Never in the history of business has being good been so vital. Richard Branson has been championing the idea that doing good is good for business. And he’s right. According to an Edelman study, “73% of consumers would switch brands if a different brand of similar quality supported a good cause”. We are all looking for ways to shop with both value and values. This isn’t groundbreaking news. Yet in a culture of consumer scepticism and a market flooded with alternative products, being viewed as the best at being good isn’t an easy task. In fact, it’s damn difficult. Companies are being held accountable in a variety of ways: fiscal consistency, social responsibility and environmental sustainability. No organisation can think long-term without a multi-dimensional, multi-level, multi-stakeholder strategy.
