Doing the right thing is a brand communicator’s imperative

Corporate social responsibility (CSR) is now vital for a brand’s survival, even more so in recession, provided it is genuine and not perceived as mere green-speak.

Doing the right thing is a brand communicator's imperative

Arlene Fairfield

Corporate social responsibility (CSR) – a company's efforts to deliver benefits to society and the environment – has become a mainstream marketing strategy.

Despite the...

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