Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit
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- Synopsis
- Good works are no longer optional.For many businesses, success comes in unexpected ways. Toms grew into a $600 million company by giving away 35 million pair 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: Deliver on promisesENRICHMENT: Make daily life easier or more inspiringRESPONSIBILITY: Treat people and the environment with respectCOMMUNITY: Mirror values shared by customers, employees, and partnersCONTRIBUTION: Make a difference in the world.Buyers today demand more than half-hearted pledges. By actively linking great brands with higher purposes, companies capture both markets and hearts.
- Copyright:
- 2018
Book Details
- Book Quality:
- Publisher Quality
- Book Size:
- 288 Pages
- ISBN-13:
- 9780814438404
- Related ISBNs:
- 9780814438398
- Publisher:
- AMACOM
- Date of Addition:
- 04/29/21
- Copyrighted By:
- Anne Bahr Thompson
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance, Earth Sciences, Sociology
- Reading Age:
- 18–18
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
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- by Anne Bahr Thompson
- in Nonfiction
- in Business and Finance
- in Earth Sciences
- in Sociology