CSR, Cause Marketing and Real Social Change

By Heidi Genrich

Kami Watson HuyseGeoff Livingston and Beth Kantor, the co-founders of Zoetica,  released their assessment social media’s current “toddlerhood” and what it means for cause marketing and corporate social responsibility (CSR). Online cause campaigns are often a hybrid of the two, an attempt to encourage real social change while promoting a particular brand’s images. Consumers, in the era online participation and transparency, increasingly want companies to take substantive action. Simply tacking a charitable component onto a marketing campaign is no longer enough, and can even turn consumers off with its lack of authenticity. It is therefore important that companies show that they are actually trying to improve the world, addressing issues and causes relevant to their brand, to build trust.

The Zeotica team addresses the full gamut off issues – check out the article!

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s