As the New Year turns, pundits with crystal balls seem to come out of hiding. Trend prognostications are everywhere: Top-ten this, top-ten that—whether it’s marketing, health or technology, every subject gets its due. It’s a phenomenon that’s closely related to another annual, self-reflection ritual: New Year’s resolutions. Reading top trends makes us feel smart and virtuous—kind of like the mental equivalent of a new gym membership.
Our 2012 Cone Communications Holiday Trend Tracker reveals that one out of every three Americans turns to social media to learn about holiday cause programs.
Corporate social responsibility is officially mainstream. Long gone are the days when CSR was a bolt-on initiative or a one-person, siloed corporate function.
Now recognized as a viable business strategy, CSR is increasingly a way for brands to differentiate themselves and engage critical stakeholders. And, more and more, consumers use CSR as a lens through which to view brands, and as a deciding factor in whether they will buy from, work for, or support an organization. 2012 saw some game-changing trends that define this new era in CSR.
Yesterday, Cone celebrated our own annual day of service at Christmas in the City, and it made us pause and think deeply about corporate volunteering events…
Here at Cone Communications, we have challenged ourselves, our clients and the industry at large to put a line in the sand and answer the question, "What do you stand for?" But the world of corporate social responsibility is evolving.
Communicators continue to struggle with how and when to articulate green attributes. Exaggerated claims and complex issues have created challenges for PR professionals. Terms such as “recyclable” and “recycled” are often misunderstood. “Compostable” and “biodegradable” are interchanged. And, reductions of materials like paper and others are often taken out of context or not communicated in a way that’s easily understood.
As the holiday shopping season swings into full gear, our 2012 Cone Communications Holiday Trend Tracker reveals cause is still key to holiday marketing, with nearly three-quarters of consumers expecting companies to support causes this busy shopping season.
Since the East Coast landfall of Hurricane Sandy nearly three weeks ago, we've seen an overwhelming amount of outreach and support from generous individuals, corporations and nonprofits contributing everything from cash to mobile power stations.
Unilever's Sustainable Living Plan is full of aggressive environmental goals, one of which is to halve its environmental impact by 2020.
Hurricane Sandy caused more than 90 deaths (to date), leveled seaside towns, ripped apart cherished monuments and caused catastrophic property damage along its 960 mile-wide path of destruction.
After years of attention, interest and fanfare, earlier this year Pepsi let its much-vaunted social impact initiative, the Pepsi Refresh Project, quietly fizzle away. Today, if you try to find the project’s website, www.refresheverything.com, you’ll be redirected to the Pepsi brand site, where you’ll encounter the amped-up marketing blitz, “Live for Now,” a heavily entertainment-focused campaign that puts Pepsi back on familiar ground: the glitz and glam of pop culture.
Today's global business environment is a blur of stakeholder demands, increasing expectations and competitive hurdles. No longer a niche initiative, corporate social responsibility (CSR) has gone mainstream. And with the growth of CSR programs comes the rise of stakeholder expectations. According to the newly released 2012 Cone Communications Corporate Social Return Trend Tracker, 84 percent of Americans hold companies accountable for producing and communicating the results of CSR commitments. Purpose cannot stand alone - stakeholders demand proof of impact.
When it comes to corporate social responsibility, aspirational mission statements are not enough – consumers and other stakeholders demand proof of progress.
Midway through National Breast Cancer Awareness Month, our 2012 Cone Communications Breast Cancer Trend Trackerreveals consumers are becoming skeptical about the intents and impacts of breast cancer cause marketing campaigns.
Traditional cause marketing used to follow a strict formula: purchase one product, trigger a donation. Yet, as cause marketing evolves, so too do the ways to support issues.
For the first time since 1998, the Federal Trade Commission has released updated environmental marketing guidelines.
With the first presidential debate less than a week away, the campaign trail continues intensify – as does cause marketing.
How many times in the past month have you been asked to make a donation to a nonprofit?
Glitz, glam and… green? Decidedly not – at least for now.