Brand Activism: From Purpose to Action
How to create purposeful action to ensure long-term business success There was a time just a few years ago when big brands could flog any old nonsense if it connected with the right audience. Then we all started demanding a little more and the response was a few heavily-PRed associations with worthy causes to distract us from the environmental or social impacts of their operations. We were all involved. But this approach to old school, siloed Corporate Social Responsibility (