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
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200809
https://www.nxtbook.com/nxtbooks/STMG/bxp_202007
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200506
https://www.nxtbook.com/nxtbooks/STMG/bxp_202004
https://www.nxtbook.com/nxtbooks/STMG/bxp_202003
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201912
https://www.nxtbook.com/nxtbooks/STMG/bxp_awards2019
https://www.nxtbook.com/nxtbooks/STMG/bxp_201910
https://www.nxtbook.com/nxtbooks/STMG/bxp_201908
https://www.nxtbook.com/nxtbooks/STMG/bxp_201907
https://www.nxtbook.com/nxtbooks/STMG/bxp_20190506
https://www.nxtbook.com/nxtbooks/STMG/bxp_201904
https://www.nxtbook.com/nxtbooks/STMG/bxp_201903
https://www.nxtbook.com/nxtbooks/STMG/bxp_20190102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201812
https://www.nxtbook.com/nxtbooks/STMG/bxp_awards2018
https://www.nxtbook.com/nxtbooks/STMG/bxp_20180910
https://www.nxtbook.com/nxtbooks/STMG/bxp_201808
https://www.nxtbook.com/nxtbooks/STMG/bxp_201806
https://www.nxtbook.com/nxtbooks/STMG/bxp_201805
https://www.nxtbook.com/nxtbooks/STMG/bxp_201804
https://www.nxtbook.com/nxtbooks/STMG/bxp_201803
https://www.nxtbook.com/nxtbooks/STMG/bxp_20180102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201712
https://www.nxtbook.com/nxtbooks/STMG/bxp_20171011
https://www.nxtbook.com/nxtbooks/STMG/bxp_201709
https://www.nxtbook.com/nxtbooks/STMG/bxp_201708
https://www.nxtbook.com/nxtbooks/STMG/bxp_20170607
https://www.nxtbook.com/nxtbooks/STMG/bxp_201705
https://www.nxtbook.com/nxtbooks/STMG/bxp_201704
https://www.nxtbook.com/nxtbooks/STMG/bxp_201703
https://www.nxtbook.com/nxtbooks/STMG/bxp_20170102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201612201701
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201611
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201609
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201608
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160506
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201604
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201603
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201512
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201510
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201509
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201508
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201505
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201504
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201503
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20141112
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201410
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201409
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201408
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201405
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201404
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201403
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201312
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201311
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130910
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201308
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201305
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201304
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201303
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201212
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201211
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201210
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201209
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201208
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201206
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201205
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201204
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201203
https://www.nxtbookmedia.com