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Behind every business…

Family Day is an opportunity for B.C. businesses to show the people behind them.

Businesses across the province took the opportunity this Monday to share a bit on their social media accounts about the families that built them, from local restaurants to construction companies to furniture stores.

It’s a strategy that we’ve been leaning on for our own clients for years for good reason.

Now, more than ever, people want to know who they’re doing business with, what they stand for and what they believe in.

Research from Accenture Strategy shows that “Consumers are no longer making decisions based solely on product selection or price; they’re assessing what a brand says, what it does and what it stands for. They support companies whose brand purpose aligns with their beliefs. And they reject those that don’t.”

The study found that over half of consumers want companies to take a stand on issues they care about such as sustainability, transparency and fair employment practices, with Generation Z, the younger consumers, leading the trend. Family is a value that almost everyone can get behind, and showing the people behind the business helps build goodwill and a desire to support them.

Family Day in B.C. used to take place a week before Ontario and Alberta, but was pushed back a week by the provincial government last year to line up with the holiday in other provinces. One benefit of a holiday aligned with other provinces is it gives businesses a bit of a cultural zeitgeist to create marketing messaging around.

“Moving Family Day is the right thing to do for businesses small and large, and is better for families who may be spread out across the country,” said Premier John Horgan, in a news release. “This gives families an opportunity to schedule and spend more time with loved ones from other provinces.”

Surrey Board of Trade CEO Anita Huberman also welcomed the change:

“The misalignment of Family Day causes inconvenience, increased costs, and lost opportunity for businesses of all sizes and in various industries,” she said. “The economic benefit from this change will greatly assist our members, and especially small- and medium-sized businesses, across the province.”

One of the best things for business can be reminding ourselves and other why we’re at this in the first place. Very often, that reason comes down to family.

Ada Slivinski is the Founder & Principal of Jam PR, a boutique agency focused on helping small businesses get big exposure. You can reach her at [email protected]