Generation Responsible: How social responsibility drives business

By Aimee Woodall

Today’s consumers are different. Describing them as savvy or smart would be an understatement. Transparency in media practices, influenced by social media culture, has made it easier to recognize flimsy, insincere marketing tactics. Consumers have become fiercely loyal to certain brands — they interact publicly with brands through social media and consistently reward companies that give back to their communities.

There’s no arguing that a transition is taking place, evidenced by the success of brands like Toms, Feed and Warby Parker— all of which include a substantial philanthropic strategy as part of their mission. Companies across industries are implementing corporate social responsibility plans and building opportunities for their employees to engage with partnering nonprofits.

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