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Brand Activism Matters Now More Than Ever

by Mary Mazzoni

Back in 2011, outdoor gear giant Patagonia shocked the country by taking out a full-page ad in the New York Times with the message “Don’t Buy This Jacket” emblazoned over its best-selling coat. The ad, which ran in advance of Black Friday, called on shoppers to “buy less and to reflect before you spend a dime on this jacket or anything else.”

Now Available Online: CR Magazine Brands Taking Stands Issue

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Digital Version of CR Magazine’s 3BL Forum: Brands Taking StandsTM Edition Now Available Online

The Autumn 2018 edition of CR Magazine is chock full of the inspiring stories of the why and how of corporate activism. Enjoy spotlight features on CR Magazine’s Responsible CEO of the Year Award winners, stories about taking stands on sustainability, diversity, and our feature story on José Andrés – the man who is saving the world, one meal at a time.

MSL Wants to Learn More About How Corporate Activism Influences Stakeholder Behavior

by Mary Mazzoni

Companies including Bank of America and NASCAR helped convince North Carolina lawmakers to rescind the state’s anti-LGBTQ “bathroom bill.” Nike blew past boycott threats and leveraged an explosive ad campaign, featuring former NFL quarterback and racial equality advocate Colin Kaepernick, to attain its 

Hosted Breakfast Session: Humanizing Climate Change: How Brands are Creating Social Relevancy for Sustainable Change

Sustainable Brands 2015

June 2, 2015 8-8:45 a.m.

Sunset Ballroom 4-5

The narrative around climate change is evolving. As the dialogue moves from how our actions impact the earth to how our actions impact our own future, more people are looking at how to bridge the disconnect between humans and the environment. And while the rise of social media is likely one of the many reasons for this disconnect, it is showing clear signs of being part of the solution as well and brands are catching on.

In the Future, Companies Will Survive Only if They Help Solve Big Social Problems


Original article on Forbes

This article is by Paul Klein, founder and president, Impakt, and Milinda Martin, vice president, community investment, corporate brand, and reputation, Time Warner Cable.

China’s 382 Million Millennials Demand Corporate Social Responsibility


A vast majority of millennials across the world expects brands to engage in corporate social responsibility—and China is no different, according to a new report.

MSLGROUP’s Corporate & Brand Citizenship Practice Wins Two PRWeek Awards


We were thrilled and proud to be recognized at the annual PRWeek Awards in New York on March 20, 2014, where MSLGROUP won PR Product/Service of the Year for our PurPle (Purpose + People) methodology, and Nonprofit Campaign of the Year for our work with the March of Dimes’ imbornto campaign.

Part I: Cause + Video: Cause Marketers Effectively “Showing, not Telling” through Video


When I pen a piece or give a talk on cause or CSR marketing trends, I always ground it in the same concept: cause marketing simply follows overall marketing. And, these days, when you talk about brand marketing, you are likely talking about content marketing. 78% of CMOs believe the creation of custom content is the future of marketing.

A Year of PurPle (Purpose + People)

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It's no secret that now more than ever, companies need to stand for something - they need a greater purpose that drives both business and social goals. That's why we've spent the past year creating purpose-inspired programs and working with our industry's top leaders to develop the latest best practices that will move the needle on some of the most pressing societal issues, while delivering real business results. To hear more about the work that we've accomplished and the importance of weaving together purpose and people, press play.



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