Make profit to do good and do good to make profit

Cassandra De Silva

This paper argues that profit and social good should be mutually reinforcing goals, and that with proper planning each can be maximised.

Make profit to do good and do good to make profit

Cassandra De SilvaOgilvy Action Sri Lanka

Read more essays on CSR in India and related case studies on the Brands and Sustainability in India page

Have you ever noticed the good angel and the bad angel around your head whenever you are doing a brand plan? Well, if you haven't seen them then check next time. Profit and social goodness both come from the same source. But each will be seen differently by different people. The only way to make sure these two intentions work well...

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