The 11th Annual Summit by Canadian Business for Social Responsibility brought together an international panel of leaders to address how corporate social responsibility practitioners can lead their companies onto a transformational path. Keynote speaker John Elkington showed how enterprises can set and achieve bold goals that touch their core business while addressing systemic societal risks and challenges.
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Integrating Corporate Responsibility Into Brand: GM vs Zipcar
There is a powerful opportunity for brand managers to integrate corporate responsibility commitments into brand platforms to win consumer loyalty. General Motors and Zipcar both ran recent campaigns in universities to win over students. One car company shows they understand their target audience while the other shows a disconnect.