2014 was a landmark year for CSR, with companies taking their efforts to new levels and consumers responding with enthusiasm and participation. In the past 365 days, we saw more than 2.4 million people willingly douse themselves in ice-cold water, a football stadium-sized clothing recycling effort and ugly vegetables take the main stage. As the year comes to a close, Cone Communications reflects on the top ten CSR trends of 2014.
2014 was the year of the girl. The trend started with toy startup Goldie Blox's Super Bowl XLVIII ad that taught us that toys for girls don't have to be pretty or pink – they need to be smart and focused on skills needed for the future. The Always brand followed suit with its "Like a Girl" campaign, challenging why we perceive the phrase "like a girl" with a negative connotation. Lego is now joining the ranks of brands redefining gender roles with its launch of the #KeepBuilding campaign.
As companies search for sustainable solutions, sometimes the advantages extend far beyond just the environmental benefits. Boeing and South African Airways' newest innovation provides a multi-layered solution – combining health, economic development and sustainability gains.
Bank of America's latest (RED) campaign may just be heralded as one of the best of 2014
The campaign raises money through an online auction by inviting fashion bloggers to take selfies wearing or displaying items they donated to the auction.
Most marketers are challenged with making complex CSR issues understandable and relevant to their consumers – whether it's sustainable palm oil, genetically modified organisms or conflict minerals.
In a world where there are almost as many cell phone subscriptions (6.8 billion) as there are people (7 billion), it's no surprise companies are looking to this technology to not only to reach consumers, but also stakeholders throughout their supply chain.
With LOL and OMG weaving their way into everyday conversation – and even into the Oxford English Dictionary – it's not hard to see just how much our language has changed in the face of technology.
This week, "the world's largest gathering ever on climate change” united politicians, activists, investors, business executives and nonprofit leaders in a rally to address our warming planet.
Although many companies choose Veterans Day to show their support of U.S. troops, more and more companies are thinking of ways to bolster the military community throughout the year.
Social media, smart phones and new technologies are fast changing the face of cause marketing.
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.
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.
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.
Last April, Facebook profile photos the world over went red and pink in support of marriage equality; now a new movement is taking social media by storm in the form of an icy challenge.