14 Mar '18, 9am

Here's how to use your company's most powerful tool to change the world

This article is the third in a series by BSR that will explore how corporate sustainability pros can work across departments on shared goals. Business leaders possess a singularly powerful tool to build the world we all want to live in: their corporate brands. It is well documented that brands capture consumers' hearts and minds in an incredibly powerful way. A recent example of this? P&G's ad for the 2018 Winter Olympics , which emphasizes the power of love to triumph over bias. Brands can inspire people to be more tolerant of other cultures, to empower women or to conserve resources. Not only can brands make a positive difference, but when they seriously engage with issues such as inclusion and diversity, greenhouse gas emissions, raw materials or labor rights, they can build winning brand strategies. In many ways, the synergy between the objectives and priorities of the...

Full article: https://www.greenbiz.com/article/heres-how-use-your-compa...

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