Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit

Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters, including examples such as:

• Toms grew into a $600 million company by giving away 35 million pair of shoes.
• Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability.
• CVS’s strategic decision to start destocking cigarettes in all stores.

Customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence. Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes.

By implementing the five-step model for the new rules of business laid out in Do Good--Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts.