BXP - June 2018 - 29

29

A MuLti-PArt SEriES

Looking at Marketing and Designing for

Socially and Eco-Conscious
Products, Services and Businesses

Kate Williams

they believe are doing social or environmental good. Let me

CEO of 1% for the Planet

found that 90% of shoppers consider the importance of a

give you another data point: A Cone Communications' study
company's responsible business practices. So there's defi-

Can business really affect societal change?

nitely key data indicating a very strong consumer contingent

I believe and also the evidence increasingly shows that busi-

that wants to invest in brands that are making positive sus-

ness is a very important driver for social change in several

tainability choices. I think that's a huge opportunity uncov-

different ways. One way is that businesses can actually create

ered in one of the studies I mentioned: Unilever analyzed the

products and services, and then also run their operations

market for products for strongly eco-focused consumers to

in ways that represent at best solutions and at least, a kind

be $2.5 trillion.

of mitigation of any problems that they're creating. I see
another example in how businesses engage consumers in

How can business leaders determine how much of a role

becoming aware of societal issues and then making choices

corporate social responsibility should play for their brands?

with their dollars that drive social change.

I love this question because there are similar but yet different
considerations depending on the stage of the organization.

Is there a business case for making corporate social

My advice for all business leaders, regardless of whatever

responsibility part of a brand's corporate DNA?

stage their brands are in development, is to start thinking

Absolutely. There is a strong business case, which is grow-

through an authentic commitment where the brand can really

ing stronger, that's largely driven by the consumer data that

integrate into how they do their work and then how they tell

we're seeing. Here's a data point: An Unilever study showed

that story. Making this commitment a very real and credible

that 33% of consumers are choosing to buy from brands

part of that brand story is super important no matter where

BXPMagAzine.com

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

BXP - June 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Fresh Approach
Buzz-Worthy Health Care Innovation
Itching the Impulse
The Debate: Socially Conscious Marketing & Eco-Conscious Design
Brand Leaders & Rising Stars Retrospective
The Toolbox: Transparent & Glass Packaging
Ad Index
The List
BXP - June 2018 - Intro
BXP - June 2018 - BB1
BXP - June 2018 - BB2
BXP - June 2018 - BXP - June 2018
BXP - June 2018 - Cover2
BXP - June 2018 - 1
BXP - June 2018 - Contents
BXP - June 2018 - 3
BXP - June 2018 - 4
BXP - June 2018 - 5
BXP - June 2018 - Editor’s Letter
BXP - June 2018 - 7
BXP - June 2018 - The Scene
BXP - June 2018 - 9
BXP - June 2018 - Chief Experience Officer Series: Fresh Approach
BXP - June 2018 - 11
BXP - June 2018 - 12
BXP - June 2018 - 13
BXP - June 2018 - 14
BXP - June 2018 - 15
BXP - June 2018 - 16
BXP - June 2018 - 17
BXP - June 2018 - Buzz-Worthy Health Care Innovation
BXP - June 2018 - 19
BXP - June 2018 - 20
BXP - June 2018 - 21
BXP - June 2018 - 22
BXP - June 2018 - 23
BXP - June 2018 - Itching the Impulse
BXP - June 2018 - 25
BXP - June 2018 - 26
BXP - June 2018 - 27
BXP - June 2018 - The Debate: Socially Conscious Marketing & Eco-Conscious Design
BXP - June 2018 - 29
BXP - June 2018 - 30
BXP - June 2018 - 31
BXP - June 2018 - 32
BXP - June 2018 - 33
BXP - June 2018 - Brand Leaders & Rising Stars Retrospective
BXP - June 2018 - 35
BXP - June 2018 - 36
BXP - June 2018 - The Toolbox: Transparent & Glass Packaging
BXP - June 2018 - 38
BXP - June 2018 - 39
BXP - June 2018 - 40
BXP - June 2018 - 41
BXP - June 2018 - 42
BXP - June 2018 - Ad Index
BXP - June 2018 - The List
BXP - June 2018 - Cover3
BXP - June 2018 - Cover4
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