Customers and employees, both, are becoming more strategic in terms of where they shop, what they buy, and where they choose to work. Moreover, the ways they hear about brands and the way they choose to engage with products and companies are changing, as well. Not only are consumers voting and affecting social change with their wallets; they’re also aware that companies have the ability to affect sustainability policies that are in line with their belief systems, and they also have the ability to engage with companies via technology and co-creation as never before. Here are three examples of corporate innovation in 2016.

I.) Purpose through Corporate Social Responsibility

One way to be innovative as a company or not-for-profit organization in the business world is to establish a strong sense of CSR—or corporate social responsibility. A large number of people are beginning to spend money with their conscience, rather than merely their needs and desires. One major reason for this trend in social consciousness is the current crisis in global climate change. When considered along with steadily growing levels of inequality, poverty, and world hunger, consumers feel increasingly called to use their spending power for good. In order to speak to this interest in corporate accountability, many companies are prominently displaying their sustainability and fair-trade policies on their websites and in their mission statements, as well as printing their philosophies on their packaging.

In addition to catering to socially conscious consumers, companies are also increasingly attractive to job seekers looking to pursue a purposeful career. Think about asking about company policies during your next interview or, if already with a company you like, consider bringing relevant concerns to your next management or supervisor meeting. For example, what is the company’s end product, and does it improve people’s lives in any way? Is the world a better, safer, or healthier place because of my company? Take a look at the company’s sustainability and ethics policies, as well as its profit-sharing policy. Profits don’t have to be incompatible with social or environmental good.

One example of a company at the forefront of sustainability innovation is 3M, whose Director of Global Sustainability, Michele Whyle, recently sat down with Asoka’s Dan Schiff to discuss some of her company’s approaches to innovation. For example, The Closed Loop Fund is striving to make headway in the use of recycled packaging and product materials, as well as investments in community-wide recycling programs. Surprisingly, Whyle noted, a recent analysis showed that only half of the municipalities in the U.S. have recycling infrastructure. The creation of a new source for product materials is good for both business and the environment, managing to help the economy by creating jobs as well as contributing to a more sustainable profit model.

II.) Respect for Employee Autonomy

Almost every article I’ve ever read about innovation mentions something about employee freedom, respect, or autonomy—so it seems to follow that it should be included in this list. The first step to creating a culture of innovation is to give employees some breathing room. One now-famous example of scheduled time for independent research is Google’s 20% time policy, which allowed engineers one day a week to work on company projects outside of their typical job duties. Even if your company is unable to dedicate an entire weekday to independent projects, it may be able to encourage collaboration by scheduling brainstorming meetings and then rewarding employees for their contributions.

As Eric Weiner argues in a recent op-ed, however, “If companies want to nurture creative employees, not only content ones, they must include challenges and even a dash of hardship in their bag of perks.” This necessitates setting the bar high and having a discussion about what’s at stake: in addition to corporate profits, make it clear that the future of your given industry have the potential to be at the forefront of change and societal norms.

In addition to fostering creativity and research, your company should also support an open communication policy that actively encourages employees to share their breakthrough ideas and thoughts. Otherwise, your company won’t be in a position to benefit from innovation, in the long run—rendering the process ultimately useless. In order to avoid wasting everyone’s time, consider an efficient method of idea implementation. After all, how motivated will employees be to continue researching and collaborating if they aren’t afforded the opportunity to benefit from all their hard work?

III.) Consider Tech Innovations & Co-Creation Trends

Consider, for a moment, the many idle moments spent browsing Facebook or Twitter on your smartphone while in line at the grocery store or the doctor’s office. How much of your news feed is made up of businesses attempting to capture your attention during their brief window of allotted time? If it is the case that between 20 and 30 percent of all web traffic comes from mobile devices, it would seem that marketing departments should ensure their customer-side website is optimized for both desktop and mobile access.

Moreover, marketing departments are focusing more than ever on what are called ‘micromoments’: “Those are the dozens of times a day that people pick up their phones to look up information, research a product, or find a local restaurant or store. Dunkin’ Donuts uses this method to target people who search for “coffee near me,” providing a map and wait times at nearby locations.” In other words, advertising is becoming tied to the type of localized, specific search queries people conduct on their smartphones while on the go. It stems from the recognition that many snap purchasing decisions are made via mobile devices, rather than on a desktop at home or work.

All of this traffic and investment seems to scream “Innovate, innovate, innovate!” How can your company make an effort to have a presence on all major social media platforms? How can you ensure your website is accessible to mobile devices, and how can you entice people to go to your site, in the first place? Those are great questions for an R & D team during a brainstorming session for the next creative social media campaign. How about a contest to see who can submit the most creative melody line for the next advertisement jingle? Consider platforms useful for co-creation, like Instagram, Soundcloud, and YouTube in order to engage customers’ ideas and input in collaborative product co-creation.

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Innovation is born from workplace cultures that encourage feedback from all, rather than merely a select few. When egalitarian methods of collaboration and communication become the norm, company innovation will more easily thrive. Share your thoughts on corporate innovation in the comments, below!