Clare Deans
Brand and Marketing Manager
- Loves: Travel, Summer, Psychology
- Hates: Laziness, McDonalds, Queues
- Inspired by:
- Unknown potential
- What makes people tick
- www.lonelyplanet.com
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Corporate Philanthropy
Corporate philanthropy began with companies taking actions to benefit the local communities which they operated in – giving back to local schools, hospitals etc… However with employees and consumers becoming more sophisticated when choosing their brands and employers – company’s activities in this area are on a whole new level.
Companies are taking on bigger issues such as climate change for example. This is sure to enhance the corporate brand value and reputation as a by-product. Whether the corporate agenda is a genuine one or not, we are increasingly reviewing company activity in socially sensitive areas and using this as decision making criteria when choosing the brands we work for and buy.
However, as everyone continues to jump on the bandwagon, we might start to question and challenge how seriously brands are really taking these social issues. Is it really central to their strategy when it comes to packaging, product development and supply chain etc...?
Any action that is taken at the corporate level to tackle social issues is obviously positive and we shouldn’t knock it - but the pressure is still on as our expectations continue to rise.
Posted by Clare on 12 Mar 08, at 3:54 pm
2 comments on this post
Sadly, I think its still a box ticking exercise for many organisations.
If the boards of the worlds biggest companies really, really wanted to tackle some of the challenges faced we'd obviously see much more progress.
Ultimately though, until politicians globally feel that they will lose votes by not having a strong social manifesto, nothings gonna change.
I was recently researching the top 100 corporate websites, for a project, and ge.com struck me as a great example of this idea.
The website contains lovely brand enhancing eco-friendly videos telling the viewer how they're helping the environment and the people they affect. As a result I felt myself warming to the brand knowing full well that someone like me/you has put the site together for just this reason.
Very nicely executed.