Driving positive engagement through purpose

Laura Kline

Journal of Digital & Social Media Marketing, 2018, vol. 6, issue 3, 241-248

Abstract: This paper addresses the rise of purpose-focused companies — those that develop strategies to deliver sustainable growth and drive positive social impact. It considers the environment in which purposeful business strategies have ascended — one of complexity, uncertainty and polarisation — as well as changing consumer demands and a willingness by corporate leaders to take a stand on essential issues. Lastly, the paper offers practical tips for marketers to engage more deeply with external audiences on purpose, whether approaching purpose for the first time or communicating about longstanding initiatives.

Keywords: purpose; sustainability; engagement; consumer activism; storytelling; CEO activism (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2018:v:6:i:3:p:241-248

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