Brand-fueled movements connect consumers with the causes they care about and move the needle on impact. By bringing together people, purpose and products, brands gain consumer goodwill, earned media and build a better world.
A great example of a brand that’s building a movement is Timberland. The footwear and apparel brand announced it will plant 50 million trees across the globe within the next 5 years, building on the tree planting efforts it has already led since 2001.
We First CEO Simon Mainwaring sat down with the Sustainability Director of Timberland, Colleen Vien, to discuss how the global apparel industry leader is able to create business growth through activating its purpose. The following are excerpts from that webinar, which can be watched in its entirety here.
Cause Marketing Master Series Presents Simon Mainwaring, We First
(3BL Media / theCSRfeed) June 28, 2011 - As we step into the second decade of this century, it is reasonable to ask: "Are current corporate social responsibility and cause marketing efforts sufficient to meet the scale of needs in the world, especially given the stature and role that corporations play in society?"