“I want to talk to you about the business case for corporate social responsibility.”
Catherine Hernandez-Blades, svp/chief brand and communications officer at insurance company Aflac, insists that linking financial indicators and corporate social responsibility (CSR) in this way can yield positive outcomes on both sides of this ledger.
In advancing this argument, Aflac’s brand chief – who joined the Columbus, Georgia-based company in January 2014 and assumed her current role in October 2017 – relied on hard statistics, just as she does for any marketing campaign. “Always, always, always – rule...