![]() The United Nations Sustainable Development Goals tackle 17 of the most important causes in our world and we all have a role to play in achieving one or all of them! World hunger, extreme poverty, lack of access to health care & education, unequal pay, global warming and so many important topics are taking center stage and affecting our world as we know it. Extremism and radicalism has started taking over young minds as a result we are embarking on a lost generation. Youth unemployment has risen in the past decade, making it very hard for this generation to have faith in their future and look forward to a better world. MF: Currently, we are facing the biggest refugee crisis this world has ever seen. How can brands move from being socially responsible to being socially impactful? The role of the private sector is vital in shaping the vision of the future for our communities while we face the biggest world issues.īB: In order to cut through the noise, brands have to get more sophisticated in their methodology and create impact. ![]() They are looking for the responsible brands, the ones that care about world issues and contribute back to the community. Why does this matter to the brands success? Because consumers are becoming more attentive and rooted. This does not mean lie or play on someone’s emotion, on the contrary, it simply means humanizing the brand. This means making the human connection between the consumer and the brand. Over the years, corporations learned that it is both smart and makes business sense to start matching their social cause with consumer sentiment or what we often call, ’cause-related marketing’. It’s no longer the responsibility of one person or one department, automatically, everyone plays a role in driving the strategy, achieving the outcomes and ensuring impact. The latter means that a brand incorporates a social impact strategy into its DNA that is both sustainable and impact-driven. MF: In the Middle East, we’ve seen a great shift over the past ten years from charity-based initiatives, to social impact and employee engagement projects, to a new term to the region called ‘shared value’. How can brands effectively create shared value through matching social cause with consumer sentiment? Mariam Farag ![]() BB: In the past ten years, promoting sustainability has evolved to being one of the fundamental key pillars of any brand’s communication process. ![]()
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