How Brand Leaders Can Satisfy The Modern Consumers Need To Do Good [Forbes]
EPR Properties (EPR)
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Source: Forbes
The notion of “doing good” is no longer the captive domain of charities and brands’ efforts to align products with worthy causes. Embolden The notion of “doing good” is no longer the captive domain of charities and brands’ efforts to align products with worthy causes. So-called “prosocial behaviors” are popping up as important activities in the daily lives of Millennials and Gen Z. In the world view of digital natives, making a difference in the community is an important part of a healthy, well-rounded life. To get underneath what’s going on here and why it matters to business and brands, I asked Ann-Marie Harrington, a partner at Embolden , about what the research is telling us and how brand leaders can put it to good use. Jeff Fromm: What were the key things you learned in your research? Ann-Marie Harrington: We were surprised to discover such a strong connection between “doing good for others” and a person’s own well-being. Of the thousands o
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