Social entrepreneurs have a market that appeals to the social consumer, however due to economic factors and the current farming channels, social entrepreneurs face a dilemma of not only selling enough product, but being able to produce it in the first place. This can be linked partially back to the decision making process of the consumer. They can talk idealistically, but it will come down to wants vs. needs.
Consumers have a tendency to equate sustainable and environmentally responsible products with quality, whether or not it actually is. The name of the brand, and the farming practices a product is made through, can drastically alter the way a consumer views a product. However, no matter how enlightened a consumer is, they won't always pick the social product because of price, aka needs. These factors cause the social entrepreneur extreme difficulties is staying competitive in the market.
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Ganesh Natarajan is the Founder and Chairman of 5FWorld, a new platform for funding and developing start-ups, social enterprises and the skills eco-system in India. In the past two decades, he has built two of India’s high-growth software services companies – Aptech and Zensar – almost from scratch to global success.