15. Modular Communication as a Structure for Sustainability Within Social Enterprises

How can communication designers think systemically, within the context of modular communications, to design for social enterprises aiming to create socio-environmental impact? This research explores modular communications as a structure to empower sustainability within social enterprises and to create social impact through messaging. It contextualizes the working of more with less over less with more. By using a multiple case study approach (five social enterprises mainly from India, South Africa, and Kenya), the findings of which communication strategies work (education, participatory action, positive messaging, action-oriented engagement) and which do not (negative messaging, blind reliance on social media, no social proof), become core themes. Interviews with the enterprises’ key leaders address the intention and outcome of their messaging. Thematic analysis was used as a systematic yet flexible approach to achieve the core themes. The study also led to the creation of a diagram to visually analyze the communication touchpoints of the enterprises, in modules. The core themes (as foundation) and modular communication (as structure) together suggest the achievement of sustainability within social enterprises and on-going effectiveness of their communication systems. This paper can act as a guide for designers passionate about creating impactful communication. It sprouts conversations about processes that are required in order to achieve the desired end-product.