Should marketing or CSR own the purpose agenda?

As consumers demand more of brands and turn to those that demonstrate values and social responsibility, communicating those values can be critical to winning hearts and minds, gaining loyalty and building brand equity. The pandemic has forced many brands to refocus back on society and show they care by supporting projects that have a social impact. Meanwhile, concerns over climate change remain, with consumers wanting to see real actions not just rhetoric. To answer this, I talked to chief marketing officers, corporate communication directors and chief sustainability officers to probe the issue and used an online survey of 100 businesses by community engagement company Connect2, of which I am a founder. So, how well do the different departments work together, and what are the challenges? And how can purpose-driven marketing avoid becoming purpose wash?

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