A recent report by McKinsey & Company, a management consulting firm, argues that a thorough stakeholder engagement process is vital to the success of a company. Today corporations are facing a diverse array of stakeholders - from government to consumers - that expect industry to help solve major economic, environmental and social problems.
Now that every marketing campaign involves a slice of giving back, what can businesses for good do to set themselves apart?
Once upon a time, it was easy for a social enterprise to stand out and get noticed. Early entrants to the space were rewarded handsomely with attention and accolades because of their higher calling and charitable business models. But if you’re a social business trying to differentiate in today’s marketplace, purpose is no longer a golden ticket. Here’s why:
WEST BRIDGEWATER, Mass., April 17, 2013 /3BL Media/ - Increasingly Americans are putting their values, and their dreams for a better world, into action through their shopping choices, and Fair Trade is the best known example. People also want to do more of their shopping online. Through a new, totally re-imagined online web store, shop.EqualExchange.coop, Equal Exchange―the Fair Trade pioneer and nation’s leading Fair Trade brand―has just delivered a solution to meet these needs where they come together.
That enormously popular online game played—and shared—by millions on social networks, illustrates principles of engagement, interactivity, motivation, and loyalty that can be harnessed by healthcare firms.
It’s called gamification, applying game thinking and game mechanics to non-game environments to engage audiences and solve problems. We believe healthcare can take the best lessons from games like FarmVille, World of Warcraft, and Angry Birds, and use them to improve their business.
Highlights Include Progress Toward 2020 Environmental Sustainability Goals, Animal Welfare and Dairy Stewardship Updates, and New Web-Based Reporting Format on DeanFoods.com
DALLAS, Dec. 18, 2012 /3BL Media /PRNewswire/ - Dean Foods (NYSE: DF) today announced the release of its 2012 Corporate Responsibility Report. The report details the company's efforts to incorporate sustainable and responsible business practices that benefit the company as well as consumers, retailers, employees, communities and the environment. The company previously published reports in 2008 and 2010 and this year has moved to a web-based format to provide a greater level of detail and allow for more regular updating of its CSR reporting.
As the holiday shopping season swings into full gear, our 2012 Cone Communications Holiday Trend Tracker reveals cause is still key to holiday marketing, with nearly three-quarters of consumers expecting companies to support causes this busy shopping season. What has become less clear is whether tying a cause ribbon around a product is enough to convince consumers to purchase.
Taiga Company blog by Julie Urlaub, Founder and Managing Partner at Taiga Company
For the second year in a row, reputational risk is the top concern for board members according to a survey of 193 directors. Regulatory risk concerns remained stable while concerns for reputational risks grew. The survey, conducted from October 2011 through February 2012, measures the opinions of directors serving on the boards of publicly traded and private companies.
Unilever's Sustainable Living Plan is full of aggressive environmental goals, one of which is to halve its environmental impact by 2020. But with more than two-thirds of the company's environmental impacts resulting from consumer use and disposal of products, it's clear Unilever can't achieve these goals alone.