welcome to goodpurpose™
Many corporations are engaged in Corporate Social Responsibility. But along the corporate-brand-consumer continuum, CSR programs often have not made a direct, ongoing connection with consumers. It may well be that the corporation is too far away from the daily needs and realities of the consumer mindset.
mutual social responsibility for mutual benefit
Enter "Mutual Social Responsibility," an emerging phenomenon where consumers and the brands they interact with every day take a mutual interest in and a mutual responsibility for being good citizens and citizen brands.
Bill Clinton, in his new book, "Giving," points to an explosion of private citizens doing public good and multiple paths to involvement, from giving money and giving time to giving talent and more. Mutual Social Responsibility is a natural outcome of and perfect partner to CSR and traditional cause-related marketing.
This rising thunder for social action, involvement, and good citizenship is more than just a passing trend. The popular culture is showing an overall influence of and commitment to the social purpose zeitgeist, from Al Gore winning the Nobel Prize for his revolutionary take on global warming, to the recognition of world influencers like the Dali Lama, Nelson Mandela and Desmond Tutu, to "cause celebrities" and leaders like Jolie, Oprah, Merkel, Branson, the Gateses and Bono, to social crusaders on the blogosphere and "mega-moms" on community networking sites.
introducing goodpurpose™
These social and cultural forces, combined with real inspiration from some of our own client brands that are already working in the social purpose arena, has led us at Edelman to evolve and combine our expertise and heritage in brand marketing and social networking with a passion for social purpose. In partnership with our clients, we want to take that next pioneering step to chart new territory in this ever-changing social purpose landscape. We have named our new brand of social purpose marketing goodpurpose™.
Read more about the goodpurpose story in our introductory presentation.
Edelman's goodpurpose consultancy harnesses the knowledge and creative talents of both internal and external professionals to best assess a brand's social purpose marketing needs and opportunities, and ultimately develop powerful, purpose-centric campaigns that deliver return on involvement and return on investment.
Please think of goodpurpose as an involving, evolving cooperative where everyone is invited to participate, weigh in and co-create the next generation of social purpose marketing with us. We look forward to sharing more.
Mitch Markson
President, Consumer Brands
Global Creative Director
Edelman
CSR, cause-related marketing, or mutual social responsibility?
CSR is self-described: "Corporate Social Responsibility." "Cause-related marketing" often describes activities that are ancillary to a brand (for example, supporting a 10K race to benefit breast cancer research), but not necessarily central to its proposition.
In contrast, the aim of a Mutual Social Responsibility concept is to inspire the consumer and the brand to act together for common good. Edelman's brand of mutual social responsibility and creative social purpose marketing is called goodpurpose™.
The aim of our goodpurpose consultancy is to help brands and companies:
- assess whether it's appropriate or viable to put a social cause closer to the center of their brand's proposition
- help identify the appropriate social cause
- amplify the social cause with a unique, differentiating, powerful idea
- create a relationship building and participatory goodpurpose campaign that delivers both return on investment and return on involvement
read the study
With our research partner StrategyOne, we've unveiled a new nine-country consumer study. Discover the attitudes of real people around the world, what they are doing in multiple areas of social purpose, and how they're looking to brands to engage them in making a difference.
listen up
We're showcasing a variety of brands on our goodpurpose "playlist" so you can "listen to" and discover what some brands are creatively doing in this space. Each month, we'll add to the playlist and feature an in-depth interview with a top marketer or brand expert.
start your goodpurpose
Edelman's goodpurpose consultancy helps brands discover how to engage with consumers through social purpose marketing. We offer brands an in-depth workshop, an index tool and complete campaign design and execution.
our media partner
goodpurpose™ and GOOD magazine have united to share social purpose insights and trends with brands. GOOD describes itself as a magazine for people who give a damn and an entertaining magazine about things that matter.
Take a GOOD look.