How marketers can put social purpose into practice
Brands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
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Pernod Ricard CEO: Consumers will know if your CSR activity is ‘bullshit’
Michael BarnettSpeaking to Marketing Week to promote The Venture, Chivas whisky’s $1m competition for social enterprises, the wine and spirit maker’s chief executive Alexandre Ricard claimed today’s consumers will uncover any lack of authenticity in corporate social responsibility efforts.
Greenpeace on ‘policing’ the world’s biggest brands and what marketers can learn from its unconventional advertising
Thomas HobbsBrands that don’t match words with deeds when it comes to their impact on society face the threat of vigilante justice, with Greenpeace having forced brands such as Tesco, Lego and Waitrose to change their ways over recent years.
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Ben & Jerry’s: Why standing for a cause can build stronger customer bonds
Charlotte RogersHaving a social purpose is helping brands such as Ben & Jerry’s, owned by Unilever, build a relationship with customers beyond sales transactions.
Marketing’s charity ‘Sprintathon’ returns for 2024 with £1m milestone in sight
Josh StephensonSupporting The Marketing Society and Stand Up to Cancer, the charity event has raised £910k since its inception in 2016.
Household spending, brands’ use of data, AI: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Best-in-class brand building: The B2B edition
Michaela JeffersonIn the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
‘Marketing won’t change’: Top marketers on the evolving CMO role
Molly InnesCMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.