BXP - April 2018 - 53

THE DEBATE

53

S o c i a l l y C o n s c i o u s M a r ke t i n g & E c o - C o n s c i o u s D e s i g n

sions. Doing good can be rewarding because it

Many companies are the younger and trendier

can inject authenticity into the conversations

companies. These startups are interested in

being had between brands and shoppers in

corporate social responsibility for the best rea-

social media.
Consumers want to engage with brands, but
they don't take bs anymore. They have a lot of
information at their fingertips. They don't want
to be "talked to." They want to be part of conversations about where their favorite products
come from, how the packaging is sourced for
their favorite products, and what happens to all
of it once they are done with the products and
the packaging.
Not every company ends to occupy the same
space on the spectrum of social responsibility.
Sometimes, the way a company is structured
means that the initiative must be a marketing
and branding tool first. Be transparent about it
because $50,000 that went to a charity instead
of Facebook ads is still $50,000 for the better
good.
Know, though, that the companies that will
win over consumers are the companies wholly
committed to giving back. For these companies, their whole business model is based on

Social
responsibility
is about more
than product
design and
package design
or even giving
money to a
charity. It's
whom you align
with, what you
do with your
money beyond
donations,
and even
the messages
behind your
marketing and
communication.

sons. Not that leveraging a marketing benefit
for doing good things is a bad thing, but these
startups make social responsibility more than a
tool. Social responsibility is at the core of their
businesses. For example, Greyston Bakery in
Yonkers, NY, it hires at-risk or homeless people
and teaches them how to bake goods.
There are package manufacturing companies
that are making eco-friendly part of their core.
Some of these companies are implementing
eco-friendly design and social responsibility
with great transparency, such as Method. To me,
Method is closer to the true authenticity and
core to the business model end of the spectrum
because they're focused on producing biodegradable and green packaging.
The benefit to these companies for doing the
right thing is that shoppers pick up on that
and consumers give these companies much
deserved attention for doing something for the
good of society. And so they get that marketing
boost even if it is not the ultimate goal.

this concept of companies can change the

Social responsibility is about more than product

world. They believe that companies can serve as

design and package design or even giving

a third pillar in society, along with government

money to a charity. It's whom you align with,

and nonprofits, to support the public welfare.

what you do with your money beyond do-

Newman's Own was a pioneer in this category,

nations, and even the messages behind your

but more and more of these types of companies

marketing and communication.

are popping up.

BXPMAGAZINE.COM


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Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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