Partnering for a Better World

The reality was rarely that extreme, but there were elements of truth to those stereotypes. Over time it has become clearer that it is not wise for corporate social responsibility work to be divorced from the strategic needs of the business, and that highly promotional cause-marketing campaigns that are perceived as inauthentic and opportunistic will not stand up to public scrutiny. Fortunately, we've seen tremendous convergence between the CSR and CM communities as business leaders concluded they need to be more holistic.