Investing in People and Communities for Social Change: Lessons from Social Enterprises in South Africa

ABSTRACT Irrefutably, many countries of the developing world continue to exhibit economic investments culture primarily premised on maximizing profit and accumulating wealth for oneself. Through this phenomenon, inequality has been glaring, with rich individuals becoming richer, while the majority poor continue to languish in poverty and their human dignity being highly compromised. South Africa as a country battling with pernicious legacies of apartheid presents such a good example. The country experiences a high level of gender inequality, poverty, a culture of violence, and unemployment of women and youth. In the awake of these predicaments, we need to question the dominant exorbitant profit-making investment approaches that undermine people’s dignity, freedom and self-value. This paper presents findings from social enterprises to gain insights and lessons on doing business differently. The findings are presented using a conceptual framework abbreviated as ‘SISTER’; S – Service; I – Integrity; S – Sustainability; T – Teamwork; E – Excellence; R – Respect. The study emphasizes that, investing in people has to take a paradgim shift by adopting distinctive models aganist the current capitalistic philosophies. The paper emphasis on focusing on peoples' values, capabilities, talents and cultural richness to generate wealth for societal and individual development, and thus lessening the ramifications associated with self-centredness of economic investment.