How can companies communicate their purpose and positive social impact in a way that is authentic, genuine and meaningful? Is it possible or will consumer cynicism always reign supreme? This was the topic of a Shared Value Project Hong Kong panel where Laura Baker spoke at recently.
In principle, many of us believe that bringing a social element into core business strategy is the right thing to do. However, it can often be difficult to understand and quantify the importance to the bottom line. This article explores how a company’s purpose can be unlocked by linking it to social issues and the associated benefits.