Interesting or inspiring articles (perhaps a bit of both) … plus what I’m reading right now
Each week, we share links to a few interesting or inspiring articles we’ve come across during the previous week. They’re meant to stir your thinking about marketing, communication and graphic design as well as conscious capitalism and the socially conscious movement.
There is much talk these days surrounding the idea that CSR needs a serious facelift. The belief is that it’s an outdated system in which companies continue to maximize profit and give back only a small portion of their profits (mostly with the aim of improving PR exposure). This article talks about the idea that the system will not solve our present-day problems and suggests that CSR move away from being a cost centre and become a value centre instead.
HOW COMPANIES GET PHILANTHROPY WRONG, AND HOW THEY CAN GET IT RIGHT VIA FAST COMPANY
Patagonia is combining content marketing (particularly video and documentaries) with a movement to protect our vulnerable wild and open spaces. Ambassadors and advocates are also getting involved and supporting particular causes. Have you thought about how you can add an advocacy component–which aligns with your product or service–to your overall business objective and culture?
WHAT PATAGONIA LEARNED SO FAR FROM MIXING CONTENT STRATEGY AND activism via fast company
What I’m reading right now: Conscious Marketing: How to create an awesome business with a new approach to marketing by Carolyn Tate. Carolyn delves deep into the idea that businesses need to stop thinking about what they do and shift their thinking to why they do what they do. I’m about halfway through her book and am looking forward to the chapter on promotion and the 10 principles to adopt as part of this marketing shift. I would recommend you read it.
