Purchase with Purpose: How Brands Are Using 'Social Good' to Win Consumer Loyalty
Tuesday, December 6, 2016 / 10:15 am - 11:15 am


Hugh Cameron, Chairman, PHD UK

Mike Coupe, CEO, Sainsbury's
Natalie Deacon, Executive Director, Global Communications, Avon Cosmetics
Nicholas Reed, Co-Founder, Shareability
Paul van Zyl, Co-Founder and CEO, Maiyet
Simon Woodroffe, OBE, Founder, YO! Company

Consumers are putting their money where their mouths are when it comes to responsible consumption. In a recent study, 73 percent of the respondents said brands have a responsibility to do more than just make a profit. Customers expect social responsibility, and even more than that, they prefer brands that try to make a difference in the world. While the concept of "social good" isn’t new, corporate responsibility is becoming more relevant as technology enables direct, personalized marketing. A company's engagement and purpose should be reflected in everything it does. This is especially important in today's multichannel marketing mélange. By talking about the issues and causes that consumers care about, brands build a better connection while promoting their core values. In this session, panelists will discuss what their organizations have done — from protecting the environment to promoting equality — to gain customer loyalty while also supporting change.