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'The
new, good looking'
Brands and Social Commitment
Corporate Social Responsibility (CSR) and the importance of considered
brand collaborations. CSR seems to be a current phrase used to
tick the social responsibility tickbox for organisations. But,
what about eco-innovators or consumer’s pulling brands* that
demand responsibility,
as well as being seen to be doing the right thing?
Individuals make up organisations, not procedure and legislation.
It
is true, organisations need to look inside themselves if a responsible
attitude is to work, as well as listening to consumer
moods and
the growing discomfort of eco-literate, socially aware and brand
mature** generations to come.
* Recent focus group with Griib Design & young people
aged 13-16yrs. Data confirmed via Henley Centre report - Henley
World,
'The future of Brands'.
** Henley Centre - Henley World research www.henleycentre.co.uk
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