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Archive forJuly, 2009

I googled this ques­tion and found some inter­est­ing results. I will tell you what I found but first I want to make a comment.

I asked peo­ple in my LinkedIn groups whether they thought the ‘buy and we will donate’ strat­egy works. I asked whether they thought it was a clever mar­ket­ing ploy or gen­uine caring.

This seems to be a pop­u­lar brand­ing strat­egy to cover social and envi­ron­men­tal respon­si­bil­ity. I hon­estly have never bought a prod­uct because ‘x’ amount of cents/pence goes to a cause.

What does this mean to you? We all can make a dif­fer­ence whether it is small or big. The ques­tion is ‘do you want to make a difference?’

Many times, I have sat in a research pre­sen­ta­tion and the out­comes chal­lenged because they con­tra­dict management’s per­cep­tion. I have seen exec­u­tives walk out, tak­ing from the research that which agrees with their views and dis­miss­ing that that dif­fer. Is this dan­ger­ous or correct?

keep looking »

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