5 Lessons Small Businesses Can Learn from Cesar Chavez’s Legacy

1. Sí se puede (Yes we can) 

The famous “sí se puede” slogan was used throughout farmworker union campaigns to remind workers that despite opposition, they could accomplish their goals. This forward-thinking attitude, along with taking steps to make their group’s mission known, was key throughout the Farm Workers Movement. 

Businesses of all kinds, and especially small businesses, can benefit from this dynamic mindset. Instead of focusing on what local businesses feel they can’t do, now is a good time to realize what they can do, and even how they may have advantages thanks to their relatively small size (yes, you read that correctly!). For instance, smaller operations have the ability to respond faster and target local consumers at crucial points sooner than bigger corporations can, and they're positioned to win consumer loyalty as a result. Additionally, large global brands are less attractive to consumers than they used to be — and less than 28% of global consumers say they feel influenced to try or switch brands based on how big or well known they are. This gives today’s local brands and businesses opportunities to grow and ensure future customer loyalty through the actions they’re able to take in the present moment.

In a time when the mention of anything “global” strikes fear and concern into consumers, the appeal of local products and services can be especially enticing, making local brands and businesses perfectly positioned to alleviate consumer concerns around sourcing and delivery. Because local businesses often have the ability to provide transparent supply chain visibility and can focus on personalized distribution for customers, consumer trust for local products and services could very well reach an all-time high. 

That being said, the phrase “sí se puede” serves as a reminder to keep going and adapt - no matter what obstacles are thrown in the way. In fact, it can also serve as a reminder that despite hardships, silver linings could be just around the corner if the work is being done on the back-end to ensure success. 

2. Togetherness is Vital 

Chavez first got involved in civil and labor rights as a community organizer. This meant that he was in charge of bringing members of the community together in order to voice their concerns to find solutions for achieving their objective of safer working conditions. His work within the community serves as a reminder that obstacles can be daunting when faced alone, but much more bearable when faced as a group where members look out for one another. 

While local businesses may feel microscopic compared to large conglomerates, a number of major platforms have implemented programs to assist community businesses during this time. For instance, Facebook , Yelp , Google , and plenty of other well-known companies and government agencies have rolled out resources, funding, and support to back local business during this time. 

While these resources may not be an end all be all for small businesses, they provide assistance and reassurance in knowing that they’re a part of the conversation and aren’t being left behind. 

3. Support the Underdog

Growing up in a family of migrant workers, Cesar Chavez knew the ins and outs of being an underdog and having to put himself and his movement’s message out there to achieve the group’s collective goals. As a result, he was a strong believer in amplifying the voices of those whose rights were ignored or overlooked. 

Although some people may not realize it, local businesses are the heart of communities, and during this time, it’s vital that businesses not only look out for each other, but that community members can look out for them too. 

While Chavez’s work is inspiring, consumers don’t have to perform gestures as grand as his to make a difference in their communities. If anything,consumers who choose to purchase a local product or service are partaking in a small act with major implications for the business they’re supporting. Think of it this way - if there’s a beloved local business that consumers would be heartbroken to see go, they may feel compelled to do their part now to keep them in business. A little really can go a long way. 

4. Change can be Difficult - but it can be Overcome 

The world may seem to have come to a screeching halt, and it might feel easier (or even tempting) to give up. That’s understandable! It’s okay to take a moment to be upset and frustrated. Nothing good ever comes from staying upset - but good things can happen from getting up and getting things done to find the right solutions. 

When it comes to local businesses, they may feel compelled to close down, cancel all of their advertising campaigns, and do whatever they can to keep costs low or non-existent. Taking precautions is necessary, but giving up can be detrimental. A popular adage in advertising states, “When times are good you should advertise. When times are bad you must advertise.” While advertising during economic slowdowns may seem counterintuitive, it serves several strategic purposes. For example, “noise levels” can drop when competitors drop their marketing and advertising spend, giving remaining businesses a greater share of voice and visibility. 

For the businesses who entirely cut back on their advertising spending , their brand can quickly lose its “share of mind” with consumers, which can result in losing current and future sales. A greater share of voice often leads to an increase in “share of market.” Consequently, this can lead to an increase in market share results and an overall increase in profits. Just because it’s easy to give up, does not mean it’s best to - and the research is there to prove it. 

5. Lead with Strategy - and Empathy 

Cesar Chavez’s movement was all about ensuring workers were treated fairly and with proper care, no matter their rank. Current events have brought similar discussions of equality to the forefront, with businesses large and small focused on their strategies around tackling the issue. With businesses closing or limiting their hours and capacity, they must also decide how they will handle their employee policies around their hours and resources. 

For instance, many employees must still go into work despite current health and safety concerns . It’s important that businesses with employees who are able to work from home can do so safely. Providing employees with the resources they need to be able to work from home efficiently is essential, and if they are unable to work from home as an essential employee, access to a safe environment that follows health policies for businesses is vital. This not only ensures that employees and the public deem a business to be safe and reliable now, but it also plays a role in how the business will be seen in the future for how they could handle difficult situations and provide support. 

In the face of uncertainty, the worst thing local businesses can do is abandon strategic planning and empathy, and for this reason, we could all learn a thing or two from Cesar Chavez and his movement. Taking a strategic approach and staying strong, resilient, and focused is key to getting your business through difficult times - even if you’re the underdog.