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Brands: Do good to feel good

Globalisation and population increases are just a couple of factors that have contributed to a shift in focus onto businesses’ reliance on key resources and their sustainability models. And those brands that have been smart enough to listen and respond to social, community and environmental issues have been able to earn respect among their customers.

However, according to a recent survey by The Bartlett (UCL’s faculty of the built environment), brands still have a lot of work to do when it comes to enhancing their wider sense of purpose in the world.

Of the business leaders polled, 80 per cent felt UK companies still need to gain a better understanding of the built environment to make smarter investment decisions in the future and maintain competitive advantage. (Read the full report at:

Traditionally, competitive advantage has been gained with products and services, but it seems that today it’s those demonstrating compassion and empathy gaining the edge. Brands that can genuinely show care and commitment to a greater cause at a deep level will find that far more influential and powerful than most marketing techniques.

And many brands are already showing more compassion in a B2B context. One such example is Google, who teamed up with Technology Trust and Media Trust to launch a joint CSR and outreach programme developed to help charities gain the tools and understanding they need to build and maintain their digital presence. The full case study features in our upcoming Corporate Social Responsibility Best Practice Guide.

The more companies can evolve as ‘responsible’ businesses, and market this well, the more they will prosper.