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Corporations discover their social conscience

The Star , 8/8/07

Abstract:

Have you noticed a trend lately?

Companies are donating profits t good causes. Charities are hooking up with brands. Brands are launching their own causes. Environmental issues are going mainstream.

Call it caring, call it compassion; consumers are saying they value the impact that business has on the world. It appears that doing good is now good for business. But why the shift? Why now?...

...The trend is incredibly strong with youth. Those under 25 care a lot about this issue. When asked if they consciously choose to do business with companies who are socially and environmentally responsible, 41 percent of those 18- to 24-year-olds agreed...

...The second demographic factor to consider is aging baby boomers, many now over 50. Moving into a stage of life where they begin to consider their legacy and impact on the world, they too care a lot about this issue. In fact, the passion for this issue is distributed like a reversed bell curve rising the highest with youth and those over 50. The boomers represent a huge target group with incredible wealth and influence. When asked if they consciously choose to do business with companies who are socially and environmentally responsible, 43 percent of those over 50-years-old agreed.

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