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As the world resets to the new economic realities, companies and brands are examining their role as global corporate citizens. The new price-value equation will encompass their active connections to the lives of consumers, communities and employees. Issues such as water, carbon footprints, empowerment of women and girls, the prevention and irradiation of disease, education at all levels and access to technology are being embraced by companies searching to answer the question: “What do you stand for?”.
Today’s global challenges necessitate active and innovative engagement in social issues. Doing good, once considered optional for companies and individuals, is no longer a nice to do, but a have to do strategy.
Watch as Carol Cone presents insights into selecting the right cause and partners to the 56th Annual Cannes Lions International Advertising Festival.