corporate social responsibility

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Will CEOs Honor Their Pledge? Here Are Five Ways Corporations Could Keep Their Commitments

Samuel Stern August 30, 2019
Leaders of the largest U.S. companies have vowed to redefine the role of business in society. Putting the words into action will require taking a long, hard look at current practices and planning meaningful but difficult steps.
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Customers Value Sustainability — Brands And Retailers Must, Too!

Michelle Beeson July 17, 2019
Increasingly, customers factor in sustainability when considering whether your brand gets their spend or not.
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Gillette’s Path Forward With “We Believe”: Own The Controversy

Jim Nail January 18, 2019
In Part 1 of this post, I criticized Gillette for its statement, “We weren’t trying to court controversy. We were just trying to upgrade the selling line that we’ve held for 30 years,” as lacking conviction in the values it claimed that the campaign represented. My first piece of advice was: If you aren’t authentic […]
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Why Carl Jung Would Criticize Today’s Value-Based Marketing

Chris McClean January 22, 2018
GUEST BLOG POST, FROM DREW GREEN As a voracious media consumer, I’m exposed to a mind-numbing amount of advertising. Enough that trends start to emerge. One recent trend standing out more than others is an influx of “cause marketing” tactics, where brands incorporate their values into their messaging. Look no further than the composition of […]
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How State Farm Turned a Marketing Tagline into an Expression of Its Corporate Values

Jim Nail January 11, 2018
Happy 2018! I hope everyone enjoyed their holidays and had a chance to relax. As we get back to the swing of our regular routines, I have to wonder — what becomes of the season of giving? The Salvation Army bell ringers have disappeared, and cause-related marketing ads promoting companies’ charitable giving (like Subaru’s Share […]
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A Lesson from the Bruce Springsteen/Richard Thaler School of Marketing

Jim Nail October 31, 2017
What do consumers, Bruce Springsteen, and a Nobel Prize laureate have in common? They all understand the concept of fairness. And they understand that consumers reward and punish companies based on perceived fairness. Nobel Prize winner Richard Thaler found that if a company raises prices or cuts wages for the sole purpose of better profit […]
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The Pressure From Values-Driven Consumers Continues To Build

Jim Nail August 31, 2017
There’s a new urgency in the marketplace: to appeal to values-driven consumers.  When Forrester first started discussing the importance of corporate values many years ago, we were met with both support and skepticism. “Consumers only care about the cheapest products,” skeptics told us. “Companies only care about maximizing shareholder returns,” they said. But as recent events in the public […]
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PODCAST

With Me Or Against Me: The Values-Based Consumer

What It Means April 20, 2017
Forrester Senior Data Analyst Anjali Lai examines how the current turbulent social climate and the emergence of the values-based consumer are putting pressure on brands to take a stand.
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