Corporate social responsibility has become an increasingly well-known phrase, both in the boardroom and in the public discourse. Company behavior, policy, and mission are increasingly transparent to the public, and with a multitude of options in most consumer spaces, consumers who are “spoiled for choice” are erecting new selective filters on their buying behavior: does a brand align with their values and do the “right thing?”As McGuinness points out, with optics being a powerful motive, many companies embark on “social good” initiatives primarily motivated by the impact on their brand image- only to be seen as cynical by their audiences and called out as disingenuine. Simultanously, a brand must be sustainable- its accountability to shareholders does not vanish even as when it holds itself accountable to society. The new challenge to the modern brand is one of alignment- creating a vision that is sustainable both economically and morally.
Vicky Hausman: Trading the Corporate World for Political Entrepreneurship to Fight For Your Beliefs
Forward Majority’s Vicky Hausman leverages her organizational knowledge to heal our democratic process. See our discussion on this week’s FOMO Sapiens, available now!