Marketing Makes A World of Difference
A global pandemic has not only changed how we live, but what we consider to be important. Society’s expectations of business and the expanded responsibilities of brands to their customers have been changing dramatically amid today’s world of stakeholder capitalism and increased corporate citizenship. Clearly, consumers want to live with more meaning-- rather than just more-- and to feel they are part of making a difference in an incredibly stressful world.
From advocating sustainability to ensuring jobs, from food security to a Green Recovery, from social change to inclusivity, we are surrounded with new considerations. And marketing is essential to connecting these issues with customers' passions and values.
Increasingly, we are seeing how individual brands and modern corporations use both their scale and dedication to innovation to make a real difference to the world in new efforts to “do good.”