when you stand for something,
you stand out

What makes socially conscious brands like The Body Shop, Starbucks, Rama, Toyota Prius, and Dove so successful? It's not just because consumers value their great products. They also value their "built-in" support of social causes, which differentiates them and gives them a competitive edge. The result is a triple win: good for the consumer, good for the brand's business, and good for society.

 

roi: return on involvement

When a brand joins forces with its consumers to advance a meaningful social cause, it can realize gains on a number of different levels. Engaging a brand in a good purpose can:

• Give consumers a reason to buy
• Differentiate a brand from its competition
• Produce a "halo effect" around a brand
• Provide a catalyst for consumer involvement
• Build brand loyalty
• Help launch the brand into pop culture
• Bring a brand's values and humanity, literally, to life