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Prove Your Purpose

When it comes to CSR, purpose begins the journey – but return is the destination. Prove Your Purpose is your source for need-to-know CSR news and insights, driving strategy beyond purpose to deliver tangible results.


Cartoon Network Uses Mobile to Target Kids with Anti-Bullying Effort

by Research & Insights

Social media, smart phones and new technologies are fast changing the face of cause marketing. Issues become more visual, emotional and shareable. Participation becomes more personal, approachable and often viral. Companies like Cartoon Network, who are targeting a wired audience, are embracing these opportunities and giving their existing programs a facelift to reach kids by harnessing the technology in the palms of their hands.

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Five Trends in Back-to-School Cause Marketing

by Research & Insights

The back-to-school shopping landscape is changing dramatically -- 60 percent of tablet users are turning to online instead of hitting the shopping aisles and more than a third of consumers are forgoing the big stock up of supplies all together. As marketers navigate changing consumer shopping habits, many continue to use cause marketing as a way to break through. This year's campaigns run the gambit from traditional in-kind donations to new digital activations and unconventional beneficiaries. Here are a few of the back-to-school cause marketing themes we are seeing this year:

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Target’s “Made to Matter” Brings Responsible Shopping to the Masses

by Research & Insights

Over the last few months, there has been an explosion of fashion and retail brands responding to the growing expectation of consumers seeking responsible shopping options. Collections with a conscious are hitting shelves across the nation, with brands like H&M, Levis and Nordstrom providing consumers with an alternative shopping experience. Now, Target is joining the trend with the nationwide debut of its “Made to Matter” collection.

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Overstock.com “Closes the Loop” on Clothing with Online Donation Bin

by Research & Insights

In-store clothing recycling bins are an obvious option for brick and mortar retailers – giving consumers an easy way to donate items instead of throwing them in the trash, while allowing companies to address end-of-life waste. What started with Marks & Spencer’s pioneering “Shwopping” campaign has now become the latest trend in CSR activations, with brands like H&M, American Eagle and Madewell jumping on board to “close the loop” on clothing.

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Kenneth Cole Embraces Digital Activism to Amplify Social Impact Commitments

by Research & Insights

Fashion brands have been jumping on the cause marketing bandwagon, exchanging “likes” or “pins” for dollars donated and enlisting celebrities to be a mouthpiece for a cause – a movement we noted in our 2013 trends wrap up. Now, an organization with a long history of supporting social issues is looking to get consumers even more engaged in social efforts, enlisting some new partners to take the social good message even further and turn consumers into digital advocates.

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How Intermarché and Chipotle Thought Differently About Food Waste

by Research & Insights

Food waste is making headlines across the globe. In the United States alone, 31 percent – or 133 billion pounds – of the available food supply went uneaten in 2010, according to the USDA. Across the pond, the European Union declared 2014 the European Year against Food Waste. For companies working in the food space, this is not only a major sustainability problem but an issue that also impacts profitability and efficiency. Now, a few companies are taking new approaches to reduce waste, harness technology and inspire behavior change to narrow the margin between what we produce and what’s thrown in the trash.

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Southwest Airlines’ Project LuvSeat Marries Sustainability and Social Impact

by Research & Insights

Companies are continually pressed to innovate products and services to address environmental concerns and many organizations, like Nike and Ford, are thinking outside the box to create materials that pave the way for a leaner and more efficient future. However, oftentimes a sustainable innovation can create some very unsustainable byproducts – and it's up to companies to create solutions that benefit both business and society.

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