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Moving from profit to purpose

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If your business is like many others today, you’ve noticed a trend toward giving back to the community, reaching out and helping others. A recent survey of emerging business trends reveals companies are increasingly focusing on social responsibility. Corporate social responsibility (CSR) is playing a bigger role than ever as businesses seek to tackle environmental and social issues. The target is moving from solely turning profit to building purpose. T

he benefits are many. Clearly, a successful society and thriving business go hand in hand. Beyond that, CSR helps build legitimacy in the eyes stakeholders – employees, consumers and shareholders. It differentiates your brand in a crowded marketplace. What’s more, CSR can help a company attract and retain the next generation’s workforce. The Millennial Generation, characterizing those born between the late 1980s and 2000, is known for its civic-minded nature. A recent survey by job search site The Ladders indicates 72 percent of respondents would choose an eco-conscious company over another job option, if given the choice.

Many of you are already involved in CSR efforts. Perhaps your company has selected a charitable organization to support. Maybe you sponsor the employee who’s running a race for his or her favorite charity. Or your company has made environmentally friendly practices a priority.

If you haven’t nailed down a particular CSR effort, spend some time thinking about what’s close to your heart, or something that helps give back to the industry or community. Next steps? Get the word out! Share a video post of your company’s participation in a fundraiser. Post about your efforts on Facebook, Twitter or your company’s blog. Need help? Let us know! Our team is ready to guide you.

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Regardless of your area of study in school or title in your current position, we are all marketers.

Today’s global economy, high-tech business world and ever-changing business environment littered with buzzwords mandate a lifelong journey of education. As experts in marketing, communication, public relations and technical writing, the AOE Team is dedicated to helping you better hone your craft and serve your organization. Through industry workshops and seminars, columns in a variety of trade publications and other educational resources, we offer a variety of educational venues to assist you in your short- and long-term marketing objectives.


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