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Jeff Weiner, CEO of LinkedIn, coined this phrase.
He said, "I’ve come to learn there is a virtuous cycle to transparency and a very vicious cycle of obfuscation. People have an insatiable curiosity, and if they’re officially denied access to information, they’re going to dig for it on their own."
Cause marketing seems to be pretty noticeable at the moment.
Though cause marketing has been around for about 50 years, the internet has undoubtedly revolutionised charitable giving and brand involvement.
According to a recent study, 73% of consumers believe brands have a responsibility to do more than just generate a profit.
Now, people expect social responsibility, and even more than that, for brands to actively try to make a difference in the world.
Ashley Friedlein, Econsultancy CEO, kicked off 2014 by pointing to six trends of note in advertising.
These were real-time bidding, native advertising, video advertising, targeting, localised and geo-targeting, and mobile advertising.
Unilever is a company that continues to innovate in advertising. Let’s look at how.
The high street debate is one that attracts much comment on the Econsultancy blog.
Feelings run high when it comes to ensuring the survival of stores in our towns. The situation has yet to crystallise, though it’s clear there are business models that aren’t best suited to bricks and mortar any more.
Alongside the trend towards experiential retail (shops doing more than simply selling stuff that consumers can buy cheaper online), a trend towards creating social value in the community may be emerging.
High street vacancy rates are steady in the UK at 14% in 2013 and independent stores such as cafes are on the increase. Part of the reason for this is social and local.
Most of us still value our retail centres as places to take a ‘humanity bath’, meeting people outside of the office, the church/mosque/synagogue and your neighbourhood.
But what else can big retailers do to engender a closer community? Does every store have to get involved? What about digital technology, can it play a part at a community level?
The RSA (Royal Society for the encouragement of Arts, Manufactures and Commerce) has released a report detailing the business case for socially aware retail. The report includes the results of six months of research with three ASDA stores.
Whilst most of the findings are relevant mainly for larger focal points, chiefly supermarkets, here’s what I gleaned...
A Reputation Institute 2011 survey found that a company’s CSR programme (in its broadest sense), can be responsible for more than 40% of a company’s reputation, whilst companies with stronger social leadership programs have 55% better internal morale and 43% more efficient business processes. T
his is added to the fact that highly engaged employees have three times the operating margin.