June 23, 2017

2017 Cone Communications CSR Study: Consumers Want Brands That Share Their Values & Beliefs
 

Cone Communications’ latest CSR study, released last month, paints a picture of redefining and pushing the traditional boundaries of what corporate social responsibility means. While the tenants of social responsibility will continue to be grounded in tangible, operational elements – such as ethical workplace practices or energy efficiency – companies are now demanded to share […]

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June 19, 2017

How Ben & Jerry’s Uses Ice Cream to Shape Cultural Conversations
 

One of the challenges companies face when weaving purpose into marketing and branding is that socially conscious initiatives can feel disconnected from brand culture. A company that does an excellent job mixing consciousness into communications strategy is Ben & Jerry’s. Since its inception in the late 1970’s, the ice cream makers have dedicated their business […]

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June 14, 2017

President Trump Ushers In Tomorrow’s CEO: Chief Environment Officer
 

Leadership brings with it responsibility and privilege in equal measure, especially in corporate America. It’s at once rewarding, fulfilling and self-affirming to steer the direction of a company that touches so many lives including employees. It’s also onerous in that your decisions must constantly strike a balance between the well-being of the company, its shareholders, […]

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May 31, 2017

3 Lessons from Beverage Makers on Maintaining Authenticity in Advertising
 

More and more, brands are placing increased emphasis on purpose in advertising campaigns to attract conscious consumers, improve public image, and carve out a competitive advantage. However, not all purposeful messaging hits the mark, and sometimes – as we saw with Pepsi’s recent Kendall Jenner spot – it can backfire.   The key to successful purpose-driven […]

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May 24, 2017

Lessons From the Facebook Files: How to Keep UGC Appropriate & Relevant
 

User generated content (UGC) is an amazing way to crowdsource creative ideas, increase emotional ties with your brand, expand the organic reach of marketing initiatives, and strengthen consumer trust. However, as we’ve learned from Facebook, UGC comes with the risk of people creating offensive material that may go against your brand’s core values. Therefore, it is crucial […]

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May 16, 2017

Insights from Forbes’ List of America’s Best Employers: Highly Valuable Skills in the Age of AI
 

Forbes’ list of America’s Best Employers highlights companies that offer valuable perks to make employees’ lives better and more fulfilling. Top employers compensate staff with more than just money by making their work meaningful and purpose-driven, as well as including benefits like top notch health insurance, maternity and paternity leave, paid volunteer hours, student debt […]

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