Welcome to the customer-driven economy, where the good a company does is increasingly becoming its defining competitive advantage. While CSR, cause-marketing, and sustainability might have seemed like nice-to-dos just a few years ago, articulating how your brand brings its core values to life is now critical in terms of the reputational, employee productivity and bottom line benefits– or liabilities- to your company.
It’s no longer good enough to just “have a social media presence.” Marketing 3.0 will be won by those who become purpose-driven social brands, and to do so, the CMO, CSO, CSR, and Foundation leads must align to bring a cohesive brand story to life.
Check out our latest infographic below with some cold hard facts that make it clear the future of profit is purpose, and the most iconic brands of the future will be those that drive the most meaningful social change.
5 Tweetable Takeaways
76% think it’s ok for brands to support good causes and make money at the same time.
55% have boycotted a company in the last 12 months because of irresponsible business practices.
54% say their company’s purpose is not clearly conveyed to all employees.
53% would NOT invest in a company that does not actively support a good cause.
81% consider CSR when deciding where to work.
Thanks to the creators of all the original studies, they contain a wealth of data vital for your company’s future: 2012 Edelman GoodPurpose® Study, Havas Media “Meaningful Brands” Global Report 2013, 2013 Deloitte Core Beliefs & Culture survey, 2013 Cone Communications/Echo Global CSR Study
If you’d like hands-on training from some of the best marketers in the world on how to become a purpose-driven, social brand and create passionate customer communities, come to our 2013 We First Social Branding Seminar, Sept 24-25 in Los Angeles.