forget corporate social responsibility

BUSINESSES HAVE FAR BIGGER RESPONIBILITIES – 3 OBSERVATIONS I love the way that Coca Cola, as part of its corporate social responsibility programme, donates thousands of dollars each year to children’s sport in Australia. After utilising children’s television viewing time to encourage the consumption of a drink that has 13 teaspoons of sugar in each […]

BUSINESSES HAVE FAR BIGGER RESPONIBILITIES – 3 OBSERVATIONS I love the way that Coca Cola, as part of its corporate social responsibility programme, donates thousands of dollars each year to children’s sport in Australia. After utilising children’s television viewing time to encourage the consumption of a drink that has 13 teaspoons of sugar in each can, Coke try to take the moral high ground by encouraging children to burn off those calories. All this at a time when obesity is a bigger problem than it has ever been. More than 50% of all adults in Australia are overweight and increasing volumes of evidence suggest that obesity finds its roots in childhood. Of course, Coca Cola is not alone. Mc Donalds is another of the many businesses using corporate social responsibility to develop a positive community image as their behaviour as manufacturers or marketers is increasingly questioned on ethical grounds. Is…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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