steven howard authenticity
The case for the socially responsible corporation
Authenticity and trust will be two of the key cornerstones for corporate reputations in this Era of Responsibility. This will come not only from your policies and public pronouncements, but from the actions and beliefs of your employees.
Don’t just show consumers charity: show them your conscience
In his last article, marketing consultant Steven Howard argued that businesses must invest with a social purpose to win back the trust of consumers. Here, he continues his analysis of a recent worldwide survey on consumer preferences.
Consumers are demanding their brands have a social purpose
Over the past six months, we have watched the public meltdown of three major, formerly stellar brands – Tiger Woods, Toyota and BP. Fortunately, in the world of marketing, as in science, for every action there is almost always an equal and opposite reaction.
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