It’s been confirmed, as we all know, that consumers, especially Millennials, are more apt to be loyal to a company that is doing good in this world.
There are plenty of examples, Toms, Always, Dove, and even Google.
But it’s easy to get caught in the downdraft if messages are put out there that don’t resonate, or even worse, that upset people or make them angry. Remember Starbucks #RaceTogether campaign?
There’s a fine line between socially conscious marketing and appearing self-serving and this author points out that you often don’t have to look farther than the CEO’s actions, statement and behavior to uncover whether there’s truth behind the social messaging. This thoughtful article helps sort it all out.
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