Marketing Disrupted 05: Walking the Walk
by Amber Mac on July 3, 2019
Corporate social responsibility (CSR) is no longer a nice-to-have, but a must-have in any marketing strategy. Brent and Amber talk to Brian Solis, author, speaker and Principal Analyst at Altimeter Group, about the role that CSR plays in reinforcing brand purpose, employee engagement and how to embed CSR in an effective marketing strategy. And Michael Masserman, Head of Global Social Impact at Lyft, talks about why improving lives is as important to his company as the bottom line, whether it’s committing to sustainability, driving people to polls or providing transportation to distressed communities.
They also speak to Alexander Lvovich, Managing Director at Volvo Car Canada, on taking ethical stances on hard topics—Vision 2020 means committing to zero deaths or significant accidents by the year 2020—and why this is the most important strategy the car company uses to build meaningful experiences with customers.