Wednesday, January 05, 2011

Make a Life By What We Give

Corporate responsibility and sustainability for marketing and PR professionals

Winston Churchill stated, "We make a living by what we get, but we make a life by what we give." Half a century later we see that this ethos has grown into an opportunity and obligation for global brands. Edelman's annual goodpurpose study found that 86 percent of global consumers believe that a business needs to place at least equal weigh on society's interests as on business' interests. The often invoked "fiduciary responsibility to maximize shareholder value" now includes a public mandate to invest in the community.

Supporting that point, the study found that 62 percent of consumers will switch brands if a different brand of similar quality supports a good cause. Brands that see this shift in consumers' priorities have a powerful opportunity to engage with their customers in a deep and mutually beneficial way. In today's socially networked world, people will buy a product with a cause and immediately share it with their friends on Facebook.

Consumers have never been more supportive of corporate efforts to promote brands with a cause. The study found that 66 percent would help promote a product with a cause, but 37 percent would also share negative experiences when brands violate their trust. These findings make the double-edged sword seems especially sharp and puts PR departments in a much more strategic position. Smart executive counselors can advise with confidence that customers reward companies that invest in good causes and will turn from brands that aren't returning value to their communities.

The good news is that consumers don't believe that companies should be doing it all on their own. Seventy-four percent believe brands and their consumers could do more to support good causes by working together. The study found that a majority want brands to help them make it easier to make a positive difference.

Just giving money isn't enough anymore. Consumers want companies to integrate the good causes into their everyday business. Nearly 67 percent of people have a better opinion of corporations that integrate good causes into their business.

The goodpurpose study found interesting differences in consumer priorities in the causes they want to support. Global consumers care most about the environment (86 percent) and improving the quality of healthcare (84 percent). Consumers in the U.S. put alleviating hunger and homelessness at the top of their list. Healthcare and environmental causes remain in the top 10, but less important than issues such as human rights and education.

After four years of caused-based marketing research, Edelman reports that there is no single killer-cause for companies to pursue. That probably means that best cause is likely the one that you and your employees feel passionately about and galvanizes your advocates to share their experiences with their friends. It turns out that we can still make a living and live a full life by giving back.

Disclosure: Edelman is my employer.


jhon said...
This comment has been removed by a blog administrator.
Karan Arora said...
This comment has been removed by a blog administrator.
Qing Cai said...
This comment has been removed by a blog administrator.
Apple Green said...

Game online a lot of people who love to help them relieve stress of the moment, such as Tiny Tanks and Tiny Planes or Tiny Planes Beta is the fighting game with a pen or pencil, you have to destroy opponents before they kill you. Or Run 3 Unblocked and Hacked unblocked Gamesare skillful game controller for bears to dance to the goal without falling off a cliff. I wish you happy gaming!

Cherry Cherry said...

head soccer unblocked
head soccer
head soccer 2
soccer heads
Big Head Soccer
Big Head Football
big head basketball

dong dong23 said...

nike free run 2
timberland outlet
ray bans
fake watches
cheap jordans
louis vuitton
cheap oakley sunglasses
insanity workout
true religion
louis vuitton outlet
jordan shoes
tory burch outlet
kate spade handbags
coach factory outlet
louis vuitton handbags
longchamp bags
michael kors handbags
coach canada
toms shoes
coach outlet
louis vuitton handbags
coach outlet
kevin durant shoes
nike air max
coach outlet
louis vuitton outlet
louis vuitton outlet
louis vuitton
cartier watches
christian louboutin outlet
cheap oakley sunglasses
retro jordans
christian louboutin
louis vuitton outlet
michael kors handbags
oakley sunglasses
nike trainers
20167.16wengdongdong said...

Happy Friendship Day Wishes
Eid Mubarak Greeting Cards
Independence Day Messages
Happy Friendship Day Wishes
Raksha Bandhan Quotes for Sister
Teachers Day Speech

Gege Dai said...

michael kors outlet
air max 90
longchamp handbags
camisetas futbol baratas
calvin klein underwear
ugg outlet
coach outlet clearance
police sunglasses for men
michael kors outlet online
ralph lauren outlet
nike roshe run
tory burch outlet
ray ban sunglasses
michael kors outlet
tiffany outlet
fitflops sale clearance
true religion jeans
michael kors outlet
michael kors outlet clearance
uggs outlet
links of london
ugg outlet
vans outlet
ysl outlet
hollister clothing store
swarovski crystal
cheap football shirts
fitflops clearance
michael kors outlet
michael kors outlet
kate spade uk
cheap nike shoes sale
ugg outlet
oakley sunglasses sale
ralph lauren shirts

Justin said...

More than likely, government and private credits and grants are joined to back the school instruction. When the time has come to consider paying for this, the private and government credits can't be blended. payday loans

Rohit Roy said...

Want to know about Veterans Day? Why is it celebrated,how did it all start and all other details, just have a look at my blog, Happy Veterans Day
and stay updated with all the latest information.

Justin said...

The financing costs for government advance union arrangements are constantly much lower than private ones. With a specific end goal to appreciate lower financing cost, absolutely never attempt to join both advances. When all is said in done, the financing costs for private advances are variable and it is hard for you to secure for now's present memorable low rates. Cash Advance

Justin said...

It is reliant upon the organization of the school and universities, who they consider qualified as the contender for awful credit understudy advance. Be that as it may, the monetary guide offered by government understudy credit may regularly keep running of the achievement of the planned objective, an along these lines private help is frequently gotten to also. Auto Title Loans Chicago