It wasn’t long ago that corporate leadership dismissed the concept of “doing good” as a distraction to business as usual. To do it well could be costly and, worse yet, consumers wouldn’t notice or care. So, the North Star was brand awareness.
Today, nearly 11,000 companies have filed reports with the Global Reporting Initiative’s Sustainability Disclosure Database, demonstrating that they not only care about the doing good, but also care enough to be held accountable.
Over this period of change, a lot has been written about the shift in consumer behavior that has incentivized this rush toward “doing good.” Unfortunately, less conversation has existed around how to get it right, and how to successfully move from brand awareness to brand authenticity...
Read more of Grady's article on TriplePundit.com.