by Silvia Vergani | Feb 19, 2020 | Corporate Communication, Corporate Social Responsibility
Brands should put themselves into their stakeholders’ shoes and increasingly activate circular communications In the content shock age, with so many contents exceeding the time and effort we can spend on them, corporate communication should perform “a radical...
by Silvia Vergani | Dec 5, 2019 | Corporate Communication, Corporate Social Responsibility
Differently from Corporate Social Responsibility, corporate activism requires dissonance. It’s a challenging way to go, but some companies walk into it by standing for a cause.“We have a history of environmental and social commitment, but we acknowledged that...
by Silvia Vergani | Jul 9, 2019 | Corporate Communication, Corporate Social Responsibility
Purpose-driven companies have superior performance in the medium-long term, but they are sometimes pushed for bold decisions with relevant costs. In the 1960s about one company out of twenty ran the risk of being overwhelmed by technological, economical, social and...
by Silvia Vergani | Mar 28, 2019 | Corporate Communication, Corporate Social Responsibility
Mars refreshed it a few weeks ago, but Japanese firm Kongō Gumi mastered it about 1,440 years ago. A strong corporate purpose motivates employees, triggers customers, and favours long-term performance. Chosen as 2018 Marketing Word of the Year by US-based Association...
by Silvia Vergani | Mar 7, 2019 | Corporate Social Responsibility
The United Nations list partnerships among the 17 Sustainable Development Goals of the 2030 Agenda. Alliances have thus become a formidable engine for CSR. Everyone can contribute to environmental and societal causes. But some challenges – such as climate changes, or...
