About Shared Purpose
Shared Purpose is a forum to think about, discuss, and predict what’s next for business and society.
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ContributorsLeela StakeLeela is a director who helps businesses innovate, collaborate and communicate to be more successful. She’s based in San Francisco, has worked in six Asian countries and is interested in the relationship between long-term business success and community prosperity.Laura PalantoneLaura is a member of our corporate communications team and is based in New York.James RobinsonJames is a director who brings ten years of experience working on CR strategy and communications in New York, Beijing, and Jakarta. He looks at how CR is employed as part of broader business strategy and has a particular interest in the evolving role of technology and innovation in managing social and environmental issues.Julie JackA director in APCO's New York office, Julie works on corporate responsibility with a focus on business strategy and emerging issues and trends. Her currents interests and work focus on sustainable agriculture and supply chain management, the integration of CR and financial communications, and CR in the consumer goods space.Ellen MignoniEllen is a senior director and helped build APCO’s global corporate responsibility practice. She works primarily with APCO’s corporate clients on business alignment and corporate responsibility, stakeholder engagement and partnership development, and communication and outreach.
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History & CategoriesClick to unfold.
- What’s behind the gender wage gap in Seattle?
- iCrisis, version 2.0
- Takeaways From New Renewable Energy Proposals in Washington State
- The Red Equal Signs: Top Takeaways for Cause-Conscious Companies
- Women Helping Women
- Meet the Aspirationals: Three Findings from Regeneration Roadmap
- As Same-Sex Marriage Reaches the Supreme Court, So Does Support from Corporate America
- Shareholders of the World, Unite!? (Part II)
- Mandatorily Philanthropic?
- The Word from Seattle: U.S. Needs Sustained Clean Tech Movement
Category Archives: Cause Marketing
This post originally appeared on Armchair Advocates.If you’ve opened a laptop or turned on a TV in the last week, you know the Supreme Court has just heard arguments in two landmark cases involving same-sex marriage: a challenge to California’s controversial ban on same-sex marriage (Prop. 8), and to the so-called Defense of Marriage Act [...]
Posted on Thursday, March 28th, 2013 By Daniel Gabis
We’ve been calling 2012 the year of regulation – with new guidelines and regulation cropping up for all manner of CR issues. And government involvement is now slowly creeping over to cause marketing. It’s the season of all things pink, and we are well into the era of backlash against the “pinking of America.” Yesterday, New York Attorney General Eric T. Schneiderman issued best practices to promote transparency in cause marketing. This was the culmination of a year-long review of corporate pink ribbon campaigns.
Posted on Friday, October 19th, 2012 By Andrea Shatzman
In another victory for cause marketing, Humankind Water took the #1 spot in Walmart’s recent Get on the Shelf social media contest. The contest garnered thousands of entries, ranging from shorts made from towels to a handy dandy eyeglass repair kit.In the end, though, a product that donates 100 percent of net profits to countries [...]
Posted on Thursday, May 10th, 2012 By SharedPurpose
My piano teacher growing up had a great saying whenever I was missing the simple beauty of a piece: “Don’t be a complicated cookie,” he’d say. I think this has imbued me with a lifelong appreciation of simple but brilliant ideas. I stumbled upon a GREAT one earlier this month. For people who need a bone marrow transplant, the chances of finding a donor that’s a match are frighteningly small. The trick to solving this problem, of course, is increasing the pool in the donor registry. Getting millions of people to march into a hospital somewhere to give a blood sample – that’s not easy.
Posted on Wednesday, March 28th, 2012 By Andrea Shatzman
In case you missed it, this year’s Blog Action Day – also World Food Day – happened Sunday, October 16, and featured more than 2,700 bloggers from 109 countries in digital conversation about food. Blog Action Day 2011 included voices from across the globe and a range of perspectives – nonprofits, nutrition experts, parents, activists, chefs and others.
Posted on Friday, October 21st, 2011 By SharedPurpose
Many of us in cause branding believe in the power of partnerships. We have often sat between a corporation and an NGO and had the delightful task of having to translate two very distinct dialects. I am here to say we are at an exciting time in the evolution of cause brands, be it for-profit, non-profit or even some-profit! There are symbiotic relationships bursting on the scene everywhere, often driven by a common effort to build a truly new and vibrant American brand.
Posted on Thursday, September 22nd, 2011 By SharedPurpose
I was just in NYC and it was a quick-turnaround trip, so unfortunately, I didn’t have time to shop. When I head back to the Big Apple in a few weeks, I’m going to carve out some time for a side trip to SoHo to check out this new concept from Nordstrom: Treasure&Bond. Why am I sharing this tidbit with Shared Purpose readers?
Posted on Friday, September 2nd, 2011 By Tara Greco
Happy anniversary, Shared Purpose! Last year, we saw amazing CR communication campaigns that capitalized on huge international platforms. Idol Gives Back used the epic American Idol platform, One Goal and United Against Malaria capitalized on the World Cup (in Africa for the first time) and Keep a Child Alive used celebrity social networks. In addition, companies used mega-advertising budgets to showcase their initiatives. It was definitely a year of great ideas and creativity.
Posted on Thursday, April 28th, 2011 By Aman Battish
We all saw it. We probably cringed a little. Groupon’s controversial “Save the Money” spot got the most ink for mocking the plethora of CR-focused advertising. It made me ask the question – are the feel good, socially responsible ads believable or has it just become a joke?
Posted on Wednesday, February 9th, 2011 By Aman Battish
For as long as I can remember, Thanksgiving morning = the “Macy’s Day” parade.(Yes, I know its technically the Macy’s THANKSGIVING Day parade, but be honest…we all call it “Macy’s Day.”)And that’s exactly what Macy’s wants...as we’re heading into the high gear of the holiday shopping season, they want all Americans to think, “I need [...]
Posted on Friday, November 19th, 2010 By Tara Greco