Most of my presentations start off in the same way.
“Do you know what a social enterprise is?”
Normally the answer is either a ‘no’ or a ‘kinda’. However as soon as I mention a few companies as examples, most of the audience has a better idea, whilst others are in shock. They ask how it’s possible that they know of the company, and in some cases shop their regularly, but never knew they were a social enterprise.
The answer is simple. Social enterprise is such a new term that it’s easier to market the specific things you do, rather than using an umbrella term which should hit the nail on the head.