BXP - May 2018 - 38

THE DEBATE

38

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

If you go on our website, you'll even see that

marketers can show how impactful CSR can be,

we keep a tracker of where all the donations

the more businesses will gravitate towards it

are based on the region. So when you buy one

naturally.

of our products, it's a serving for serving in the
region where it's purchased and we update that

Another thing that we do is we're B Corp certi-

information regularly. When we get the sales

fied, which you know essentially means that we

data, we update the site. This is done with the

are being measured on our business results and

aim to be completely transparent so people

our mission. So marketers can push for becom-

know where the donations are going.

ing part of the B Corp community. It's also a
very strong community where businesses sup-

How can the marketing and branding

port each other. Your peer B Corp organizations

community help businesses become better

can really help elevate not only the marketing

corporate citizens?

and the business.

Marketing, the people who are working in the
marketing division, can clearly go in with the

Being B Corp certified also tells shoppers about

objective of finding ways to articulate the value

your message and your values.

to the businesses as a whole and how those can
get the right consumers to get involved with
the brand.
It can be done. We are engaging those informed consumers. What we do as a team is
talk all the time about the quality of engagement that we have on our social media. It's
not just people making a comment. It's about
people who clearly identify with what we're doing and talk to us about how important it is for
us to be doing something with the community.
What we are getting is more than just a click,
more than a thumbs up. It's a deeper connection with our brand.
We do things like we answer our own Insta-

I don't think
companies
really
realize the
power that
they have,
especially
the larger
companies.

What can business leaders do now to improve
business' impacts on society?
This is hard to answer for businesses in general
because actions are specific to a business. That
said, I think the first thing is to really take the
time to research what you're doing now. Sometimes there are really easy changes that can
have a big impact-even changes that might
not cost anything and yet change a process.
The other thing is to talk to your employees and
really understand what would make them feel
more valued. Engage your employees to solve
a problem, talk to them about how to solve it
and then task them to do it.

gram and Facebook comments, and we have

One of the big advantages of being part of the

actual conversations in social media. The more

Campbell's group is that we have employees

MAY 2018

|

BRAND EXPERIENCE



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

BXP - May 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer: A New Silk Road
Breaking the Tablet Mold
Beaut Y Is Brand Deep
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: Brazil
BXP - May 2018 - Intro
BXP - May 2018 - BXP - May 2018
BXP - May 2018 - Cover2
BXP - May 2018 - 1
BXP - May 2018 - Contents
BXP - May 2018 - 3
BXP - May 2018 - 4
BXP - May 2018 - 5
BXP - May 2018 - Editor’s Letter
BXP - May 2018 - 7
BXP - May 2018 - The Scene
BXP - May 2018 - 9
BXP - May 2018 - 10
BXP - May 2018 - 11
BXP - May 2018 - Chief Experience Officer: A New Silk Road
BXP - May 2018 - 13
BXP - May 2018 - 14
BXP - May 2018 - 15
BXP - May 2018 - 16
BXP - May 2018 - 17
BXP - May 2018 - Breaking the Tablet Mold
BXP - May 2018 - 19
BXP - May 2018 - 20
BXP - May 2018 - 21
BXP - May 2018 - Beaut Y Is Brand Deep
BXP - May 2018 - 23
BXP - May 2018 - 24
BXP - May 2018 - 25
BXP - May 2018 - 26
BXP - May 2018 - 27
BXP - May 2018 - 28
BXP - May 2018 - 29
BXP - May 2018 - 30
BXP - May 2018 - 31
BXP - May 2018 - 32
BXP - May 2018 - 33
BXP - May 2018 - The Debate
BXP - May 2018 - 35
BXP - May 2018 - 36
BXP - May 2018 - 37
BXP - May 2018 - 38
BXP - May 2018 - 39
BXP - May 2018 - 40
BXP - May 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - May 2018 - 42
BXP - May 2018 - Ad Index
BXP - May 2018 - The List: Brazil
BXP - May 2018 - Cover3
BXP - May 2018 - Cover4
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