Brand, profitability and social impact: Mindsets, money and doing good

Stephen Rappaport, Yoram Wind, Howard Moskowitz and Batool Batalvi

This paper describes results of a research project looking at how consumers see brands' capacity to do good in society - and what kinds of marketing messages best illustrate this capacity.

Brand profitability and social impact: Mindsets, money and doing good

Stephen Rappaport, Yoram Wind, Howard Moskowitz and Batool BatalviThe Wharton School

Business leaders like David Jones call for brands to see profit and social good not as "either/or" but inseparable, entwined as a DNA strand.1 Jim Stengel marshals supporting evidence: "Those [brands] who center their business on improving people's lives have a growth rate triple that of competitors and outperform the market by a huge margin. They dominate their categories, create new categories and maximize profit in the long term."2Procter & Gamble, Dow, Walmart, Nike...

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