I’m a Massey student who is currently interning at Ideas Shop, as part of my final two papers for my Bachelor of Communications degree. The reason I pursued Ideas Shop was not so much that I wanted to work for a PR firm, but I wanted to work for a company that was intelligent in its business practices. I wanted to work for a reflective and responsive business that truly understood the contemporary corporate landscape.

I know it sounds like a strange thing to say because I mean, aren’t most businesses intelligent in their practices? And surely businesses must ‘get’ the corporate environment to turn a profit? However, this has often not been the case. Yet slowly but surely modern times and consumers’ rising awareness are weeding out many of those businesses that have long-time survived on empty promises, narrow self-interest, and dodgy deals. In fact, this is the upside of the recession, and I am gladdened by people tightening their purse strings and consequently pulling their heads in.

I am one of those Generation Yer’s - in case you missed placing the cynical cues. Born between 1980 and 1994 we are a powerful portion of market share, easily rivalling Baby Boomers. Having grown up with new media technologies we are well-informed, media savvy, advert-weary, and sustainability is an issue dear to our hearts. However, sustainability has suffered a blow as a buzzword and in my opinion this is also thanks to those aforementioned ethically deplete profiteers (did I mention we’re extremely unforgiving too).

Thankfully, this is where Ideas Shop is different and, dare I say it, ‘forward thinking’ –cringe*. They are one business quietly wiping away the smears on the term sustainability. Ideas Shop are busy advising their clients to get into conversations with their consumers via social media; they are promoting the importance of transparency; and they are engaged and supportive of local and global community. They know that you have to be one step ahead and they are hopping along nicely with a reported 29% increase in revenue for the past year. Sustainable business is the “integration of economic growth, social equity and environmental management, both for now and for the future.” (Sustainable Business Network).

With the changing technological environment we are becoming largely a participatory culture and highly networked. No longer is it enough to send out products and services from behind an office or factory. We want virtual trips, personal questions and answers and your annual report. We want to know you personally and trust you. The line between public, corporate and private is merging. Is this asking a lot from the corporate sector? You bet the seat of your pants it is. In tough times its shape up or ship out. I am trying to avoid stepping onto a sinking ship, so I jumped aboard Ideas Shop and it’s, “Ahoy matey! Full team ahead.”

By Alicia Caldwell, Ideas Shop intern