Intel shouts "louder" about CSR to reach millennials
Sarah Shearman
Purpose-driven marketing has long been a product driver in the consumer packaged goods industry.
And at least one microchip specialist is paying attention to the bait that seems so attractive to millennial consumers.
An "Intel for Change" team, which sits within that organization's marketing department, was launched a year ago as the firm decided to shout "louder" about its corporate social responsibility (CSR) projects – messaging that had previously been handled mainly through its corporate-affairs group.
"We have been quiet on these issues before," Lori McMahon, program manager at Intel...