Panel Discussion: Making a Cause Part of Your Company’s Brand
From Day One San Francisco, April 9, 2019
www.fromdayone.co
Customers now expect to play a role in corporate philanthropy through their buying choices. How can businesses find the cause that fits their mission and culture? Why the most effective cause marketing-transparent, sustainable, and purposeful-make such a compelling story.
Moderator: Mary Huss, President & Publisher, San Francisco Business Times
Panelists:
Kevin McAndrew, Senior Director, Innovation Partnerships, Save the Children
Christine Lopez, VP Corporate Citizenship, McKesson
Brittany Hill, CEO & Co-Founder, Catalist
Paul Musser, Senior VP Humanitarian and Development, Mastercard
Kausik Rajgopal, West Coast Managing Partner, McKinsey & Company
Recap:
To arrive at the right intersection of a brand’s identity and society’s needs, companies should seek guidance from their consumers, employees, and prospective nonprofit partners, according to the panelists.
“Our approach to finding the authenticity and transparency is starting with people. Figure out what your people care about, figure out what resonates with them, what organizations they already are engaged with. Figure out what consumers care about,” said Brittany.
While charitable giving can be helpful in the right situations, the panelists emphasized that companies can have more social impact if they work with the right partners and collaborators.
Companies have come to realize that finding a cause means more than picking from a list of societal needs and forcing one to mold with the company’s brand. It requires introspection.
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