The cosmetics retailer admits it strayed too far away from being a purpose-driven business under the previous ownership but is looking to turn that around with a new mobile-driven campaign.
The Tesco National Charity Partnership, which facilitates the multi-party partnership between Tesco, Diabetes UK and the British Heart Foundation, says the key to successful charity tie-ups is simplicity.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
As both Starbucks and Uber receive very different reactions after taking a stand in Trump matters, marketing experts weigh up whether brands should get involved.
As high-profile brands such as Apple, Diageo and Johnson & Johnson fall out of the top 100 for ‘purpose’, it seems many companies are flirting with the idea and not following through.
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.
Brexit has caused us all – both individuals and organisations – to do a lot of soul searching in recent weeks. Those businesses that thrive in times of uncertainty, however, will be the ones that focus on purpose, says Michelle Keaney, founder of Three Point Zero and partnership director at The Marketing Academy.
Footwear brand Toms’ annual One Day Without Shoes initiative this year engaged 3.5 million people. In this instalment of Marketing Week’s shoestring marketing series we look at how the brand has built a strong connection with customers through its community approach.
Truly purposeful brands can change the world while driving fantastic business results.
Brands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
From H&M launching its first ever sustainability campaign to Asda ditching VCCP for Saatchi & Saatchi as its lead creative agency, it has been a busy week in the world of marketing. We have lined up the five news items you need to know.
Coca-Cola’s social media director for sustainability Tim Goudie believes sustainability is no longer seen as “warm and fuzzy” and can benefit businesses as long as it is authentic and “makes logical sense”.
Persil is hoping to bring about behavioural change by encouraging parents to “get out and get dirty with their children” as it evolves its ‘Dirt is good’ marketing strategy to focus on the worrying statistic that prisoners at a maximum security jail in the US spend more time outside than the average child.
Speaking to Marketing Week to promote The Venture, Chivas whisky’s $1m competition for social enterprises, the wine and spirit maker’s chief executive Alexandre Ricard claimed today’s consumers will uncover any lack of authenticity in corporate social responsibility efforts.
Nearly half of Brits would like to see more high-profile UK CEOs in the mould of a Richard Branson or Sir Martin Sorrell, and those with a marketing background are best equipped to take on this more visible role at the top, according to a new study.