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Corporate social responsibility

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NEW YORK: For over a third of the US buying population, aged 18-80, their choice of brand will depend on broader questions around a company’s corporate values, according to new figures.

Article

This essay explores how purpose can be problematic when used incorrectly, while it can be a brand's saviour when relevant and refined.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Article

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

Article

This event report discusses how Keith Weed, CMO at Unilever, views brands that take a stand on issues and how he feels digital media buying needs to change.

News

CHICAGO: For years, Facebook's stated aim has been to "give people the power to share and make the world more open and connected", but now the social media giant is placing much greater emphasis on building communities.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

News

SINGAPORE: Companies that participate in corporate citizenship activities can expect a positive reaction to their brand in Asia-Pacific, according to a recent survey.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

News

GLOBAL: Colgate-Palmolive, Kellogg, L'Oréal, Microsoft and PepsiCo are just some of the leading brands to be judged as among the most ethical in the world, according to a new report that also includes several less-known names.

News

DANA POINT, CA: Achieving excellence in modern marketing requires looking beyond "shiny objects" and tapping best practices in areas like content creation and customer-centricity, according to Bob Liodice, President/CEO of the Association of ...

News

LONDON: A third of consumers around the world now say they actively choose to buy from brands they consider to be doing environmental or social good, a new survey from Unilever has revealed.

Article

This article explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Article

This article criticises the trend of bolt-on CSR, arguing that it reeks of insincerity if it fails to meet marketing needs and corporate image - the area in which purpose becomes extremely powerful for a brand.

Article

This article covers the story of Pimp My Cause, a Marketing Society initiative to provide cash-strapped charities with pro-bono marketing services in the UK.

Article

This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience.

Article

This short article explores how major, global corporations can make the world a better place through the phenomenon of Big Brand Redemption.

Article

This event report outlines how some leading brands seek to combine making profits with a sense of social responsibility that extends beyond CSR programs.

Research Paper

This paper looks at the power of social marketing campaigns in the light of World Bank data that places 43% of the Indonesian population under the poverty line.

Article

This piece explores how brands can adapt traditional Tet (Vietnamese Lunar New Year) traditions into modern life to build brand goodwill in Vietnam during the holiday season.

Article

This event report looks at how some of the world's biggest FMCG brands build purpose through building on a legacy of quality, and delivering benefits beyond the individual.

Article

This article explores the idea that corporate social responsibility (CSR) is being replaced by the new concept of social purpose.

Article

In light of the recent Volkswagen emissions scandal, this article argues that for too long, some of the leading companies in the world have behaved as if the law does not apply to them.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Article

This article argues that purpose is not just another trendy catchword but a fundamental part of every brand's core identity.