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Companies often thank consumers by sending them discounts, cards, and freebies. In the B2B space, companies often say thank you in December with gift baskets and bottles of wine.
In its purest form, gratitude is both a emotional response and a choice we make appreciate something. How common is it in business? In a survey by the John Templeton Foundation, the respondents were least likely expressing gratitude at work. Even when tempted to positively acknowledge another’s actions, they kept it to themselves. Here’s the kicker, though: 93% agreed that when leaders showed gratitude, they were more likely to succeed. In other words, just about everyone knows the value of gratitude. They just don’t express it as much at work.
The benefits of gratitude are significant. It helps create a stronger sense of belonging between employees and employers, which ultimately leads to improved productivity (and according to Harvard Business Reviewa 50% decrease when it comes to revenue risk). It also creates stronger ties with customers and suppliers.
To explore how marketers can leverage gratitude for success, I’m conducting a series. In this article, I asked five business leaders to identify what makes gratitude so influential in business. Here’s what they had to say.
1. Gratitude reminds employees that they really matter.
Many employees want to feel like they are part of something bigger than themselves and that their work matters. When they are showered with gratitude, they begin to realize how meaningful their contributions are. Baking gratitude into your day-to-day work doesn’t have to be limited to verbal compliments, though. Sheldon Yellen, CEO of BELFOR Property Restoration, recommends finding creative ways to honor employees and colleagues.
“I believe that actions speak louder than words,” says Yellen. “Doing small acts of kindness and spreading gratitude — holding the door open for the next person, smiling, and saying ‘thank you’ or offering a compliment — can make a big impact on someone’s day.” In his experience, showing this kind of thoughtfulness encourages team members to remain passionate about their work and its value.
2. Gratitude helps you make solid decisions for your people.
Successful marketing teams need dedicated employees. When you focus on looking for opportunities to express gratitude, you’re essentially prioritizing the needs of your team. This is particularly important in the current tight labor market. As Danielle Itani, Director of Marketing at Innovative Employee Solutions suggests, “People are assets, not costs, so it’s important for companies to show gratitude for their most valuable asset: their people.”
Itani continues that putting people before profit can help companies differentiate themselves eager to compete in a post-pandemic world where more people are concerned about mental wellbeing and work-life balance. However, she advises that gratitude should be embraced by each manager and leader instead of just a few. “It has more impact with a top-down approach that starts with senior leadership,” she says. “It’s great to be recognized by your boss, but there’s another level of appreciation when this message comes from the CEO of the company!”
3. Gratitude encourages problem solving.
Have you struggled to get your employees to think outside the box? Their biggest obstacle may be the fear of saying the wrong thing or squashing their ideas. Showing gratitude for the input rather than just the output can be motivating. Tom Cunningham, Pariveda’s VP of People, suggests, “Gratitude is about acknowledging the gifts we’ve been given and realizing that they came to us from the outside.”
So expressing gratitude for ideas and involvement can give team members permission to innovate. Cunningham goes on to explain that embracing gratitude brings optimism, hope, and clarity to the corporate culture. As a result, you can disengage yourself more quickly when you encounter sticking points that require deep attention and crowdsourced contemplation. “Thinking about the positive aspects of our lives helps us focus on opportunities ahead and prevents us from dwelling on obstacles that we might see as blocking our path,” he says.
4. Gratitude is the foundation of strong supplier relationships.
Alison Gutterman, CEO and President of Jelmar, announces gratitude as a way to build loyalty with the third parties you rely on. In addition to responding to supplier emails, inquiries, and phone calls in a timely manner, Gutterman makes it a team mission to deliver products on time, every time, through supplier partnerships. “These small acts create a culture of ‘we are grateful’ rather than belligerent,” she says. “It definitely helped us during the pandemic. We did everything we could to make sure our retail and B2B partners had the products they needed to serve their customers.” This kind of commitment to unwavering gratitude can bolster your brand’s reputation and credibility with all stakeholders.
5. Gratitude increases team health and well-being.
Strong companies are not possible without strong, healthy teams. For this reason, gratitude is an important part of Kelly Knight’s business. As President of EOS Worldwide, Knight relies on expressions of gratitude to promote a healthier workplace. “Feeling valued and valued ranks No. 1 in most employee surveys today about what people need most,” explains Knight.
How can you integrate gratitude into your routine as a leader? Knight consistently thanks her colleagues. She is also not afraid to be vulnerable and authentic. Why? “It turns out we’re all into human trafficking,” she says. “There is a not-so-magical formula to building a positive and healthy people-centered organization, and it is expressed as: gratitude + love = genuine care and concern for others. In the increasingly complex and challenging world we live in, gratitude is the path to serving the deepest needs of our people.”
Join the discussion: @KimWhitler
