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July 17, 2007
Good is the New Black: Being vs. Doing
Posted by Kevin D. Hendricks | Filed under: Cause Marketing
At least according to Carol Cone of Cone Inc., who says doing good is always in fashion:
No matter what cause a company stands behind, Ms. Cone maintains it's one thing that will never go out of style with consumers. "Good is the new black today," she said.
And while we had less than encouraging numbers about cause marketing earlier this month, it's clear that causes are still important:
- Two-thirds of people consider a company's business practices before deciding to do business with them.
- 87% would switch brands if one was associated with a cause.
- 92% value companies that promote social causes.
- 83% say corporations have a responsibility to support causes.
- 72% of employees wish their employers would include causes in the business plan.
So if good is in, why is cause marketing slipping?
Because it's not enough to do good. Consumers can spot a fake do-gooder a mile away. Slapping a cause marketing campaign together just because Bono is doing it is a sure way to fail. Cause marketing is not makeup to cover corporate blemishes.
To truly succeed, companies need to be good. You have to actually care and you have to genuinely act. It all has to fit together and when it does it's perfectly natural.
So instead of jumping on a band wagon, do some soul searching and see if your company has a good heart. Figure out who you are (our Personality Profile™ can help). If you're more than a do-gooder, if your company is actually good, you'll see everything fit together. That's what we love about authenticity. Much like good and black, it never goes out of style.
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