Tip Sheet: Turning Corporate Responsibility Into Brand Opps


CSR, sustainability with a small “s,” sustainability with a big “S”; these are just a few of the terms floating at the C-suite level that are overused and misunderstood. At Cone, we define corporate responsibility (CR) simply as aligning a company’s business practices with the expectations of its stakeholders. Although many companies have been facing and addressing CR issues for decades—such as diversity, workplace practices and environmental stewardship—most have struggled with clearly and succinctly communicating how these business practices are relevant at the brand level. GREAT EXPECTATIONS Consumers still expect strategic philanthropy and community investments, but they also expect more. Customers such as retailers want to know how you are helping them achieve their CR goals.

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