Eric Jacobson On Management And Leadership

You likely have noticed the sea change in the market’s demand for brands to reinvent how they engage with customers. It’s the mandate to embrace Brand Citizenship . Which means “doing good.” Doing good for customers, employees, local communities, and the planet overall.   “People want the companies they do business with not only to ‘do good’ and make the world a better place, but also to advocate on their behalf and make them feel like they are part of a larger community or grander mission,” explains Anne Bahr Thompson , author of the new book, Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit s .   Furthermore, Thompson explains that “doing good has come to mean taking responsibility for more than traditional philanthropy or corporate social responsibility initiatives.”   First in the book, Thompson sets the stage for what caused this growing trend where people are drawn to companies with a higher purpose – and consequently reward them ...