Mainwaring examines a new practice in which brands aim to earn consumer loyalty and profit, while creating a pillar of sustainable social change. The book assesses how innovative practices answer the pressing issue facing business today: how modern capitalism can satisfy the need for both profit and sustainability.
Can big business be socially responsible? Brand consulting expert Mainwaring certainly thinks so. He believes new technologies aren't merely making life easier, they're making us better: in allowing us to connect with each other across geographic, cultural, and language barriers, the Internet and social media might very well be increasing our capacity for empathy. His "We First" ethos proposes cooperation between governments, philanthropies, and capitalist corporations to achieve meaningful social transformation. Social media-viral, borderless-is the perfect vehicle to promote "contributory consumerism," and Mainwaring has fascinating suggestions for technological innovation and systemic change: he proposes a "Global Brand Initiative": an association of corporate brands and their advertising partners and competitors that willingly work together (Coke with Pepsi, Greenpeace with WWF, the U.S. with China) to advance corporate social responsibility and charitable donations. Tall orders, all-but the author's enthusiasm and evidence make an excellent (and counterintuitive) case for big business's ability to make major strides in creating a more equitable world. (June) (c) Copyright PWxyz, LLC. All rights reserved.
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June 06, 2011
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