“Business practices and how we treat the planet are also in desperate need of re-humanization.”
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Brands must have a point of view on that purposeful engagement, whether it's directed towards the environment, poverty, water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough the distinguish your brand sufficiently to see a return on these well-intended efforts.
Integrate purpose into your for-profit business model through a long term commitment to a cause that is aligned with your core values and those of your community.
Corporate America cannot afford to remain silent or passive about the downward spiral we are undergoing. It cannot turn a blind eye to how difficult the experience of life is for so many of their customers.
There is a fundamental shift that social media necessitates in business today - the need to transition from 'Me First' to 'We First' thinking.
