Cause Branding Digest, May 5, 2015

The Key to Creating Socially Conscious Businesses
(Fast Company, 17.04.15)

On a broad scale, how do we create altruistic organizations that can really transform society and transform economic systems? This is the field I’ve been studying since I left the corporate world eight years ago, and I’m convinced that the key to this is compassionate, authentic leadership. We need a new generation of leaders to step forward and provide this new kind of leadership.

How to Pitch Environmental Performance to Your Market
(GreenBiz, 01.04.15)

Thanks to industry drivers and growing demand, environmental performance has taken its rightful place alongside functional performance, cost, aesthetics, safety and other criteria in product creation and purchasing. Now it is time to include it in marketing.

How Social Impact Strategies Just Might Save the World
(Entrepreneur, 10.03.15)

Taking a page out of the nonprofit playbook, corporate entities like Bain & Company, Unilever, Starbucks and others have all recently implemented social impact strategies. A new kind of intellectual framework, social impact strategies allow companies to view their brand from a different perspective in order to constantly reassess their external and internal engagement operations.

Sustainability and the CMO
(MediaPost, 17.09.14)

As Gardiner Morse wrote in a recent Harvard Business Review article, “a marketing revolution is under way and nowhere is that more visible than in the CMO’s transforming role.” Morse was specifically referring to Unilever’s CMO, Keith Weed, who notably now oversees both marketing and communications and sustainable business. It is a shift from the model that exists at the majority of companies, namely that sustainability exists in a separate division.

“The environment is where we all meet, where we all have a mutual interest; it is the one thing all of us share.” —Lady Bird Johnson