Is social purpose now eclipsing CSR?
Melanie Howard The Future Foundation
Social purpose is a genuine attempt by business to fill unmet social need.
How come social contribution is becoming a talking point in brand marketing again today? Twenty years ago, corporate social responsibility (CSR) was riding a wave of new thinking about the role of business in society. New Labour was spearheading the and setting up an agency of the same name to promote the power of brands in bringing about positive social change. The newly set up Future Foundation hatched a long-running theme called Citizen Brands, which identified that consumers would respond to brands that addressed their underlying desire to live in a more cohesive, sustainable world – although most wouldn't want to pay extra for it.