – including that of our business – is essential to saving the planet. Encouraging your team to bike to work or use public transport is an excellent first step to take, but if you want to go even further, you could start using Ecologi.

There are enough climate solutions that are out there right now, that if we supported them, it’d undo 30 years of carbon damage by avoiding 1,500 billion tonnes of CO2

Ecologi

Ecologi is a paid subscription service that allows your business to compensate for its carbon footprint and fund climate projects. It invests in a wide range of projects that all reduce greenhouse gas emissions, from reforestation and setting up wind farms to sustainable composting and hydropower.

On top of that, Ecologi is Gold Standard-certified and wholly transparent about where your money goes. Using Ecologi or a similar service will help your business become climate secure and carbon-neutral, to the benefit of everyone.

2. Introduce remote-working and flexitime

Like biking to work or encouraging your team to use public transport, remote-working is another fantastic way to reduce the effects commuting has on your business’s carbon footprint. Commuting accounts for up to 98% of an employee’s carbon footprint; cutting the commute through remote-working, whether in part or in full, decreases carbon emissions and reduces overall office waste.

Even better, the time we save not having to commute has huge benefits on our mental health and wellbeing. At Matchstick Creative, we use a hybrid work model, combining remote work and coordinated office work. This gives us more time to balance our work life and home life, leaving us happier, healthier, and more productive.

How to get the most out of your in-office days. https://t.co/e2jcjVqCYT

— BBC Worklife (@BBC_Worklife) July 19, 2021

Flexible start times have similar mental health benefits to remote-working, and with almost all of us now used to some form of remote-working or flexible hours due to the COVID-19 pandemic, making the switch is simpler than ever.

3. Offer mental health support

Mental health support doesn’t end with ensuring your team has a healthy work-life balance. No, creating a positive impact on their mental health is a continuous endeavor. It means fostering a supportive, celebratory workplace culture that goes beyond making your team feel valued to showing them that they are valued.

One of the ways we do this is with monthly Personal Development Plans or PDPs. Our PDPs encourage honest and open communication between team members by offering them a safe space to discuss personal- or work-related issues that have arisen in the past month. It is more than simply offering each other an ear whenever we need it; it is actively carving out time in the work schedule to talk and listen to one another.

Active support like this creates trust within our team, encourages self-reflection, and establishes a friendly environment where we can all thrive.

4. Work with organisations whose mission and values align with your own

We’ve always worked alongside businesses and organisations we find inspiring – and we can’t tell you how rewarding it is.

We strive to deliver purpose-driven marketing, and we’re incredibly proud that all of our clients reflect our mission of doing good: profit-for-purpose businesses like The Women’s Organisation, health companies like Liverpool Health Partners, tech-for-good organisations like Syrenis.

https://twitter.com/LivHPartners/status/1445746938570153994

Working with clients who share our worldview isn’t only tremendously gratifying, it’s also helped us to better understand ourselves and to reconsider our company values – something we addressed when we rebranded as Matchstick Creative.

It helps to create a positive impact both internally and externally, improving your own business as you support others.

5. Elevate others

Don’t just work with organisations and individuals whose mission and values align with your own – elevate them wherever you can, even if you don’t work together. This could mean shouting about them on social media, promoting them in business newsletters, or championing them at networking events you attend.

https://www.instagram.com/p/CQgpZUjgOZn/

On our website, we run several blog series dedicated to celebrating the work of our industry peers:

• Why It Works peels back the cover of our favourite brands to see what makes them tick
• Under the Spotlight casts a light on individuals we admire so that more people can understand the work that they do
• Female Founders celebrates female-founded businesses across the UK, sharing stories of the inspirational women killing it every day as leaders and change-makers

If it’s within your means, you can even share the money around! Two members of our team are trustees for Awesome Liverpool, a bunch of regular folks who pool their money to help fund imaginative projects that make a real difference in the city region.

Why do we do all this? Because we believe that collaborating with our peers, rather than competing with them, is the best way to help create a more equal and inclusive society. Because we believe that we’re all in this together.

Let's make Liverpool more awesome.

We want to hear from big-thinkers about their exciting projects ideas for our incredible city.

Got an idea that's going to make Liverpool even more awesome? Send it to us!

Apply to Awesome Liverpool here https://t.co/5ubncLHkkG pic.twitter.com/y4XxKWeyWb

— Awesome Liverpool (@AwesomeLPL) October 8, 2021

From a business perspective, when we help raise the profile of others, our profile is raised, too; when we fund an awesome creative project, we improve the city we live in and the lives of everyone living in it. By elevating others, your business help can build a community that benefits everyone.

6. Strive for change outside of your business

Your business doesn’t exist in a vacuum. It’s part of a community, a city, a region, and it’s affected by the issues your community, city, and region face. To create a positive impact you need to strive for change outside of your business.

Seek out and build relationships with fellow change-makers; enter a dialogue with councils and policy-makers. Let them know you exist, that you’re ready to lend a hand, a voice, or a space to tackle the problems your community faces.

When we grew disappointed with our local networking scene, we founded Firestarters, a community of change-makers putting purpose before profit and driving good across the city. At our Firestarters live events, we’ve helped address issues affecting our region – from destination tourism and culture to mental health and wellbeing in the workplace – by providing private, public, and third sector organisations with the support and resources they need.

We’ve also managed to engage with local authorities such as the Liverpool City Region’s Growth Platform and policy-makers like Metro Mayor Steve Rotheram, all for the betterment of our city and its people. To truly create a positive impact, you have to be the change you want to see. And that means stepping outside of your business.

7. Implement SMART Commitments

Let’s say you implement all of the above. Job done, right?

Wrong! Once your business starts creating a positive impact, you need to keep track of it. If you want to sustain the impact your business is having then it’s vital to develop an awareness, understanding, and honest analysis of it.

We do this through SMART Commitments.

Based on what we learned at #Firestarters – Destination Tourism & Culture, we committed to:

🔥 Support @_CultureDeck with a strategy workshop
🔥 Reach 1000 people with a feature campaign on six LCR activists

Learn more about the story so far 👉 https://t.co/OFXcxOOOsl pic.twitter.com/BzJIWcvIkm

— heyfirestarters (@heyfirestarters) October 26, 2021

After our first Firestarters event, Building Back Equal, we set ourselves several SMART Commitments – business objectives that are Specific, Measurable, Achievable, Realistic, and Time-based.

Doing this allowed us to hold ourselves accountable for the impact we were having and more easily address any related issues. We found these initial SMART Commitments so successful that we now implement them after every Firestarters event. Because only by measuring our impact can we improve on it.

Looking at some of the points above, it’s relatively easy to begin creating a positive impact. Maintaining and enhancing that impact, though, is very difficult. If you want to create a sustained impact, SMART Commitments are the way to go.

Want to learn more about creating a positive impact?

Read about what else we do at Matchstick Creative over on our blog, or better still, join the Firestarters community!

Be sure to follow us on Twitter and Instagram for all our latest news and updates.

You’re worried about cash flow, how your business decisions will affect your staff, if you are good enough to manage a company and expect to build a sustainable, healthy business with prospects and job security. Oh, flumps! If I asked you to list the qualities of great leadership, what would you say?

Forgive me if I’m wrong, but I don’t think most people would list anxiety in the top traits of business leaders. We’re fed images of dynamic, young go-getters on The Apprentice or Dragon’s Den. We tend to think of business leaders as an extension of the self-assured salesperson: ruthless in their pursuit of the big sale, dramatic growth and the image of über-confident business-types in power suits and braces. That drive comes with arrogance and being successful in business means being brazen and heartless.

But there’s a problem with this picture. That’s not who I am. 

So, does that mean I have no ambition? No, I have lofty goals. Am I destined to fall in line behind ‘the great alpha leader’ and see my dreams and ideals lost or trampled upon? I sure hope not!

So, what gives?

Whilst the pervasive idea of a business leader is one of dominance, power-dressing, never admitting mistakes, macho-confidence and other curiously masculine pursuits; effective leadership and success don’t have to mean buying into some notion of toxic masculinity and upholding the pillars of patriarchy.

Treat people like family, and they will be loyal and give their all.

― Arianna Huffington

I can’t imagine many of my friends would describe me as particularly confident – nervous and indecisive, most probably. Yet, I am driven and ambitious. So, how do I rationalise these seemingly opposing traits. I often think about my daily life as a battle between my motivation for doing things and my anxiety around doing those things. I think herein lies the trick – the more motivated I am to do something, the less likely I am to succumb to my anxiety, hence why I find it easier to pursue things that I am passionate about. 

Working hard for something we don’t care about is called stress: Working hard for something we love is called passion.

Simon Sinek

Coming of Age

I was always the shy, unassuming kid who followed the rules and did as they were told. The older I got, the more frustrated I became at the way good people are treated simply because they don’t shout the loudest or cause the most fuss. I was conscientious and worked hard, I was always a high achiever in school, so why was I being overlooked for pay rises and promotions? A few early career experiences made it clear to me that the people who got ahead in their career or business were not necessarily those who worked the hardest or were the best at what they did. I thought it was a meritocracy. I was wrong. Oh, so wrong.

After one particularly frustrating and humiliating experience where I was once again overlooked for a pay rise yet was training and mentoring new starters who were earning more than me, I decided, as you do, to try a little experiment with my job: I worked less. I put my headphones on. I stopped asking for advice from the team. I booked meetings with people in other departments to talk about ‘how we could work better together’ – I didn’t worry about attention to detail and deflected any criticism. 

After about a month or so, I handed in my notice. My boss was shocked “But, things have been going so well lately”, unwittingly proving my point and simultaneously galvanising my resolve. I didn’t have another job to go to. My boss couldn’t understand. For me, there had to be a better way of doing things. I believed that. So, I nervously set out on my own: a handful of contacts in one pocket and my trusty work-ethic in the other.

Fast forward 18 years

Now, I’m the Experience Director at a successful digital agency focused on supporting businesses, charities and other organisations achieve their goals of tech-for-good, profit-for-purpose and improving health outcomes, especially amongst those who have previously been disempowered or excluded. Things I give a shit about.

Remember what I said about motivation vs. anxiety?

When I was in a prescriptive environment that I believed was the way things worked, I faltered. What little confidence I had was shot. I did not thrive. My anxiety won and I was tense and frustrated.

Now, look at me – what a marvellous transformation!

OK, well maybe don’t look too hard. I still have anxiety and it still wins some days. But I have learnt to lean into it sometimes. Where I can, I play to my strengths; where I can’t, I try to mitigate my weaknesses or see how my anxiety can be used for good.

You think too much, you do

You’re probably right – overthinking is my anxiety’s best mate. However, it does tend to mean that I research and prepare well. I try to build systems and processes to reduce risk and uncertainty. Having an incredible business partner also helps. Ruth doesn’t put up with my bullshit. Fortunately, she also trusts and supports me and gives me time to consider things. 

Narrow the field

Analysis paralysis is common when there are too many options. If you’re struggling to make a decision, lean on your team to help filter and focus. Think about techniques you can draw upon, sometimes it’s easier to delegate responsibility to a process – the Eisenhower Matrix is a good example of this but it doesn’t have to be something with a fancy name. Limit yourself to two or three options and see if that clarifies things. Imagine you’re in a restaurant, pick three things. You’ll probably like all three and you might find it difficult to choose between them. Here, I like to put myself through the ordeal of panic-deciding when the waiting staff come over. Do I always pick ‘the best thing on the menu’? No, probably not, but I rarely make a bad choice. Business is sometimes like this. You’re so caught up in the idea of making ‘the best decision’ that you forget that usually just making a fairly well-reasoned decision is better than making none at all.

Cool, calm and collected

Don’t freak out. If things are getting too much remember that it can be good to change your environment and switch modes. In a world where everyone is always on, connected and decisions have to be made right there and then, sometimes the power move is to stop. Press pause, go outside and get some fresh air. I’m not an advocate for procrastination but taking some time out to compose yourself can do wonders for your mood and your decision-making ability.

Amygdala hijack!

If you’re anything like me, then your silly ole brain has a bad habit of invoking your fight-or-flight response in stressful situations. This harks back to when we were more at risk of being killed or injured by a predator. I haven’t been attacked by a giant eagle in a while but my body still reacts to emotional stressors in the same way (i.e. I shit my pants). 

The best thing you can do here is invest in your own emotional intelligence. It takes work but learning to manage your emotions is a major life skill, I reckon I use it more than Pythagoras’ Theorem yet, I was never taught this at school. Managing your emotions isn’t about suppressing your feelings or patterns of avoidance. It’s about recognising and understanding the influence your emotions and mood have on your behaviour and your ability to make good choices. Educate yourself and practise, try counselling, speak to your friends and family, read – whatever works for you.

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And, release…

Stress and anxiety are interlinked, we don’t always realise how stressed we are. Sometimes, we only notice after we stop feeling stressed. ‘Oh, that’s what normal feels like’. Take a moment to stop and breathe:

• Release your shoulders from your ears
• Unclench your jaw
• Remove your tongue from the roof of your mouth
• Relax

If you’re in a position of leadership it’s practically your duty to lead by example. If your team sees you practising healthy behaviour, respecting boundaries and setting good working patterns, they will understand that being mentally healthy is important, valuable and critical to success. Don’t feed a culture of overworking. Don’t eat lunch at your desk – get out and get some fresh air. Take breaks. Draw. Ask for help.

On a purely practical level, burnout costs time, money and loses projects. Also, hiring new staff isn’t cheap. The notion of the high-pressure, always-on silicon valley work-ethic needs to go in the bin. Stat. Who would have thought caring about your staff also helps your business run better? Wild.

Fair enough

Ruth and I worry about treating people fairly. I think anxiety has a tendency to make you concerned about the impact of your decisions – was that the right choice? Are we treating people properly? We’re proud of our team, we believe in them and we have faith that investing in our team pays dividends. Also, building a business that values people and the way they are treated means that we can ease our anxiety and helps us sleep at night.

WiP & Snap!

We have a weekly ritual – the WiP & Snap! Production meetings can get caught up in the very functional notion of work-in-progress and it’s easy to feel like you’re on a conveyor belt or a cog in a machine. So, heavily influenced by Legally Blonde 2, we introduced ‘snaps’ to our production meetings. We take a few minutes at the end to praise our co-workers and celebrate their growth and achievements over the past week. Sure, it’s a bit of fun and lightens the mood but it’s genuine and when anxiety has hijacked your brainbox, it really helps to ground us and remind us of the good stuff we all do. Go team!

Hippos and the great leveller

Having been in situations where we have felt disempowered, worried or stressed makes us more aware that people can feel disempowered, worried or stressed, and that that is OK. 

You may have heard the term ‘HiPPO’ – the Highest Paid Person’s Opinion, even if you don’t know the name you’ve probably experienced it. You’re in a meeting and the boss is talking over everyone, not listening to advice and people with much more knowledge and experience don’t feel able to speak. Your anxiety takes over and you don’t want to challenge the boss. There’s a power dynamic and a battle of wits that someone with anxiety is unlikely to get into. Their voice is lost. 

Humility isn’t often touted as a leadership quality but being able to listen and treat your team as equals will ensure people feel heard, valued and will earn you respect. Our discovery workshops are safe spaces, we aim to create positive environments for people to use their voices and share their opinions. Many of the exercises are anonymous and voted for by the team, priorities are interrogated and alignment is revealed. Oftentimes, we find that the quietest voice may have the loudest idea when given the opportunity. If decisions are made in a safe forum it reduces the anxiety around making the right choices – the risk is shared and the personal pressure is reduced. Two fingers to anxiety!

You don’t wanna be a leader

Doesn’t mean you don’t know the way

― Lucy Dacus, The Shell

So, in conclusion…

OK, so there isn’t really a conclusion here, just a signpost to say that it’s OK to be anxious, especially about things you care about. It doesn’t mean you don’t have drive and ambition.

Hopefully, you can take some comfort in knowing that not all leaders have to fit the stereotypical alpha male business variety – there is space: be yourself, be authentic. Don’t ignore your weaknesses but find a team who supports you and support your team. 

We’re strong advocates for improving health and wellbeing at work, especially in the digital and creative space, so please read our post on 6 ways digital technology is being used to improve our mental health if you want some more insight on this.

Anxiety might provide you with more empathy and compassion, two great qualities for servant leaders. Find strength in diversity.

P.S. Don’t forget to follow us on Instagram and Twitter, we’re pretty friendly.