Do Good, Anne Bahr Thompson
Do Good, Anne Bahr Thompson
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Do Good
Embracing Brand Citizenship to Fuel Both Purpose and Profit

Author: Anne Bahr Thompson

Narrator: Marguerite Gavin

Unabridged: 9 hr 36 min

Format: Digital Audiobook Download

Publisher: Ascent Audio

Published: 11/17/2017

Includes: Bonus Material Bonus Material Included


Synopsis

Good works are no longer optional.
For many businesses, success comes in unexpected ways. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia's profits have climbed year after year even as it funnels heavy investments into sustainability.
And it's not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. From CVS's destocking cigarettes to Chipotle's ethical sourcing, people want to see fair employment practices, social responsibility, and charitable giving--and they quickly call out negligence.
Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a company's DNA. Packed with examples and original data, the five-step model highlights the new rules of business:
- TRUST: Deliver on promises
- ENRICHMENT: Make daily life easier or more inspiring
- RESPONSIBILITY: Treat people and the environment with respect
- COMMUNITY: Mirror values shared by customers, employees, and partners
- CONTRIBUTION: Make a difference in the world.
Buyers today demand more than half-hearted pledges. By actively linking great brands with higher purposes, companies capture both markets and hearts.

Reviews

Goodreads review by Charles on December 26, 2017

The behavior of corporations falls along a spectrum anchored on the ends by those driven only by the numbers for the current or next quarter on one end and by companies that factor in the overall role they play in society on the other. This book concentrates on the organizations that fall on the en......more

Goodreads review by Amir on January 26, 2023

Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit is a book written by David Hessekiel, the President of the Cause Marketing Forum, and a leading expert in the field of brand citizenship. The book provides a comprehensive framework for understanding and implementing brand citizens......more

Goodreads review by Shanell on December 12, 2017

Excellent and informative! Do Good: Embracing Brand Citizenship to Fuel both Purpose and Profit is a fantastic book for anyone who is trying to get ahead in the business and marketing world. Anne Bahr Thompson has done extensive research over the years to discover the ways that companies have used t......more

Goodreads review by Elle on September 02, 2019

Great concept and the book gave me some hope for humanity with the several examples of corporations choosing to enact policies that helped their work force, the environment, their community, or some other social cause over their bottom line. However, I did find it quite repetitive. There were so man......more

Goodreads review by Amy on March 06, 2019

As our society continues to align with brands/businesses who support a social good, this book is a must read for those in business. An excellent read and I have quoted it frequently since reading it.......more