The world of business is changing. Consumers are demanding more — more value, more quality, more responsibility — and more companies are striving to keep up.
As information becomes more transparent, people are starting to realize that brands are not siloed and that businesses touch many parts of our world and society. A bank is no longer just a bank; it’s an international institution that can directly affect our daily lives (and livelihoods), which mean its operations are important to us.
The more a business remains an opaque brand, the bigger the disconnect between what it says and what it does. What’s happening between the product factory in China and the glossy ad in Wired Magazine? The second there’s a misalignment of mission and action; it’ll invariably lead to consumer mistrust, resulting in people heading elsewhere to fill their needs around genuine authenticity.
The Three I’s of Corporate Social Innovation
