Tag: Simon Mainwaring

More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean ‘wrong’ in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.

There’s an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?

The companies that make meaningful contributions while also listening to the voices of others are the ones that will genuinely engage their community, who will then go to work for them.

More and more companies are reaching out to their suppliers and contractors to work jointly on issues of sustainability, environmental responsibility, ethics, and compliance.

Work with your competitors when the interest of the community and planet are at stake.

Like all technology, social media is neutral but is best put to work in the service of building a better world.