Social value: Don't just do the right thing – say it as well

Laurence Green

This article provides guidance on translating purpose into communications for businesses with a social, not just economic, value.

Social value: Don't just do the right thing - say it as well

Laurence Green 101 London

There is no shortage of literature agitating for the reimagining of business as an engine of social value, not just economic value. In this article, Laurence Green argues that there is insufficient guidance about how to translate purpose into communications and provides advice on how to do it.

What is missing in the narrative about the corporate higher purpose is how to make sure the brand reflects the social mission overtly in consumer communications. Here we begin to bridge the gap between...

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