social brands: csr evolves to become civic marketing

CSR EVOLVES �1 �

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SIMON KEMP • we are social • AUGUST 2013 �

CIVIC ENGAGEMENT�TO BECOME �

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TODAY: SOCIETY INCREASINGLY EXPECTS BRANDS �TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE �

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CSR SHOULD BE ABOUT COMMUNITY ENGAGEMENT,�NOT ABOUT RELIEVING THE CORPORATE CONSCIENCE �

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RETHINKING THE CONCEPT OF BRAND VALUE �

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Activities focused solely on maximising

short-term profits

Activities designed to maximise returns for

employees and partners

SHAREHOLDER � STAKEHOLDER �Activities designed to contribute to the greater good of all

SOCIETAL �

VS�VS� VS�VS�

INSTEAD OF ASKING PEOPLE TO ‘LIKE’ THEM, BRANDS SHOULD DELIVER IRRESISTIBLE REASONS TO LOVE THEM �

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TOMORROW: BRANDS EMBRACE COMMUNITY SERVICE, MAKING IT A CORE PART OF THEIR OVERALL OFFERING �

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THE RETURN OF THE GOOD SAMARITAN

Corporate philanthropy is not new, but its popularity faded in the age of mass marketing.

However, as society becomes less tolerant of corporate greed, civic-minded brands will

return to the fore as marketers rediscover the enduring value of doing ‘good business’.

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DIGGING �

DEEPER �

TO DO: IDENTIFY WAYS TO PARTNER WITH COMMUNITIES AND ADD LASTING VALUE FOR THE BENEFIT OF SOCIETY �

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FIND OUT MORE AT�WEARESOCIAL.SG �

WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.�

WE HELP BRANDS TO LISTEN TO, UNDERSTAND,�AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.�

WE’RE ALREADY HELPING MANY OF THE WORLD’S �TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,

DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. �

IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU�TOO, CALL SIMON KEMP ON +65 9146 5356, OR �

EMAIL US AT SAYHELLO@WEARESOCIAL.SG.�

FIND OUT MORE AT WEARESOCIAL.SG.�

WE ARE SOCIAL �@WEARESOCIALSG �

+65 9146 5356 �SAYHELLO@WEARESOCIAL.SG �

WEARESOCIAL.SG �