It might be tempting to put your head in the sand until the Brexit madness is over, but unfortunately most businesses don’t have that luxury.
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In a bid to differentiate themselves from the herd and provide an appeal beyond pure consumerism, many brands are shaping themselves around a higher ‘purpose’. With the rise of the conscientious consumer, ethical appeal is becoming at least (if not more) important as the more general appeal of your product. So it’s not surprising that there’s a lot of chat around ‘marketing with purpose’ right now.
As we click our brains into work mode after the Christmas and New Year break, it’s the ideal time to look ahead to what 2019 will have in store. A lot has happened in the last 12 months, and while Brexit has hijacked the news agenda here in the UK, it feels like the world is currently grappling with an unprecedented number of political, social and technological shifts. This rapid, frequent change shows no signs of letting up, bringing a whole new set of challenges and opportunities for marketing and PR professionals in the 12 months to come.
Corporate Social Responsibility –what it is, what it does and who needs to know about it has transformed over the last decade. Long gone are the days of companies simply signing checks to charities or sponsoring events. Far from being just a box-ticking, PR exercise, for many businesses, it now feeds into their wider strategy.