The Caring Economy: How to Win with Corporate Social Responsibility (CSR)

This look at CSR (Corporate Social Responsibility) -- where it began, where it is today, and where it is headed -- told chronologically and through Toby Usnik's 25 years of brand stewarding at celebrated multinational and start-up firms, is a primer for leaders in small- and medium-sized businesses that are figuring out how to manage their triple bottom line (People, Profit and Planet). This book is a primer for any leader developing or expanding their CSR efforts. This book explains to business leaders: How CSR contributes to their bottom line and why they cannot 'fake caring', How business leaders leverage to CSR make their companies more profitable, more attractive to the best talent, customers and investors, How CSR helps retain and grow top talent to a degree that allows them to see around corners and lead in their organizations and markets, How CSR connect brands with the younger consumer and makes them loyal to your brand, How good CSR creates evangelists for brands, creating a halo effect that drives more editorial and social media, and reaches consumers in more cost effective ways than advertising, How to separate the wheat from the chaff -- What are the myths and false hopes of CSR and who are the charlatans trying to exploit a company's efforts to create meaningful change through CSR Why leaders cannot afford not to think about CSR and integrate it to their business (eg, this is not something only for large companies or public companies), The ways to avoid reinventing the wheel by borrowing from those who have already established best-in-class practices.Why and how ultimately CSR as we know it will and should go away because it is so integrated into the DNA of the brand and its emp