Retailers need to enrich the community, not degrade or overpower their identity. Retail that is thoughtfully managed and conscientiously integrated into the social ecosystem can become an enduring source of local pride.
Some may say that you can’t really have a dialogue or social relationship with a brand since a brand is not a person. And although technically true, I do believe that great brands have the ability to transcend form and function so long as they have the ability to emotionally connect with people.
A retailer’s social sense of purpose and responsibility to a local community should go far beyond a branded cause or local philanthropy. There should be a different philosophy and mindset all together regarding the role and purpose of retail within a community.