Social impact marketing
Companies are embracing a purpose beyond the bottom line, striving to make the world a better place across a range of issues. And then using these activities as the basis for a marketing push.
Companies are embracing a purpose beyond the bottom line, striving to make the world a better place across a range of issues. And then using these activities as the basis for a marketing push.
The science is clear: human activity is changing the earth’s climate. Every company has a responsibility to address this. Stakeholders are demanding action. Companies are at risk of intervention – or can face climate change and seize competitive advantage.
We’ve had a long history of companies seeing themselves as not responsible in any way for content they did not create themselves. But they can’t get away with that any longer.
In some countries politics have become polarized, which has been amplified by the pandemic. This creates new risks for companies and communicators.