Cassidy Gummersall

Languages, Philosophy and Communication Studies

Mentor: Dr. Matthew Sanders

Between Commercial and Nonprofit: Narratives of Social Businesses

Social impact organizations have long existed to address pressing social needs from improving education, to serving the financially needy, or providing opportunities for people with disabilities, among many other things. Traditionally nonprofit organizations and government agencies have represented the majority of social impact organizations. However, over the past several years, another kind of social impact organization has emerged. These businesses, which we call social businesses, are broadly defined as organizations that seek to realize a social mission through business means, and they have the potential to change the landscape of social impact and social services (Jager & Schroer, 2014, p. 1287). While commercial enterprises seek to create products and services which generate revenue and nonprofit organizations exist solely to address social needs and demands, social businesses navigate the tension between both purposes. This study examines such businesses using the lens of the narratives their founders and other leaders tell about how their organizations formed. Existing research suggests stories told by founders of social impact organizations can be powerful and compelling, which leads to increased organizational success and consumer engagement (Chandra, 2018). The current study includes interviews with founders and leaders of social businesses in Utah. Rhetorical analysis of the data demonstrates similarities and differences between the stories and motivation of individuals who enter the unique social business sector, in comparison to more traditional non-profit founders’ stories. Crucial insights about this new social organization structure are highlighted to show how social businesses can contribute to society in meaningful ways that can restructure the ways in which we address social problems.