Consumers are starting to put their money where their mouth is when it comes to responsible consumption, says Michelle Keaney, partnership director at The Marketing Academy and founder of Three Point Zero.
Brands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
Having a social purpose is helping brands such as Ben & Jerry’s, owned by Unilever, build a relationship with customers beyond sales transactions.
The drinks company has tried to react to changes in consumer behaviour brought on by the coronavirus lockdown
Virgin Money is hoping a focus on music sponsorship and ‘taking the fear out of finance’ can help it take on the old guard of high street banking.
The Advertising Association president and former Unilever chief marketing and communication officer discusses the government’s ‘Enjoy Summer Safely’ campaign and the positive changes companies can take from Covid-19.
Too Good To Go hopes it can make people feel as emotional about the issue of food waste as they do plastic, and that Covid-19 will change people’s relationship with food for good.