Brands need to look beyond conventional CSR and green marketing to cement their appeal to ethical, socially conscious consumers, says Jonah Bloom, chief strategy officer of Kirshenbaum Bond Senecal + Partners. Taking on issues such as joblessness, education or health care will get a branding boost marketers can only dream of, Bloom says. "Drive progress in one of these areas and a brand cannot only profit in the short term but become a category leader for decades," he says.

Full Story:

Related Summaries