Cause Branding Digest, May 3, 2016

Small Businesses Can Give Back Too: You Don’t Need to Be a Corporation to Practice Corporate Social Responsibility
(allBusiness, 26.04.16)

Corporate social responsibility (CSR). You may have heard the term, but many don’t really understand what it is and why it must be part of a marketing strategy. It is often misunderstood or looked at as something only a Fortune 500 company should be doing.

The Real Reason Millennials Want Your Brand to Have a CSR Program
(Just Means, 25.04.16)

There has been a lot of talk in the CSR space about millennials and attracting them to your brand. The prevailing theory is that millennials expect the brands they support to have a CSR program. Unfortunately, there has been very little justification offered for this claim, typically a superficial stat about how people prefer companies with a CSR program over ones without. Who wouldn’t?

Meet the Founder of the Fashion Brand ‘Rallying’ for a Cause
(NBC News, 20.04.16)

Olivia Rose Fay was content with her career as a marketing professional for high fashion brands — like Prada, Cartier, and Alberta Ferretti — but when she saw the documentary “Girl Rising,” everything changed.

Madonna Badger, 4 Years After Tragic House Fire, Reveals Powerful New Crusade
(, 26.01.15)

Just over four years after losing her parents and daughters in a Christmas house fire, Madonna Badger is now throwing her energy into a new cause.

“Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society.” —Simon Mainwaring

Cause Branding Digest, April 26, 2016

Where Wal-Mart and Philanthropy Mix
(The Wall Street Journal, 26.04.16)

On a recent Thursday night here, hundreds gathered in a hotel convention center for another chicken dinner in the name of a good cause.

How Not to Connect Your Brand to a Social Cause
(Eco-Business, 25.04.16)

Efforts by brands to support environmental messages can be a popular success or go horribly awry. Strategy consultant Anthony Caravello outlines a recent misstep by grocery delivery service Honestbee to show how not to connect a brand with a social cause.

Corporate Social Responsibility Is Not a Marketing Strategy
(Advertising Age, 20.04.16)

“Be the change you wish to see in the world.” Sound familiar? It’s an oft-misattributed Gandhi quote puttering around on America’s bumpers and inked in high school yearbooks. While Gandhi never spoke these words, the message is a noble one. In fact, you may be surprised to learn that the sentiment informs some of America’s most innovative brands when it comes to corporate social responsibility.

Want to Do Well by Doing Good? There’s an App for That
(Forbes, 20.04.16)

Whether we need a lift, a reservation or fashion advice, we’ve come to expect that someone has built an app to help us get whatever we need.

“I’ve learned about what it means to focus on a culture, to build social responsibility and the idea of a company as a super-organism.” —Biz Stone

Cause Branding Digest, April 19, 2016

5 Ways Sustainability Helps Companies Act More Like Startups
(Triple Pundit, 14.04.16)

Last month at a conference for startups in Silicon Valley, I met several people who work at large corporations and institutions. I wondered why people from Walmart, NASA and GoreTex, a company that makes waterproof fabric, were attending a conference for budding entrepreneurs. Representatives from each said they wanted to help their organization be more innovative.

Beyond the Talk: How Corporate Social Responsibility Makes Companies Operate Better
(Forbes, 12.04.16)

If you ask 50 people, “What is corporate social responsibility?” you’ll probably get 75 different answers. For me, corporate responsibility is how companies operate. It’s about how they identify and manage their social and environmental risks and footprint. Defined this way, quite a few people are impacted by CSR. The breadth of stakeholders is vast—it includes the company’s shareholders, employees, customers and business partners.

‘Brand Purpose’ Means Nothing If You Don’t Deliver
(Marketing, 01.04.16)

The successor to the mission statement is, alongside commitments to sustainability, capturing imaginations in the boardroom. But it’s about doing, rather than just looking, good.

Does CSR Create Shareholder Wealth?
(LSE Business Review, 07.03.16)

Due to increasing pressures on organisations to behave in socially responsible ways, corporate social responsibility (CSR) is becoming a “must have” component of corporate strategy. This is a good development for the society at large as the massive rate of industrialization in the last century has placed a heightened burden on the limited resources our planet has to offer. However, the primary responsibility of managers of corporations, particularly of the publically owned ones, is not to increase social welfare but to maximize the returns on investments of their shareholders.

“With any new business deal, don’t think about how much you can afford to get—think about how much you can afford to give. A spirit of giving will allow you to get.” —Jarod Kintz

Cause Branding Digest, April 12, 2016

Are You Defining CSR Success All Wrong?
(Forbes, 06.04.16)

With the pile-up of data proving the bottom line benefits of employee volunteer and giving programs, more companies are clamoring to launch or escalate their own programs. As someone whose business helps organizations manage their corporate volunteering and giving, I’m delighted with this trend towards more employee-led philanthropy.

How CSR Is Driving Purposeful Food Sales to Record Levels
(Triple Pundit, 04.04.16)

The traditional food and beverage industry is in crisis. Pop, fizz, drink … WEIGHT GAIN is now a growing consumer belief. This shift in consumer perception has driven soda sales to a 30-year low. Traditional food and beverage brands have lost the mainstream consumer’s trust. Seventy-five percent of consumers believe food manufacturers are more focused on profits than human health.

Unilever’s Keith Weed: Brands Can and Should Make a Difference to the World
(Marketing, 23.03.16)

Unilever CMO Keith Weed and Project Everyone marketer Amanda Mackenzie urged corporates to make a difference to the world this morning at the Guardian Changing Media Summit.

Fashion Companies Can Do More on the CSR Front
(WWD, 22.03.16)

From reducing carbon emissions and mitigating the environmental impact of textile production to strengthening fair labor practices and addressing workers’ rights, corporate social responsibility has a broad mission.

“All company bosses want a policy on corporate social responsibility. The positive effect is hard to quantify, but the negative consequences of a disaster are enormous.” —Noreena Hertz

Cause Branding Digest, April 5, 2016

It’s Okay to Brag: Why Your CSR Mission Needs to Be Marketed
(Triple Pundit, 30.03.16)

We have entered the era of the global citizen. Thanks to technology, today’s consumers make up an informed, interconnected community that has a heightened awareness of the human circumstance — from Syrian refugees to a lack of clean water in Africa. Impact that was once only possible through the platforms of politicians or business moguls can now be brought about by anyone with an Internet connection.

Why Cause Marketing Is Smart Strategy
(Gaston Gazette, 26.03.16)

We’re familiar with the old adage “to give is to receive.” The timeless rule applies to the day-to-day lives of individuals and businesses alike. In this highly accessible, real-time digital age, consumers are more in touch with companies, their brands and their causes than ever before. Studies show that a rising number of consumers support businesses that actively engage in good social responsibility … and savvy corporations know it. When a business aligns with a nonprofit to design a smart cause-marketing strategy, both parties reap the rewards.

The Bold Approach of Transformational Companies
(Sustainable Brands, 18.03.16)

At age 27, I was the youngest director elected to Vancity Credit Union, the largest community-based credit union in the world. It was the late 1980s. I ran a seniors’ agency, was chair of a provincial social planning group and had been a recent board member of the local United Way. In two and a half words, I was a “social do-gooder.”

Corporate Social Responsibility Has an Image Problem, but Don’t Kill It
(Financial Review, 01.04.16)

You know corporate social responsibility has a major image problem when one of its earliest chief executive supporters is calling for its “final demise.”

“I believe in trying to get a balance between individual freedom on the one hand and social responsibility on the other.” —Chris Patten

Cause Branding Digest, March 29, 2016

Technology and Substance in Sustainability
(Forbes, 22.03.16)

Sustainability has been a part of the corporate vernacular for decades. The concept has primarily been tied to corporate branding, but the priority, investments, and influence of the champions of sustainability has been limited—until now. Major moves by some of the world’s most influential businesses indicate that an important shift is underway. Sustainability is moving up the food chain as technology brings substance to targets, as future leaders demand real commitments, and as organizations acknowledge the real risks of inaction.

Pernod Ricard CEO: Consumers Will Know if Your CSR Activity Is ‘Bullshit’
(Marketing Week, 18.03.16)

Speaking to Marketing Week to promote The Venture, Chivas whisky’s $1m competition for social enterprises, the wine and spirit maker’s chief executive Alexandre Ricard claimed today’s consumers will uncover any lack of authenticity in corporate social responsibility efforts.

Focus on Women in Communication, STEM, Finance ‘the Biggest Bang for the Buck’
(Sustainable Brands, 14.03.16)

Building on the inspiration and energy from day one, day two of the International Women’s Day Forum kicked off with a panel on The Power of Communication and Perception. Beth Colleton, SVP of CSR at NBC Universal, posed the question: “We reach 97 percent of all people in any given month. But how do we get people to care?”

Moving Day for Corporate Purpose
(Transform, 08.03.16)

Purpose may be this year’s buzzword, but is it superseding the importance of brand? David Benady examines the rise of purpose and its impact on corporate and product brand management.

“I wear two hats. The one is business and increasing my shareholders’ value; the other is social responsibility.” —Guler Sabanci

Cause Branding Digest, March 22, 2016

Social Good Is Always Good Branding—Or Is It?
(Policy Innovations, 18.03.16)

These days, businesses that put their social mission in the spotlight are taking the world by storm. But building a brand solely on social impact is not a guarantee for success, and it comes with risks. Social enterprises and other businesses should consider these five points before making social good the star of their show.

What Budget? 4 Marketing Challenges Only Nonprofits Understand
(, 17.03.16)

No one understands the challenges of marketing on a shoestring budget quite like a non-profit. While navigating today’s wide array of convoluted marketing options can be an uphill battle for even the most savvy business owners, it’s tenfold for non-profits.

How the World’s Best Companies Demonstrate Their Sense of Purpose
(Sustainable Brands, 08.03.16)

How do you communicate your company’s sense of purpose — what you stand for in simple terms — in a way that is authentic, transparent and honest?

Attracting Talent Through Corporate Social Responsibility: 3 Myths Debunked
(Forbes, 24.02.16)

Attracting talent through corporate social responsibility (CSR) has become as much a part of the hiring process as offering great benefits and competitive salaries. Today’s new wave of recruits prioritize social responsibility in their own lives and are determined to join organizations that care about their well-being, as well as that of the community.

“A tremendous social responsibility comes with being a successful public performer.” —A. Bartlett Giamatti

Cause Branding Digest, March 15, 2016

How Tech Is Forcing Firms to Be Better Global Citizens
(BBC, 08.03.16)

Cute baby animals covered in oil washing up on beaches; pensioners thrown into poverty; “dieselgate.” What do all three have in common? Before scandal struck, the three corporations concerned – BP, Enron, and Volkswagen respectively – were all judged to be among the world’s top companies for their corporate social responsibility (CSR) work.

Harnessing the Power of Women in Philanthropy
(The Huffington Post, 08.03.16)

International Women and Girls’ Day provides us with an opportunity to celebrate the social, economic, cultural and political achievements of women–but it also highlights certain gaps in gender parity. And while many organizations will be emphasizing important topics like equitable compensation and access to affordable child care, I’d like to focus on one of the ways women are outpacing their male counterparts: philanthropy.

Nutrition Cause Marketing: Putting Money Where Your Heart Is
(O’Dwyer’s, 04.03.16)

A few established companies, such as Newman’s Own and Ben & Jerry’s, have built their names and business models on what can be considered humanitarian marketing. Although additional brands are now capitalizing on this business model — such as Aquaball, which campaigns against diabetes in kids — and many garner successful responses among consumers, this is still a largely underserved niche with a considerably untapped market.

Women Entrepreneurs Fuel Social Change and Economic Growth
(Forbes, 03.02.16)

For years, women have had to adapt to the male way of doing things, even when starting our businesses. But things are changing! The number of women growing their businesses beyond $1 million has reached a tipping point. An impressive 24% of all businesses have more than 50% ownership by women, according to a report by the U.S. Women’s Chamber of Commerce.

“Despite their good intentions, today’s businesses are missing an opportunity to integrate social responsibility and day-to-day business objectives—to do good and make money simultaneously.” —Cindy Gallop

Cause Branding Digest, March 8, 2016

What Brands Can Learn from Musicians About CSR
(MediaPost, 07.03.16)

The memories are indelible. From Farm Aid to Live Aid and “We are the World,” my generation’s earliest exposure to activism was through music. When Live Aid aired in July 1985, 95% of the world’s television sets were tuned in, and an estimated 1.4 billion people watched, making it the biggest benefit concert in history. Today, musical artists like Lady Gaga, who launched her Born This Way Foundation to support the wellness of young people, and Jack Johnson, who used proceeds from his 2008 tour to fund the Johnson Ohana Charitable Foundation, are continuing the rich history of musician-activism.

5 Hidden Benefits of ‘One for One’ Business Giving
(Triple Pundit, 01.03.16)

One-for-one giving programs through companies like Toms and Warby Parker have instant appeal beyond the quality of and demand for their products. These habitual contributions of shoes and eyeglasses for those in need, respectively, are a clear signal to customers that these companies value making a difference in society. And they are doing just that — by taking action on these values and supporting impoverished communities.

Marketing Key to Return on Corporate Social Responsibility Investment, Study Shows
(, 23.02.16)

The decision to give to charity or develop a more sustainable product should not depend solely on a corporation’s bottom line, but it is certainly a factor. That can complicate the situation for managers who must balance between doing good and keeping shareholders happy, said Sachin Modi, an associate professor in Iowa State University’s College of Business.

5 Marketing Tips for Nonprofits to Reach Donors
(Forbes, 12.02.16)

For nonprofits, donors are a critical component for long-term success. Nonprofits rely heavily on donors for funding and support, and donor outreach is an important part of their business. Nonprofits are tasked with the challenge of presenting their organization and cause in such a way that will compel donors to take action.

“Corporate social responsibility … Not because it is a nice thing to do or because people are forcing us to do it, but because it is good for our business.” —Niall FitzGerald

Cause Branding Digest, March 1, 2016

Leap of Kindness Day 2016 + Tips for Nonprofit Marketing
(Times Union, 29.02.16)

Inspired by all the good deeds to come on Monday, we wanted to pass along some ideas for nonprofit marketing. Most nonprofits have an army of volunteers helping with a variety of tasks. This can be a blessing or a curse, depending on the situation and organization.

Cause Marketing 101: How a Massachusetts Coffee Company Educates Consumers to Help Save the Birds
(Forbes, 28.02.16)

On a frigid Sunday morning in February, NYC Audubon hosted an Ecocruise to spot seabirds and seals in New York Harbor. To help ward off the chill, the bundled-up participants sipped free cups of coffee, from Birds & Beans LLC.

JetBlue’s CSR Strategy Builds Both Brand and Community
(Triple Pundit, 25.02.16)

A few years ago, when New York residents were recovering from Hurricane Sandy, an enterprising JetBlue crew member had a game-changing idea. Many people in the area were stranded without food, electricity and resources. Businesses were shuttered and public transportation was down. JetBlue Airlines, best known for its New York air service, was grounded as well.

Cause Marketing Mistakes You Never Want to Make
(, 19.02.16)

Nobody can deny the fact that a successful cause marketing campaign offers many rewards. At the same time, a cause marketing campaign that is poorly built can lead towards disastrous results. There are many hazards associated with such a campaign.

“Creating a strong business and building a better world are not conflicting goals—they are both essential ingredients for long-term success.” —William Clay Ford Jr.

Cause Branding Digest, February 23, 2016

The Elements of an Effective Cause Marketing Campaign
(Harvard Business Review, 19.02.16)

What makes a great cause campaign? How do you get people to stop bad habits, adopt good ones, or do something about a societal or health issue that may not even be on their radar?

How Can Your Cause Marketing Ad Stand Out in the Sea of Super Bowl Commercials?
(Justmeans, 12.02.16)

The Super Bowl has become a strong platform for companies to showcase their cause efforts, and this year was no different. On the heels of the Super Bowl 50 Committee’s “Play Your Part” initiative, a number of brands chose to lead with social issues, shining a spotlight on just how far CSR has come as a core business and marketing strategy.

The Power of Empathy in Content Marketing
(The Guardian, 08.02.16)

Snackable content can give the numbers a boost—but it’s content with a meaningful message that has enduring appeal.

10 Sustainability Trends in the Luxury Industry
(TriplePundit, 05.02.16)

How fun is makeup created by a 3-D printer? Would you wear a bracelet that tracks energy usage to curb your carbon footprint? Ever wonder how well the laborers who dug up your diamond are making a living?

“In a truly great company, profits and cash flow become like blood and water to a healthy body: They are absolutely essential for life, but they are not the very point of life.” —Jim Collins

Cause Branding Digest, February 16, 2016

Why Brand Purpose Requires More than Just a Snappy Slogan
(Marketing Week, 15.02.16)

Consumers increasingly want organisations to demonstrate a purpose beyond profit and prove a business commitment to making the world a better place, but it requires more than a snappy slogan, with brands needing to set out their objectives and prove they are in it for the long term.

Women and Corporate Social Responsibility: Move Beyond the Superficial
(TriplePundit, 04.02.16)

Women are good for business and particularly executive-level women: A study from global accounting firm Grant Thornton found that companies with at least one female executive board member performed better than those with male-only boards. Women play a major role in enabling better decision making at companies, creating sustainable organizations and increasing annual company philanthropic contributions.

Women Entrepreneurs Fuel Social Change and Economic Growth
(Forbes, 03.02.16)

For years, women have had to adapt to the male way of doing things, even when starting our businesses. But things are changing! The number of women growing their businesses beyond $1 million has reached a tipping point. An impressive 24% of all businesses have more than 50% ownership by women, according to a report by the U.S. Women’s Chamber of Commerce.

Understanding Social Role of Corporation
(O’Dwyer’s, 14.08.15)

More companies have become invested in the practice of corporate social responsibility. As the tides of social sentiment change among the public, companies are exhibiting greater sensitivity to justice, diversity, and inclusivity than ever.

“More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean ‘wrong’ in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.” —Simon Mainwaring

Cause Branding Digest, February 8, 2016

Marketing for a Good Cause: 7 Strategies for Non-Profits
(WordStream, 09.02.16)

Non-profits are hit with the biggest digital marketing challenge of all: having no money. To operate, thrive, and raise awareness for their cause without spending a substantial amount of money can seem impossible in a world of bigger, louder, and more financially equipped online advertisers they will return and bring others. More customers means rising sales and profits. Right? Close, but wrong.

An Iconic Charity Refits: Will It Save the Ship?
(The Huffington Post, 03.02.16)

Jerry Lewis and the Muscular Dystrophy Association had a big influence on my cause marketing career. Growing up during the 70’s, The Jerry Lewis Telethon on Labor Day weekend was must-watch television.

Bringing People Together to Make a Better World
(IOL, 26.01.16)

Globalisation, connectivity, and common interests are uniting formerly unrelated groups. But how do you manage reputation in the fast moving context of digital media, where critical views can make or break a brand in a second? The answer is meaningful and authentic corporate social investment that makes a real difference.

Banking and Corporate Social Responsibility
(O’Dwyer’s, 05.08.15)

Some financial institutions, banks in particular, have turned to corporate social responsibility to give back, develop credibility, and regain consumer trust and confidence that waned in the wake of the U.S. financial downturn.

“It’s not easy … but balancing the short and long term is key to delivering sustainable, profitable growth—growth that is good for our shareholders but also good for our consumers, our employees, our business partners, the communities where we live and work, and the planet we inhabit.” —Irene B. Rosenfeld

Cause Branding Digest, February 2, 2016

With Imposed Transparency and Concerned Millennials, a Boom in Corporate Responsibility?
(The New York Times, 25.01.16)

Way back in 2008, I wrote about Wal-Mart’s emerging effort to cut environmental and social harms from its business operations by exerting influence back along globe-spanning supply chains.

The Cost of Corporate Social Responsibility
(Forbes, 04.01.16)

In 2011, McDonald’s Corp. announced plans to switch to cage-free egg sourcing in part, pledging to purchase a million cage-free eggs per month beginning that summer. This September, McDonald’s upped its commitment, announcing that it would use only cage-free eggs in its North American restaurants by 2025. What seemed like a bold move four years ago is now commonplace in the foodservice industry—in just the past month, Dunkin’ Donuts announced it would use only cage-free eggs and poultry items by 2025, and in maybe the most daring move yet, Taco Bell declared it would move to cage-free eggs in all of its locations by the end of 2016.

Is Corporate Social Responsibility Just a Marketing Gimmick?
(The Market Mogul, 15.12.15)

In today’s changing world, as a result of the rapid increase in globalisation, organisations have begun thinking on more productive ways to improve on their business operations, thus Corporate Social Responsibility (CSR) is seen as a means of addressing the issues that arise from rapid globalisation (Stiglitz, 2002). Due to bad publicity on human rights violation and environmental pollution, organisations realised that to consistently sustain their businesses in the 21st century, there is need to legitimise its practices to those outside of its shareholders (Crane et al., 2008).

10 Strategies from For-Profit Companies that Pay Off for Nonprofit Marketing
(Search Engine Journal, 24.11.15)

Nonprofit marketing must catch attention, provoke emotion, and inspire people to act now! The digital marketing approach to nonprofit success is a multifaceted one and often requires B2B and B2C target persona consideration.

“Companies should not have a singular view of profitability. There needs to be a balance between commerce and social responsibility. … The companies that are authentic about it will wind up as the companies that make more money.” —Howard Schultz

Cause Branding Digest, January 19, 2016

5 Examples of Using Content to Start (Not Follow) a Trend
(, 18.01.16)

The future looks very bright when it comes to cause-driven campaigns. The Ice Bucket Challenge started it but look for other causes to have the same light hearted theme. This encourages people to participate and have some fun while generating buzz about a certain cause. Look for more companies to try these light-hearted challenges as it could do more marketing for the company than ever before with user generated content.

Giving Is Better than Getting in Business
(Forbes, 15.01.16)

Most of us have heard the adage “giving is better than getting.” What you might not realize is that it isn’t a philosophy that should be confined to your personal dealings. It’s especially true in business.

NPQ’s 9 Important Nonprofit Stories of 2015 (and What They Can Teach Us)
(Nonprofit Quarterly, 30.12.15)

We have identified nine significant trends and stories to reflect on.

Tips for Taking Your Twitter Game to the Next Level
(, 23.11.15)

Whether you’re just getting started or have been tweeting for a while, here are some tactics you can use on Twitter to reach new audiences and expand your community.

“We know that the profitable growth of our company depends on the economic, environmental and social sustainability of our communities across the world. And we know it is in our best interests to contribute to the sustainability of those communities.” —Travis Engen

Cause Branding Digest, January 12, 2016

The Public’s Trust in Nonprofit Organizations: The Role of Relationship Marketing and Management
(Nonprofit Quarterly, 11.01.16)

This article offers a conceptualization of the “public trust” that is applicable to nonprofit organizations, touches on what relationship marketing theory says about restoring that trust once corrective action has been taken, and identifies the managerial actions that might impair that trust. It also offers an operational guide in tabular form on the meaning, management, and marketing of the public trust in nonprofit organizations.

For Many Nonprofits and Causes, YouTube Stars Are the New Guides to Growth
(Forbes, 06.01.16)

YouTube stardom is not, and never has been, an easier road to fame than the Hollywood path. And like Hollywood stars who were plucked from the constellation of contenders, big-time YouTubers generally feel grateful for the good fortune that coalesced with their work. So it makes sense that they want to give back in the same ways.

Retail Karma: Pay It Forward by Marketing with a Cause
(Independent Retailer, 05.01.16)

A great quotation by Robert Ingersoll reads, “We rise by lifting others.” Nothing is more true in day-to-day activity, and this philosophy can certainly be applied to small businesses and marketing techniques. Cause-related marketing is a great way to show support and commitment for the community, build brand awareness, and create a positive impression on your consumer base. Not to mention, there’s also a wonderful inner satisfaction that accompanies helping others in need.

Cause Marketing by the Numbers—What’s in It for Me?
(Lexology, 29.12.15)

There is a common belief that corporations must do everything with an eye to producing profits for shareholders. But that is not so. In fact, in its opinion in the Hobby Lobby case, the U.S. Supreme Court stated: “Modern corporate law does not require for-profit corporations to pursue profit at the expense of everything else, and many do not.” Brands can (and should) include cause marketing in their promotional campaigns. (And you don’t need to tell anyone, but doing so will probably increase your product awareness and bottom line!)

“Where sustainability works best is where an organization’s leadership gets it and wants it to happen and enables it to happen—so everyone from the person who sweeps the floor to the finance director feels part of that conversation.” —Will Day

Cause Branding Digest, December 15, 2015

Consumers Value Brand Transparency Above Cost, Research Finds
(PRWeek, 30.11.15)

Consumers attach more importance to a brand’s values and how management behaves than its new products or innovations.

Corporate Culture Has Become the Most Powerful Force in Forging Partnerships
(Adweek, 29.11.15)

Companies are no longer judged on what they say, but rather on what they do. That is why whatever goods or services you are selling, business will always be better and more sustained when people buy into your culture first.

Holiday Cause Marketing Goes Digital
(JustMeans, 14.12.15)

Cause marketing during the holiday season is nothing new. Companies have long realized the power of appealing to consumers’ hearts and wallets to break through the holiday clutter. Although this year is no different with dozens of campaigns in the marketplace, there is a new twist on conventional efforts. Companies and nonprofits are moving beyond the shopping transaction and engaging consumers to spread even more good cheer with digital activations.

5 Tangible Ways CSR Can Impact Your Business
(Marketing Interactive, 01.12.15)

The link between a company’s strong corporate social responsibility (CSR) is inevitably tied to its brand perception.

“In this ever-changing society, the most powerful and enduring brands are built from the heart.” —Howard Schultz

Cause Branding Digest, December 8, 2015

Stop Rebranding Months as Causes
(The Atlantic, 02.12.15)

A “Devember” for coding is the latest and most ridiculous of commemorative months.

Diamonds in the Rough: How Big Problems Provide Amazing Marketing Shortcuts
(Forbes, 02.12.15)

Marketers can use major problems to get hockey stick growth. Below are a best ways to utilize this shortcut.

Why Leaders Should Place Company Values on the Same Level as Profits
(Triple Pundit, 21.10.15)

Carrying the weight of your business, profits and employees’ well-being, not to mention your own conscience, can be back-breaking. To ease the burden, activities that aren’t directly tethered to the bottom line tend to fall by the wayside.

Study: Millennials Are Strongest CSR Supporters in US
(Sustainable Brands, 24.09.15)

Millennials are universally more engaged in corporate social responsibility (CSR) efforts, according to new research from Cone Communications. This includes everything from buying products associated with a cause they care about to using their online networks to amplify social and environmental messages.

“The brands that will be big in the future will be those that tap into the social changes that are taking place.” —Sir Michael Perry