For many businesses, success comes in unexpected ways. Toms grew into a $600-million company by giving away 35 million pairs of shoes. Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability. And it’s not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. From CVS’s destocking cigarettes to Chipotle’s ethical sourcing, people want to see fair employment practices, social responsibility and charitable giving — and they quickly call out negligence.
Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a company’s DNA. Packed with examples and original data, the five-step model highlights the new rules of business: trust, enrichment, responsibility, community and contribution. Buyers today demand more than half-hearted pledges. By actively linking great brands with higher purposes, companies capture both markets and hearts.
Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit
Anne Bahr Thompson