By Thomas Kolster

The majority of do-good efforts from brands are ridiculous and nothing but a cheeky pick-up line to charm consumers into buying more. For most marketers “doing good” or “Goodvertising” is simply yet another buzzword in their branding vocabulary that’s as sincere and determined as some fast-food brands’ efforts against obesity. Marketing can keep talking about changing the world – or it can do something about it.

Brands are stuck with short-term thinking and why would it be any different when the average marketer is only in the hot seat for a few years? Recent figures by The Marketing Society show Read full story ›

Source: The Drum