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Inspiring Innovations: Doing Good | People’s Insights

By Melanie Joe, Consultant – Research & Insights, MSLGROUP Doing Good It isn’t enough today to talk to audiences about your brand; they want their brands to be more than the products and services they represent. Millennials, especially, demand sustainable and responsible growth from organizations. In our recent People’s Insights report The Future of Business Citizenship, we found that 83% of the 8,000 m ...

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Inspiring Innovations – People’s Insights | Jan & Feb 2015

By Melanie Joe, Consultant – Research & Insights, MSLGROUP As we welcome 2015 and with it possibilities for a new era of marketing communications, a few questions become more relevant today than ever before: • What is the next big idea that can redefine brand-consumer interaction? • How can businesses create more lasting value for their consumers? • Why should brands and corporations focus their energie ...

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Active Citizenship is a Relatively New Concept in Japan

By Kayo Sato, Director, Planning, MSLGROUP in Japan Compared to other countries, Japanese Millennials don’t have clear views regarding citizenship. One-third of Japanese Millennials don’t have clear ideas of what “active citizenship” means because the phrase is not widely common in Japan. Another third gave their  own definitions of active citizenship as those who proactively conduct voluntary works for soc ...

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CSR into CSV: The Path to Creating Shared Value

John Bee talks to Jim Peacock about the journey Nestlé went on to become a company focused on creating Shared Value and suggests it’s a concept that could be adopted across many markets and sectors. Can you explain how and why Nestlé adopted the Shared Value approach? JB: We feel that if you can embed a social purpose deep within an organisation it will begin to deliver the returns that society needs it to ...

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The Emergence of Shared Value: Driving Innovation and Growth

By Marc Pfitzer, Managing Director, FSG Marc Pfitzer charts the emergence of Shared Value as a driving force for innovation and growth in companies determined to create both social and economic value. Like other new approaches to sustainability, it is filling in huge gaps left by earlier experiments with philanthropy and CSR – but is still in its infancy and its potential is vast. For well over a decade, we ...

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The Reputation Complex – Helping Organizations Navigate the Blur in the Liquid Age

By Pascal Beucler, SVP and Chief Strategy Officer, MSLGROUP I was invited to speak at the Corporate Communications Conference held in Athens in October, to share a few thoughts about the fast transformation of Reputation Management, everywhere in the world, and what it means for our clients, and for us. A crucial topic given the disintermediation and disruption around us, and a #1 risk for business execs ev ...

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If You’re Not Where Millennials Expect You to Be, You’re Nowhere

By Pascal Beucler, SVP & Chief Strategy Officer, MSLGROUP While we were building our Corporate & Brand Citizenship Practice and our PurPle (Purpose + People) methodology over the last few years, we identified early signs of a change in mindset amongst Millennials, which is now evident amongst a large majority of them around the world. We launched our global research study to investigate this further ...

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Game Changing Business Leaders Discuss Future of Citizenship #SB14sd

By Scott Beaudoin, Global Practice Director, Corporate & Brand Citizenship, MSLGROUP As a business citizenship strategy and communications consultant for nearly two decades, I couldn’t help but notice how far business has come in understanding the value of putting people, planet and purpose at the center of business strategies on the first days of Sustainable Brands. Sustainable Brands is an internation ...

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Why and How Businesses Need To Partner With Millennials, To Better Manage Resilience, Relevance & Resonance in Troubled Times

By Pascal Beucler, SVP & Chief Strategy Officer, MSLGROUP On June 3, MSLGROUP revealed some key findings of the survey conducted in 16 countries, interviewing 8000 millennials to explore and understand what active citizenship means to them at the Sustainable Brands 2014 Summit in San Diego. Both global findings and country per country insights are very interesting. We wanted to explore what active citiz ...

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Millennials Will Require More Brand Interaction Opportunities vs. Traditional Advertising

By Allan Dib, SVP, Planning & Analytics, MSLGROUP in North America MILLENNIALS (GENERATION Y) BORN 1977 –1994 Millennials represent the consumer market of the future. Success in marketing to Millennials is critical to companies across all product and service categories. They will become more important as they reach their peak buying power within the next ten years. Millennials are the most racially dive ...

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