communities and citizenship - Havas Worldwide Prosumer Reports

CONCLUSION
Maximizing Profits Through Purpose
O
ur studies have made clear that we are living in a period
in which progress is being questioned and people are
seeking to forge a different—and better—path to the
future. The simple truth is that governments have proved
inadequate, and people are looking for support from big business
as they seek to redress wrongs and create a better world. That
spells opportunity for brands that have a vision to share and a
willingness to commit themselves to driving change.
Are there risks inherent in stepping outside the traditional
purview of business? Of course. Even the “safest” causes
(e.g., clean water, childhood diseases) may lead to charges
of hypocrisy, just as so many sustainability efforts have been
dismissed as greenwashing (and some rightly so). Controversial
issues have even greater potential for pitfalls. For instance,
around half our global sample said they prefer not to buy from
companies that actively support political causes they oppose.
And yet adhering to “business as usual” now appears to carry
even greater risk, as corporate responsibility and social purpose
are increasingly demanded by a consuming public no longer
willing to see businesses reap the benefits of society without
sharing in the burden of supporting it. Ultimately, every business
and brand needs to determine its optimal role and contribution.
22 Prosumer Report, Vol. 15